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   ARTICLE   |   From Scotsman Guide Residential Edition   |   September 2018

Show and Sell

Video should be a key component of any mortgage company’s marketing strategy

Show and Sell

People’s eyes are naturally drawn to things that move. Motion pulls you in. It’s engaging. It’s captivating. In the digital world, video marketing dominates. 

Digital marketing, however, is ever-changing and ever-adaptable. Just when you think you’ve got it all figured out, a new update or a fresh feature rolls out and you have to quickly pivot your strategy. To flourish in this climate, it is vital for mortgage companies to stay ahead of emerging technologies and embrace new and innovative trends.

Consider the following statistics: 500 million people watch Facebook videos every day. As for digital content, 74 percent of all internet traffic is used for video. Mentioning the word “video” in an e-mail subject line increases the open rate by 19 percent, according to media company Syndacast. Customers are believed to be using video more and more in purchasing decisions.

Facebook CEO Mark Zuckerberg predicted that, by 2021, most of the content people consume online will be in video format. If that’s the case, every loan originator should be asking: Am I building a video strategy now that can enhance my business for the future, or am I already falling behind the pack?

Although the use of video in marketing isn’t new, it is being used in more creative and captivating ways. In fact, it can do the same job as traditional marketing, but with an amplified impact.

Facebook CEO Mark Zuckerberg predicted that, by 2021, most of the content people consume online will be in video format.

Traditional marketing still plays an important role in the marketing mix. Printed flyers, custom billboards, postcards and creative radio spots have been staples for mortgage originators and the mortgage industry for decades and should continue to be used.

By keeping these traditional tactics in place and bolstering them with a robust digital-marketing strategy using video marketing as a key cornerstone, mortgage professionals can increase their reach and maximize their exposure in a competitive and crowded marketplace.

Make a connection

Where can video be used? The short answer is everywhere. Video adds a level of authenticity and personalization that text and still images aren’t always able to communicate. It also can convey information in a more entertaining and easy-to-consume way than other tactics.

When implemented correctly, video content can create a connection with the individuals you are trying to reach. It helps establish trust between you and your clientele, which is key to building long-lasting professional relationships.

Here are a few suggestions where video may benefit your marketing strategy:

  • E-mails with video can help communicate complex or lengthy information in a way that your recipients find more digestible. The combination also can infuse your message with personality.
  • Social media is digital networking, and networking is the most successful when it’s personal. Using video on social media can help you connect with your audience in a more engaging way.
  • Websites with video content can be a unique way to captivate an audience from the moment they visit your site. Consider using a video to introduce yourself, your team and what makes your business unique.

Once you’ve identified why video marketing is important and how you can integrate it into your strategy, the next, and perhaps most difficult, hurdle to overcome is creating the content. For some, this may feel like an insurmountable task, but it can actually be simpler than it seems.

Don’t get overwhelmed

Proper execution of video production can seem overwhelming when you begin to consider all the elements that may be required to accomplish your goals. With cameras, videographers, scripts, sets, editing, music and more, it’s easy to see how someone might get overwhelmed at the very thought of making even one video.

Since most individual mortgage originators don’t have the resources to hire a video-production team, or even a single videographer for that matter, it’s important to learn how to create engaging videos while remaining aware of your resource limitations.

One of the first things to keep in mind is don’t let the pursuit of perfection lead to inaction. Your videos probably won’t be on par with Super Bowl ads, and that’s OK. It doesn’t mean the videos are failures. Expecting a video with production value greater than your budget will prevent you from ever getting started.

Creating a consistent video strategy happens in incremental steps. If you are the type of person who becomes paralyzed by perfectionism, then remember to start small. Selfie videos are a great way to get comfortable in front of a camera, create a personal connection with your audience, and quickly generate fun and compelling content with a minimal expenditure of resources.

If you lack experience in video creation, consult with people who know the craft. Request meetings with local videographers and ask them to provide work samples. Identify areas of the production process where you may need professional help and prioritize your budget accordingly. Determine what level of investment you are willing to make in this part of your overarching marketing strategy. See what you like, what it costs and make a plan.

Focus on content

It’s also important to take time to write a script. Creating a script — even if it’s simply an outline of talking points for testimonial videos — can help keep you, your collaborators and potential interviewee in line with your overall vision. Take time to clearly define your primary messages and make sure to say what you mean to say.

Don’t let the pursuit of perfection lead to inaction. Your videos probably won’t be on par with Super Bowl ads, and that’s OK.

One important note is that video has its own set of compliance rules. There is nothing worse than sinking money into a video, only to have it rejected by your compliance team. Make sure to review your script and video concept for compliance concerns early on in the production process.

Take time to learn which topics are more sensitive with respect to regulatory standards and how to appropriately address those issues. Ensure your final video goes through a thorough compliance-approval process before making your content public. Keeping your messages simple and personal can help reduce potential compliance issues.

Remember, getting started is half the battle. Once you begin creating videos, you’ll have a better grasp on what it takes to deliver content, and video won’t seem so intimidating. Consistently delivering video content will become easier as you develop processes that can be streamlined and reproduced over the course of your long-term video-marketing strategy.

•  •  •

Whether you’re representing your mortgage company or yourself, your brand can be brought to life by using video to tell your story — which is evolving daily. It can highlight who you are, why you do what you do and how you can help your clients.

Video can separate you from your competitors as well as provide a platform for authentic and unique content that people will remember. Video marketing can help you make lasting connections and, over time, build a loyal customer base who will think of you when they have home-financing needs. n

Information contained in this article does not constitute legal, financial or other professional advice or services and should not be used as a substitute for professional advice. The purpose of the article is to provide the opinions of Castle & Cooke Mortgage, LLC (NMLS No. 1251) and general guidance on certain matters related to mortgages. The reader accepts full responsibility for the use of the information contained herein. Castle & Cooke Mortgage is an Equal Housing Lender.


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