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   ARTICLE   |   From Scotsman Guide Residential Edition   |   March 2016

Harness the Power of the ‘Play’ Button

Video marketing can multiply your business leads

Harness the Power of the ‘Play’ Button

If a picture is worth a thousand words, the value of a product video could very well be worth a thousand leads. James McQuivey of Forrester Research says the value of a one-minute video is 1.8 million words. That’s the equivalent of 3,600 text pages. In other words, if you write an average of one page of text for the Web per hour, it would take you 150 days to achieve the impact of a one-minute video.

It’s hard to dismiss the value of online video marketing, especially in the mortgage industry where competition is stiff, generating leads can be time-consuming, and originators are challenged to help clients understand complex terminology and processes. Short, informative and engaging videos are an ideal marketing option. They allow a mortgage company to provide past, current and potential borrowers with up-to-the-minute industry news while also providing information about the company, its services and its mortgage team. Online video can help differentiate your services from those of your competitors, build rapport and trust with your clients, keep you on clients’ minds and position you as an expert.

The first steps

The data is convincing. Video can be an effective marketing tool for originators looking to extend their reach into the market. Getting started down that path, however, can seem daunting. Following are a few ideas that will help you jumpstart your video campaign and turn static images into strategic profit.

People respond to body language and emotions through
video that they would otherwise miss in the written word. 

Create a company welcome video. People are far more likely to do business with a mortgage company when they are able to get a sense of its vision, mission and people. A short video that highlights background information about your company, its expertise and its team members can provide potential borrowers with behind-the-scenes insight into your company while differentiating it from the competitors. Video leverages Web traffic and amplifies a site’s online reach, so it is beneficial to embed the video on your company website and social media pages.

Capitalize on the power of testimonials. People often look to customer reviews when deciding which products to buy and what companies to do business with. Word of mouth is a powerful tool every originator should capitalize on. Video testimonials help create a connection with viewers and have the power to swing the decisions of consumers like few other marketing mediums. Creating a persuasive video testimonial provides an authentic way to establish credibility, boost sales, improve referrals and grow your business. Most importantly, it reassures potential clients that they have found the right company for them.

At a glance

Why video marketing matters

  • Online video accounts for 50 percent of all mobile traffic.
  • 78 percent of people watch videos online every week.
  • 55 percent of people watch a video at least once a day.
  • Experts believe video will account for 69 percent of consumer Internet traffic by 2017. By 2018, that number is expected to rise to 79 percent.
  • Including the word “video” in the subject line increases e-mail open rates by 19 percent and boosts click-thru rates by 65 percent.
  •  52 percent of marketers believe video marketing is an effective tool for building brand awareness and 45 percent believe it is a useful lead generation tool.
  • 96 percent of business-to-business enterprises plan to employ video in their marketing efforts in the next year.

Source: High Q

Tap into current news. As a professional in the mortgage industry, you are always keenly aware of current events affecting your business. Pass on that valuable knowledge to your clients. Changes in interest rates, government rulings and industry trends may all be topics of interest. By producing a short video about a particular news topic, you will not only help keep your clients in the know about current news and events, you also will be explaining it in a manner they can understand — all while positioning your company as a thought leader. At the end of the video, be sure to encourage viewers to contact your company directly for more detailed information about the topic.

Tackle client fears. Because buying a home is typically the biggest purchase a person will make in their lifetime, many people possess a legitimate fear of taking the plunge into homeownership. Use the power of video to allay their fears by encapsulating and addressing the biggest problems your clients face. Areas of focus might include highlighting ways to find a reliable and trustworthy lender, identifying the best loan for an individual’s needs and situation, overcoming a poor credit history or conquering the fear of getting into a long-term mortgage. No matter what the fear is, explain how you can help and what makes your company different from your competitors.

Take advantage of recent closings. Closing a loan is a complicated and often frustrating process for borrowers. Use the power of video to show potential clients that your company helps clients through the process with as little frustration as possible. By talking about what your company does differently to smooth the process for borrowers, you’ll be tapping into their emotions and dispelling their fears while establishing your company as a reputable and credible originator.

Capitalize on event marketing. More and more mortgage companies are taking advantage of events to educate and engage potential clients. Client-driven events offer an opportunity for mortgage professionals to connect with potential borrowers one-on-one, build a quality rapport and educate them on the topics that matter most in a low-stress, lower-pressure environment. Take advantage of the golden opportunity by hiring a videographer for your next event. You’ll be showcasing quality interaction with potential borrowers and offering viewers a preview of what they can expect when they choose your company.

Share your videos on social media channels. Now that you’ve taken the time to create quality videos, it’s time to promote them and get them in front of viewers. Start by uploading the videos to a video-hosting website such as YouTube. From there, share your videos on other social media sites like LinkedIn, Facebook, Twitter and Tumblr. Additionally, blast the videos out through your company’s e-mail marketing platform.

Wired for video

If you’re not completely convinced of the value of video marketing by now, consider the psychology behind why consumers are so drawn to video and why it is so effective. Susan Weinschenk, a speaker, author and consultant, offers valuable insight into why video is a must in any marketing strategy. The reason is simple: Humans are programmed to respond to other humans.

People see and watch human faces to interpret information and determine its value and believability. They connect with the human voice. They respond to body language and emotions through video that they would otherwise miss in the written word, and they are stimulated by movement conveyed in video.

There’s a reason so many companies are gravitating to video to market their products and services. Video marketing is a great platform to attract more potential clients and enhance your conversion rate. 


 


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