A working social strategy for brokers who hate posting.

Three posts a week, one platform done properly, every post answering a question a real client asked you recently. That's the floor — and held for six months, it beats almost every broker in your market, because almost every broker in your market posts in guilty bursts followed by two silent months. The algorithm forgives modest frequency; it punishes disappearance.

Pick the platform where your actual clients scroll — for most Canadian broker practices, Instagram (with the same vertical videos syndicated to TikTok and Facebook, where the renewal-age audience lives). Then stop debating platforms; the debate is a procrastination format. The leverage is in the next section, not the app choice.

Consistency dies at “what should I post today?” — so remove today from the equation. Once a month, run one two-to-three-hour filming block: scripts prepared beforehand, phone on a tripod, 10–12 takes of 30–60 seconds each, batch done. Same shirt, same corner, nobody cares. From that block, an editing pass (yours, or a service's) produces a month of scheduled posts — and your daily involvement drops to replying to comments and DMs, which is the part that actually builds relationships anyway.

1. 01Week before: collect 10 questions clients actually asked you this month — your inbox is the content calendar.
2. 02Scripting hour: turn each into hook + explanation + one next step, using the script template.
3. 03Filming block: 2–3 hours, all takes, no perfectionism — clarity beats polish.
4. 04Edit & schedule: captions on (most viewers watch muted), posts queued three per week for the month.
5. 05Daily: ten minutes replying — every comment is a warm lead raising a hand.

The full month-by-month version of this — including how to slot in same-day reaction videos when the Bank of Canada moves — is the 30-Day Content Sprint.

Rotate four formats: the explainer (one Canadian mortgage rule, plainly), the mistake (an error and its dollar cost), the worked example (real numbers, anonymized), and the local note (what's happening in your market specifically — the format big national accounts can't copy). Why these four work — and the hooks that open them — is covered in depth in the 10M-view playbook.

• →Skip: dancing, trends, and lip-syncs — unless you genuinely enjoy them, they read as costume.
• →Skip: daily posting, being on five platforms, and chasing follower counts — local relevance beats vanity metrics.
• →Skip: polished brand videos — a clear phone video with good audio outperforms agency gloss for trust.
• →Never skip: replying to comments and DMs fast — that's where posts become pipeline.

Before the system runs, install the plumbing once: a bio that says who you help and where (“Mortgage broker · helping Ontario families renew smarter”), one obvious booking link, a pinned video answering “what happens when I reach out?”, and — the piece almost everyone misses — an instant response system for the enquiries the content generates. A DM that sits for six hours is a lead your competitor answered.

That last link matters more as the content works better: the cruel irony of a good content month is that it floods a broker who's already busy. Automated first response and booking — the kind of system covered in what to automate first — is what lets the strategy scale past your free evenings.