This lender funds real estate investors across Texas, and its best borrowers come back deal after deal. Social media existed, but nobody could point to a loan it produced. Two to six originations a month carried a social attribution tag, and even those were treated as noise.
Blaine and Becca rebuilt the channel around the borrowers themselves: content about real deals and real investor questions, posted consistently, with a small paid budget behind the posts that earned it. Attribution was wired into the CRM so every loan application records the channel that produced it.
A $488 paid window from February through May 2026 generated 204,088 impressions, and the page grew to 8,338 Facebook followers. The number that matters: social-attributed loan originations went from 2-6 a month to 25 in May 2026, tracked in the client's own channel reporting.
B2B lenders and finance companies tend to write social off as a consumer channel. The lesson here is that investors are people who scroll like everyone else, and a channel is real once your CRM can count the deals it closes.