Case Study
Can a brand-new mortgage professional build meaningful visibility in less than a month?
TJ Koivisto
Fairway Home Mortgage
18,355
Views
2,871
Individual Viewers
2,075
Profile Visits
47%
Views from non-followers
THE CLIENT
Brand -new LO. Brand-new account. No established audience.
TJ Koivisto, a mortgage loan officer with Fairway Home Mortgage, wanted to build visibility and connect with first-time buyers and self-employed borrowers. His Instagram and Facebook accounts were essentially starting from scratch.
THE CHALLENGE
Build recognition without becoming another generic mortgage account.
TJ was starting from zero.
No existing audience
Crowded Category
Mortgage feeds are full of interchangeable content.
Limited time
Content couldn’t become another full-time job.
WHAT CHINA SHOP DID
A clear process built around TJ.
Discover
TJ’s personality, interests and business focus
Develop
Campaigns, ideas and scripts
Guide
Specific recording direction and prompts
Produce
Editing, graphics, captions and finished content
Refine
Watch what performs and adjust
THE CONTENT STRATEGY
Mortgage Expertise was part of the content. It wasn’t the whole personality.
Expertise
Borrower questions, unusual loan scenarios
Personality
Humor, interests, opinions
Campaigns
Mythbusters, product weeks, recurring concepts
Local life
Arizona, everyday moments
THE RESULTS - FIRST 29 DAYS
18,355
Views
2,871
Individual Viewers
2,075
Profile Visits
47%
Views from non-followers
Nearly half of all views came from people who weren’t already following TJ - evidence that the content was reaching beyond the account’s existing audience.
We didn’t create a character for TJ. We built content around the person already there.
THE VISIBILITY WASN’T DEPENDENT ON ONE HIT
Multiple posts consistently reached beyond TJ’s existing audience
6,800
Views
Borrower education
“If your finances aren’t traditional…”
4,200
Views
Personality
“Stadium lights and conformity…”
3,900
Views
Local / everyday
“There’s more than one way to qualify…”
AND THE MOMENTUM CONTUNUED
After 90 days, TJ’s Instagram and Facebook generated even greater visibility.
78,868
Organic Views
3,199
Interactions
5,117
Profile & Page Visits
90 day follow-up - not part of the original 29-day case study period.
WHAT THE CAMPAIGN ACCOMPLISHED
Visibility
TJ’s content got in front of people.
Efficiency
TJ could provide the expertise and raw material while China Shop handled the production work.
Recognition
The account developed a personality rather than becoming another template feed.
Consistency
The system produced repeatable content, not a one-off campaign.
Loans are what you do. Let’s show people who you are.
TJ’s strategy was built around TJ. Yours should be built around you.