5 Ways To Leverage Video In Your Business

Young woman filming herself on camera

Lauren Nowacki

January 5, 2022

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People consume content in all sorts of ways. Fewer people read the newspaper, but more people are turning to the internet for their media consumption, including websites, social media and, increasingly, video – if the rise of TikTok is any indication.

It’s certainly a different media landscape today than what many of us remember when we were growing up. But this particular market shift means that people who wouldn’t have thought of themselves as content creators before are able to now.

While the next viral video sensation isn’t likely to come from the mortgage business, we’ve got tips on how you can use this as another communication medium – and maybe even a lead source – for your business.

Complement Your Existing Content

If you’re looking for ideas for video content, the temptation can be to reinvent the wheel. You don’t have to. It’s important to remember that people consume information in all sorts of ways.

If you have content that’s being put out in written form, consider summarizing it with a video. If you have infographics or short slides, you can repurpose these as visuals for the video. That way, even if someone might not read a 1,500-word post on your company’s blog, they might watch a 1-minute summary video. Videos also work well for people scrolling through their feeds on social media. If you’re posting videos on social media, it’s a good idea to keep them under 30 seconds to get the most viewership.

If you’re still unsure what you might focus on for your video, here are some ideas that you may already be marketing on different channels.

Market Updates

You live and work in your communities and that puts you in a great position to understand the market in your area. Turn on your webcam and record something once a week about what’s going on in your local market. Write out a small outline so that you know what you want to cover. Just don’t read verbatim. You want to be conversational and authentic.

Product Offerings

If you have a new product you want to promote, a video is a great way to support the other content in your marketing plan. But you also don’t have to necessarily have anything new. People who aren’t in the mortgage business can usually benefit from a simple breakdown of the relative merits of conventional and FHA loans. Go for it!

Mortgage Education

Clients usually don’t know what LTV is. It’s a good bet that more than 95% of them have no clue what the acronym PITIA means. You can record helpful 1-minute segments. By educating clients and displaying your knowledge of the mortgage space, you can position yourself as an authority and build trust with clients.

Show Your Culture

Rates and price are important variables in the mortgage shopping process, and you do have to be competitive. But more and more of your clients, including first-time home buyers, are also very interested in what you do in the community. If you and your team volunteer, that’s a great thing to highlight in a video. It also gives you the ability to talk about something other than mortgages and finance.

Show Your Clients

Did one of your clients just buy the home of their dreams? Did you help a client close faster than they expected? Ask them to film a quick 30-second video about their experience. It’s a great way to show how you’re doing more for your clients and going that extra mile!

Use These Tips For Better Videos

You don’t need a whole production crew to create your videos. Sometimes people prefer authenticity rather than a well-crafted and edited video. an environment without great expectations can be the perfect one to test in. Here are some tips:

  • Keep it simple. If all you have is a webcam or phone camera, that’s fine. That’s all you need to get started. Make sure you’re in a well-lit area with good acoustics. A ring light, stand for your camera and microphone can do wonders.
  • Be authentic. Speak in a way that supports the values of the brand but also comes naturally to the person in the video. If it’s scripted, people will be able to tell. Don’t be afraid to show family or behind the scenes occasionally.
  • Frame your shot. While you don’t have to be Spielberg and no one is expecting it, know what’s in the background of your shot.
  • Avoid anything that could lead to copyright issues. Our videoconferencing tools let you be on the Millennium Falcon from the comfort of your living room couch, but you’ll want to avoid that if your video is being recorded for public marketing purposes. Avoid any logos or brand identification, like Nike apparel. Plants behind you can look nice and even a bookshelf, but avoid anything that may be offensive to viewers.