Video, video, video—that’s where it’s at, and it’s not going away anytime soon. Adding video content to your mortgage marketing efforts can be a game-changer, but you must create a marketing strategy to implement it right. So let’s talk about all the ways a loan officer can grow their mortgage business with video marketing.

1. Share Your Knowledge

When you meet people who are passionate about a job or a hobby, they almost can’t help but talk about it because they are so enthusiastic. So if you love being a loan officer and helping homebuyers, share that with others.

Think of it this way: If you’re a loan officer competing against a big company with a million-dollar marketing budget, there’s only one way you can compete. You must use your marketing strategy to go deep and get granular with your messaging. When you do that, you can reach your target audience directly in a way that creates a connection and builds their trust better than a traditional marketing campaign.

Think of video marketing as the next best thing to a face-to-face conversation with your target market. When you have these meaningful and somewhat personalized conversations, you offer something people find valuable. It’s a different strategy from what the big lenders use, but it works and brings a lot of fulfillment to others because of the human element.

2. Niche Yourself to Build Your Personal Brand

You’re always hearing about creating a niche for yourself; if you’re marketing to everyone, you’re marketing to no one. But what if you make yourself the niche? We don’t mean talking about nothing but yourself—we mean creating video content around the things you enjoy as a way to connect with your audience.

Talk about your kids, Taco Tuesday Night at your house, the newlywed couple you just helped close on their first home, your dog. Talk about the people you serve and the people who work for you. Your brand is what’s important to you and your company, and you should reflect that in your social media posts, email marketing, blog posts, and other marketing channels.

When you share what moves you and what’s important to you, you can have fun with your video marketing and create content that is authentic to who you are, because that’s what people want to watch.

As the industry becomes more and more competitive, the loan officers who create a personal brand for themselves are the ones who will win in the long term. We think so micro, but we need to think about the bigger picture and how we engage and source the customer. As a forward-thinking loan officer, one of the best ways you can grow your mortgage business is with marketing videos.

3. Host Live Q&A Sessions

Another idea for your mortgage marketing strategy is to host live Q&A sessions on social media platforms to address common questions and concerns about mortgages. Interacting with your audience in real time helps to establish a personal connection and build rapport.

Educate potential customers about the loan process, and be sure to share information that goes beyond conventional loans. This might include down payment assistance programs and any other programs, products, and services that you can help with. Provide your insights on the state of the current market, where you think mortgage rates are headed in the coming months, how to tap into home equity, and other topics where you can share your expertise and knowledgeable predictions.

Remember, too, that your mortgage video marketing content doesn’t have to be all good news with rainbows and unicorns all the time. When you are 100% real with your audience, even if you share not-so-good news, it helps build your audience’s trust and your own credibility.

4. Share Video Testimonials

As you know, a customer testimonial is worth its weight in gold. Social capital can persuade people to work with you in a way that nothing else will, especially when there are other lenders out there vying for the same business.

But do you know what’s even more impactful than a written testimonial? It’s a video testimonial.

If you have clients who might be willing to appear on video, this is some of the most powerful video content you can put out into the universe. Meeting with your clients in their homes or in their yards and asking them to tell their stories is simple and doesn’t have to be overly produced (nor should it be, honestly).

5. Insert Videos into Emails

Everyone has a different take on email marketing, and you’ll hear some people say that email marketing is dead. It’s not dead, but success is all in the content you send. A generic wall of text probably isn’t going to get you very far.

Adding video to your emails can be a boon to your marketing efforts. According to video email marketing stats shared by Mailmodo, including video in email can increase click rates by 300%. And sales teams that use videos in their emails get a 16% higher open rate and a 26% increase in replies.

Incorporating video into your email marketing efforts can be a game-changer for lead generation. Video gets people to pay attention to your emails, and you can use it strategically as another way to meet your marketing goals.

6. Collaborate with Real Estate Professionals

Partner with real estate agents, homebuilders, and other industry professionals by putting out collaborative video content that promotes and benefits both of your businesses. This can significantly expand your audience reach as you tap into their networks—and vice versa as they gain exposure to your network.

You can livestream from open houses, home tours, and other events hosted by your realtor partners. Another idea for video collaboration is to broadcast weekly live Q&A sessions on social media, where your agent partner promotes their active property listings. You can then break down for the audience what their monthly housing payment would be based on a 10% down payment and the current mortgage rates.

A mortgage video marketing strategy involving partner collaboration would be a win for you and a win for them, bringing in new business for both of you!

7. Create a Search Engine Optimized Video Marketing Strategy

We all know that Google is a powerful search engine for your content, but did you know that YouTube is the second-largest search engine? That means that when you create a video, SEO it, and put it on YouTube, you will get a double-whammy for your efforts. Google + YouTube is a powerful combination.

And if you really want to take your video game to the next level, invest your time in an SEO strategy for your marketing videos. Focus content creation on being hyper-local, and optimize your videos based on topics users in your area are searching for.

To get started with an SEO video marketing strategy, make sure you pick a keyword phrase to focus your video on. Then create a strong title using that keyword phrase. Next, you’ll want a detailed video description that includes your focus keyword phrase. Make sure to include links to your website and hashtags in your description. 

There are so many ways you can grow your mortgage business by incorporating video into your marketing plans. For more talking points and tips on how to get started with video marketing as a loan officer, make sure to check out our blog, Loan Officer Video Marketing 101.