One of the first things to keep in mind is don’t let the pursuit of perfection
lead to inaction. Your videos probably won’t be on par with Super Bowl ads,
and that’s OK. It doesn’t mean the videos are failures. Expecting a video with
production value greater than your budget will prevent you from ever getting
Creating a consistent video strategy happens in incremental steps. If you are
the type of person who becomes paralyzed by perfectionism, then remember
to start small. Selfie videos are a great way to get comfortable in front of a camera, create a personal connection with your audience, and quickly generate fun
and compelling content with a minimal expenditure of resources.
If you lack experience in video creation, consult with people who know the
craft. Request meetings with local videographers and ask them to provide work
samples. Identify areas of the production process where you may need professional help and prioritize your budget accordingly. Determine what level of
investment you are willing to make in this part of your overarching marketing
strategy. See what you like, what it costs and make a plan.
Focus on content
It’s also important to take time to write a script. Creating a script — even if it’s
simply an outline of talking points for testimonial videos — can help keep you,
your collaborators and potential interviewee in line with your overall vision.
Take time to clearly define your primary messages and make sure to say what
you mean to say.
One important note is that video has its own set of compliance rules. There is
nothing worse than sinking money into a video, only to have it rejected by your
compliance team. Make sure to review your script and video concept for compliance concerns early on in the production process.
Take time to learn which topics are more sensitive with respect to regulatory
standards and how to appropriately address those issues. Ensure your final
video goes through a thorough compliance-approval process before making
your content public. Keeping your messages simple and personal can help
reduce potential compliance issues.
Remember, getting started is half the battle. Once you begin creating videos,
you’ll have a better grasp on what it takes to deliver content, and video won’t
seem so intimidating. Consistently delivering video content will become easier
as you develop processes that can be streamlined and reproduced over the
course of your long-term video-marketing strategy.
n n n
Whether you’re representing your mortgage company or yourself, your brand
can be brought to life by using video to tell your story — which is evolving daily.
It can highlight who you are, why you do what you do and how you can help
Video can separate you from your competitors as well as provide a platform
for authentic and unique content that people will remember. Video marketing
can help you make lasting connections and, over time, build a loyal customer
base who will think of you when they have home-financing needs. n
Information contained in this article does not constitute legal, financial or other
professional advice or services and should not be used as a substitute for professional
advice. The purpose of the article is to provide the opinions of Castle & Cooke
Mortgage, LLC (NMLS No. 1251) and general guidance on certain matters related
to mortgages. The reader accepts full responsibility for the use of the information
contained herein. Castle & Cooke Mortgage is an Equal Housing Lender.
Jake Tesch is the digital marketing manager at Castle & Cooke Mortgage
LLC. He manages Castle & Cooke Mortgage’s digital marketing strategies
and initiatives, as well as its website, company customer-relationship
management software, and other digital platforms used by the company.
Tesch is passionate about all things marketing and works to stay ahead
of the dynamic digital landscape. Reach Tesch at firstname.lastname@example.org.
Connor Snyder is the digital strategy manager at Castle & Cooke
Mortgage LLC. He works with loan officers to help build their digital
brands, find success networking online and develop strategies to
leverage the new opportunities of the digital age. Reach Snyder at
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