Custom videos and mortgage marketing are made for each other.
As a mortgage lender, you maintain records of deal-specific information that not only can help your clients navigate the loan process but can also be used to track their home investments and anticipate their needs for years to come. Custom videos allow you to incorporate that information into your mortgage marketing messages in the most personalized, relevant way for each contact. They give you the opportunity to impress, build trust, and make your clients’ lives better by meeting their true needs.
Best of all, they’re easy to implement!
What are custom videos?
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Custom videos are videos or animations that pull in the recipient’s contact information to create truly personalized messaging. These may vary from animated greeting cards that call you by name to the Facebook anniversary videos that display pictures from your wall to trendy sales pitches that paste your name in unexpected locations. In the mortgage industry, videos can even include deal information, like loan status, interest rate, or loan value.
Like video messaging, where you record a brief video to share directly with a contact, custom videos are a very personal form of communication. And while video messages will lose much of their personalization if they’re delivered at scale, custom videos can be personalized for every contact in your data base at the click of a button.
The caveat? You’re going to need a robust mortgage-centered CRM that not only allows you to import and store the data easily but also offers a full library of sophisticated marketing materials designed for the mortgage industry.
Mortgage Video Marketing Sets Your Lending Process Apart
Prospective borrowers often report anxiety about the unknowns in loan process. In-process borrowers can get frustrated when they don’t get timely updates, don’t understand underwriting requests, or don’t know how their actions can impact final loan approval.
Automated custom videos, triggered by loan process checkpoints, can solve these problems! They can update your borrowers on the status of their loan and educate them about the current stage, what comes next, and what actions to take or avoid. They can provide specific deal data and deal team contact information as needed.
The result is a personalized in-process experience that prepares and educates the borrower. Because their questions are answered before they even think to ask, they are more likely to see the process as easy, rate your service highly, use you for their next loan, and recommend you to their friends.
Mortgage Video Marketing Can Retain Past Clients, Too.
After the loan closes, you can use that same deal data in your post-close mortgage video marketing strategy. Custom videos can compare the existing loan rate to current rates and present the potential savings available from a refinance. You can use the street address to keep clients appraised of potential value changes or updates on their neighborhood, including nearby sales.
There are at least three advantages to this strategy:
- Your use of digital media to create personalized loan analyses and to keep clients updated on their real estate investment is likely to garner more attention than the random letters your competitors mail to solicit a refi.
- You are staying in touch and top of mind without being obtrusive. You’re delivering updates to their phones or laptops though email or text (according to their preference), so they can get a personal mortgage consultation at their convenience. These days, many people don’t want to talk on the phone. Custom videos solve the problem!
- As your client sees that you have maintained their deal information and stayed on top of their account, you set yourself up as their trusted advisor. They are more likely to return to you, where they are already known and have a head start on the loan process, than go through the process of finding a new lender.
Automated Custom Videos Make Your Job Easier
These personalized communications, both in-process and post-close, are automated through your mortgage CRM and triggered through the natural course of your job. The extra work for you is only in the initial setup – which is pretty easy with a strong mortgage CRM.
You may even find yourself will more time on your hands initially because you won’t be answering as many questions or sending manual updates.
Very soon, though, you’ll spend that time on refinances and client referrals!
There’s A Way to Power Up Your Custom Videos and Video Messaging
Did you know 98% of text messages are read? And 90% are read in the first three seconds? You can power up your custom videos by sending them through text messaging. Download Surefire’s Texting Ebook for more on how text messaging can boost your marketing, including your custom videos.
As content manager at Top of Mind Networks, Renita develops award-winning marketing materials and strategies for mortgage companies. Throughout her career, Renita has managed public relations and produced both printed and online content for clients in the home building, affordable housing, real estate, mortgage lending, financial planning, and
environmental industries. As a ghostwriter, she has contributed to two books on social media marketing. Her work has also been published in numerous print and online trade publications for industries she supports.