This week hands you a content calendar. BEA's August PCE inflation report lands Wednesday, September 30, and the September jobs report follows Friday, October 2, with Freddie Mac's weekly rate survey in between on Thursday. Every one of those is a moment your borrowers will see a rate headline, and the post that explains it in their terms does its job that afternoon, not the following Monday. MPA ran a piece this morning arguing that slow markets are when brokers should invest the most in relationships and systems, not the least; a week of scheduled, useful posts is a low-cost version of that.
On rates, stay honest with your audience. Bankrate's 30-year is 7.22% this morning, the top of its 90-day range (6.47%–7.22%). On a $400,000 loan that is about $2,721 a month in principal and interest, against about $2,520 at the 6.47% low Bankrate showed on July 1 — roughly $200 a month more. At that level the marketing focus stays on purchase buyers already in motion and past clients who want to know what the headlines mean for them, not on refinance offers.
Build the week as three short pieces written today and scheduled for the afternoons they belong to. Wednesday: what the inflation report said, in one sentence, and what it means for someone shopping this month. Thursday: the weekly survey number, turned into a payment on a $400,000 loan. Friday: the jobs number, and one line on what you are watching next — the Fed's next meeting is October 27–28. Keep each one under 80 words with a single reply-to-me call to action. Leave a blank where the number goes and fill it in the minute the report is out; the framing is already done.
draft the three posts with blanks for the numbers, schedule them for 2 p.m. Wednesday, Thursday and Friday, and add your active purchase buyers to an email version of the same three notes.