Case Study: An introverted Mortgage Lender learns how to harness the power of short-form video
The Challenge
Ashley, a highly skilled mortgage loan officer, knew she needed to leverage social media to grow her business, connect with more local homeowners, showcase her expertise and position herself as leader in the Walla Walla home lending space. However, she faced two major obstacles:
She described herself as camera-shy and not tech-savvy.
Despite having many ideas, she felt stuck in overthinking and rarely posted.
Before: Ashley didn’t have a strategy, wasn’t sure what to post, and was inconsistent.
After: Ashley is taking everyday moments from her life and tying them to what she does. She’s sharing moments in the process, highlighting the emotions behind what she does and is posting consistently.
For Ashley, social media isn’t just about marketing. It’s about creating trust with people before they even need her. She wanted her online presence to serve as a bridge—helping families, especially Latino homeowners and immigrants without Social Security numbers, navigate the complicated mortgage process with someone they felt had their best interest at heart.
The Coaching Experience
We started our partnership with a conversation. Like most people, Ashley was well aware of her challenges and needed validation just as much as she needed guidance.
Being camera-shy indicates a deeper challenge; that we don’t trust our message, we may feel like we’re not expert enough to deserve attention. Most of us are conditioned from a young age to blend in, assimilate, and conduct ourselves in a way that protects us from any possible criticism. Showing yourself and your ideas to the entire internet is the opposite and can feel incredibly vulnerable.
I reminded Ashley that every time she feels shy, every time she doesn’t want to record, she needs to recall the people she serves. The people who need her, who may work with someone else because they don’t know about Ashley. Record and post for them, so they might have the smooth and rewarding experience Ashley knows she can provide them.
After our discussion about limitations, mental, time and technical, we designed a workflow tailored specifically to Ashley’s goals and comfort level.
Together, we:
Studied social media content in her niche and dissected what was working, looking for ways she could adapt her presence to what was proven to work.
Planned several reels at once so she could be organized and save time. We made a shot list so she’d know what to record. We looked for a time slot in her calendar when she could reasonably film, and we practiced taking everyday moments and shifting those stories to align with her work. She began learning how to share anything, reminding people what she does and why.
Developed her first content series, giving her a repeatable framework to stay consistent. She wanted to create a series for Hispanic Heritage Month to celebrate the local latino community. It was a great opportunity to do that, as well as position her as a trusted resource, and a great way to build trust. She had the idea and we worked together to create a plan to make it happen.
Trained her to use AI tools to brainstorm scripts and captions, unlocking her creativity and saving time.
Filmed her first-ever reels—we started with simple reels but worked our way up to direct-to-camera videos.
Set up technology tools like a teleprompter app, tripod and microphone so her content looked and felt polished.
Through our weeks together, I gradually took a less involved approach so Ashley could develop the thinking and the skills to sustain her social media on her own. Instead of relying on me to sit beside her every step, Ashley discovered a new level of independence. She learned to trust her ideas and how to carry them out. She gained the confidence to film and post on her own—a true turning point.
Essentially, we created a strategy that Ashley could follow that removed the specific causes of resistance in her busy life.
A common struggle so many business owners have with social media is perfectionism. We had to adjust her thinking to recognize that posting consistently and showing her care and expertise were more important than the perfect edit. Entrepreneurs get so caught up in making every published asset “professional” that they nit-pick every detail and get off track. It’s important to be able to distinguish which details are supporting our goals and which are derailing our progress.
The Transformation
By the end of our coaching, Ashley shifted from hesitant and self-critical to empowered and creative. The process didn’t just produce content—it rewired her approach to social media, unlocked her flow of creative ideas, and made her more confident in general. She stopped second-guessing herself and started seeing her ideas as content opportunities.
The result was more than just a set of polished reels. It was a mindset shift: Ashley now views social media as a tool she can master. She knows there is room for improvement but also knows that what she’s doing now is making a real difference.
Ashley learned how to film 10-second clips for content that attracts new viewers.
She learned to use scripting and a teleprompter to film reels where she was talking to the camera.
Ashley’s transformation illustrates the power of investing in concentrated, high-level strategy sessions:
She walked away with tangible assets (reels, scripts, a series).
She left with systems and tools she could keep using long after our time together, as well as a heightened understanding of how to use social media platforms.
Most importantly, she gained confidence—a skill that compounds over time, turning into consistent content, stronger visibility, and ultimately, business growth.
Social media coaching isn’t about piecemeal fixes. It’s about exponential results—clarity, confidence, and strategies that keep paying off long after the investment.
If you’d like to learn more about social media coaching, fill out the form and let’s book a call.
Your message matters. Let’s share it with the world!
