AI social media for mortgage branch networks
Flo writes the posts, pages, emails and review replies for every branch you run, each one tuned to that branch's own market, then drops them in for approval. This page is for branch managers operating under a national lender's license, which is a different marketing problem from an independent brokerage.
One brand standard. Twenty local calendars. Nobody at corporate writing them.
Published per branch, to each branch's own accounts, site and Google profile.
the day the NMLS renewal window opens for every licensed originator in your network, and it closes 31 December1
of continuing education each state-licensed originator clears every year before that renewal goes through2
of pre-licensure education before a new originator at any branch can originate at all2
Why does branch marketing drift away from the brand?
Not because anyone decided to go off brand. Because a branch manager in Reno has a pipeline, a team and no marketing hours, so the local posting either stops or gets improvised. Then November arrives and every licensed originator in the network is clearing continuing education and renewal inside the same eight weeks, while the calendar is supposed to keep running. Here is where it comes apart.
Local Silence
Corporate posts the national message, the branch posts nothing, and the market that matters to the branch never hears from it.
Improvised Compliance
Each branch decides on its own what it can say about a rate. It is twenty different answers to one federal rule.
The November Squeeze
Renewal, continuing education and year end land in the same eight weeks, and marketing is the first thing dropped.
Recruiting Goes Quiet
Originators pick a shop partly on how it looks online, and an abandoned branch page is what they see when they check.
Four apps, one brand standard, every market
Flo creates all four for every branch and drops them in for approval. What corporate keeps is the standard, not the drafting.
MoSocialPer Branch Calendars
Run a separate posting calendar for every branch on one brand standard, so Reno and Boise publish to their own markets in the same voice.
MoBlogsMarket And Product Pages
Publish a page for each loan product in each market you are licensed in, written against what that market searches instead of copied between branches.
MoMailPartner And Borrower Sequences
Send referral partner and past borrower sequences from each branch, segmented by market, without a marketing hire in any of them.
MoReviewsReviews By Location
Answer reviews on every branch profile in your voice, and hold anything negative for your approval.
What it publishes across the network year
The calendar is built per branch, so a branch in a purchase-heavy market and one carrying refinance volume do not get the same year. This is the shape of it across a network.
- Jan to Mar
New Branch Onboarding
Market pages, profile setup and a first quarter of posts for any branch opened in the new year, so none of them launch silent.
- Apr to Jul
Purchase Season
Every branch publishing to its own spring market, with the referral partner sequences running underneath it.
- Aug to Oct
Recruiting Window
Branch and originator content aimed at the people you want to hire, published while they are still deciding.
- Nov to Dec
Renewal And Year End
Approved in October and publishing without anyone, through the weeks the whole network is clearing continuing education.
What MoFlo accounts in other industries have measured
Other lending businesses we set up differently
A branch network and a solo originator sell on different things, so they do not get this page.
More on loan officer marketing
Written for originators, on the MoFlo blog.
Marketing by company size
The same platform, framed by how many people you run instead of what you place.
You have questions. We have answers.
The five that come up before a network signs.
Can each branch sound local without going off brand?
That is the default setup. One Knowledge base holds the brand standard, and each branch adds its own market, team and product focus on top of it. A post from the Boise branch references Boise, and it still reads like the same company as the one from Reno.
Who approves, corporate or the branch?
Corporate, in one account with every branch underneath it. A licensed reviewer can check rate and payment drafts first.
We add branches. Does the setup have to be redone?
No. A new branch inherits the brand standard and gets its own market layer, so the work at launch is naming the market and the product focus rather than rebuilding a calendar.
What happens during renewal season?
Nothing stops. The content for November and December is drafted and approved before the renewal window opens on 1 November and the only way it survives a month where every originator is clearing eight hours of continuing education.
What does it cost across a network?
MoMail is $79/mo and MoReviews $99/mo. MoSocial and MoBlogs are $149/mo each, and the whole platform is $299/mo, with seven days free and no contract. The published rate is per account, so ask about multi-location pricing before you scope a rollout rather than multiplying it by your branch count.
Sources
- Nationwide Multistate Licensing System, NMLS Annual Renewal Overview for Individuals, State Resource Center
- Nationwide Multistate Licensing System, SAFE Act Education Requirements, per the Secure and Fair Enforcement for Mortgage Licensing Act of 2008. Several states require more than the federal minimum.
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