What's in this article?
As a mortgage professional, there are many ways to market your products to your target audience.
Over the past few years, the use of mortgage marketing videos has grown in popularity.
According to 99firms, 85 percent of consumers want to see more video content from brands.
So, if you’re not putting the proper amount of time, money, and resources into video creation and distribution, you may not be satisfying your audience.
What is video marketing and why is it important?
Video marketing is the use of video format to promote a brand, product, service, or message.
Videos are distributed in a variety of manners, such as video-sharing websites, banner ads, live video, and TV video ads.
Ryan Fleisch, head of product marketing for Adobe Audience Manager, had this to say about why video marketing is important:
Video marketing is an emotionally engaging and multi-sensory experience. The length of time someone spends looking at a post as they scroll through social media is the same amount of time it takes to snap your fingers. The motion in video naturally captures short attention spans and makes people pause. They remember more of the content seen in videos than the content they only read or hear.
That alone explains why it’s so important for mortgage professionals and mortgage brands to get involved with video marketing.
Without the use of video, you’re missing out on a powerful way to connect with your audience.
Tips for creating video content
Before you ever think about the types of mortgage marketing videos you should create, you must first learn the basics.
Let’s look at five tips for creating high-quality video content that engages your audience and puts your brand in a positive light:
1. It’s fine to start with an iPhone
Don’t scare yourself away from video marketing by assuming that you need thousands upon thousands of dollars worth of professional equipment.
It’s fine to start with nothing more than an iPhone — which you probably already have.
Not only can you shoot video with your iPhone, but there are a variety of apps for editing and enhancing your content.
2. Good lighting is essential
Without good lighting, you’ll find it difficult for your audience to take you seriously. They may click away from your video if it’s difficult to see you.
Fortunately, you can address this problem before it starts with a simple ring light.
Some ring lights are even designed to hold your phone, making it easier to shoot a professional quality video from anywhere you wish.
Don’t waste your money on a “high-end” light either, $10 ring lights from Amazon work just fine for your purposes.
3. Natural video content is best
As tempting as it may be, leave the script for someone else.
Scripted videos come off as such. Natural videos are engaging.
They’re more likely to catch your audience’s attention, keep them watching, and drive them to contact you. Make them feel like you’re speaking to them directly.
Tip: While you don’t want to read off a script, it’s a good idea to have a “cheat sheet” to review before you go in front of the camera. Think more like bullet points than a script.
4. YouTube -> Social Media -> Blog and Email Newsletter
It’s one thing to create mortgage marketing videos but another thing entirely to distribute them to your target audience. Here’s a simple three-step process to follow:
- Upload your videos to YouTube: Create a YouTube channel and upload all your videos upon completion. This is a good “home” for your videos as YouTube has a massive built-in audience.
- Share on social media: Once you upload a YouTube video, share it on social media. Twitter, Facebook, and LinkedIn are a good start.
- Share on your blog and in your email newsletter: Don’t stop at social media. Embed the video into a blog post and share it with your email list.
Your goal is to get it in front of as many people as possible, including potential customers and those you’ve worked with in the past.
5. Ask your audience to subscribe to your YouTube channel
Some people will subscribe to your YouTube channel as soon as they find it, while others need a push in the right direction. Don’t be shy about asking your existing audience to subscribe to your channel.
For example, you can make note of new videos via email by sharing them in your newsletter.
When someone subscribes to your channel, they’re less likely to miss out on a new video.
Ideas for mortgage video content
There is no limit on the type of mortgage marketing videos you can create. The only thing holding you back is your creativity.
If you need some inspiration, the following are 10 types of videos to create.
1. Types of mortgage loans
Create a video explaining the many different types of mortgage loans.
Even the most experienced buyers may not understand the pros and cons of fixed and variable rate mortgages. You can also touch on the varying terms, such as 15, 20, and 30-year mortgage products.
If you offer speciality loans such as FHA loans, VA loans, or hard money loans, be sure to illustrate that in your videos and speak directly to each audience.
2. How to create a home buying budget
This goes beyond the basics of securing a mortgage.
Use your expertise to explain the steps to create a home buying budget. Touch on details such as reviewing your income and expenses, understanding the hidden costs of homeownership, and how to protect against overspending.
Since credit plays such an important role in qualifying for a loan, film a whole series talking about it. Examples could include how to check your credit, what it should be for different loans, and how to improve it.
Many people who want to buy a home are reluctant because they’re unsure if it fits into their budget. By helping your audience create a home buying budget, you’re also creating new customers.
3. How to compare mortgage lenders
You don’t have to act like you’re the only loan officer out there. Your audience is smarter than that.
Talk to them about how to compare mortgage lenders. Touch on details including reputation, customer service, types of loans, interest rates, and account safety and security.
Of course, while you’re doing so, you’ll want to slant the information to align with what you offer as a loan officer. You can even take this opportunity to position yourself ahead of the competition — what do you offer that other lenders don’t?
4. Tips for first-time homebuyers
It’s natural for first-time homebuyers to have some reservations. They’re concerned about overspending. Concerned about buying the wrong home. They’re wondering if they should continue to rent for a little bit longer.
The goal of this video is to put the person’s mind at ease. Share tips such as:
- How to set a home buying budget
- How to find and compare homes for sale
- The reasons to work with a real estate agent
- Which documents do I need to apply for the loan
As noted above, informing first-time homebuyers can directly result in new customers.
5. How to qualify for a home loan
There are many steps a homebuyer can take to qualify for a home loan.
Create a video that serves as an overview and breaks down important details like down payment (20 percent target), how to request your credit report and credit score, and what to do if you have bad credit.
Again, you can make separate videos talking about the different qualifications for each loan type.
6. An explanation of private mortgage insurance
Many homebuyers don’t have 20 percent to put down on their home purchase. Subsequently, they’re required by their lender to pay private mortgage insurance.
They might even think this prevents them from qualifying for a mortgage. Explain what this is, how much it costs, and how to get rid of it in the future.
7. The often hidden costs of buying and owning a home
This can be one of the longer videos that you create. There are hidden costs of both buying a home and owning a home.
For instance, a video on closing costs is sure to pique the interest of your audience. That’s especially true if you share an insider’s view of what to expect and how to save money.
As for the hidden costs of homeownership, focus on taxes, HOA fees, and maintenance.
8. Answers to frequently asked questions
You’re well aware of which questions you hear most often from prospects and customers. Make a list of these questions and answer them in video format. Some questions to kickstart the process include:
- How do I know if I qualify for a mortgage?
- What does it mean to get pre-qualified for a mortgage loan?
- Can you explain the different types of mortgage products?
- Is a 15 or 30-year mortgage best for me?
- What are the pros and cons of a fixed rate and variable rate mortgage?
- How long does it take to close on a mortgage?
- What traits should I look for in a mortgage lender?
- What are the closing costs? How are they calculated?
- How much of a down payment do I need to make?
- Do I really need to pay for private mortgage insurance?
You can also create shorter videos out of each of these questions.
9. How to refinance a mortgage loan
If you also offer refinance loans, don’t forget about this product line when creating video content. From the basics of how to refinance a mortgage to more detailed subject matter such as when to refinance a loan, there’s a lot here to cover.
10. A thank you video for existing customers
This is all about thanking your existing customers with the hope that they’ll come to you again in the future when buying a home. And of course, it can also help with referrals. Make a list of the many times throughout the year when you can share thank you videos, such as the holiday season.
How to promote yourself as a loan officer
At this point, you should realize that mortgage marketing videos are one of the best forms of promotion. You can use video content to attract new prospects, nurture existing leads, and stay in touch with existing customers.
However, a solid mortgage marketing strategy is multi-faceted. Here are some additional ways to promote yourself as a loan officer:
1. Create and share infographics
Sticking with the visual content theme, infographics are another way to share valuable information with your audience. Ideas include:
- Home prices by city and/or state
- Average closing costs by state
- The number of real estate transactions by state
- The total cost of homeownership
- An overview of closing costs
Some people are visual learners. Give them what they want by combining infographics and mortgage marketing videos.
2. Network, network, network
As your network grows, so does the number of opportunities to generate new business. Get into the habit of networking both online and offline. From LinkedIn to local business gatherings, put yourself out there.
Tip: don’t network with the sole purpose of closing more deals. Network to provide other people with value. Sales will follow.
3. Create your own website
Do you rely heavily on your company’s website? While this is a valuable tool, there are benefits to creating your own website. It helps you build a personal brand, gives you a place to share information on yourself and the industry, and can attract search engine traffic that directly benefits you.
4. Work on getting positive online reviews
Did you know that 91 percent of 18 – 34-year-old consumers trust online reviews as much as a personal recommendation? So, positive online reviews could be the difference between greater future success and continuing down the same path year after year.
Ask your customers to leave an honest review about their experience with you. As long as you put customer service above all else, you can be confident of receiving one positive review after the next.
5. Start a corporate blog
A corporate blog is your own personal space to share things such as:
- Company news
- Industry news
- Information on products and services
- Professional guidance
- Customer success stories
Also, as previously mentioned, a blog is an excellent place to share mortgage marketing videos. It’s another way to magnify the reach of each video you produce.
Need help with video marketing? Call Kaleidico
You have a lot on your plate as a loan officer. If you need any help with marketing — such as creating or carrying out a defined strategy — you’re in the right place. Start by reading our mortgage digital marketing guide and then call us at (313) 488-5625. We’re here to answer your questions, provide professional guidance, and help you become a top-performer in your market.