Video is easy, fun and effective.

It doesn’t take acting skills or Hollywood looks to be effective. Short videos 45 seconds to a couple of minutes, offer a great opportunity for originators to market their services. It's important to note that internet surfers spend as much as one-third of their time watching videos on YouTube, Facebook, Instagram, Twitter, and LinkedIn now participates

Usage statistics make a compelling case for video: Fully 80 percent of internet content could be in the form of a video by 2019, due to the increased engagement, according to estimates. While that number sounds high, and reflects social activity across all sectors of the economy, not just the mortgage business, which will skew the numbers, learning to deploy video is worthwhile and will pay dividends.

Even if the percentage is 10-20% for the mortgage business that means a large subset of borrowers viewed a video during the purchase process. Moreover, 90% of consumers report that video can help them make a buying decision and including the word ‘video’ in the subject line of an email increases open rates as much as 19 percent. Including video on landing pages can dramatically increase conversions. Millions of people are estimated to watch videos on Facebook every day.

To be sure, video consuming borrowers are an audience ignored at your peril. While video required a significant investment in the past, sites including Magisto, Animoto and others make creating videos affordable, easy and fast. 

Facebook: To help ensure the best results, upload videos directly to Facebook directly because that approach is said to maximize interactions with viewers. After all improved engagement is the objective. Even if that approach, known as native video, works better there is no reason not to post the video on YouTube and Vimeo as well. At least that way, you’ll  have a better sense for what works best in your market. Some viewers, estimated as high as 85%, prefer to watch the video without sound. The solution is to include brief captions, charts, subtitles or animations to deliver your message.

Instagram: Instagram requires short videos that force users to carefully determine their message. A short video can be effective, but be sure to plan each frame, write the caption, and select the photos or charts to include before beginning production.

Here are some other tips:

• Square Videos Outperform Landscape: It’s a concept that works on most social platforms including Facebook and Twitter. Square videos look better on mobile and many people will view the videos on their phones or iPads.

• Make Graphics:That Standout: On Instagram developed highly produced, graphic or animated videos in a professional and with memorable images.

• Show Corporate Life: Deploy Instagram Stories to demonstrate life where you work, or engage the audience live in real time. Remember the audience is notified whenever you go live.

Twitter:

• Employ Native Video: Twitter algorithm prioritizes native video over links. The  autoplay feature makes users more likely to engage with videos, so be sure to upload videos whenever possible.
• Short Videos Only: Twitter Users prefer short bursts of data. Make sure to attract viewers in a few seconds, and cap videos at 45 seconds. 

LinkedIn: The site is designed for professionals, so make sure videos are educational and professional. They want very different content than what is effective on Facebook or Instagram. Remember, professionals on LinkedIn want to expand their reach and stay current on news in their field. Share your expertise or provide customer service for service is an ideal use of the platform. Short videos are better, so keep them under two minutes, and provide captions because many people view their videos without sound. 

[caption id="attachment_6549" align="alignleft" width="150"] Social media is a way for brokers to stay in front of their clients.[/caption]

By Sam Evans

To succeed as a mortgage broker, requires staying in front of clients in a manner that inspires confidence. Social media makes that easy and cost effective, especially compared to print and email campaigns. LinkedIn, Facebook and Twitter make it possible to engage potential borrowers, lenders and referral sources and promote services.

But having an effective game plan will help ensure the success of the social media campaign. Among the steps to take are the following:

• Identify the Optimal Platforms: In the mortgage industry, LinkedIn, Facebook and Twitter are the platforms that most people will employ for business purposes. And they can work well. But depending on the broker, his personality, and approach to the business, a site such as Instagram that allow users to rub shoulders with clients on a more personal basis than is possible on other sites—might be an additional option that’s worthy of consideration.
• Post consistently: Prior to employing social media to promote the services you offer, develop a plan that includes a schedule for posting and commit to executing it. Sounds easy, but many users fail to follow through on their plans. That’s a mistake. Stick to your plan, post in a consistent manner, without inundating followers with posts.
• Post relevant content: Borrowers can benefit from the industry knowledge that mortgage brokers have. Social media is an ideal way to educate borrowers, business partners and referral sources, becoming in the process a trusted advisor. Post content on industry news, related blogs, testimonials or loans that recently closed.
• Interact with followers: Social media sites provide a wonderful way to engage with clients. If one of them, or a referral source asks a question, reply to it in a thoughtful, timely manner. The benefit is that followers will be better informed about the mortgage industry and the brokers’ skills.

Social media marketing is an outstanding way for brokers to interact with borrowers, business partners and referral sources. A key to success is identifying the optimal social media platforms, create a posting schedule and execute it. Interesting content and engaging with followers will help develop relationships, build awareness of a broker’s capabilities as well as help increase business.

Walker and Dunlap has hired John Gilmore as SVP and managing director in its multifamily finance group. He is focused on the affordable multifamily space and has extensive experience sourcing loans for execution through Fannie Mae, Freddie Mac, and the Department of Housing and Urban Development. Gilmore will drive multifamily loan origination growth in one of the most important rental housing markets in the country.

"John has over a decade of experience managing dynamic real estate portfolios and developing new client opportunities," said Walker and Dunlop Executive Vice President, Don King. "He has played a number of critical roles in the affordable rental housing space and will add tremendous value to our already great lineup of multifamily bankers and brokers. "

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Prior to joining Walker and Dunlop, Gilmore was a VP and senior relationship manager in the Community Development and Investment group within KeyBank Real Estate Capital. While at KeyBank, he was a member of the management team that expanded the bank's affordable housing activity to all 50 states. In this position he originated almost $1 billion of new mortgage debt. Mr. Gilmore is also very experienced in complex deal structures including structured credit facilities, tax-exempt bonds, and federal and state tax credits.

After trending upward to start 2021, mortgage rates have declined once again, following the Federal Reserve’s expected announcement that it would keep its benchmark rate near zero. So reports MoneyWise.