Crabtree Marketing

Mortgage Refi
Lead Gen Playbook

A 30-day organic content strategy and paid amplification plan built around your market, your budget, and the homeowners already looking for what you offer.

Prepared for Chris Passano
Market Huron, OH & Erie County
Meta Boost Budget (estimated) $250 / mo
Prepared by Robert Crabtree

The Opportunity

Rocket Mortgage and United Wholesale bought servicing books to market refi loans at scale. They get there first because they own the list. Your advantage is everything they can't do — sit across the table, run the real numbers, and tell someone the truth. This playbook turns that advantage into leads.

1
Strategy at a Glance
Platform, cadence, and the core play
Primary Platform
Facebook
Your local homeowner audience lives here. Organic reach is still viable for local services with consistent posting and real photos.
Posting Cadence
3× / Week
Tuesday, Thursday, Saturday. Consistent enough to build presence without burning out on production.
Paid Approach
Boost Winners
Post organically first. Boost the posts that get traction. Never spend money on a cold post that hasn't earned it.
260 Google Reviews
Your Anchor
That number is a credibility signal most lenders don't have. Reference it. Link to it. Let it do work in every post where trust is the message.

Content Mix

40%
Education
How refi works, when it makes sense, what the numbers mean
30%
Social Proof
Real client stories, reviews, saved-X-per-month outcomes
20%
Timely Angles
Rate movement, market news, seasonal triggers
10%
Direct CTA
"Thinking about refi? Check with us first." — clear, direct ask
2
30-Day Content Calendar
10 posts — ready to use with your photos and phone number
Week 1 Establish — "We're your local alternative"
Tuesday Education / Positioning Awareness
Rates dropped again last week. Rocket Mortgage already sent emails to half the homeowners in Huron. They bought the servicing. They own the list. They're going to get there first. But here's what they can't do — sit across the table from you, look at your actual numbers, and tell you whether a refi actually makes sense for you right now. Or whether it doesn't. That's what we do. If you're getting those emails and wondering whether to act on them — reach out before you do. Takes 15 minutes. No obligation. Chris Passano | [Your phone number]
Visual Chris at his desk or the office exterior — real photo, no stock
Best Time Tuesday 9–11am
CTA DM or call
Boost? Yes — if 5+ comments in 48hrs
Thursday Education Trust
Most people don't know this about refinancing: Your servicer — the company you send your payment to — is not always your best option for a refi. They're counting on you to stay put. In the last few years, companies like Rocket and United Wholesale bought billions in mortgage servicing rights specifically to market refi loans back to those homeowners. It's a volume play. A local lender can often beat their rate. And if we can't, we'll tell you that too. Worth a 10-minute conversation before you sign anything? [Your phone number]
Visual Office exterior at the corner of William St & Route 6, or Chris with a client
Best Time Thursday 6–8pm
CTA Link to contact or calendar
Boost? Strong boost candidate
Saturday Direct CTA Lead Gen
Quick question for Huron homeowners: When did you last check your mortgage rate? If it's been more than 2 years — and you bought or last refinanced when rates were higher — it's probably worth 15 minutes to find out if you'd save money monthly. Not a pitch. Just math. Comment "CHECK" below and I'll send you a free rate comparison. No info needed upfront.
Visual Simple graphic: "When did you last check your rate?" with office address
Best Time Saturday 10am–noon
CTA Comment "CHECK" → DM with info
Boost? Best lead gen post of Week 1 — boost it
Week 2 Educate — "Here's how this actually works"
Tuesday Education Trust
The break-even rule for refinancing: Take your closing costs. Divide by your monthly savings. That's how many months until you break even. If you're planning to stay in your home longer than that — a refi probably makes sense. If not — it probably doesn't. Most people never get this explained to them. We do it for free, before you commit to anything. [Your phone number]
Visual Simple math graphic: closing costs ÷ monthly savings = break-even months
Best Time Tuesday 9–11am
CTA Call or DM
Boost? Yes — highly shareable educational post
Thursday Education / Credibility Trust
The question I get asked most: "Is now a good time to refinance?" Honest answer: it depends on YOUR numbers, not the news. Rates matter. So does your current rate. Your remaining term. Your credit. Your equity. How long you're staying. I've had people come in expecting to save money who weren't ready yet — and people who assumed they weren't eligible who ended up saving $300 a month. The only way to know is to run the numbers. Free. 15 minutes. No pressure. [Your phone number]
Visual Chris photo with quote pulled from first line of post
Best Time Thursday 6–8pm
CTA Call or DM
Boost? If Post 4 performed — yes
Saturday Social Proof Credibility
260 Google reviews. We didn't ask for most of them. People leave them when the experience is different than what they expected from a mortgage company. If you've worked with us — thank you. If you're on the fence about whether to call — go read them first. [Your Google review link]
Visual Screenshot of Google listing showing the reviews and rating
Best Time Saturday 10am–noon
CTA Google review link
Boost? No — let it run organic
Week 3 Convert — "Here's what to do right now"
Tuesday Timely / Rate Alert Direct Lead Gen
Rate check — this week: [Fill in current 30-year fixed rate before posting] If you're carrying a rate above that — you should at least check the math. I can have numbers back to you same day. [Your phone number]
Visual Simple graphic with current rate number — update weekly when rates move
Best Time Tuesday 9–11am
CTA Call or DM
Note Update rate before every post — don't leave placeholder
Thursday Social Proof Convert
[Replace with a real client story — this is the most important post in the calendar] Example structure: A couple from [town] came in because their servicer kept sending refi offers. They assumed it was the best deal — the company already had all their information. We ran it. We beat their rate. Saved them $[X] a month. They almost didn't call. Don't assume the offer in your inbox is the best you can do. [Your phone number]
Visual Chris photo — or a simple graphic with the savings number featured large
Best Time Thursday 6–8pm
CTA Call or DM
Note Real story required — this post dies without specifics
Saturday Local Presence Awareness
Coming through downtown Huron on Route 6? We're on the corner of William Street. Blue awning. You've probably driven by 100 times. Stop in or call ahead. We talk through your mortgage situation for free — no appointment needed. [Address + Phone]
Visual Photo of the actual office corner — the building is the visual
Best Time Saturday 10am–noon
CTA Address + phone number
Boost? Yes — great local geo-targeting post
Week 4 Reinforce — Repeat winners + open referral channel
Tuesday Referral / B&I Referral Pipeline
If you're a realtor, financial advisor, or employer in Erie County — When a client or employee comes to you with mortgage questions, I want to be your first call. I work fast, communicate clearly, and I don't let deals fall through. That's why most of my business comes from people who've sent me referrals before. Happy to talk through how we can work together. [Your phone number / LinkedIn / Email]
Visual Professional headshot or office photo
Best Time Tuesday 9–11am
CTA Phone / email / LinkedIn
Note One post per month in this lane — referral channel only

Weeks 3–4 also: identify your top-performing post from Weeks 1–2 (most comments, DMs, or shares) and repost it with a light refresh. Don't overthink it — the algorithm rewards content that already worked.

3
Paid Amplification — Meta Boost Budget (estimated)
Ad spend only — does not include Crabtree Marketing or 16Fold service fees
Line Item Monthly How It Works
Boost winning posts $180 Any post that gets 5+ organic comments or 3+ shares in the first 48 hours — boost it with $15–25. You're amplifying signal that already exists, not buying it cold.
New post testing $50 One test per month — a new angle or format you want to validate with a small spend before committing more.
Reserve $20 Hold for rate-alert posts when rates move. Those are time-sensitive and worth boosting fast.

What to expect in Month 1

3–6K
Local Reach / Month
Erie County homeowners seeing your content — organic + boosted combined
3–8
Qualified Inquiries
If posts hit the right triggers — DMs, comments, calls from homeowners ready to talk
$30–80
Cost Per Lead
Competitive — Google Local Services for mortgage runs $40–120+ per lead in this market

Audience Targeting (Meta Boost Settings)

Geography Huron, OH + 25-mile radius (Sandusky, Vermilion, Norwalk, Lorain County edge)
Age Range 30–65. Homeownership peaks here. Exclude 18–29 where possible.
Interest Signals Homeowners, mortgage, home improvement, personal finance, real estate
Exclude Renters, first-time homebuyers (they're not refi candidates yet)
4
What We Need From You
Five things that turn this from a template into a machine
Crabtree Marketing
Prepared June 2026  ·  Confidential — for Chris Passano