Making Mortgage Marketing Videos
Mortgage videos don’t have to be a bore! We rounded up the best practices and social media video trends to help you get your foot in the door when it comes to video marketing. Today, more than one billion people use YouTube regularly. On Facebook, the combined number of hours watching videos amounts to 100 million every day. People on Snapchat watch 10 billion videos every day.
The numbers are without a doubt staggering. And the stats reaffirm the power of video as a means to engage and convert. Social media video generates 1200% more shares than any other form of content combined and receive 135% more organic reach than photo on Facebook! But before you jump right on the video bandwagon, it’s a good idea to understand some best practices for mortgage videos and learn some tips to make it right.
Best practices for mortgage videos
- Be clear and concise
- Start with an introduction
- Give a brief description of what you are going to cover
- Center the video around the story, and keep the video focused and coherent
- Showcase your personality
- Educate and add value
- Less is more: 45-60 seconds is a sweet spot
- Include a Call to Action such as how to contact you or visit your website
- Thank viewers for watching
- Post the video on your social media platforms (YouTube, Vimeo, Instagram, Facebook, LinkedIn and more)
Tips for making your video shine
- Thank viewers for watching
- Set your intention by identifying your audience and what you want their takeaway to be
- Visualize it: Think about what the person on the other side of the screen will be seeing and hearing
- Develop a scriptUse bullet points to keep it simple
- Pause between thoughtsBreak up the script into small blurbs
Video types
- Explainer: Explainer videos are a great way to educate your customers on your product, service, or mission.
- Promotional: This is where you can explain what your product does, how it works and, most importantly, how it can benefit your customers.
- Testimonial: One of the most persuasive forms of social proof. A customer spotlight showcases how a customer uses your product or service and their satisfaction.
- Interviews: Use interviews with other professionals to discuss aspects of your industry and give a glimpse into your company’s culture.
Studio tips
You do not have to spend a small fortune to set up a dedicated filming space in your office. Many influencers use their cellphone cameras to create great content. Your iPhone should work just fine for the video or you can use your computer. Improve your acoustics by following these tips:
- Avoid rooms with equal width and length dimensions.
- Install sound panels, curtains, or drapes that absorb soundwaves and avoid reflection.
- Choose wooden floors as carpet only absorbs high frequencies and should be avoided.
- Strategically place objects that scatter sound, such as a bookcase.
- Invest in shotgun mics as they record background noise in a natural sounding way.
Writing a script and preparing to be on camera
Writing a loose script will help you gather your thoughts before you begin filming. The best scripts are concise and simple.
Avoid wearing light colors on the day of the shoot. Dark or bright always work best in video. You don’t need to dress up but a nice shirt or a statement necklace is advised. Finally, remember that you are already natural on camera. Don’t overthink it.
Editing and hosting
Editing out footage at the beginning and end of your videos will make them appear more professional. There are many free video editing sources available. If you are using your iPhone, you can edit directly from your camera roll. Otherwise, Lightworks, VideoPad and iMovie are some great free options.
Youtube and Vimeo are two of the most widely used video hosting platforms. By hosting your videos, you have the ability to share your links to social media, embed them into articles and pages on your website and increase your SEO.
There are tons of ideas you can try out, such as sharing the story of the sales transaction about which you are proudest or discussing th ways a borrower can begin to improve their credit score. Make sure to tap into your creativity!
Mortgage Marketing in 2021
2021 is the year to invest heavily in marketing and close more loans. But what can you expect to see in the 2021 market? Here are some trends for Mortgage Marketing in 2021:
- Housing inventory could open up
- Mortgage rates will edge up
- Home prices will keep rising, but not as quickly
- Zoom towns (housing markets that are growing in popularity due to the remote work trend) could really take off.
- City homes could get a lot cheaper
According to Realtor.com chief economist, Danielle Hale, you can “expect sales to grow 7 percent and prices to rise another 5.7 percent on top of 2020’s already high levels.” Interest rates, which have motivated many buyers in 2020, “are expected to remain low and will help ameliorate some of the affordability concerns resulting from rapid home price appreciation seen in 2020”, says Selma Hepp, CoreLogic deputy chief economist.
SOCIAL MEDIA MARKETING
To take advantage of these favorable conditions and get your message across to your target market, it’s important to know who your audience is and market to them appropriately. Millennials, for instance, represent a huge market you should tap into. Many millennials plan to purchase a home within the next 5 years meaning that they are seeking information about the house-purchasing and mortgage processes.
This generation grew up in the age of the internet, so they both respect high-quality information sources and know where to find them. Your company must provide them with the information they want and need, or they will find someone else. That’s where social media marketing comes into play. As social media becomes more professional, mortgage companies have the opportunity to reach out to strategic business partners like real estate agents and builders and develop relationships that can turn into actionable leads.
To give you perspective, five out of six millennials connect with companies on social media, meaning that it is crucial for your company to have an active social media presence where you can engage with your customers. 62 percent of millennials say that if a brand engages with them on social media that they are more likely to become a loyal customer.
CONTENT MARKETING
Well-written and useful content can help educate leads, improve website SEO and attract internet information hunters who trust and respect good sources. Your content can also be shared via social media and can be promoted directly to your targeted audience.
REFERRAL MARKETING
Trust, reliability, customer service, communication, solutions, priority, and speed are just some of things real estate agents cherish. Make sure to have conversations about strategy and goal alignment with your referral partners for a stronger Q1 & Q2. More importantly, add value to them. There are several ways you can create value to your partners, such as:
- Tech
- Coaching
- Marketing
- Support
- Lead Nurturing
- Education
DIGITAL MARKETING
Digital marketing is a broad field that relies on the internet and digital devices to attract consumers. The methods are various:
- Solid, easy-to-use website
- Good SEO
- Educational content
- Retargeting
- Lead capture & follow up
- Ads & Landing pages
If you are pursuing leads, the only thing that matters is having immediate, predictable, and personalized follow up with purchased leads. They should be immediately prequalified and an appointment should be set for follow up.
DATABASE MARKETING
Everything you need to generate leads in 2021 is likely already in your database! Before you buy another lead or ask for another referral, shouldn’t you have a clear understanding of what your own database can provide?
Other forms of marketing include video marketing and traditional marketing. This all seems too much? Intent Marketing can help you assess your needs and create the right marketing strategy for your audience market. Are you ready to make Mortgage Marketing in 2021 a success?
The Right Thumbnail Really Does Matter In Mortgage Video Marketing
When speaking of video marketing, studies show that first impressions are formed within a fraction of a second. When viewers see the thumbnail image of a video, they immediately form an opinion that can dictate whether they watch the video or move on. Unfortunately, video marketing creators often spend hours building quality content, only to use a poor thumbnail and generate fewer views than desired. Creating and choosing the right thumbnail for a video often has a significant impact on the size of the audience that video ultimately attracts.
The best thumbnail may seem to be randomly selected, but they are usually not. Most often, thumbnail selections are the result of careful consideration with regard to a video’s target audience and how that audience should be targeted. Most video marketing creation software will default the video thumbnail to the first video frame. However, this is rarely the best thumbnail to use. Using different types of video editing software, creators can select a new thumbnail in several different ways. Still images from the video can make for excellent thumbnails, as can uploaded images or custom images snapped from the video.
Thumbnails need to serve the purpose of video “teaser” and embody the entire message of the video. The viewer should know what the video is going to be about before they watch it, just based on the thumbnail. When choosing a thumbnail, aim to hint at the overall theme of the video and make sure the thumbnail is eye-catching and will compel viewers to click. Additionally, the thumbnail should be consistent with your branding and optimized to look great on a screen or device of any size. Other ways to make your thumbnail more appealing in video marketing are branding the thumbnail with your company logo or adding text that represents the video content. Some video marketing professionals also believe that adding a human face to the thumbnail builds an emotional connection with viewers and thereby makes them more compelled to click.
Interested in seeing more video mortgage marketing? Check out our YouTube channel!
Video Content Ideas To Increase Mortgage Marketing Efforts
Want the right video content for your mortgage marketing strategy? Let your instincts guide you and keep an eye on the local and national news. As for specific topics, see our suggestions below!
- Walk your clients through the loan process
- Set the right expectations
- Create a road map of issues that could arise and the things for which potential home buyers should prepare
- What do you specialize in?
- What are your strengths in business?
- Why are you in the mortgage business?
- Why is now a good time to buy?
- What trends are you seeing in the market?
- Explain confusing or hard-to-understand mortgage terms (one at a time)
- What apps do you use and why do they give your clients/referral partners an advantage?
- Share the story of the sales transaction about which you are proudest
- Explain what not to do when selling or buying a home
- What should a buyer look for in a real estate agent?
- Home search tips
- Benefits of home ownership
- What documents are needed when buying a home?
- Explain the difference between fixed and adjustable interest rates
- Talk about and explain the various mortgage programs
- What does a first-time home buyer need to know?
- Ways a borrower can begin to improve their credit score
- What are closing costs and who pays them?
- What is PMI and how is it avoided?
- What your buyer can expect during the sales process
- The importance of a Mortgage Checkup
- Review a Moving Day Checklist
- Share some unpacking tips
- What is your favorite part of your job?
- Why do you love your city/area in the city?
- Give a mini tour of your downtown (for smaller cities)
- Give viewers a look into your daily life
- Share your favorite places to shop, dine and take the kids (such as museums and parks)
- Ask for reviews by “showing” how much a review means through your tone, facial expressions and just how much you appreciate their business
Need help learning how to create great video content? Take a look at our article about video techniques.
Videos, ‘Instastories’ and the Art of Visual Marketing
Nothing paralyzes a person faster than putting them on camera. A permanent record of what you say or do can almost seem more intense than the anxiety that comes with public speaking. Our article about ramping up your video marketing by creating great real estate and mortgage marketing videos may go a long way in assuaging your video fears about everything from what equipment to use to knowing what to say and how to edit. But when it comes to content, the most important part is being authentic, honest, and human. Yes, you will stumble over words sometimes. You won’t always look perfect, but how you tell your story is far more important than what you look like when you do. There are several schools of thought on how to hook a potential customer into your story and keep them coming back for more:
Walk them through your life. Good video marketing will let customers know what is happening in your world both professionally and personally. Your comfort level with digital intimacy will be your guide here, but people are more likely to do business with someone when they feel connected to them.
Share about your area & market. Talking about current events in the market or sharing stories of your successes (or failures) creates trust and value.
Go through a real process. Put your co-workers and your customers in the video. Especially on Facebook and Instagram, snippets of you and a buyer going through homes and exchanging real-time feedback will open the door for those who are intimidated by the process to see how easy it can be.
TEACH and ASK QUESTIONS! Kickstart your video marketing efforts by creating an “Instastory” on Instagram to let people vote on which house they like best. Turn your videos into episodes of a show you host on homeownership. You have all the keys; you just need to turn your phone around.
Creating a Great Video to Enhance Your Video Marketing
Video marketing is an important and effective way to send personalized messaging to your customers and prospective leads. With the right techniques and a few small pieces of equipment, you can be on your way to creating excellent marketing videos in no time!
While marketing videos can be created with any type of video equipment, the simplest and most cost-effective way is using your smartphone. There are several accessories you can purchase to enhance the video capabilities of your smartphone as well. This halo light and tripod provide excellent lighting and stability while including a clip to hold your phone.
Making a Video
If you are using a halo light with a tripod, follow the simple guidelines below to create the best video.
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- Using the adjustable phone clamp attached to the tripod, slide your phone into the clamp. If you have a case on your phone, you may have to remove the case to allow it to fit. We recommend placing your phone so the screen is facing you, as this will allow you to see yourself in the video so that you can perfect your placement.
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- Make sure the halo light is plugged in, then turn on the light using the dimmer switch located at the bottom right corner on the backside of the halo. This will allow you to adjust the brightness of the light to suit your needs. If you do not have a halo light and tripod, holding your phone in selfie mode or propping it up on a table will work as well.
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- Place your phone in “video mode,” ensure the camera is in “selfie mode,” and begin recording the video.
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- When making your video, begin by turning to face the camera and pausing in a still frame for at least five seconds. This will allow you to make a clean start to the video when editing. As you record, make sure to annunciate your words fully and look directly at the camera. Appear animated and excited to ensure engagement of your audience. Keep the videos short; we recommend making them one to three minutes long. When you are finished speaking, pause in a still frame for another five seconds to create a clean close to your video when editing. Stop recording and watch your video to ensure it is what you want.
Editing Your Video
If you are using an iPhone, you can use iMovie to edit your video. If you do not like iMovie, or are not using an iPhone, you can download the following free video editing apps to your phone:
When editing your video, it’s most important to remove the beginning clip and ending clip. We recommend starting and ending the video in the middle of your five-second pauses.
A few additional recommendations when filming your video:
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- Ensure your phone has adequate storage before you begin filming
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- Turn off notifications before you start filming so they don’t distract you while you are creating your video
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- Do not zoom your video, decreasing the quality of the video. It’s better to place the phone and tripod closer to you, instead of zooming.
For more information on tools that will help you shoot better smartphone videos, watch the video below.
Five Types of Mortgage Marketing Videos To Build Business
Video can make business feel personal, especially in a world of digital mortgages. If you are considering making the move to video, you may not be familiar with the following different types of video available for mortgage marketing:
Intro Video
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- How did you get into the mortgage industry?
- What do you do?
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- Why do you do it?
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- Why will it benefit your clients?
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- Do you have a team?
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- Have you shown your office or introduced the people who support you?
Product Video
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- Specialty products/services you offer
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- What’s your niche program?
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- Do you have bond loans or down payment assistance programs you can explain?
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- Credit repair info
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- Anything that sets you apart from the competition
Stats Video
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- Statistics for popular cities or areas
- Examples of success in the area to which you are mortgage marketing
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- Explaining documents such as Closing Disclosures
Monthly Updates Video
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- What is going on in the industry?
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- What’s going on in the market?
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- What’s happening in town?
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- What is the holiday?
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- What can you answer or solve in this video?
Testimonial Video
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- Have a customer share how you improved their home buying experience
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- Tell a story of the successes you have had
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- Share challenges that buyers face
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- Have your real estate partners tell stories about working with you
**Don’t forget to have birthday or home loan anniversary videos at the ready for the special people you have helped!
The use of videos can be a very powerful tool to help your mortgage marketing efforts pay off. There are numerous companies on the marketplace that offer products to make it easy to create and send out videos to your clients and partners. Remember that it is also important to record your videos using the right lighting and sound. If you need assistance, contact Intent and we will help steer you in the right direction.
BombBomb Offers Video Messaging to Jumpstart Mortgage Marketing
BombBomb is a video mortgage marketing tool for email that lets users establish relationships through recorded videos that can be sent from essentially any location via text, email, and social media platforms. Whether users are working from their office or on the go, BombBomb can be utilized to ramp up mortgage marketing efforts. BombBomb comes with several email tools that will allow you to communicate more effectively with your client and partners. Some of these include: Video, Tracking, Scheduling, Canned Responses, Reminders, and Email Marketing Platform.
One of the biggest advantages of BombBomb is how it connects users with your customers using a level of sincerity that cannot be achieved by traditional email or messaging. BombBomb, in essence, puts you face-to-face with your customers and offers the kind of humanization that can greatly improve the effectiveness of mortgage marketing. Several specific features make BombBomb a great solution for video email mortagege marketing. First, BombBomb requires no attachments. Videos can be clicked on and played immediately. Second, animated three-second previews are generated so recipients see the sender’s face when opening the message. Finally, videos can be recorded and played back on every device. It is also important to remember that you can use BombBomb from the tools that you’re already using every day (email, CDPs, CRMs, etc).
You’re better in person, but today’s sales cycle confines you to digital communication. Record, send, and connect with BombBomb’s simple video recorder. Sending videos to your clients allows you to stand out in an industry with loads of competitors vying for the same business. In a survey to their clients, BombBomb maintains that by using video in your mortgage marketing, you can get more replies, convert more leads, and secure more referrals.
Click here for more information on BombBomb and how it can jumpstart your mortgage marketing efforts. Here are some other notable video email marketing tools to consider:
Video Marketing and Content Ideas for Mortgage Professionals
Videos marketing is an important and personal way for you to connect with your business partners and customers. There are many smart ways to create good, sharable content, but you also must evaluate the effectiveness of what you are creating. For example, if only your mortgage peers are viewing and commenting, you may need to try new video marketing tactics such as the ones below.
Best Practices for Mortgage Video Marketing
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- Be clear and concise
- Start with an introduction
- Give a brief description of what you are going to cover
- Center the video around the story, and keep the video focused and coherent
- Showcase your personality
- Educate and add value
- Less is more: 45-60 seconds is a sweet spot
- Include a Call to Action such as how to contact you or visit your website
- Thank viewers for watching
- Post the video on your social media platforms (YouTube, Vimeo, Instagram, Facebook, LinkedIn and more)
Tips for Making a Video Shine
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- Thank viewers for watching
- Set your intention by identifying your audience and what you want their takeaway to be
- Visualize it: Think about what the person on the other side of the screen will be seeing and hearing
- Develop a script
- Use bullet points to keep it simple
- Pause between thoughts
- Break up the script into small blurbs
Two Ways You Can Use the Video
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- One-off: Specific to an individual and situation
- Evergreen: Recorded once and can be used multiple times
Check out our next video blog to learn more about video marketing best practices and topics you can use to create videos.
