Fewer purchases, but a lot of households carrying high interest card and auto debt. A cash out or debt consolidation review is the conversation people want right now, and almost nobody in Columbus is advertising it well.
2
Referrals matter more when volume is down
Agents send deals to the lender they see and hear from every week. Zero of six Columbus lender sites we studied have a page built for realtors. That is open ground.
3
Your past clients are the cheapest loans you will ever close
Every buyer you closed in the last three years is a refinance, equity or move up candidate at some point. They should hear from you monthly, automatically, in your voice.
Powell Content Studio
The plan
Five moves, one system, one monthly number
1
Launch the new website
20 pages, already built. Live within two weeks of your copy approval.
2
Rebuild the ad
Cash out review as the lead ad, move up buyer as the second. Live within a week of the account clearing.
3
Show up every week
3 posts a week plus 4 short videos a month on Facebook, Instagram and LinkedIn.
4
Work the database
Past clients and realtor partners hear from you monthly through the CRM you already have.
5
Show up on Google
Fix the Business Profile and ask every closing for an honest review.
Nothing about how you originate changes. Blink, UWM, your process, your pricing all stay exactly as they are. We change what the world sees.
Powell Content Studio
Move 1 · Website
From a 3 page brochure to a 20 page lending site
Today: tmbanc.com, last updated 2022
Ready for your review: tmb-columbus.pages.dev, built for TMB in August
✓A page for every program, including refinance, cash out, bank statement and DSCR
✓A realtor partner page, profiles for you and Kevin, six working calculators
✓Lead form with a phone field, Meta pixel, Equal Housing mark, privacy and licensing pages
traditionalbanc.com gets pointed at the new site so your email domain stops loading blank
Move 2 · Ads
Two ads, built for the market we are in
Keeps running as ad 2. Solid ad, four months old, needs a refresh.
Five payments. Or one.
A cash out review from an independent Columbus broker. See whether your equity could fold the cards and the car note into one payment, closing costs included.
Get my free review
Traditional Mortgage BancCompany NMLS #240994 · Equal Housing Opportunity
New lead ad: cash out and debt consolidation review. Concept, final art after your OK.
What changes
New lead ad aimed at homeowners carrying high interest debt. Form asks about debt, home value and timing so you call with context.
Move up ad refreshed around the question buyers ask first: do I have to sell before I buy?
Both point at the new site, so people who click and do not fill the form can be reached again.
Budget you control, paid to Meta directly. We suggest $15 a day to start, about $450 a month.
Compliance: no rate, payment or percentage claims in the creative, Equal Housing, NMLS and office address on every piece, final creative reviewed before it runs.
Powell Content Studio
Move 3 · Organic content
Show up every week, without it eating your week
The cadence
What
How often
Where
Designed posts in your brand
3 a week
Facebook, Instagram, LinkedIn
Short videos of you
4 a month
Reels, Facebook, LinkedIn
Realtor facing post (one of the three)
1 a week
LinkedIn, Facebook
Monthly market note (one of the twelve)
1 a month
All three, plus email
Your part: 30 minutes a month
One recording session on Zoom or your phone. We send five questions ahead of time, you answer them in full sentences, we cut them into four videos with captions and your branding. That is the main ask.
Content pillars
Debt consolidation and cash out, explained plainly
What a broker does that a bank cannot, in real files
Buyer questions in a 7% market
For agents: how to keep a tough file on track
Jason, 26 years in, the person behind the loans
Instagram gets connected to the Page in week one
Move 4 · Email and the CRM
Your database, working every month
Past clients
Import every past client into your CRM, tagged by close year and loan type
Monthly "Rates and Home Equity" note in your voice
A cash out and consolidation campaign to clients who closed 2022 to 2025
Annual "your loan anniversary" check in, automatic
Realtor partners
Your agent list imported and tagged
Monthly partner email: programs that save a deal, turn times, a real file story
New agent contacts get a short welcome sequence automatically
Every new lead
Instant text and email the moment a form comes in, with your name on it
Five touch follow up over 14 days if you have not connected
Review request 3 days after every closing
Two written campaigns a month, plus the automations, all built and sent by us inside the CRM you already log into.
Powell Content Studio
Move 5 · Google and reviews
When someone Googles you, make the first screen work
Google Business Profile
Claimed, verified, address and phone matched everywhere, programs listed, photos of you and the office, posts twice a month.
Reviews, on a schedule
Every closing gets an honest review request by text three days later, no incentives, no cherry picking. Goal: a steady flow of recent Google reviews, up from four reviews that are eight years old.
Found by AI
The new site carries the structured data that Google's AI answers and ChatGPT read from. When someone asks "independent mortgage broker in Columbus," TMB has a real shot at being in the answer. Nobody can guarantee placement, and we will not pretend to.
Powell Content Studio
What it feels like
A month at TMB with PCS running marketing
You
One 30 minute recording session
Approve the month's content in one email, about 10 minutes
Call the leads, close the loans
One 20 minute review call with Shawn
Powell Content Studio
12 designed posts, 4 videos, captions, scheduling, on all three channels
2 email campaigns written, designed, sent, plus the automations
Ads monitored weekly, creative rotated, form quality checked
Website hosted, updated, new pages as programs change
Google profile posts and review follow up
A one page scorecard on the first of the month: leads, cost per lead, reach, reviews
Powell Content Studio
Timeline
The first 90 days
Days 1 to 14
Ad account payment fixed, cash out ad live, move up ad refreshed
Website live on tmbanc.com, traditionalbanc.com redirected
Instagram connected, Google profile claimed and cleaned
First recording session, first two weeks of posts scheduled
Past client and agent lists imported
Days 15 to 45
First past client email and first realtor email out
New lead follow up and review automations on
Weekly posting steady, first four videos published
First scorecard
Days 46 to 90
Cash out campaign to 2022 to 2025 clients
Ad creative round two based on the numbers
Review count climbing, Google posts twice a month
90 day review: what worked, what we double down on
Powell Content Studio
Investment
One plan, one number
$1,495 / month
TMB Growth Plan. Replaces your current $279 ad management. 90 days to start, month to month after that.
✓Meta ads managed, two ads running, creative refreshed
✓12 designed posts and 4 videos a month across Facebook, Instagram, LinkedIn
✓2 email campaigns a month plus lead, partner and review automations
✓Website hosting, security, updates and new pages
✓Google Business Profile management
✓Your CRM, already set up, plus a monthly scorecard and review call
One time: website launch
$2,500
The 20 page site, your content and photos in, domains pointed, pixel and forms wired, compliance pages, launch. It is already built, which is why the number is what it is.
Not included
Ad spend, paid by you to Meta. We suggest $15 a day to start, about $450 a month, so the all in number is about $1,945 a month. Professional photo or video shoot if you want one, quoted separately.
Powell Content Studio
The math
What does the program cost in closings?
What you keep per closed loan, after splits
$3,500
Drag it to your number. Year one cost used here: $2,500 launch plus $1,495 a month plus about $450 a month in ad spend.
Added closings in year one to cover the whole program
7
That is one extra closing every
7 weeks
Everything past that is growth. This is a break even illustration, not a forecast. We track funded loans from every channel so you see the real number.
Powell Content Studio
Next step
Say yes today and the new ad is live this week.
1
Today
Update the card and clear the $74.61 balance. The current ad restarts either way. Tell us where your past client and agent lists live.
2
This week
Cash out ad live once the account clears. Website copy review, one call.
3
Next week
First recording session. First posts up. Site live within two weeks of your copy approval. First scorecard November 1.
Shawn Nardella · Powell Content Studio · shawn@powellcontentstudio.com
