Case Study: Establishing a New Mortgage Professional Through Social Content
Koivisto Home Loans
TJ Koivisto was new to the mortgage industry and needed to establish a recognizable professional presence.
He had already chosen his area of focus: helping business owners, independent contractors, investors, commission-based professionals, and other borrowers whose income may not fit traditional mortgage qualification methods.
China Shop Productions developed a social media campaign designed to accomplish two goals:
Introduce TJ as a mortgage professional
Connect him with people who may benefit from nontraditional lending options
Our Role
We created an ongoing campaign around TJ’s chosen audience and his natural communication style.
Our work included:
• Campaign planning and topic development
• Scripts tailored to TJ’s voice
• Hooks, scene ideas, and recording guidance
• Remote recording support
• Video editing and removal of flubs
• Captions, graphics, images, music, and branded end screens
The educational content covered subjects such as bank statement loans, 1099 loans, DSCR loans, and other ways borrowers may qualify without relying entirely on traditional income documentation.
The campaign also included personal, humorous, and situational content designed to help viewers become familiar with TJ as a person.
A Strategy Built Around the Client
TJ deserves substantial credit for the creative results.
His personality, humor, enthusiasm, and willingness to try new ideas gave us strong material to work with. Our role was to develop those ideas into content that supported his business goals.
We did not create a character for TJ or ask him to copy someone else’s style.
What works for TJ will not necessarily work for another client. Our goal is to identify what makes each person distinctive and create content that reflects their real personality, expertise, and comfort level.
The Results
From 7/7/2026 through 8/5/2026, TJ’s content generated:
18,355 Instagram views
The campaign created more than 18,000 opportunities for viewers to encounter TJ and the lending solutions he represents.
2,871 individual viewers
The account averaged approximately 6.4 views per viewer, showing that people were seeing TJ repeatedly rather than encountering only one isolated post.
47 percent of views from non-followers
Approximately 8,600 views came from people outside the existing follower base.
This was particularly important because TJ had shared the new account with people who already knew him. Early follower totals may therefore include a significant portion of his existing network.
Views from non-followers provide stronger evidence that the content is reaching new audiences.
2,075 profile visits
The content generated more than 2,000 visits to TJ’s profile, showing that viewers were interested enough to learn more about him.
Facebook Growth
During the account’s first 28 days on Facebook, from July 8 through August 4, 2026, TJ’s content generated:
• 6,627 views
• 444 engagements
• 92 net followers
These results show that the campaign was creating visibility and audience response across more than one platform during TJ’s first month in the mortgage industry.
As a directional comparison, current financial services benchmarks place average Facebook engagement at approximately 1.8 percent. TJ’s early results of 6.7% indicate a substantially stronger level of audience response, although engagement formulas can vary between reporting platforms.
Consistent Performance Across Multiple Posts
TJ posted 15 videos (7/7 through 8/5, with the most recent excluded)
that generated:
• 11,126 total views
• 742 view per video
• 28% more views than similar accounts
The results were spread across 4 weeks of content rather than being driven by one unusual post. This suggests the campaign was creating a repeatable level of performance.
What the Campaign Accomplished
The campaign helped TJ begin establishing himself in a new industry while connecting his name with a clear area of focus.
It gave him a consistent social presence, reached people beyond his existing network, generated repeated exposure, and encouraged more than 2,000 profile visits.
Most importantly, the content remained recognizably TJ’s.
China Shop Productions provided the campaign structure, scripting, editing, production support, and distribution. TJ brought the personality and creative contributions that made the content effective.
The result is not a generic mortgage account. It is the beginning of a professional presence built around TJ’s strengths, his target audience, and the type of mortgage business he wants to build.
Build Content Around What Makes You Different
Your content should reflect your personality, expertise, audience, and business goals.
China Shop Productions provides the planning, scripting, recording support, editing, captions, and distribution needed to create a consistent social media presence without turning you into someone you are not.
Ready to Build a Social Presence That Fits You?
Your content should reflect your personality, expertise, audience, and business goals. Schedule a consultation with China Shop Productions to discuss a content campaign designed around what makes you and your business distinct.
You can also reach us at Team@chinashopproductions.com.