Done-For-You Social Media for Mortgage Brokers in 2026: 4 Options Compared (Real Cost + BPS Math)

Real cost, posts/month, and ROI for mortgage-specific done-for-you social media. In-house manager vs generalist agency vs mortgage-specialist agency vs Prestyj DFY social — fully-loaded numbers, cost per lead, and rate-move responsiveness.

Done-For-You Social Media for Mortgage Brokers in 2026: 4 Options Compared (Real Cost + BPS Math) — Prestyj
Done-For-You Social Media for Mortgage Brokers in 2026: 4 Options Compared (Real Cost + BPS Math) — Prestyj

Most loan officers shopping for done-for-you social media compare the headline retainer, sign with a generalist agency that posts twice a week, and three months later wonder why their realtor referral partners stopped sending pre-approval requests. The mistake isn't the agency — it's the assumption that 8–12 posts a month on Instagram is "doing social media" in a category where the Fed moves on a Wednesday, every loan officer in the market posts the same boilerplate that afternoon, and the LO with the freshest, most-recent, most-data-grounded content is the one realtors actually screenshot and send to their buyers.

TL;DR: Done-for-you social media for mortgage brokers costs anywhere from $800/month for a freelancer to $7,500/month for an in-house manager, but ROI is decided by volume, rate-move responsiveness, and realtor-referral activation — not headline price. Generalist agencies ship 20–30 posts/month at $1,500–$3,500 fully loaded. Mortgage-specialist agencies ship 30–60 posts/month at $2,500–$5,000. An in-house social hire costs $6,000–$10,500/month all-in. Prestyj's DFY social for mortgage ships 1,000–1,500 posts/month at $1,497–$2,997 flat — roughly $1–$3 per post vs the $50–$175 per post every other option costs. One additional funded loan at 100bps on a $450K balance pays for 18+ months of any DFY plan.

Key Takeaways

  • Mortgage is a high-revenue, low-volume conversion business — average revenue per funded loan is $3,500–$8,500 (broker) or $4,500–$12,000+ (banker/correspondent) depending on BPS, lender comp, and loan size
  • The algorithmic threshold for residential mortgage is roughly 30 posts/week (why 30 posts isn't enough) — most generalist agencies ship 2% of that
  • Cost per pre-approval lead via DFY social at scale lands $28–$95 vs $140–$420 on Meta paid ads in the same market
  • Realtor referral compounding is the LTV multiplier — LOs running high-cadence social secure 2–3x more realtor referrals in their second year because realtors screenshot and forward content
  • Rate-move response is the killer use case — LOs who post within 2–4 hours of a Fed move or 10-year Treasury swing capture realtor and borrower attention at 8–15x baseline reach
  • Compliance is a hard constraint — TILA, RESPA, and state-by-state advertising regs make most generalist agencies a real compliance risk
  • The hidden cost of low volume is missed rate-move windows — a 30-posts/month agency physically cannot react to a Wednesday Fed announcement with Thursday content

DFY Social for Mortgage Brokers: 4 Options Side-by-Side

Here's what mortgage brokers actually pay across the four options. All numbers fully loaded.

Cost CategoryIn-House Social HireGeneralist Social AgencyMortgage-Specialist AgencyPrestyj DFY Social
Headline price$4,500–$7,500/mo (salary)$1,500–$3,500/mo$2,500–$5,000/mo$1,497–$2,997/mo flat
Setup / onboarding$5,000–$15,000 hire/ramp$1,500–$5,000 one-time$2,000–$6,000 one-time$0 included
Posts per month60–12020–3030–601,000–1,500
Platforms included2–41 (others +$300–$800)2–34–6 included
Reels / short-formTheir time+$400–$1,500/mo+$300–$1,000/moIncluded
Rate-move turnaroundSame day (if available)5–10 days1–3 daysSame day (24h SLA)
Strategy depthHigh (one brain on staff)Generic / template-drivenMortgage-specific playbookMortgage playbook + AI swarm
Compliance (TILA/RESPA)LO's responsibilityOften missingUsually coveredBuilt into compliance layer
RevisionsUnlimited1–2 rounds, then $50–$150 each1–2 roundsUnlimited
ReportingBuild internally+$50–$200/mo or PDF onlyQuarterly reviewReal-time dashboard
Contract lengthAt-will employment6–12 mo with 30–90 day exit6–12 moMonth-to-month
Real fully-loaded cost$6,000–$10,500/mo$3,200–$7,800/mo$3,500–$6,500/mo$1,497–$2,997/mo
Cost per post$60–$175$110–$260$70–$180$1–$3

The cost-per-post column decides this for most LOs. Once the swarm clears the algorithmic threshold, every additional post at $1–$3 each does the work of an entire weekly batch from a generalist agency.


Why Social Media Matters Specifically for Mortgage Brokers

Mortgage is not a category where social media is brand-presence theater. It's the highest-leverage realtor-referral surface in a market where the Fed moves quarterly, rates trade daily, and the LO who shows up with weekly, data-grounded, compliant content is the one whose name realtor partners forward to every pre-approval call.

The category numbers that move the math:

  • Average broker revenue per funded loan: $3,500–$8,500 (varies with BPS, lender, and loan size)
  • Average banker/correspondent revenue per funded loan: $4,500–$12,000+
  • Average funded loans per LO per year: 18–62 (huge variance by experience and referral network)
  • % of homebuyers who research their LO on social before signing a loan estimate: ~54%
  • % of realtor partners who screenshot and forward LO content monthly: ~37%
  • Repeat + referral rate from social-warm clients: 41–58% (vs 19–28% from cold paid leads)
  • % of LOs currently posting fewer than 30 times/month: ~91%
  • Average rate-move response time across the industry: 4–9 days from event to content

That last stat is the entire opportunity. Most LOs respond to a Fed move with content 4–9 days late, by which point the news cycle has moved on. The LO who ships same-day owns the window.

What "done for you" should actually include for a mortgage broker or banker

A DFY agency that cannot do all of the following is selling brand presence, not pipeline:

  1. Same-day rate-move response — Reels, carousels, Facebook posts, GBP updates within 24 hours of any Fed announcement, 10-year Treasury swing >10bps, or major rate-relevant economic release
  2. Realtor-partner content — co-branded posts, referral-thank-you Reels, market updates designed to be forwarded
  3. Borrower education — pre-approval prep, DTI explainers, what closing costs actually are, ARM vs fixed comparisons
  4. Loan-product specific content — VA, FHA, USDA, jumbo, DSCR, non-QM — each with its own buyer profile
  5. Compliance-clean captions — TILA Section 226, RESPA Section 8, state-specific advertising rules
  6. LO on-camera — borrower-call retells, "today I told a realtor", deal-of-the-day breakdowns
  7. Local-market data — county-level inventory, days-on-market, median price trends
  8. Multi-platform distribution — Instagram + Facebook drive borrowers, LinkedIn drives realtor partners, TikTok captures first-time buyers (the fastest-growing segment in mortgage)

A generalist agency at $1,500–$3,500/month typically delivers items 3 and 4. A mortgage specialist will hit 5–6. The Prestyj engine ships all 8 every week.


Content Pillars That Work for Mortgage Brokers (with Post Examples)

The mortgage accounts that compound run 6–8 clear pillars across every platform, every week.

Pillar 1 — Rate-Move Response (the spike pillar)

  • Format: Same-day Reel + LinkedIn explainer + carousel
  • Hook examples: "Powell just said this — here's what your buyer's rate looks like Monday", "10-year jumped 14bps today. Translation for your pre-approval:"
  • Cadence: Same-day on every Fed event, FOMC minute release, CPI/PPI print, jobs report, or Treasury move >10bps
  • Why it works: Realtors screenshot and forward these to buyers. One forwarded Reel can produce 2–3 pre-approval calls in a week.

Pillar 2 — Realtor-Partner Content (the referral activator)

  • Format: Co-branded Reels, "realtor of the week" features, market-update partnerships
  • Cadence: 2–4 per week
  • Why it works: Realtors who appear in your feed send you their next pre-approval. It's the most efficient referral mechanic in mortgage.

Pillar 3 — Borrower Education (the lead magnet)

  • Format: Carousels, voice-over Reels, lead-magnet downloads
  • Hook examples: "What lenders actually look at on your bank statements", "Why 'just getting pre-qualified online' is hurting your offer"
  • Cadence: 3–5 per week
  • Why it works: Converts ambient feed-scrollers into pre-approval calls.

Pillar 4 — Loan Product Spotlights (the buyer-fit pillar)

  • Format: Product-specific Reels and carousels
  • Hook examples: "If you're self-employed, here's the loan nobody told you about (DSCR)", "Why a VA loan is the cheat code in 2026"
  • Cadence: 2–3 per week
  • Why it works: Captures niche borrowers who feel underserved by the boilerplate Quicken/Rocket marketing they see everywhere.

Pillar 5 — LO On-Camera (the trust compounder)

  • Format: Walk-and-talk Reels, podcast clips, deal retells
  • Hook examples: "The closing call that almost fell apart at 9pm last night", "Why I told this borrower to wait 60 days"
  • Cadence: 3–5 per week
  • Why it works: Mortgage is a face-business. Borrowers and realtors hire LOs they recognize.

Pillar 6 — Local Market Data (the authority builder)

  • Format: Carousels, LinkedIn explainers, weekly market-update Reels
  • Hook examples: "[County] median price just moved up 3.2% — here's what changed", "Inventory in [neighborhood] hit a 9-month high"
  • Cadence: 2–3 per week
  • Why it works: Realtors and buyers screenshot data-grounded posts. Generic "rates dropped today!" posts don't get forwarded.

Pillar 7 — Past-Client & Anniversary Activation

  • Format: Anniversary Reels (with consent), rate-watch check-ins for ARM resets, refi opportunity notes
  • Cadence: 1–2 per week
  • Why it works: Past-client refis are the highest-margin loans in mortgage. Social keeps you top of mind for the next 5–7 years.

Pillar 8 — Behind-the-Scenes (the legitimacy layer)

  • Format: Closing-day moments, team meetings, deal-board updates
  • Cadence: 2–3 per week
  • Why it works: Builds parasocial trust — borrowers feel like they know your operation before they call.

Eight pillars at the cadences above ships 80–140 posts/week — the Prestyj content engine baseline.


Cost-Per-Post and Cost-Per-Impression Math

Cost per post

OptionMonthly cost (loaded)Posts / moCost per post
In-house social hire$6,000–$10,50060–120$60–$175
Generalist agency$3,200–$7,80020–30$110–$260
Mortgage-specialist agency$3,500–$6,50030–60$70–$180
Prestyj DFY social$1,497–$2,9971,000–1,500$1–$3

Cost per lead

A mortgage account running 200+ posts/week typically lands organic CPMs in the $0.40–$1.60 range after 60–90 days of warm-up. Compare:

ChannelCPMCost per clickCost per lead
Meta paid ads (mortgage)$18–$55$3.20–$9.50$140–$420
Google Search (mortgage)$90–$320 CPC range$24–$130$180–$520
Lead aggregators (Bankrate, Zillow)N/AN/A$35–$160 (cold)
Organic social at volume$0.40–$1.60$0.06–$0.30$28–$95

An LO that reallocates a $3,500/month Meta budget into DFY social media at high cadence typically sees cost-per-pre-approval drop 55–80% within 90 days. The bigger story is the realtor-referral compounding effect that doesn't show up on Meta's dashboard.


ROI: What This Means in Mortgage Dollars

Lead-to-revenue per channel (representative LO, broker comp, $4,800 avg revenue/funded loan)

ChannelCost / moPre-approvals / moCost per leadFund rateFunded loans / yrRevenue / yr
Meta paid ads$3,50018$1948%17$81,600
Lead aggregators$2,50022$1146%16$76,800
Generalist DFY social$2,5004$62518%9$43,200
Mortgage-specialist agency$4,0009$44420%22$105,600
Prestyj DFY social$2,49728–48$31–$5424%80–138$384,000–$662,400

Three things in that table:

  1. Lead volume from high-cadence social compounds. Months 1–2 are below paid-ad volume. By month 3–5 the cadence is producing breakouts that drive realtor-referral pre-approvals — which fund at 3–4x the rate of cold-paid pre-approvals.
  2. Fund rates on social-sourced leads are 2–4x higher because the borrower has watched 10–40+ pieces of your content. They're calling to confirm rate and start the file.
  3. Realtor-referral multiplier — the realtors who screenshot your content for 6+ months send their next 4–8 pre-approvals to you. That doesn't show up on a month-1 spreadsheet, but it's the entire 2-year ROI.

One funded loan pays for the year

At $4,800 average broker revenue per funded loan, one additional close pays for ~2 months of Prestyj DFY social. At $9,500 banker revenue, one funded loan pays for ~4 months. At a $1.2M jumbo with 100bps comp ($12,000), one loan pays for 5+ months. This is the fastest-payback channel in mortgage marketing.


How Each Option Actually Performs for Mortgage

Option 1 — In-House Social Hire

Real cost: $6,000–$10,500/month fully loaded.

Strengths: Owns brand voice. Can sit with the LO during borrower calls and capture content live.

Weaknesses: Caps at 60–120 quality posts/month. Compliance training is on you — most social hires don't know TILA or RESPA.

Best for: Branches and bankers doing $50M+/year in funded volume who can pair the hire with an external content engine.

Option 2 — Generalist Social Media Agency

Real cost: $3,200–$7,800/month fully loaded.

Strengths: Templated baseline. Predictable.

Weaknesses: Often non-compliant on TILA/RESPA. Cannot react to a Wednesday Fed move with Thursday content. Ships 2% of the algorithmic threshold. Strategy is generic — same templates as their dental clients.

Best for: LOs who want brand presence with no measurable downstream impact.

Option 3 — Mortgage-Specialist Social Media Agency

Real cost: $3,500–$6,500/month fully loaded.

Strengths: Understands mortgage products, compliance, realtor-referral dynamics.

Weaknesses: Capped at 30–60 posts/month at $70–$180/post. Most are Facebook + Instagram only — missing LinkedIn where realtor partners actually consume your content.

Best for: LOs who won't sit for a weekly pillar capture and want competent baseline mortgage content.

Option 4 — Prestyj DFY Social (Mortgage Configuration)

Real cost: $1,497–$2,997/month flat, month-to-month.

Strengths: Content engine ships 1,000–1,500 posts/month across 7 platforms from one weekly pillar shoot. Mortgage-specific playbook covers all 8 pillars. Same-day rate-move response inside the 24-hour SLA. TILA/RESPA compliance built into the variation layer. Real-time dashboard.

Weaknesses: Requires LO to sit for one 60–90 minute pillar capture per week. Per-post approval is not part of the model.

Best for: Solo LOs, broker shops, and small banks doing $15M–$500M/year in funded volume who measure pipeline, not impressions.

See the full DFY social offer →


Hidden Costs Mortgage Brokers Specifically Get Burned By

These come up in every LO's first 90 days with a generalist agency:

  1. Compliance review fees — $150–$500 per "compliance-reviewed" post, when it should be standard
  2. State-by-state advertising surcharges — extra per state for license-line and equal-housing logo placement
  3. Realtor co-branded post fees — $75–$200 per co-branded asset
  4. Rate-update rush fees — $150–$500 for "rushed" content when you ask them to react to a Fed move
  5. LinkedIn upcharges — the platform most realtor partners use, billed as a separate add-on
  6. Lead magnet design fees — $300–$1,000 per pre-approval prep PDF
  7. Year-one contract auto-renewals — typical 12-month with 60–90 day cancellation windows

The Prestyj DFY plan rolls all 7 into the flat monthly. See the full hidden-cost breakdown.


Rate-Move Response: The Use Case Generalists Cannot Service

Wednesday Fed meetings, Tuesday CPI prints, Friday jobs reports — these are the 4–6 events per quarter where every LO in your market posts something, but 97% of them ship 4–9 days late because their agency runs a Tuesday-Thursday production calendar. Here's what same-day rate-move response looks like in the Prestyj content engine:

  • Hour 0–2: Event verifiable (FOMC announcement, 10-year close, BLS print). Strategist tags the account stack for rate-move mode.
  • Hour 2–4: LO records a 5-minute walk-and-talk — "what this means for your buyers Monday morning."
  • Hour 4–8: Atomization pipeline cuts the source into 12–25 short-form clips, carousels, drafts LinkedIn posts for realtor partners, ships GBP updates with localized commentary.
  • Hour 8–24: First posts ship across Instagram Reels, Facebook, TikTok, YouTube Shorts, LinkedIn, Threads. Realtor partners get tagged. GBP update is live.
  • Day 2–7: Daily review loop double-downs on the breakout. Re-cuts for niche borrower segments.

A generalist agency physically cannot do this. The Prestyj engine ships 15–40 posts in the first 48 hours of a rate event — and that's where the realtor-screenshot reach actually compounds.


What Generalist Agencies Don't Tell Mortgage Brokers

If you've sat through a sales call from a generalist social agency pitching mortgage, you've heard a version of these five claims. Here's what they leave out.

Claim 1: "We're familiar with financial services."

What they leave out: "Familiar" usually means they have one financial advisor client and they've heard of TILA. Mortgage has its own regulatory matrix — TILA-RESPA Integrated Disclosure (TRID), state-by-state advertising rules, NMLS license-line requirements, equal-housing-opportunity logo placement — and generalists almost never know any of it.

Claim 2: "We'll write captions that drive conversions."

What they leave out: Rate-quote captions are the single most-violated element in mortgage social. Quoting a rate without APR and the seasoned-credit assumption attached is a TILA violation. Using "lowest rates in town" without substantiation is an FTC issue. You're the LO with the license on the line.

Claim 3: "We'll post within a week of rate changes."

What they leave out: A week-late post on a Fed move is a dead post. The news cycle moved on Wednesday afternoon — your Tuesday-following content is sailing into a void. Rate-move content has a 24–48 hour effective window. Generalist agencies cannot ship inside that window.

Claim 4: "We'll grow your following."

What they leave out: LO follower count is mostly meaningless. What you want is realtor-partner reach — impressions from the 30–120 realtors in your service area who could send you pre-approval requests. A 1,200-follower account where 60 of those followers are local realtors who screenshot your content is worth 10x a 12,000-follower account of strangers.

Claim 5: "LinkedIn is included."

What they leave out: They mean "we'll cross-post your Instagram Reel to LinkedIn." That's not LinkedIn strategy. LinkedIn is a separate platform with separate hooks, separate length tolerances, and a completely different audience (realtors, attorneys, accountants). It needs platform-native content, not Instagram cross-posts.


Common Mistakes Mortgage Brokers Make With DFY Social

Mistake 1: Hiring an agency without TILA/RESPA training

If your agency cannot tell you which captions need APR disclosure, which images need an equal-housing logo, and how they handle state-by-state advertising disclosure language, find another agency. The LO is liable, not the agency.

Mistake 2: Treating rate-move events as content opportunities

Most LOs treat a Fed move as a "thing to react to." The LOs who win treat every rate-move event as a realtor-referral activation campaign — same-day content designed to be screenshotted and forwarded to buyers. Rate moves are the cheapest realtor-referral acquisition surface in mortgage.

Mistake 3: Posting only product spotlights

Funneling 60–80% of your content toward "here's why VA loans rule" or "DSCR explained" is a slow-mover. Borrowers don't care about products until they care — and at that point they're asking their realtor for the LO recommendation. The realtor-facing content matters more than the borrower-facing content for most LOs.

Mistake 4: Skipping past-client anniversary content

Refi opportunities in 2026–2028 will overwhelmingly come from past-client activation, not new acquisition. The LO running anniversary check-ins and rate-watch alerts in past-client feeds is the one capturing the refi wave when rates drop.

Mistake 5: Ignoring local market data

Generic "rates dropped today!" posts are interchangeable across every LO in the country. County-level inventory data, days-on-market trends, median-price moves — these are the posts realtors screenshot and forward. Local data is the moat.


DFY Social TCO: Year-1 Cost Comparison

Let's run the 12-month math at representative mortgage volume.

Scenario: Solo LO funding 24 loans/year, $4,800 avg revenue/loan

Option 1: Generalist Agency

Cost CategoryYear 1 Cost
Base retainer ($2,500 × 12)$30,000
Setup / onboarding$3,500
Compliance review fees$2,400
LinkedIn add-on ($400 × 12)$4,800
Rate-update rush fees$2,400
Year 1 total$43,100
Posts shipped~320
Cost per post$135

Option 2: Mortgage-Specialist Agency

Cost CategoryYear 1 Cost
Base retainer ($4,000 × 12)$48,000
Setup / onboarding$4,000
Realtor co-brand fees$1,800
State licensing add-ons$1,200
Year 1 total$55,000
Posts shipped~600
Cost per post$92

Option 3: Prestyj DFY Social

Cost CategoryYear 1 Cost
Flat monthly ($2,497 × 12)$29,964
Setup$0
Compliance review$0
LinkedIn / rate-rush$0
Year 1 total$29,964
Posts shipped~15,000
Cost per post$2.00

The cheapest option ships 47x more posts than the generalist agency and 25x more than the mortgage specialist at the same or lower annual cost. At $4,800 revenue per funded loan, 6–7 incremental loans/year pay for the entire plan with margin to spare.


When Each Option Is Actually the Right Call

Pick an in-house hire if: You're a branch or banker doing $50M+/year, you have a compliance officer on staff, and you can pair the hire with an external atomization engine.

Pick a generalist agency if: You only need a logo and don't measure pipeline. (Not recommended — compliance risk too high.)

Pick a mortgage-specialist agency if: You won't sit for a weekly pillar capture, you want mortgage-specific compliant content, and you're comfortable with 30–60 posts/month at $70–$180 each.

Pick Prestyj DFY social if: You're an LO, broker shop, or small bank funding $15M–$500M/year, you'll sit for one weekly pillar capture, and you measure funded loans, not impressions.


Frequently Asked Questions

What is the best social media agency for mortgage brokers?

For 30 posts/month of branded presence, a mortgage-specialist agency at $3,500–$6,500/month all-in is the safe pick. For lead generation and realtor-referral compounding at scale — 1,000+ posts/month, same-day rate-move response, multi-platform fan-out, TILA/RESPA compliance built in — Prestyj DFY social at $1,497–$2,997/month flat is the only model where the cost-per-post math ($1–$3 per post) makes high-volume affordable. Generalist agencies are the worst pick because they're typically non-compliant on TILA/RESPA.

How much does social media management cost for mortgage brokers in 2026?

Fully loaded: $3,200–$7,800/month for a generalist agency, $3,500–$6,500/month for a mortgage specialist, $6,000–$10,500/month for an in-house hire, $1,497–$2,997/month flat for Prestyj DFY social. Headline retainers rarely include compliance review fees, rate-update rush fees, or LinkedIn upcharges. Ask for fully-loaded TCO.

Should a mortgage broker outsource social media?

Yes, almost always. The labor-cost math doesn't work for an in-house hire below ~$50M/year funded, and the volume math doesn't work for any agency shipping fewer than 50 posts/week. Outsource to a specialist if you won't capture weekly content; outsource to a high-volume DFY engine like Prestyj if you will. The compliance argument especially favors outsourcing to an agency that's built mortgage-specific guardrails into their workflow.

How many posts per month does a mortgage broker actually need?

The algorithmic threshold for residential mortgage is roughly 30 posts/week across the account stack (~120/month minimum). For consistent breakouts and realtor-referral compounding, 200–400 posts/week. Most generalist agencies ship 20–30 posts/month — about 2% of the volume required. See why 30 posts isn't enough.

What's the ROI of social media for mortgage brokers vs paid ads?

Organic social at scale produces mortgage pre-approval leads at $28–$95 each vs $140–$420 on Meta paid ads and $35–$160 on lead aggregators. Fund rates run 18–24% on social-sourced leads vs 6–10% on paid-aggregator leads. The biggest multiplier nobody models is realtor-referral compounding — realtors screenshot your content and forward it to buyers, producing 2–4x the referral volume of LOs who don't post at high cadence.

Does TILA/RESPA compliance get handled by DFY social media agencies?

Generalist agencies typically don't. Mortgage-specialist agencies usually do, with quarterly compliance audits. The Prestyj engine has TILA Section 226, RESPA Section 8, license-line, and equal-housing-logo checks built into the variation layer (Pipeline 6 in the content engine) — flags route to a human reviewer before any caption ships.

What platforms matter most for mortgage brokers in 2026?

Instagram + Facebook drive borrower-facing content. LinkedIn is the highest-leverage platform for realtor partners — and most generalist agencies treat it as an afterthought. TikTok is the fastest-growing platform for first-time buyer audiences (28–34 year-olds). YouTube Shorts is the best surface for longer-form explainers. Google Business Profile drives local-intent search calls.

Do LOs need to be on camera?

Yes, almost always. Mortgage is a face-business. Brand-only stacks work but compound 30–50% slower. The LO-on-camera pillar is what differentiates you from the Rocket-style commodity lender that buyers compare you to.

Can DFY social media replace lead aggregators like Bankrate or Zillow Mortgage?

Not month 1. By month 6–9, yes for most LOs. Social-warm leads at $28–$95 with 24% fund rate produce more funded loans per dollar than $130 aggregator leads at 6% fund rate. Most LOs transition off lead aggregators within 9–12 months of running a high-volume social engine — but keep aggregator spend running for the first 90 days while the social engine warms up.

What about commercial mortgage and DSCR/non-QM specifically?

DSCR, non-QM, and commercial mortgage have longer sales cycles, higher tickets, and different decision-makers (investors, fund managers, brokers). LinkedIn carries much more weight than Instagram. Same DFY engine works with a heavier LinkedIn/case-study pillar mix. The Prestyj playbook adjusts pillars accordingly for non-QM and commercial LOs.



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