Win the market you have today, and be ready for the next one.
1
Rates near 7% moved the demand
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
One campaign, two ads: cash out review and a refreshed move up. Every lead nurtured until they are ready.
3
Show up every week
3 designed posts a week on Facebook, Instagram and LinkedIn, plus video shoots with Shawn.
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
One campaign, two ads, built for the market we are in
Stays in the campaign as ad 2. Solid ad, four months old, needs a refresh.
Paying 20%+ on your cards?
Your home equity may be the way out. Free review, real numbers, a straight answer.
See my numbers
Traditional Mortgage BancCompany NMLS #240994 · Equal Housing Opportunity
New lead ad: cash out review for homeowners carrying card debt. 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?
Deals now, pipeline later. Leads ready today get a call the same day. Everyone else goes into a 12 month nurture in your CRM, so this month's ad is still producing loans next spring.
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 TMB rate, payment or savings claims in the creative (the 20% is the card rate people already pay, not an offer), 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 for at least the first 6 months
Facebook and Instagram together, LinkedIn written for its own audience
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
Video shoots with Shawn, at your office or around town
Twice in the first month or so, then about every two months
Cut into short videos for all three
Your part
Approve the month's posts in one email, about 10 minutes. Show up for the shoots: Shawn comes to you, brings the questions, and we cut the clips with captions and your branding. A mix of useful and real: what a cash out can do, how a tough file got saved, and some of your personality.
Content pillars
Debt consolidation and cash out, explained plainly
What a broker does that a bank cannot, in real files
Buyer questions in today's 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
Every past client and closed loan imported into your CRM, tagged by close year and loan type. If it is easier, Shawn comes to your office with a laptop and does it with you
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, your top five flagged
Your top five hear from you every month, not just when a file is open
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, then a monthly note until they are ready
Review request 3 days after every closing
One written campaign a month, alternating past clients and agents, plus the automations, all built and sent by us inside your CRM, included at no charge. Marketing email goes out from a separate mail subdomain, so your main domain is never put at risk of being blacklisted again.
Powell Content Studio
Move 5 · Google and reviews
When someone Googles you, make the first screen work
Google Business Profile
Verified, updated, address and phone matched everywhere, programs listed, your new professional photos 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. A steady flow of recent reviews puts the one old complaint in context, and we will see whether it can be removed.
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
Approve the month's content in one email, about 10 minutes
Call the leads, close the loans
One monthly marketing meeting with Shawn
Powell Content Studio
12 or more designed posts, captions, scheduling, on all three channels
1 email campaign written, designed, sent, plus the automations
Ads monitored weekly, creative rotated, form quality checked
Website hosted, updated and added to every month, business email kept running
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
Cash out ad live, move up ad refreshed
Website live on your domain within days of getting the domain access from Rob, Google Search Console set up
Business email moved to the new domain with no downtime
Instagram connected, Google profile claimed and cleaned
First video shoot, 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
Three posts a week steady, second video shoot
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
$849 / month
TMB Growth Plan. Replaces your current $279 ad management. 90 days to start, month to month after that. No hires, no added staff: your overhead stays low.
✓Meta ads managed: one campaign, two ads, creative refreshed
✓3 designed posts a week across Facebook, Instagram, LinkedIn, plus video shoots with Shawn
✓1 email campaign a month plus lead follow up, nurture and review automations
✓Website hosting, security, monthly updates and new pages
✓Business email hosting and domain cleanup
✓Google Business Profile management
✓Your CRM, included at no charge
✓A monthly scorecard and marketing meeting
One time: website launch
$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 $1,299 a month. A full professional production shoot, if you ever 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: $500 launch plus $849 a month plus about $450 a month in ad spend.
Added closings in year one to cover the whole program
5
That is one extra closing every
10 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 steps
Here is what happens next.
1
Today
Get the domain and email details from Rob over to Shawn. Send your new professional photos. Tell us where your past client and agent lists live.
2
This week
New cash out ad live. Website moved to your domain within days of getting the details from Rob. First video shoot on the calendar.
3
Next week
Three posts a week start. Your lists go into the CRM. First scorecard November 1.
Shawn Nardella · Powell Content Studio · shawn@powellcontentstudio.com
