Weekly Tips to Keep You on Top of Your Video Game

3 WAYS TO STAND OUT IN THIS MARKET

If you’re looking for ways to stand out in your local market,  we’ve got three tips that will help you outshine your competitors. The mortgage industry is full of lenders who similar loan programs, products, and interest rates—so offering a unique value proposition is important. There are several ways for you to stand out above your competition with little effort and in this article, we share three tips to standing out! 

Tip 1: Create a Strong Personal Brand

One of the best things you can do to stand out is to create a strong personal brand for yourself.    The more personal you get; the more people will connect with you and your services. We’re inundated with content in our inbox, in our feeds, and even our text messages, but what gets people’s attention is content that makes them feel that they are connected with a person, not a mortgage company.

Branding for the mortgage industry does NOT have to be boring. In fact, the more personal you get, the less boring it is. 

How to develop a personal brand:

• Create a brand statement or tagline that demonstrates how you help your clients.
• Instead of standard headshots, use lifestyle photos that show off your personality.
• Weave your personal story into your visual and written content whenever possible.
• Use both professional and amateur photos and videos—carefully curated photos and videos you create yourself often get better engagement because they’re authentic.

A cohesive and authentic brand will go a long way toward making you quickly recognizable among other loan officers and mortgage companies. 

Remember, it’s easy to forget an originator who is only posting company content; it’s hard to forget an originator who is sharing real life and their expertise.

Tip 2: Develop a Niche and Become Known for It

Many originators are afraid to pick a niche because they don’t want to lose business by catering to a select group of people. Surprisingly, narrowing your focus can actually be the thing that brings you a lot of new opportunities. For many originators, the saying “If you try to market to everyone, you’ll market to no one” couldn’t be truer.

Creating a niche for yourself gives you a competitive edge because it helps you hone your messaging and marketing. 

Are you the VA lender? Or maybe you know FHA loans like the back of your hand. Do you have a knack for helping first-time home buyers navigate purchasing a home in a competitive market? This is what makes you unique, so sell yourself as that lender.

Once you have a niche, work on connecting the dots between your audience’s needs and how your services help them (if you have a brand statement like we talked about above, this is likely very similar).

Tip 3: Use Video to Connect with Your Audience

You may already be using various video platforms to nurture relationships with your prospective and repeat clients in the mortgage industry. But if you’re not using video, you need to keep reading. Video is heavily prioritized by social media platforms’ algorithms, and people often are more interested in consuming video than they are in consuming written media.

Here are a few ways you can stand out using video:

1. Go live. Now you can go live on Facebook, Instagram, LinkedIn, YouTube, and TikTok. Live video certainly has a place in an originators marketing plan for 2022, and switching up the platforms might be something worth considering.

2. Micro video content. Short, personal, and fun video content has become hugely popular (and some of the most viewed content) with the popularity of Stories and now TikTok, Instagram Reels, and YouTube shorts. If you’ve been resisting jumping on the Instagram Reel bandwagon, it is time.

3. Caption your videos. Believe it or not, the majority of video is viewed without sound. Make sure you’re catering to your whole audience by adding captions to your videos.

Video changes all the time, but one thing we feel confident in saying is that you should be doing a lot of it in the new year.

Whatever you are doing, always make sure to include the fact that you are a local lender who is dedicated to helping borrowers.  

Ginger Bell

CEO & Founder, Edumarketing

PS: Whenever you’re ready, here are 3 ways we can help you create more videos to connect with your borrowers and partners.

1. Book Your Complimentary Strategy Call to learn how to create more videos that will bring you more business - schedule a call here.

2. Subscribe to our YouTube channel to learn more about creating videos - listen here.

3. Join Us in Our Facebook Group, “Mortgage Video Mastermind” to learn from other industry leaders and other LOs who are building their business using video - join here.