How Cache Nies Funded 12 Loans in One Month With Social Selling & AI

Introduction

How can a loan officer build a growing mortgage business while generating referrals, creating content, developing Realtor relationships and using artificial intelligence to attract new opportunities?

Cache Nies offers a practical example.

In his conversation with Chris Johnstone on LoanOfficerPodcast.com, Cache explains how he built his mortgage business through a combination of traditional prospecting, Realtor relationships, social selling, content marketing, personal branding, email marketing, SEO and AI-powered discovery.

Cache entered the mortgage industry in 2019 after working in hospitality. He initially knew very little about mortgages, but eventually earned his license and began building his career.

Since then, he has expanded his business across multiple markets and became licensed in 10 states.

He says he produced $20 million in each of the previous two years, reached $30 million so far this year at the time of the interview, and had a goal of reaching $40 million.

After the recording, Cache also shared that he had funded 12 loans in that month and was targeting $100 million in annual volume, requiring 212 units based on his stated goal.

This guide breaks down the strategies Cache discussed and how mortgage professionals can apply the underlying principles to their own businesses.

Who Is Cache Nies?

Cache Nies entered the mortgage industry in 2019 after working in hospitality.

He initially considered getting into sales and was introduced to mortgage lending through a family connection.

Cache says he did not know much about mortgages when he started.

He obtained his license after failing the licensing exam twice and passing on his third attempt.

His early mortgage career coincided with the COVID-19 pandemic.

After being laid off from his hospitality job, he moved into mortgage full time and began building his business.

Cache initially worked in California, later moved to Austin, Texas, and eventually relocated to Colorado.

He is now based in Castle Rock, Colorado, and says he is licensed in 10 states.

Cache Nies’ Mortgage Production Growth

One of the clearest measurable themes in Cache’s story is year-over-year production growth.

He explains that he produced approximately:

• $20 million in each of the previous two years
• $25 million the previous year
• $30 million so far in the current year at the time of the interview
• $40 million as his goal for the year

After the recording, Cache stated that he had funded 12 loans that month and wanted to reach $100 million in annual mortgage volume.

His story illustrates an important concept for loan officers: production growth does not necessarily come from one marketing tactic.

Cache describes a combination of coaching, prospecting, social selling, content marketing, Realtor relationships, personal branding and AI-driven visibility.

The Biggest Lesson: Combine Prospecting With Personal Branding

One of Cache’s most important observations is that digital marketing should not replace traditional prospecting.

He describes the two approaches as working together.

Cache says he initially did not want to pick up the phone and call people.

But he eventually learned that calling people was one of the activities that helped his business the most.

At the same time, he became increasingly interested in SEO, organic content and personal branding.

His approach eventually became a combination of:

Phone calls + social media + content + personal branding + relationships

This creates multiple opportunities for prospects to encounter the loan officer.

Why Phone Calls Still Matter for Loan Officers

Mortgage professionals often look for the newest marketing channel.

But Cache’s experience reinforces the value of direct communication.

He explains that picking up the phone and calling people helped his business.

The lesson is not that every loan officer needs to spend all day cold calling.

Instead, the point is that digital marketing and prospecting can complement each other.

A Realtor may see your content before you call.

A prospect may recognize your name because they have seen your videos.

A referral partner may have read your newsletter.

Then, when you reach out, you are no longer completely unfamiliar.

What Is Social Selling for Loan Officers?

Cache describes social selling as a structured form of prospecting.

He creates a list of people he wants to build relationships with.

He then finds those people on social media and:

• Comments on their posts
• Likes their content
• Sends direct messages
• Engages with their activity
• Builds familiarity
• Eventually asks for an appointment

The key is that Cache does not immediately lead with a sales pitch.

He focuses on building the relationship first.

Cache Nies’ Social Selling Process

Cache’s process can be broken into five steps.

Step 1: Identify Your Target Partners

Create a list of Realtors and other professionals you want to build relationships with.

Step 2: Find Them on Social Media

Follow their content and learn more about their business.

Step 3: Engage Consistently

Comment, like and participate in conversations.

Step 4: Start Direct Conversations

Use DMs to move from public engagement into one-to-one communication.

Step 5: Ask for the Appointment

Once familiarity and trust have developed, move toward a phone call, Zoom meeting or in-person meeting.

This is the foundation of Cache’s social selling strategy.

Why Social Selling Can Warm Up Cold Prospects

Traditional cold calling starts with little familiarity.

Social selling can change that dynamic.

Cache explains that when he eventually asks for an appointment, the prospect is often warmer because they have already seen and interacted with him on social media.

The relationship-building process happens before the appointment request.

For loan officers, this can be particularly useful when approaching Realtors who receive frequent outreach from lenders.

Instead of immediately asking:

“Can I get your business?”

a loan officer can begin by becoming familiar with the Realtor’s business and providing value through social interaction.

Who Should Loan Officers Target?

Cache does not limit his prospecting to Realtors.

He says his power partners can include:

• Realtors
• Financial planners
• Loan officers at credit unions
• Builders
• Other consistent referral partners
• VIP clients

He also points out that some clients can refer 5–10 people.

Those clients deserve additional attention because they have already demonstrated their ability to generate referrals.

How to Identify Your VIP Referral Partners

Not every contact should receive exactly the same amount of attention.

Cache prioritizes people who consistently refer business.

A practical system is to categorize your database into:

High-value referral partners: People consistently sending opportunities.

Growth relationships: People who could become strong referral partners.

Broader network: People you want to stay visible to through content, email and social media.

This allows the loan officer to allocate personal time where it can have the greatest impact while using scalable channels for the broader network.

The Power of One-to-Many Selling

One of Cache’s strongest strategies is one-to-many selling through classes.

He says this is where he personally shines.

Cache is comfortable presenting to groups of approximately 50–100 people.

He compares teaching to performing because of his background as a musician.

Rather than having 50 or 100 individual conversations, he can educate an entire room simultaneously.

For a loan officer, this can create significant leverage.

How Loan Officers Can Use Classes to Generate Mortgage Referrals

A mortgage professional can create educational presentations for:

• Realtor associations
• Real estate offices
• Builder groups
• Financial professionals
• Insurance professionals
• First-time buyer groups
• Real estate investor groups

Possible topics include:

• Mortgage market updates
• First-time buyer financing
• Understanding credit
• Down payment options
• Investment property financing
• Mortgage myths
• Real estate market education
• Referral relationship strategies

The key is to teach rather than simply pitch.

One-to-Many Selling vs. One-to-One Prospecting

One-to-one prospecting requires individual conversations.

One-to-many selling allows a loan officer to communicate with multiple potential referral partners simultaneously.

Cache says teaching classes is one of his most effective activities because he enjoys presenting and can comfortably speak to a room of 50 or 100 people.

For a loan officer with strong presentation skills, this can become a personal competitive advantage.

How to Get More Realtors Into Your Classes

Cache admits that getting people into the room is not his strongest skill.

That creates an important distinction.

There are actually two separate activities:

Getting people to the event

and

Delivering value once they arrive.

Loan officers can improve the first through:

• Realtor association relationships
• Brokerage relationships
• Email invitations
• Social media
• Direct outreach
• Existing referral partners
• Co-hosting with other professionals

The second depends on the quality of the presentation.

Theme Days: A Simple Loan Officer Productivity System

Cache follows the concept of theme days.

Instead of deciding every morning what to do, he establishes recurring activities for different days.

He also references the concept of ATMs — Actions That Matter.

His philosophy is that completing approximately three important actions per day can make a significant difference.

He says you can spend the rest of the day on other activities, but the most important work should get completed first.

How to Create Your Own Mortgage Theme Days

A loan officer could structure a week around activities such as:

Monday: Realtor prospecting

Tuesday: Social selling

Wednesday: Content creation

Thursday: Referral partner outreach

Friday: Database follow-up

The exact schedule is less important than having a predefined structure.

Cache also emphasizes flexibility.

His three most important activities can change depending on his calendar and what is strategically important that day.

Why Daily Priorities Matter

Mortgage professionals have endless tasks competing for attention.

Email.

Applications.

Files.

Social media.

Calls.

Meetings.

Marketing.

Client follow-up.

Without priorities, it becomes easy to spend an entire day on low-value activities.

Cache’s three-actions approach creates a simple question:

What three things matter most today?

Answering that question can help keep business-development activities from being pushed aside by administrative work.

Cache Nies’ Mortgage Content Strategy

Cache says he posts content essentially every day across multiple platforms.

He also operates a YouTube channel and sends a weekly email newsletter.

His content strategy supports his personal brand and helps him remain visible to his network.

The goal is not simply to generate viral content.

It is to consistently appear in front of referral partners and prospects.

Why Personal Branding Matters for Loan Officers

Cache describes personal branding as helping people know you before you make an introduction.

That is powerful in a relationship-based industry like mortgage lending.

A Realtor may already know:

• Your name
• Your face
• Your expertise
• Your personality
• Your market
• Your areas of specialization

before you ever speak on the phone.

That familiarity can make the first conversation easier.

The Mortgage Visibility Strategy

Cache says the mortgage industry is fundamentally about being seen.

You cannot manufacture the moment when someone needs a mortgage.

But you can make sure you are visible when that moment arrives.

That is why he combines:

• Social media
• Paid ads
• Email newsletters
• YouTube
• Phone calls
• Direct messages
• Personal branding

Each channel contributes to staying top of mind.

Retargeting Ads for Mortgage Lead Generation

Cache uses retargeting ads as part of his strategy.

He says he runs approximately three ads at a time.

He describes these as “know, like and trust” ads.

The ads are run at approximately $1–$2 per day, and he keeps them running continuously.

The goal is not necessarily to generate an immediate lead.

Instead, the ads keep him visible to people he has already encountered through social media.

How Retargeting Works for Loan Officers

Imagine a Realtor discovers your Instagram profile.

They watch one of your videos.

Later, they see an advertisement featuring you.

Then they see another educational video.

Then they receive your newsletter.

Eventually, you reach out directly.

The Realtor has now encountered your brand multiple times.

This is the basic idea behind Cache’s visibility strategy.

How to Build a Mortgage Retargeting Campaign

A simple strategy can involve:

Audience

People who have already interacted with your content or website.

Creative

Short videos introducing yourself, explaining your expertise or demonstrating how you help referral partners.

Budget

Cache describes using approximately $1–$2 per day for his retargeting ads.

Consistency

Keep the campaigns running rather than constantly turning them on and off.

Refresh

Cache says he has a recurring calendar block to change the ads for the following month.

Email Marketing for Loan Officers

Cache sends a weekly email newsletter.

This provides another way to remain visible without requiring a phone call every week.

A mortgage newsletter could include:

• Market updates
• Mortgage education
• Local real estate information
• Buyer tips
• Realtor resources
• Financing strategies
• Recent videos
• New blog content

The objective is to consistently provide useful information.

YouTube Marketing for Mortgage Professionals

Cache also maintains a YouTube channel.

YouTube provides an opportunity to answer questions prospects and referral partners are already asking.

Examples could include:

• “How much down payment do I need?”
• “How does mortgage preapproval work?”
• “What credit score do I need?”
• “Should I buy now or wait?”
• “How do interest rates affect buying power?”
• “What should Realtors know about today’s mortgage market?”

Educational videos can then be linked to blog posts and other online resources.

Cache Nies and AI Mortgage Recommendations

One of the most interesting parts of the interview is Cache’s experience with AI.

He says he currently averages approximately 1–2 recommendations per month from AI.

More importantly, he had already closed a loan from someone who found him through ChatGPT.

This is a concrete example of AI becoming another potential discovery channel for mortgage professionals.

How Cache Is Building Visibility in AI Search

Cache explains that he is doing several things he knows work from an SEO and digital marketing perspective.

His strategy includes:

• A YouTube channel
• Links from YouTube back to his blog
• Publishing blog content three times per week
• An optimized Google Business Profile
• Actively collecting reviews
• Working on Yelp reviews
• Getting listed on different websites and platforms
• Building backlinks

The goal is to create a broad digital footprint that AI systems can discover.

Why Reviews Matter for AI Search

Cache specifically mentions actively collecting reviews.

He also discusses Google and Yelp.

Reviews can provide additional third-party information about a mortgage professional.

For local mortgage professionals, this can be valuable because consumers frequently use reviews when evaluating lenders.

AI systems can also access information from different websites and online sources.

Building a consistent presence across multiple platforms can therefore support broader online visibility.

Mortgage SEO and AI Search Optimization

Traditional SEO focuses heavily on search engines.

AI search introduces another layer.

The goal is to create content and digital references that clearly establish:

• Who you are
• Where you work
• What you specialize in
• Who you serve
• What customers say about you
• What expertise you demonstrate

For a local mortgage professional, that might mean creating content around specific markets.

For example:

Mortgage lender in Colorado

Mortgage broker in Castle Rock

Home loans in Denver

Mortgage lender for first-time buyers in Colorado

The more clearly your online presence communicates your expertise and location, the easier it becomes for search systems to understand your business.

Why Publishing Three Blog Posts Per Week Can Help

Cache says he publishes blog content three times per week.

This gives his website a steady stream of information that can potentially be discovered through search.

The content can also support other channels.

A blog post can become:

• A YouTube video
• An email newsletter
• Social media posts
• Short-form videos
• FAQ content

This creates a content ecosystem instead of isolated marketing activities.

The Connection Between YouTube, Blogging and AI

Cache’s strategy connects multiple channels.

His YouTube channel links back to his blog.

His blog contains educational content.

His Google Business Profile provides local information.

His reviews provide social proof.

Other websites provide backlinks and references.

Together, these create a broader digital footprint.

This is important for AI search because AI systems can pull information from multiple online sources when answering questions.

How Loan Officers Can Become More Visible in AI Search

A practical strategy based on Cache’s approach is to build authority across multiple platforms.

Create a Website

Make sure your website clearly explains who you are and the mortgage services you provide.

Publish Educational Blog Content

Answer common mortgage questions consistently.

Create YouTube Videos

Turn your most useful questions into videos.

Optimize Your Google Business Profile

Keep your business information accurate and complete.

Collect Reviews

Ask satisfied clients for honest reviews on relevant platforms.

Build Relevant Backlinks

Get mentioned on relevant local and industry websites.

Participate in Local Communities

Contribute useful answers in communities where people are asking mortgage and real estate questions.

Using Local Facebook Groups for Mortgage Marketing

Chris Johnstone suggests another interesting AI visibility strategy during the interview.

The idea is to identify the online communities AI systems appear to use as sources when answering local recommendation questions.

For example, a mortgage professional could ask an AI system questions such as:

“Who are the recommended mortgage lenders in [market]?”

Then examine the sources.

If the AI references a local Facebook group or real estate community, that community could become a place where the loan officer contributes useful information.

Answer Questions Instead of Pitching

If people in a local community ask questions about mortgages, the loan officer can create educational content that directly answers those questions.

For example:

A buyer asks about interest rates.

Create a YouTube video answering the question.

Then share the video as the response where appropriate.

This creates a connection between:

Question → Content → Community → Search → AI discovery

The objective should be to genuinely help the community rather than spam promotional content.

Building Mortgage Authority Through Q&A Content

Question-based content is particularly useful for mortgage SEO.

Instead of guessing what people want to read about, look at the questions they are already asking.

Examples:

• How much can I afford?
• What credit score do I need?
• How much money do I need to buy a house?
• What is the difference between prequalification and preapproval?
• How do mortgage rates affect monthly payments?
• Can self-employed borrowers qualify for a mortgage?

Each question can become:

• A blog post
• A YouTube video
• A social post
• An email
• An FAQ

This creates a scalable content system.

The 12-Loans-in-One-Month Lesson

At the end of the recording, Cache says:

“We funded 12 loans this month.”

He also explains that his larger goal is $100 million in annual production.

He says he has calculated that reaching that target would require 212 units.

This demonstrates how Cache thinks about production in terms of both volume and unit count.

For loan officers, breaking a large production goal into units can make the goal more concrete.

How to Reverse-Engineer a Mortgage Production Goal

Suppose a loan officer wants to reach a specific annual loan volume.

The process can be:

Step 1: Set the Annual Volume Goal

Determine the desired annual production.

Step 2: Estimate Average Loan Size

Calculate the average closed loan amount.

Step 3: Calculate Required Units

Divide the annual volume goal by average loan size.

Step 4: Calculate Monthly Units

Determine how many loans need to close each month.

Step 5: Work Backward to Applications

Estimate how many applications are required.

Step 6: Work Backward to Leads

Estimate the number of qualified opportunities needed.

Step 7: Build the Marketing System

Determine which activities will generate those opportunities.

This turns a large production goal into measurable daily and weekly actions.

Cache Nies’ Mortgage Growth Formula

The strategies discussed throughout the episode can be summarized into a simple framework:

Prospecting + Relationships + Content + Personal Branding + Social Selling + Email + SEO + AI Visibility

Each component serves a different purpose.

Prospecting

Creates direct conversations.

Relationships

Creates referral opportunities.

Content

Builds visibility and authority.

Personal Branding

Makes people familiar with you.

Social Selling

Turns online engagement into relationships.

Email

Maintains consistent communication.

SEO

Helps people discover your expertise through search.

AI Visibility

Creates another potential discovery channel as consumers use AI to find recommendations.

A Daily Action Plan for Loan Officers

Based on Cache’s approach, a loan officer could build a daily system around three priority actions.

For example:

Action 1: Prospecting

Call or message priority referral partners.

Action 2: Content

Create or distribute educational mortgage content.

Action 3: Relationship Building

Engage with Realtors, financial professionals, builders or past clients.

The exact activities should change according to the loan officer’s theme day and calendar.

The important principle is to identify the three actions that matter most and complete them.

A Weekly Mortgage Marketing Plan

A practical weekly framework could look like this:

Monday: Realtor calls and prospecting

Tuesday: Social selling and direct messages

Wednesday: Content creation

Thursday: Referral partner outreach

Friday: Database and past-client follow-up

Saturday: Review analytics and plan content

Sunday: Batch content production

This is an example framework inspired by the principles Cache discusses, not a schedule he explicitly prescribed.

How to Combine Traditional and Digital Mortgage Marketing

Cache’s strategy demonstrates that loan officers do not have to choose between old-school prospecting and digital marketing.

Use both.

Traditional

• Phone calls
• Meetings
• Classes
• Realtor relationships
• Client relationships

Digital

• Instagram
• Facebook
• YouTube
• Blog
• Email
• Retargeting ads
• Google Business Profile
• Reviews
• SEO
• AI discovery

The combination allows the loan officer to maintain personal relationships while expanding visibility.

Common Mortgage Marketing Mistakes to Avoid

Relying Only on Social Media

Social media should support relationships rather than replace them.

Posting Without a Strategy

Cache uses theme days and specific actions instead of simply posting randomly.

Ignoring Phone Calls

Cache specifically says phone calls were one of the activities that helped his business.

Trying to Reach Everyone

Target specific referral partners and audiences.

Ignoring Reviews

Cache actively works on reviews across platforms.

Ignoring Search

Maintain a website, blog and Google Business Profile.

Creating Content Without Repurposing It

Use one piece of content across multiple channels.

Frequently Asked Questions About Cache Nies

Who is Cache Nies?

Cache Nies is a mortgage professional who entered the industry in 2019 and is licensed in 10 states.

How much mortgage volume has Cache Nies produced?

Cache says he produced $20 million in each of the previous two years, then reached $30 million so far in the current year at the time of the interview.

What is Cache Nies’ goal?

Cache said his goal for the year was $40 million. After the recording, he also stated that his longer-term goal was $100 million in annual production.

How many loans did Cache Nies fund in one month?

At the end of the recording, Cache said he had funded 12 loans that month.

What is social selling?

Cache describes social selling as identifying target referral partners, engaging with their social content, commenting, liking and sending DMs before moving toward an appointment.

Who does Cache Nies target?

His referral network includes Realtors, financial planners, credit union loan officers, builders and VIP clients.

How does Cache use content marketing?

Cache posts on multiple platforms, operates a YouTube channel, sends a weekly email newsletter and publishes blog content three times per week.

Does Cache Nies get mortgage leads from ChatGPT?

Yes. Cache says he averages approximately 1–2 AI recommendations per month and had already closed a loan from someone who found him through ChatGPT.

How does Cache approach AI visibility?

He focuses on YouTube, blogging, Google Business Profile optimization, reviews, Yelp and backlinks across different websites and platforms.

How much does Cache spend on retargeting ads?

Cache says he runs approximately three retargeting ads at around $1–$2 per day.

Final Takeaways

Cache Nies’ mortgage growth story is not based on one magic marketing tactic.

It is a combination of consistent activities.

He builds Realtor and referral relationships.

He makes phone calls.

He posts content.

He uses social selling.

He sends a weekly newsletter.

He creates YouTube videos.

He publishes blog posts.

He runs low-cost retargeting campaigns.

He actively collects reviews.

And he is already seeing mortgage business come through AI discovery.

The measurable results discussed in the podcast are significant: Cache says he produced $20 million in each of the previous two years, reached $30 million so far in the current year, funded 12 loans in one month, and is working toward a $100 million annual production goal.

The biggest lesson is that these activities work together.

A Realtor may discover Cache through social media.

That Realtor may later see a retargeting ad.

They may receive his newsletter.

They may watch his YouTube content.

They may eventually receive a phone call.

A potential borrower may search for a mortgage professional through ChatGPT and discover him there.

The goal is to create enough consistent visibility and relationship-building activity that when someone needs a mortgage, the loan officer is already familiar and trusted.

For loan officers looking to grow mortgage production, Cache Nies’ strategy provides a useful framework:

Make the calls. Build the relationships. Create the content. Stay visible. Teach people. Use technology. And consistently focus on the actions that matter most.