Social Media for Lenders – Insights from Ellen Hicks on Instagram Growth

Bryce
Today we are with Ms. Ellen Hicks. Ellen, thanks so much for being here.

Ellen
Of course, thanks for having me.

Bryce
This is going to be great. Ellen, give us your elevator pitch—your background, both in real estate and lending, and how you ended up in the lending space.

Ellen
Yeah, for sure. I graduated from college in 2021, so I’m a little younger, but I started at Conventus right after graduating, and I’ve been here ever since. I initially worked as a sales analyst, essentially a loan officer assistant. About six months in, I was promoted to full-time loan officer. Now, I manage my own pipeline, find leads, and close loans. I’ve always wanted to be in real estate, but I wasn’t sure which part. My mom was a realtor, so I got to see that side, but I quickly realized that wasn’t for me. When the opportunity came up to work in lending at Conventus, I was drawn to it because I love working with numbers and prefer not running around, calling or texting clients all day.

Bryce
For sure. Showing 12 houses only for all of them to fall through or choose another agent…

Ellen
Exactly. It’s much more my speed to work with numbers than chasing down clients all day. I didn’t know exactly what I wanted to do when I graduated, but I majored in economics and finance because I figured it would open doors. This job at Conventus sort of fell into my lap, and it’s been fantastic. I can’t see myself doing anything else right now!

Bryce
That’s awesome. So, it sounds like you went to school for finance.

Ellen
Yeah, I went to Centre College in Kentucky. I also played college basketball for four years. I majored in economics and finance since I wasn’t sure what career path to follow, but figured it would give me flexibility. About a week before graduation, Conventus reached out to me, and here I am, three years later!

Bryce
So, were you feeling the pressure towards the end of your college years, wondering what you were going to do after graduation?

Ellen
Honestly, not too much. I figured I’d be okay for a couple of months without a job, but I did want to have a plan. Thankfully, this opportunity came through right before graduation.

Bryce
That’s great! Now, tell me about your day-to-day at Conventus. Do you work remotely, and how does your day typically unfold?

Ellen
Yeah, Conventus is based out of San Francisco, but we have loan officers across the country. I’m based in Nashville. I work fully remote, which has its pros and cons—maybe we can talk about that later. I usually log on around 9 AM local time. Most of my team is on the West Coast, so when I log in, I catch up on emails from the previous evening. By 10 or 11 AM my time, most of my team is online, so I focus on loans in the pipeline. I send follow-ups, request title and insurance documents, and prepare files for underwriting. If it’s a slow day, I try to generate new business through Facebook groups, LinkedIn, or just calling past clients. But mostly, I spend my day working on deals, ensuring everything is on track to close.

Bryce
Got it! Now, tell me about your Instagram strategy—I’ve seen it, and it’s impressive. You have great graphics and home images. I feel like a lot of lenders struggle with social media, but you seem to have it figured out. What’s been most effective for you in finding leads?

Ellen
Yeah, I knew I needed to use social media to get my name out there and generate leads. I started my Instagram about six months ago. Living on social media, I thought, “Why not incorporate my work?” It’s been easy to connect with that platform, and I’ve created fun, engaging graphics. I share a lot of before-and-after photos of properties, especially for flippers—particularly first-timers. It’s really rewarding to showcase those transformations. I think people love seeing their lender excited about their project. Social media is such a powerful tool, and while I’m not getting tons of business from it yet, I know it’s just a matter of time.

Social media is such a powerful tool, and while I’m not getting tons of business from it yet, I know it’s just a matter of time.

Most of my business right now comes from local Facebook groups. I focus on Middle Tennessee since I’m based here, and it allows me to see projects in person. But I think social media is worth investing in for anyone in our industry—it takes time, but it pays off.

Bryce
I agree. I’ve noticed that a lot of lenders aren’t great with social media, especially older ones. There’s definitely a generation gap, and many haven’t embraced it fully. What advice would you give someone in that position to grow their presence, even just in terms of engagement rather than follower count?

Ellen
I’d say, just do it! It might feel intimidating at first, but you have to start somewhere. If you’re not ready to manage your own account, hire someone to help with the social media side. If you’re older and feel out of touch with it, start small—just follow a few people and see what they’re posting. The key is to dive in. Social media can feel overwhelming, but if you stick with it, it’ll pay off.

Bryce
Great advice. I’ve been focusing on growing my own Instagram lately, and I’ve found that discussing general finance topics like business or money, and weaving in some humor, works well. For example, making fun of Dave Ramsey has gotten me a lot of engagement, even though it’s controversial. I’ve found that once I catch people’s attention, I can funnel them into more specific discussions about investing or lending.

Ellen
I totally agree. The more relatable you can make your posts, the better. You’re right, people are more likely to engage when they feel connected to the content. For me, highlighting local areas like Nashville or even talking about flipping houses near iconic places, like the football stadium, can grab people’s attention because they know the location. Relatability is key to growing your presence.

Bryce
Exactly. It’s all about that connection. I had a video that got around 500,000 views—it was just a tour of my house in Idaho, and I talked about how much it cost to build. The local engagement was huge. People in the area recognized the place and commented, saying things like, “I know that house!” It just adds an extra layer of connection.

Ellen
Yeah, I totally get that. I live in an area with tons of development right now, so when I see a house near me being built, I think, “Wow, I can walk to that place!” It creates that personal connection. It’s really powerful.

Bryce
Exactly. It resonates much more when people see something they recognize in real life. Have you found other platforms that work well for you, or are you mostly focused on Instagram? I know you mentioned Facebook a little, too.

Ellen
Yeah, I do a little on Facebook, but I don’t do much promotion there. I’d love to dive into TikTok, but honestly, is it going to be relevant in a year? You never know. Why focus energy on something uncertain when I’m confident Instagram will be around for a while? But TikTok could be huge. I haven’t done much with it because I prefer focusing on Instagram, plus Facebook and LinkedIn. However, if someone’s really trying to get their face out there, TikTok could be the perfect platform to start.

Bryce
Absolutely. You’ve seen people gain millions of followers with just a couple of videos. As the platform becomes more saturated, it’s harder, but there’s still significant traction to be gained.

Ellen
Exactly. TikTok shows you more of what you engage with. Watch one real estate investing video, and you’ll get five more. It’s an easy way to get exposure. But you need to be strategic about your posts—more informational videos, maybe some house tours. For example, I’d love to film a “before” of a house I’ve financed, then show the “after” of the project. I have a ton of ideas; just need time to put them into action.

Bryce
Yeah, I always joke that I need a 36-hour day: 12 hours for work, 12 for fun, and another 12 for sleep. If you could make that happen, I’d appreciate it!

Ellen
Exactly! I’ll do my best.

Bryce
I want to shift gears and ask you something. Many lenders we talk to follow a traditional path—they start by buying rental properties, move into fix-and-flip projects, then transition into lending once they’ve accumulated some profit. It’s pretty atypical to come straight out of college and go directly into lending. Has that been difficult? Any hurdles because you didn’t have that prior experience?

Ellen
Great question. I’ve had to learn a lot on my own. When I started as a lender, all I knew was that I’d be giving loans and collecting interest. But luckily, I had the chance to shadow an experienced loan officer for about six to eight months. That taught me a ton—how to do outreach, how to keep files organized—those basic things that aren’t obvious at first. If you’d asked me ten years ago what I’d be doing, I probably wouldn’t have said lending, but I don’t regret it.

If you’d asked me ten years ago what I’d be doing, I probably wouldn’t have said lending, but I don’t regret it.

There are pros and cons to starting fresh. If I’d bought rental properties or done fix-and-flips first, I’d have learned one way of doing things. But coming in with no preconceived notions, I learned things the way they’re done here. It worked out well for me. Sure, having more background could have been helpful, but I’ve managed fine without it.

Bryce
Yeah, clearly you’ve made it work. Were there any terms or jargon, like LTV, ARV, or DSCR, that at first left you thinking, “What are they talking about?”

Ellen
Definitely. When I first started, I saw terms like LTC, LTV, ARV, DSCR, and thought, “I’m never going to learn all this.” But once you understand the meaning and how it fits into the loan process, it all clicks. LTV is just loan-to-value, for example. It was overwhelming at first, especially since I was remote, so I had to either Zoom or message someone to help me. But it wasn’t so overwhelming that I couldn’t handle it. I’m a math person, so once I understood that these were just calculations, I felt confident.

Bryce
Easy, right? Especially with an economics background.

Ellen
Exactly.

Bryce
You mentioned organizing loan files. I’m curious—at Conventus, is there a specific software you use for that? What does organizing a file look like, and what do you review on a daily basis?

Ellen
At Conventus, we use Salesforce, but personally, I prefer keeping things outside of that so I can customize them. I use Google Docs to track everything. I create a spreadsheet with the loan address and its current stage—whether pre-processing, processing, underwriting, or closing. My processor handles the actual documents—title docs, insurance, bank statements, entity docs, etc., and I work closely with them. My processor uploads everything to a shared Dropbox folder, organized by category (title, inspection, etc.), so everything’s in one place. This is crucial because in this business, you could be managing 10 loans at once. Staying organized is key to making sure nothing slips through the cracks.

I keep track of all my live loans, their close dates, and funding in my Google Doc. I could probably be more organized, but it works for me. When I get an email about a loan I haven’t looked at in a while, I can quickly check where it stands and see what’s missing. It keeps me from scrambling.

Staying organized is key to making sure nothing slips through the cracks.

Bryce
That sounds pretty efficient, honestly. I think that’s a good point. I pride myself on being fairly organized. My wife will send me a text, asking if I have something, and I can usually find it within 20 seconds. But even I’ve noticed that I fall into the habit of rushing things. A new loan application comes in, everything looks good, and I send a wire. I’ve had to step back and build processes, like creating a checklist to ensure the borrower’s entity matches the one on the purchase and sale agreement. There have been times when I thought we were using a different entity, which messed everything up. It’s easy to overlook details when you have multiple loans going at once. But like you said, a solid checklist is critical to staying on top of everything.

Ellen
Yeah, exactly. A lot of this business is very nitty-gritty and detail-oriented. For example, when the purchase and sale agreement lists one entity, but you need to use a different one, that’s a potential deal-breaker. It’s easy to overlook things like that, but small details can derail a deal. You have to ensure everything matches up, including the correct spelling. So, having a good organizational process is crucial—it can save you a lot of headaches down the road.

Bryce
Right, and then there’s the next layer of checks. Beyond the entity names, you have to ensure you have the LLC docs, the operating agreement, and verify if there are any other signers involved. Are there 50/50 partners who also need to sign the loan docs? It’s about validating all the details, because if something’s missed, it could affect your title insurance down the line. I constantly remind myself to slow down, check everything carefully, and make sure it’s all in place before moving forward. For all the non-lenders out there, if your loan takes longer to process than expected, there’s a lot happening behind the scenes—many small details to check.

Are you involved in the underwriting process, or do you work with a separate team for that?

Ellen
At Conventus, we have dedicated underwriters. As a salesperson, I work with a processor who gathers the necessary title, insurance, and other documents to get the ball rolling. Once the initial items are ready, the file is sent to our underwriters for review. They go through everything in detail to ensure accuracy, such as checking for spelling errors, missing commas, or mismatched numbers. Their job is tough because they have to catch all these small errors before we can move forward. Once the underwriters approve everything, it gets sent to the closing team to finalize.

Bryce
Got it. I know you mentioned Conventus lends across 46-48 states. Do you find it difficult to manage loans in different markets? For example, if you’re working in a place like California, where prices are high, versus somewhere like Kentucky, where homes are still affordable, does that create challenges for you?

Ellen
It’s not too difficult for me, even though I’m more familiar with local markets. I prefer working on loans close to home, as I know the price points and property values better. But, when dealing with out-of-state loans, we have a strong support team. For example, when we order an appraisal, we use local appraisers. Then, our credit team reviews the appraisal to ensure it aligns with local comps. So, while I may not be familiar with properties in a place like Indiana, once the appraisal comes in, we can verify if the property value is accurate. It’s manageable, but definitely something to consider.

Bryce
Very good. I wanted to ask you about Conventus’s capital. Do you work directly with investors, or do you have institutional lines of credit that you rely on?

Ellen
I don’t deal directly with capital or investor relations. On the sales side, we have a capital markets team that handles that. We do have investors that back our loans. Conventus started in 2015, and we’ve built relationships with investors to fund our different programs. We have a bridge loan program for fix-and-flip and ground-up construction projects, and we also offer a DSCR program. While I’m not involved in capital sourcing, we’ve been able to grow thanks to these relationships.

Bryce
Yeah, investor relations is a whole other side of the business. We’re small compared to Conventus, but I know it’s a full-time job just making sure investors feel secure and their capital is being used effectively. Can you talk a bit about the rates and terms you offer?

Ellen
Sure! For our bridge loans, the rates typically range from 9% to 11%, depending on the borrower’s experience and credit. A lot of people see that range and think they’re getting a 9%, but there are factors that can affect the final rate, like your credit score or the size of the down payment. A borrower with a 650 credit score may see a higher rate than someone with excellent credit. We also do new construction loans, which generally fall in the 10-12% range. Across the board, we typically charge 1 point, though I’ve only charged more than 1 point for maybe 3 loans in my career.

For the DSCR program, our floor rate is currently 5.75%, though it depends on the leverage and credit score. I’d say mid-6s is more typical right now, but it fluctuates. Rates were at 5.5% a couple of months ago, but they’ve gone up slightly after the election. Still, I think these rates are relatively competitive.

Bryce
Yeah, very good. So, do you keep your DSCR loans on the books, or do they get sold off? How does that work?

Ellen
Both, actually. We sell off our DSCR loans. We work with two separate investors for that. For our bridge loans, we do keep a portion on our balance sheet, mainly the more complex loans that would be harder to sell. It’s not a huge amount, but we do keep some. So, while our DSCR loans are all sold, the bridge loans are a mix of both.

Bryce
Got it. And what are the typical terms on your fix and flip bridge loans or new construction loans?

Ellen
For the most part, we offer a standard 12-month term, similar to other bridge lenders. The loans are interest-only with no prepayment penalty. However, we also offer 18-month and 24-month terms. For the 24-month term, there’s a minimum 12-month prepayment penalty. So, if you pay it off early, you’d still owe 12 months of interest. I always tell borrowers to just wait until the 13th month to avoid that penalty. For our DSCR loans, we have a 30-year fixed option, which is the most popular. We also offer 10-year interest-only loans, and occasionally we have a 7-year or 5-year ARM, but those are rarer.

Bryce
Wow, you have a lot of different loan products. That’s impressive!

Ellen
Yes, we can offer a wide range of products to suit different needs.

Bryce
Most lenders I speak with only offer fix and flip loans, and we’re the same—our focus is strictly fix-and-flip. Our rates and fees are much higher, typically closer to three points. Personally, I prefer to do fewer loans and make more in origination and fees. It’s tough finding good borrowers, so we try to compete on speed rather than rates. I can close and fund a loan in as little as three days if needed. There are many ways to cater to borrowers depending on what they need.

It’s tough finding good borrowers, so we try to compete on speed rather than rates.

Ellen
It sounds like you’re handling almost everything yourself, right? You’re not waiting on anyone else to move things forward. That’s a major benefit for you—if you need something done, you’re in control. For me, I have to wait for the underwriter or credit team to review documents, which can slow things down. But it works for you, and that’s great!

Bryce
Yeah, I’m the originator, underwriter, and servicer—all of it. We do everything ourselves.

Ellen
Wow, that’s impressive! It must be a lot to handle.

Bryce
It definitely is, but you’ve got to start somewhere, right? I’m sure Conventus began with a small team and scaled from there. Maybe in 10 years, I’ll hire my own Ellen, fresh out of school!

Ellen
That’s the goal, right? There’s a lot of us out there!

Bryce
Exactly. Well, I don’t want to take up too much of your time. Thanks again for being on the podcast! Before we go, feel free to share your socials, phone number, or email if anyone wants to reach out to you.

Ellen
Definitely! You can connect with me on Instagram at re.loanswithellen. Feel free to send me a message there, or text me at (615) 585-2691. If you heard me on this podcast, let me know, and I’ll offer a zero-dollar processing fee on your first loan with Conventus.

Bryce
I love it! If you’re looking to level up your social media game, definitely check out Ellen’s Instagram. I’m definitely going to steal some tips from her—great design and content. Ellen, seriously, thank you for being here!

Ellen
Thank you! It was a pleasure.

 

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