Rethink Everything About Building Business During National Homeownership Month

Mortgage experts have marketing advice and tactics to assist loan officers build their business by attract and nurturing niche borrower segments

10 Social Media Posts to Attract Aspiring Homebuyers During National Homeownership Month
Brian Vieaux, President & COO, FinLocker

The True Cost of Homeownership: What Every Buyer Needs to Know
Brian Vieaux, President & COO, FinLocker

The Homebuyer’s Horoscope
Brian Vieaux, President & COO, FinLocker

How to Grow your Business During National Homeownership Month
Mike Cush, Mortgage Sales & Customer Strategy Consultant

10 Campaign Ideas to Spark Conversations with First-Time Buyers
Brian Vieaux, President & COO, FinLocker

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10 Social Media Posts to Attract Aspiring Homebuyers During National Homeownership Month

Brian Vieaux, President & COO, FinLocker

These social media posts can be adapted to Facebook and Instagram to attract renters aspiring to be homeowners. These posts can also make quick video scripts.

Post 1:

🏡 It’s National Homeownership Month! Did you know that homeownership is still one of the most effective ways to build wealth?

Since 2020, the median home value has increased by 45%! While you’ve been paying rent, you could’ve been paying yourself through equity building.

Ready to explore your options? Let’s chat about making homeownership a reality for you!

#nationalhomeownershipmonth #firsttimehomebuyertips #buildwealth #dreamhome #rentvsmortgage

Post 2:

Every month, your rent payment disappears forever. GONE. You’ll never see that money again.

But what if I told you that the same monthly payment could be used to build YOUR wealth instead of your landlord’s?

I offer programs that could make your monthly mortgage payment similar to (or even less than) your current rent – except YOU get to keep the equity!

Why make someone else rich when you could be investing in yourself?

Let’s connect to make homeownership a reality for you.>

#nationalhomeownershipmonth #firsttimehomebuyertips #buildwealth #dreamhome #rentvsmortgage

Post 3:

Tired of asking permission to paint a wall or hang pictures? Homeownership gives you the freedom to make your space truly YOURS.

No more surprise rent increases. No more worrying about lease renewals. No more living by someone else’s rules.

Your home, your rules, your future. Let’s make it happen!

#nationalhomeownershipmonth #firsttimehomebuyertips #buildwealth #rentvsmortgage #nomorerenting

Post 4:

Every month you pay rent = $0 equity for you.

Every month you pay a mortgage = Building your wealth.

Here’s how it works: Each mortgage payment has two parts – interest (the cost of borrowing) and principal (paying down what you owe). That principal portion? It’s money in YOUR pocket.

After 5 years of mortgage payments on a $400,000 conventional loan, you could have over $12,000 in equity. That’s your money!

Home values are also expected to rise 3-5%, so that’s even more wealth you’ll be building.>

Let’s connect so that I can run the numbers for where you’d like to live.

#nationalhomeownershipmonth #firsttimehomebuyertips #buildwealth #rentvsmortgage #nomorerenting #investinyourself

Post 5:

There’s something magical about owning the keys to a home you own.

Studies show homeowners report higher levels of life satisfaction and community connection. You’re not just buying a house – you’re also investing in your happiness and well-being.

I have helped hundreds of people buy their first home.

Let’s explore what’s possible for you!

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #investinyourself

Post 6:

🤔 Think you need 20% down to buy a home? Think again!

Many homebuyer programs require as little as 3% down. Some VA loans require $0 down. Even FHA loans only require 3.5%.

On a $300K home:

• 20% down = $60,000
• 3% down = $9,000

That’s a BIG difference! Don’t let down payment myths keep you renting forever.

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #investinyourself #downpaymentmyths

Post 7:

Rent goes UP. Your mortgage payment? Stays the SAME (with a fixed-rate loan).

While your friends see annual rent increases, your housing payment remains predictable for 15-30 years. In 10 years, you’ll still pay the same amount while they’re paying significantly more.

Fixed-rate mortgages = inflation protection for your biggest expense!

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #investinyourself #fixedratemortgage

Post 8:

Homeownership isn’t just about the house – it’s about being part of a community.

Homeowners typically stay in their neighborhoods 3x longer than renters, providing stability and more opportunities for creating deeper friendships.

Your kids can grow up with the same friends.

Your dogs have more space to exercise.

You can invest in home improvements knowing you’ll benefit long-term.

Ready to plant roots and build community?

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #communitybuilding

Post 9:

Want to knock down a wall? Go for it!

Dream of a purple bathroom? You can do that!

Homeownership means no landlord approval is needed for:

• Painting any color you want
• Installing new fixtures
• Renovating kitchens/bathrooms
• Adding smart home features
• Landscaping your yard

Every improvement adds value AND joy to your life!

Let’s connect to see how I can assist you in owning a home that suits your personality!

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #homeimprovement

Post 10:

⏰ The best time to buy a house was 10 years ago. The second best time? TODAY.

Imagine looking back 10 years from now:

• Scenario A: You have $0 equity and higher rent payments
• Scenario B: You have significant equity and the same mortgage payment

Don’t let perfect be the enemy of good. Let’s chat to learn how to start your homeownership journey today!

#nationalhomeownershipmonth #firsttimehomebuyertips #nomorerenting #buildingwealth #investinyourself

The True Cost of Homeownership: What Every Buyer Needs to Know

Brian Vieaux, President & COO, FinLocker

National Homeownership Month is a reminder that homeownership, while a powerful wealth-building tool, comes with financial responsibilities that extend far beyond the closing table.

As professionals in the housing space, we often focus heavily on helping buyers prepare for down payments, closing costs, and credit qualifications. But the conversation can’t stop there. The true cost of owning a home includes a spectrum of ongoing expenses that, if left unplanned, can surprise even seasoned homeowners.

Understanding the Full Financial Picture

According to the latest Hidden Costs of Homeownership Study, homeowners now spend approximately $24,000 annually, or $2,000 per month, just to maintain and operate a typical single-family home. That’s an increase of $5,882 over 2024, driven by rising costs in property taxes, insurance, utilities, and general upkeep.

And yet, only 24% of homeowners have a savings fund for repairs and maintenance. This means the vast majority, 76%, are financially exposed when something breaks. Whether it’s a furnace failing in winter or a leaking roof during a storm, these moments often become expensive lessons in the hidden costs of homeownership.

A Call to Keep It Real

This is where we have a responsibility and an opportunity to educate. Real estate and lending professionals should share their personal experiences with clients. What surprised you when you became a homeowner? What recurring costs did you not expect? These stories bring authenticity and value to client relationships.

Encourage clients to budget not only for expected expenses like property taxes, insurance, and utilities, but also for the “what ifs”:

• A failing water heater: $1327 average cost to replace
• Roof replacement: $11,000 average cost to replace
• A broken HVAC system: $5,000  to$12,000 to replace a basic system
• General wear and tear on windows, appliances, and landscaping

 Tools to Empower Smart Decisions

At FinLocker, we equip homebuyers with the ability to understand these realities before they commit. Each property saved using the embedded home search in the platform includes a personalized homebuying budget that transparently shows:

• Down payment and closing costs
• Estimated taxes and insurance
• Affordability insights based on the consumer’s own financial data

By integrating these real-world costs, and tools to continue budgeting and saving, we help buyers not just qualify, but thrive as homeowners.

Let June Be a Launchpad

This month, I encourage every loan officer and real estate professional to talk not only about the dream of homeownership, but also the plan for sustaining it. Share guidance through:

• Social media posts breaking down individual costs
• Conversations around home emergency funds (a good rule of thumb is to save 1% to 3% of home value annually)
• Stories that connect the emotional experience of buying a home with the practical steps needed to maintain it

Homeownership is powerful, but it should also be sustainable. When buyers are prepared for the full journey, they’re more likely to succeed, build wealth, and find lasting satisfaction in the homes they’ve worked so hard to attain.

Let’s make June not just about homeownership, but about smart, sustainable ownership.

The Homebuyer’s Horoscope

Brian Vieaux, President & COO, FinLocker

Have fun connecting with homebuyers for a year by aligning homebuying tips with their zodiac sign.
Tactic: Each month, design a light-hearted social media post that aligns homebuying tips with zodiac signs. Example: “Capricorn? You’ll love budgeting like a pro this season.”

Why it works: It grabs attention, boosts shares, and creates an easy entry point for first-timers who might be intimidated by traditional content.

Example Instagram Posts:

Cancer (June 21 – July 22) 🏡Home is where your heart is, Cancer. You dream of a safe haven filled with love and comfort. Homebuying Tip: Think about what makes you feel at home. Let’s explore emotional and lifestyle fit, not just square footage. DM “Cancer” for your Home Comfort Worksheet.

Leo (July 23 – August 22) 🌟Bold. Charismatic. Born for big moves. Leo, you’re not just buying a home; you’re creating a legacy. Homebuying Tip: Start planning your upgrade from renting to ruling. DM “Leo” for your spotlight buyer checklist!

Virgo (August 23 – September 22) 📅Detail-driven. Budget-focused. Virgo, your spreadsheets are your superpower. Homebuying Tip: Track your expenses and understand your credit. DM “Virgo” for a custom budget + credit tracker built just for you!

Libra (September 23 – October 22) 🌼Balance. Beauty. Decisions, decisions. Libra, finding harmony is your goal, even in homebuying. Homebuying Tip: Explore co-buying with friends or dual-income strategies. DM “Libra” for our partnership-friendly mortgage tips!

Scorpio (October 23 – November 21) 🕵️ Private. Focused. All in. Scorpio, when you commit, you go deep. Homebuying is no exception. Homebuying Tip: Schedule a one-on-one session for a confidential strategy plan. DM “Scorpio” to secure your private consultation.

Sagittarius (November 22 – December 21) 🌍Explorer. Visionary. Always ready for the next adventure. Sag, you might be looking for a home near trails, travel, or transformation. Homebuying Tip: Consider future plans when choosing a location. DM “Sagittarius” for our relocation and lifestyle match guide.

Capricorn (December 22 – January 19) 🏋️Ambitious. Strategic. Future-focused. Capricorn, you’re buying more than a home – you’re building wealth. Homebuying Tip: Ask about homes with strong appreciation potential. DM “Capricorn” for our equity growth forecast tool.

Aquarius (January 20 – February 18) 🧰Innovative. Tech-savvy. Marching to your own beat. Aquarius, digital mortgages and e-closing tools were made for you. Homebuying Tip: Use technology to your advantage from start to sign. DM “Aquarius” to try our smart homeownership app.

Pisces (February 19 – March 20) 🌈Imaginative. Sensitive. Dream-home focused. Pisces, your home should reflect your inner peace and creative flow. Homebuying Tip: Start with a vision board or journaling your ideal space. DM “Pisces” to download our Dream Home Discovery Pack.

Aries (March 21 – April 19) ✨Bold. Decisive. Always ahead of the curve. ✨ Aries, your go-getter energy is perfect for a fast-moving home search. You want it done yesterday, right? 🚀 Homebuying Tip: Get pre-approved early to speed up your offer process. DM us “Aries” for a fast start homebuying checklist!

Taurus (April 20 – May 20) 🌿Comfort lover. Stability seeker. Taurus, you crave long-term security and beautiful surroundings. Homebuying Tip: Look into fixed-rate mortgages for peace of mind. Let’s chat about how you can build a forever foundation. DM “Taurus” for your financial stability guide.

Gemini (May 21 – June 20) 🤔Talkative. Curious. Always asking the right questions. Gemini, your strength is staying informed and engaged. Homebuying Tip: Make a list of all your questions – no question is too insignificant. Knowledge is power, and we’re here for all your questions. DM “Gemini” for our first-time FAQ sheet!

How to Grow your Business During National Homeownership Month

Mike Cush, Mortgage Sales & Customer Strategy Consultant

I learned a distinct lesson in a college marketing class that has stuck with me ever since. A successful company doesn’t take what they sell and try to find people to buy it. They figure out what people want to buy and find a way to sell it to them. I have since boiled that down to “always sell what people are buying.” I think if you look around at companies in any industry, you will see those that have that figured out – and those that don’t.

I have found that people pick a lender for one of three primary reasons:
PCV – Price/Cost/Value
RT – Reputation/Trust
EEG – Education/Experience/Guidance

Think about your message to potential customers – both borrowers and agents. Does it cover all three of these areas? Does your initial conversation with a customer involve figuring out which of these is important to them – and then tailoring the message to them? Do you have tools in your bag to help with down payment if that is needed? Or to tailor the down payment and closing costs to keep the payment at the monthly budget they want? If they picked you based on the trust the agent transferred to you – do you make sure and reiterate that throughout the process?

What about the process that you put them through from beginning to end? Do you send a POS link to a borrower who wants guidance more than anything else? Does your process involve more education for the borrower who is picking a lender based on the need to be educated?

I think that there are a few different levels of selling. B-level selling is knowing your stuff and having a very professional interaction that doesn’t sound like you are doing it for the first time. You have learned the material and are an expert, and you have obviously practiced your pitch. You have put in the time.

A-level selling is finding out what the customer wants to buy and then selling it to them.

10 Campaign Ideas to Spark Conversations with First-Time Buyers

Brian Vieaux, President & COO, FinLocker

Buying a home for the first time is exciting and overwhelming. For mortgage lenders and real estate professionals, it’s an opportunity to build trust and momentum by helping buyers get inspired and informed.

Have fun creating these 10 marketing campaigns to initiate authentic conversations with first-time homebuyers.

1. My First Key Story Series

Theme: Humanize the journey

Tactic: Create a series where past clients share the story of getting their first set of house keys. Use short videos or photos from your closings. The stories can be linked to a blog that explains each scenario in more detail.

Why it works: Storytelling builds relatability and shows that real people, just like your leads, have successfully made the leap into homeownership.

2. Checklist Challenge: Are You Home-Ready?

Theme: Empowerment through preparation

Tactic: Use Lovable to create an interactive digital checklist quiz for your website or Canva for social media slides for each question. Include items like: “Do you know your credit score?” or “Have you calculated how much home you can afford?”

Why it works: Quizzes are engaging, and this one subtly qualifies leads while providing immediate value.

3. Before You Buy Bootcamp

Theme: Bite-sized financial education

Tactic: Use ChatGPT or Claude to create a 5-day email or video series covering topics like pre-qualification versus pre-approval, tips to improve credit health using credit score factors, down payment myths, and more.

Why it works: It nurtures leads without overwhelming them and positions your team as trusted advisors.

4. Room by Room: Dream it, Own it

Theme: Visualization meets financial planning

Tactic: Capture Pinterest and Instagram users with a campaign that explores the dream of each room in a home (e.g., “Your dream kitchen, here’s how to afford it.”) paired with tips on what it takes to own that dream. The campaign can also be adapted to homeowners considering a renovation.

Why it works: It sparks emotion and imagination while being informational.

5. The House Match Quiz

Theme: Gamified engagement

Tactic: Use Loveable to create a Buzzfeed-style quiz: “Which type of home fits your lifestyle?” with results like “You’re a Modern Minimalist: Here’s how to finance a modern condo.”

Why it works: It’s fun, shareable, and opens a conversation about financing options in a way that’s uniquely tailored.

6. “Say Hello to Home” Video Series

Theme: Process transparency

Tactic: Use your knowledge and experience to record short videos (2–3 minutes) introducing different stages of the home buying journey: appraisal, inspection, loan processing, etc.

Why it works: Videos drive high engagement, and demystifying the process builds trust.

7. From Side Hustle to Homeowner

Theme: Speak to entrepreneurial spirit

Tactic: Focus on gig workers, freelancers, and small business owners with content that helps them understand their unique path to mortgage approval.

Why it works: It taps into a fast-growing demographic often underserved in typical campaigns.

8. Rent Breaker Calculator

Theme: Make it personal and practical

Tactic: Compare current rent prices to potential mortgage payments using homes for sale in your local market. Loan officers could highlight properties offered by their agent partners, and agents can highlight properties they currently list.

Why it works: It creates a tangible AHA Moment for FTHBs to see how monthly rent could translate into ownership.

9. The Down Payment Decoder

Theme: Deconstructing affordability fears

Tactic: Use Canva to create a visual campaign that shows various ways first-time buyers can afford a home: low down payment options, grants, gifts, etc.

Why it works: It directly addresses one of the biggest misconceptions and barriers to entry.

Insider Tips: Loan officers and agents can partner to offer tips and advice that every first-time buyer should know.

10. Home Sweet Loan

Theme: Simplify the loan process, making it less intimidating for first-time homebuyers.

Tactic: Highlight down payment assistance and non-QM loan options to help buyers secure their first home.

Why it works: First-time home buyers need information without the pressure of being sold. They’ll feel more confident starting their homeownership journey when they know they can be successful.