As published in Scotsman Guide's Residential Edition, January 2010.
Many people in the mortgage industry want to attract and retain a loyal client base using clever strategies that require virtually no marketing budget. Implementing Web 2.0 with video e-mails represents one such strategy.
This e-mail-campaign tactic can be easy and profitable. It also can build your credibility, create new income and generate interest in your business.
Why video? For starters, because it can supplement your printed and audio communication. It also could allow you to connect with clients and potential clients on multiple levels. Do you feel more connected to a character after reading a book or watching a movie based on the book? Remember, your body language and tone of voice can account for as much as 80 percent of how your recipients interpret your message. Body language and tone of voice allow you to convey things the written word cannot.
After you start using video, new clients could come into your office feeling like they know you already. That's a great way to start a relationship.
Producing video doesn't require expensive technology. A pocket digital camera with video capabilities can cost less than $100. Online service-providers can host the videos for a monthly fee. You also can post your videos on sites such as YouTube or Google Video for free. You can spend as little as 15 minutes and $0 a week on video marketing.
Looking at the larger picture, every e-mail you send could feature a link to a video postcard. You also can consider starting multiple marketing campaigns. For example, you might create campaigns specific to borrowers, referral partners such as real estate agents, and contacts found in partners' databases. To track the efficacy of each campaign, consider using unique e-mail addresses to receive responses from viewers.
Other video-marketing campaigns can target:
Leads who opt in on your Web site; and
Consider teaming with insurance agents, accountants and financial planners. Joining forces with one insurance agent with a good database can add hundreds of people to your video- e-mail list.
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