Shirleen Von Hoffmann is a principal of Home Builders
Edge. She is a nationally known builder consultant and
expert, speaker, broker, author and certified sales coach.
Von Hoffmann has been a high-volume, top-producing originator and manager for 35 years and has a master’s degree
in residential marketing. She also holds certified marketing
professional and certified sales professional designations.
Reach her at (916) 204-4643, (866) 600-EDGE (3343)
team members speaking briefly about themselves,
their years of expertise, what they do and when the
client may expect to hear from them. This is a great
idea to personalize your valuable team.
A follow-up video is what can make you stand out
from the competition on the internet. Most clients feel
ignored when they fall into the long, rigorous mortgage process. Your videos are going to make them
feel differently, however.
The mortgage business can be brutal. Industry veterans are always looking over their shoul- ders at the market, the rates, the competition and now the internet. They need a magic
weapon to overcome being taken over.
One mortgage professional recently expressed concern, like many real estate agents, that the internet is
taking over the business, much like what happened
with travel agents. He’s got it all wrong. If he builds
real, solid relationships and makes himself a valuable
asset in the homebuying process for his clients, he
won’t need to worry.
Buying a home is a big purchase and needs a human
element. Handholding goes a long way. Mortgage professionals bring that human touch that internet bots
can’t. The challenge is getting across the idea that you
are more valuable than just quoting loans and figures.
One way to do this is to be creative in your marketing and presentations. Video is an amazing, inexpensive marketing tool and something to really help
you become more valuable and to stand out. The great
thing about video is once you master the basics, you
can create many different ways to help build solid
Basics of video
Before you take your first shot, make sure to get these
items in order before you begin. The first is branding.
Know who you are and what you do well, and practice
saying that quickly. Remember, it’s about what your
client finds valuable.
Brand all of the video you send out for social media
with your company name and logo, your name and
contact information. Your video will most likely be
shared on your client’s social media, and you want
their friends and family to call you.
Understand where you will post your video. Make
sure you have a YouTube account for your business,
and become a master at uploading video to the site.
You’ll also need Facebook, Instagram, LinkedIn, Google
Plus and Twitter accounts. (Make sure you separate
your personal social media accounts from your professional ones.) Another way to get your video in front
of clients is by e-mail.
For top-quality video, you’ll want to have good equipment. That can be a video camera with a stand. Today’s
phones actually offer very professional quality video.
Consider getting a video stabilizer to shoot shots like
a pro. (Zhiyun-Tech makes a variety of them that work
well.) You’ll also need video-editing software where
you can include your brand.
When shooting video, aim to keep it as short as possible. You can get your message across in under two
minutes or three if it’s an introduction video. Your video
will most likely be shared on social media, so make
sure not to share personal facts or too much information. Get written permission to use client video.
Greetings and salutations
Now that we’ve gone over some of the basics, let’s talk
about what type of video you should shoot. First, you
need an introduction video that speaks to who you
are, what you do and why someone should want to
work with you.
You may want create three or four different intro
videos. One each for prospects, new buyers, builders
and Realtors. Before you sit in front of the camera, make
sure you have a script that you’ve practiced, so you
sound natural. It should include things that make you
special, a compelling reason why they should choose
you, a call to action and a quick bio that speaks to who
you are and tells a little about your company.
While we are on introductions, one idea to consider
is having a team-introduction video with all of your
Video Connects People
in the Mortgage Business
Get your message across while personalizing yourself and your company
By Shirleen Von Hoffmann
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