A company top producers want to join.
The corporate account shifts from borrower marketing to talent recruitment. Borrower content keeps running. It just stops being the whole plan.
The groundwork is laid. Now we shift to what scales the business.
Two different jobs.
The company account and the advisor accounts should each be producing their own content.
Grow an individual book
Stay visible locally. Stay useful to agents and past clients. Borrower facing, relationship led, and it lives on personal accounts where the trust already is.
Grow the company
Be a company top producers want to join and influential partners want to know. Talent facing, and it looks less focused on borrower marketing.
Twenty advisors are closest to the borrower conversation. That frees the corporate account to focus on the one thing they cannot do for it: represent the company. When advisors want help with their own channels, we can build a separate support program with templates and content made for them.
Move the hours, not the money.
At the current investment, here is where the hours go next.
The feed keeps running
A recruiting target's first move is to look up the company. What they find is the feed we built, so it stays live. It just stops taking the whole budget.
Lead with talent.
One primary engine, two supporting layers, one foundation underneath all of it.
Recruit named producers
Recruiting a producing advisor is a six to eighteen month courtship, not a funnel. Content is unlikely to be the primary recruiting engine. Its job is to make direct outreach warmer and more credible.
- Build a named list of target loan officers by state, sourced from NMLS and LinkedIn
- Leadership follows and engages them from personal accounts
- Content gets written for that list, so a target recognizes their own situation in it
- Leadership runs the outreach. Content makes the message land warm instead of cold
Themes that work: what changed when I joined, the first ninety days, what the company handles versus what the advisor owns, leadership's honest read on the business.
Build the relationships that influence both
Some partners influence client flow. Some influence where a producer chooses to work. A few do both, and those are the ones worth corporate time. Corporate opens the door. The advisor builds the relationship from there.
- Pick a few high value networks instead of chasing volume
- Give every relationship a named owner inside Secure Choice
- Keep it personal. Published content is a byproduct, not the goal
Make the current team the proof
A recruiting pitch is a claim until someone inside the building proves it. Producer stories can be one of the strongest recruiting proof points, and they cost almost nothing to make.
- Pilot with three to five willing producers instead of asking everyone to become a creator
- Tell what the advisor is building and how the company supports it, not the trophy
- Only promise support Secure Choice can deliver at scale
Make the site earn traffic
Social creates attention. The website captures and compounds it. The same thinking published on the site keeps working, gets found in search, and gives every post somewhere to send people.
- Each month's strongest social idea becomes a long form post on the site
- Posts on Instagram and LinkedIn drive back to it, so the traffic lands somewhere you own
- Technical SEO cleanup: page speed, metadata, structure, internal linking, local schema
- Advisor and market pages built to rank for the searches that matter in each state
This serves both audiences. A borrower searching for loan answers and a producer searching for a company to join both end up on the same site.
How much of the growth engine do you want us to own?
Four levels of partnership, same strategy underneath. Start where it fits and move when the results say to.
Focused partnership
- 1 to 2 posts per week, recruiting anchored
- Target list and outreach kit for one priority state
- Post drafting for one leadership account
- Quarterly strategy review
Growth partnership
- Everything in Focused, plus
- Target list and outreach kit across the full footprint, maintained monthly
- Content support for all three leadership accounts
- One producer story per month, filmed and edited
- Careers and value proposition pages rebuilt as the conversion layer
- One long form post per month on the site, fed by social
- Technical SEO cleanup and ongoing site optimization
- Monthly working session with leadership
Expansion partnership
- Everything in Growth, plus
- Dedicated recruiting campaign per target market
- Paid amplification behind recruiting content that already works
- Content enablement across the full advisor roster, not a pilot
- Partner and referral relationship programming
- Recruiting pipeline reporting built with your team
- Expansion support for entering a new state
Flexible growth partner
Instead of a fixed level, we work to a ceiling. Catch does whatever the month actually calls for, billed hourly, and the invoice never crosses the cap without you approving it first. Quiet months run light. A recruiting push or a site sprint runs heavy. You see the hours either way.
We run this model with a real estate development client and it works because priorities move month to month. Secure Choice is in the same position right now.
Billed hourly to actual work
Never exceeded without approval
Our honest recommendation
Focused works and we will run it well, but the pieces that compound need more hours than the current investment holds. If you want a predictable number, Growth is the level we would pick. If you would rather stay flexible while priorities are still moving, the cap gets you there without committing to a fixed scope.
Priced separately.
Production days
On site shoots for producer stories, leadership video and campaign assets. Quoted per day, scheduled as needed. The next one is already on the calendar.
Advisor content support
A separate program for individual advisors who want help with their own channels: templates, content and a posting rhythm built for their market. Opt in, priced per advisor.
What this looks like in practice.
The sequence is the same at every level. The difference is how much of it Catch carries alongside you.
Define and target
- Define the ideal recruit and the honest case for why they should move
- Build the first target list of named loan officers by state
- Select three to five advisors for the content pilot
- Confirm which leadership accounts will be active and who drafts for them
Build and run
- Launch the first producer story series
- Start the leadership posting cadence on LinkedIn
- Reduce corporate cadence and shift the freed hours into outreach support
- Rebuild the careers and value proposition pages as the conversion layer
Review and scale
- Review which named targets actually engaged, by name, not by follower count
- Identify which proof points came up in real recruiting conversations
- Scale whatever produced conversations. Stop whatever did not
Five things from your side.
The first decision is not more budget. It is where the current investment works hardest, and how much of the growth engine you want Catch to help own.
Company pages do not recruit. People do.
The company page still matters as validation, and it will keep doing that job. But producers move toward people. Leadership posting and engaging personally is what gives the outreach its weight.
- 01 Choose a level of partnershipA fixed level if you want a predictable number, or the monthly cap if you would rather stay flexible.
- 02 Commit leadership accountsLeadership posting and engaging personally. This is the go or no go.
- 03 Give us namesThe producers you would hire tomorrow, and the markets that matter most next year.
- 04 An honest read on supportWhat Secure Choice can consistently deliver to a new producer. The pitch has to match the experience.
- 05 Direction on positioningHow you want the company's growth story talked about publicly, if at all.
The goal is not a louder mortgage company. It is a more valuable one.
A company great producers want to join, influential partners want to know, and whose people make the promise believable.
Prepared by Catch for Secure Choice Mortgage · JJFM, LLC · NMLS #2356464 · Internal strategy document · September 2026