Scotsman Guide - April 2012 Residential Edition

« tools & tips »

By xxxxx
xxxxx,
xxxxxx
By Mike cox
Owner and host
Rates in Motion

On Camera and Online
Add a new dimension to your marketing with online video

If a picture is a worth a thousand words, a short video must be worth a million words.

For mortgage brokers and originators, including online videos in their marketing plans can allow their companies to be part of the stream of information that current and future customers are consuming on a daily basis. arguably, there’s no form of branding more powerful than associating not only your face with your name, but also your voice and gestures.

Brokers and originators who have yet to make videos part of their website should consider doing so, as videos can provide a way of reaching significant numbers of potential customers. Consider these three benefits of online video:

1. they can be created by anyone. as cameras and software continue to evolve in sophistication, they’re evolving in terms of usability, too. Making videos doesn’t necessarily require special training or previous experience.

2. Video is a powerful, but inexpensive, tool. Online videos can be uploaded quickly and easily for instant access to millions of users. Besides YouTube, take a look at Blip, Vimeo and Viddler.

3. it communicates your business culture and personality. Words within an e-mail can’t always convey your personality, passion or enthusiasm for your products and services. Videos can serve as a way to educate your clients about the mortgage industry while also conveying information about yourself.

Brokers and originators should approach online videos just as carefully as they would any other type of marketing. as such, keep your efforts in developing a video platform on target with your business goals.

For one thing, make sure that you’re
providing useful information about your
video’s topic. Choose a subject that
you’re thoroughly familiar with and,
further, choose a topic that you believe
your prospects may be interested in.

• don’t use a script. although mortgage-related topics can be complex, try to use only rough notes or bullet-point prompts. reading from a script can make you sound robotic.

• speak in a conversational tone. Chat with your audience as if they’re clients that you’re meeting face to face. You want your viewers to feel welcomed by your video.

Considering the previous points, effective online videos and face-to-face sales share many similarities — all the more reason why mortgage professionals may be able to create excellent videos with ease. View them as an opportunity to reach an expanded audience, while providing your viewers with something that will enhance their lives and further educate them about the mortgage industry. •

Mike cox is the owner and host of rates in Motion, a daily video blog that serves as a transparent resource for individuals shopping for a mortgage. Cox is a mortgage industry expert with 12 years of experience who strives to help consumers find the best rates and provides consumers with the most up-to-date information available in the marketplace today. reach Cox at mike@ ratesinmotion.com.

With Our Support, Find Success!

How many clients have you met, for instance, who need home insurance, a will, life insurance or a good accountant? By having a quality referral network and being proactive in using it, you can become a great resource for your clients. The more you give without regard to receiving, the more your business will thrive.

« 8 TIPS continued from page 38

By returning e-mails and phone calls promptly, you’ll increase your business and gain fans because of your responsiveness.

Originate More. Worry Less.

“By having a quality
referral network and
being proactive in using
it, you can become a
great resource for your
clients. The more you

7. Follow-up

Failing to follow up is a mistake that
many brokers and originators make.
remember, receiving no response from
a client isn’t necessarily the same thing
as a “no.”
Following up often will get you a
more positive response than the rejec-
tion that many people fear. Clients may
be appreciative of your efforts to stay
in touch and if need be, to address any
lingering concerns or problems. You
can greatly increase your production
simply by following up until the client
gives you a definitive answer, one way
or another.

6. respond quickly One of the easiest ways to become more successful is to respond to inquiries as promptly as you can. How many times have you called a person back only to learn that someone else has already jumped on the opportunity?

8. never over-promise

although this is the final entry of the list, refraining from over-promising may be the most significant way to succeed in the mortgage industry today. It can be tempting, but you must never over-promise and then under-deliver.

Many brokers and originators are faced with constant pressure to close quickly or to fund a tough deal, but your clients will invariably appreciate a realistic viewpoint and approach to their businesses. •