People get defensive when I tell them:
It’s not about when you post.
It’s not about which trending sound you use.
It’s not even about the platform you’re on.
None of that matters if you fall into the biggest trap of all:
Creating rubbish content.
When I say rubbish, I don’t necessarily mean the design.
Or the lighting on your video.
I’m talking about the substance of the post.
If the message in your value-added content isn’t speaking to your ideal client
Then no hack, schedule or new TikTok dance is going to save it.
Instead, you want to use the 3 pillars of telepathic content to make sure more people see your content:
1. The “In-Their-Head” Stuff
You know your clients better than most; use that.
Create content that carries on the conversation they’re having in their head:
“Can I get a mortgage with bad credit?”
“Is now even a good time to move?”
“How much deposit do I really need?”
📱 2. Google Goodness
What are people typing into search bars in a mortgage panic? This is Google Gold:
“Will rates drop in 2026”
“Stamp duty calculator UK”
“Do I need a broker?”
There are plenty of tools out there that give you access to this.
🔥 3. The Trending Take
Ride the trends, but make it make sense (don’t just do the dancing TikToks)
React to property news & budget updates.
That’s what makes you timely and relevant without being gimmicky.
The goal? To stop them scrolling and get them saying: “They really know what they’re talking about”
Once your content clicks, the algorithm plays in your favour.
No hacks. No tricks. No rubbish content.
Before you create your next post, think:
“Will this resonate with my audience?”
If not, hit the delete button.
Then speak to your audience as if you were speaking to a client on a call.
It will land with so many more people, I promise.
Here’s to content that converts 🙌
Chris