5 minute read
Got Video Game?
LIGHTS, CAMERA, Action!LIGHTS, CAMERA, Action!
BY GINGER G. BELL
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. 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. 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 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. 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.)
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. 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! 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.
While the importance of knowing your audience and
narrowing down a target market is critical to creating great content, clearly defining your message is just as important. In other words, don’t try to cram everything into a single explainer video! Don’t try to detail what your company does, and every program you offer, and the great service you provide all in the same video. Plan a series of 1-2 minute bites. For example, you might create: • An explainer video to review basic consumer application process • A more complex video overview of VA Home
Loan Benefit qualifications • A TED Talk-type message from your CEO Determine your audience. For example, you have people who want to buy a home and people who want to refinance a home. In the “people who want to buy a home” segment, you have people who have never bought a home, want to buy a second home, want to buy an investment property, want to buy a condo, want to buy using their VA entitlement. You get the picture. Then, write first, shoot second. Have a plan! Write out your content before you shoot your video. You wouldn’t go on vacation without knowing where you’re going, making plans, visiting the place online, maybe creating an entire itinerary. The same holds true for shooting video. Even if it’s just an outline, writing will help you stay on topic. I like using “the top three things you should know” as a starting point. This helps you stay focused. Shorter content delivered over time is much more effective! Attention spans are short so stay tight on your message and get crystal clear for your audience. NC This is abridged from the Edumarketing blog, written by CEO & founder Ginger Bell. An 8-time best-selling author, Emmy and Telly award-winning producer, speaker & marketing specialist, Ginger founded Edumarketing in 2019 to provide educational marketing services to the mortgage industry. A sought-after speaker and published author to audiences nationwide, Ginger has been named as one of Mortgage Banking’s Most Powerful Women, 50 Most Connected Professionals and Elite Women of Lending. Reach her at ginger@edumarketing or visit edumarketing.com.
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