LIGHTS, CAMERA, Action! BY GINGER G. BELL you buy your first home. Keep it simple and be consistent. If you don’t have time to write your own content or develop your own video, then share an article or guideline update.
But First, Write! The most important part of creating videos happens before you hit record. Many originators set out to add video to their marketing strategy without having a clear idea of the process or how much it's going to cost. Planning what you’re going to talk about is really where most of the magic happens. In the mortgage industry, we offer a lot of different products, so knowing who you are targeting as your audience is critical. We have first-time homebuyers, investors, veterans and retirees. There are those who want to refinance a home and those who want to buy a home. You can create content for consumers or real estate agents. Don’t fall into the trap of assuming that all consumers want to see the same content. Too often, video campaigns are built to include everyone but result in interesting no one. Dialing into a specific audience for your video is critical. If you are struggling to figure out your video audience, answer these questions: 1. What are their challenges? 2. What are their fears? 3. What are their questions? 4. What are their goals? Find out what will interest them, answer their questions and position yourself as the expert.
Consumers are looking for information and your post or video could be what they're looking for! We also see many educational videos shared, over and over again. You never know who is watching you on social media and valuable content gets shared. Second, try to entertain -- think of fun short videos you can do, i.e., what someone thinks happens when you get a mortgage vs what really happens. Ken Perry with the Knowledge Coop does an incredible job creating entertaining continuing education content. Get creative because mortgages don’t always have to be serious. Feel free to make people laugh. (Always be sure to be sensitive to others so that you don’t offend anyone.)
“Dialing into a specific audience for your video is critical. You never know who is watching you on social media and valuable content gets shared.” Third, create enlightening content, which can really mean two things: to inform or inspire. To be informative may be debunking the misconceptions of the VA home loan process, or explaining the difference between pre-approved and pre-qualified. Informative enlightening content is meant to raise awareness or bring attention to something in a positive way.
Lead from a mix of valuable content that educates, entertains or enlightens, or what I call The Three E’s of Content Marketing. (It’s not rocket science, but it is surprising how many people don’t do it.) Now, you may be able to combine all three into one message, but usually you can pick one.
The other meaning of enlightening content is to inspire – you know, the Oprah Winfrey stuff. You may think you don’t have anything enlightening to deliver, but tell me the last time you had someone in tears in your office because they were getting into their first home? What about the single parent you were able to get qualified when no one else could? These are some of the best stories!
First, there are plenty of things you can educate on in the mortgage industry. Down payment options? What is MI? Or the top three things you need to do before
Make a list of some of your clients who where inspired by what you did for them. It takes time but an inspiring message resonates with consumers.
12 June 2022
