Archive for November, 2010

Last week we covered many of the video email applications for real estate professionals.  This week we’re moving on to the related industry of mortgage brokers.  This highly competitive field requires extra measures to stand out from the crowd.  Video email has the ability to improve name recognition, prospect-to-sale conversions and overall impressions of a broker and the business they represent.

Below are some of the many ways mortgage brokers can distinguish themselves from competitors using video email.  The applications are particularly relevant to brokers working with out-of-town clients.  A video is often the only way to have personal, visual communication during the mortgage process.  It literally puts a face to a name and makes the broker seem more approachable and service oriented.

1.  Lead Follow-up - Send an introduction or special offer video response to incoming leads.
2.  Product Information - Highlight the various mortgage options available to customers.
3.  Services Offered - Explain the methods used to find the right mortgage for each individual.
4.  FAQ’s - Answer the most common questions people ask about mortgages.
5.  Rate Updates -  Send out updates when rates drop, or notices of impending rate increases to stimulate interest.
6.  Choosing the Right Mortgage -   Help clients make sense of fixed, ARM, reversed amortization and interest only mortgage loans.
7.  Credit Score Importance -  Emphasize the importance of building and maintaining a high credit score.
8.  Explain the Mortgage Process -   Both experienced and 1st time home buyers will benefit from an outline of the mortgage process.
9.  Mortgage Terms – Send a video explaining the terms of a selected mortgage.
10.  Refinance Offers – Deliver periodic refinance offers-especially when rates go down.
11.  Appointment Reminders -  A quick reminder helps busy people stay on track.
12.  Seminar Invitations -  Brokers can quickly and easily promote seminars with a video email to their contact list.
13.  How to Avoid Foreclosure -  Send clients helpful video emails on subjects like ‘Avoiding Foreclosure’ with options available to them.
14.  Video Newsletter -  Many brokers mail paper newsletters to their client base.  Send a video newsletter instead for a more lively and entertaining touch.
15.  Testimonials -  Videos of satisfied clients can make a huge impression on prospects.
16.  Public Relations – Mention community efforts, sponsorships and local events.
17.  Thank You -  Always send a video email ‘thank you’ to a client at the close of a transaction.
18.  Special Occasions -   Keep in touch with clients throughout the year on holidays and special occasions (birthday, anniversary).

Additionally, documents may be attached to a video email eliminating the need to send them under separate cover.  If a broker has a series of related videos the first video will play automatically and the remaining videos can be set up as links on the video email template.  This works exceptionally well for mini-seminar and training videos.

We hope this second article has offered mortgage professionals (and professionals in other businesses as well) some creative methods of reaching their clients and prospects using the personal and dynamic technology of video email.

Our first article in the Video Email Business Application Series focuses on Realtors.  Video email has a wide range of applications for real estate professionals but virtual tours is the most obvious and often used.  The ease and convenience of taking clients on home tours, without ever leaving the office, is extremely appealing as it saves time and money.  It’s an excellent way for Realtors to make use of video but certainly not the only way!

Communication between real estate agents and clients often begins with Internet inquiries.  Video introductions are a wonderful response to such leads.  They are usually personalized but can be created for general viewing, depending on individual preference.  Visual introductions give prospects an insight to an agent’s personality, professionalism and knowledge, and pave the way for future communications.  A day or two after the introduction, follow-up topics may include:

(1) Explanation of the home buying process
(2) 1st time home buyer information
(3) How to select the right house for lifestyle & needs (condo, townhome, single family)
(4) Home affordability
(5) Calculating mortgage costs
(6) Community information (schools, shopping, industry, parks)
(7) Testimonials.

Template links can direct viewers to website pages correlating with the video message.  The common denominator in the above mentioned applications is their informative, helpful nature designed to build trust and gain a better understanding of the buyer in order to better serve them.  Realtors working with buyers interested in new construction can send a video email on local builders (with links to their websites).

Once the home search begins, sending virtual tour videos is an effective tool as mentioned above.  In addition, video emails are an efficient way to communicate throughout the buying process: new home listing updates, offer responses, inspection information, lender requirements and appointment reminders; attaching documents when applicable.  Videos explaining foreclosure and short-sale procedures are especially pertinent in today’s housing market.  Immediately after closing, a ‘thank you’ video including Homeowner Tips (general maintenance, lawn care, heating/cooling system checks, etc.) is a thoughtful way to complete the transaction.

Communicating with sellers requires a different set of informational video emails.

(1) Home staging ideas
(2) Getting a house ready to sell (clean up, clear out, minor maintenance)
(3) Home valuation
(4) Realtor marketing efforts
(5) Market value vs appraised value
(6) What are comparables?
(7) Home inspections for sellers
(8) Help for distressed properties
(9) Relocation services.

Video emails sent throughout the sales process are similar to those for buyers – with appropriate tweaks.  After each closing, clients will appreciate a personal video ‘thank you’ for their home listing.

Sending additional touches throughout the year maintain and develop relationships forged during the home buying/selling experience.  Agents can send video emails that highlight sponsored community or charitable events, ask for referrals and testimonials, or feature local service vendor lists.  Video messages add a splash of energy and personality to email newsletters!  And, holiday and special occasion videos are an excellent way of saying hello throughout the year.

At the end of the buying cycle, Realtors often distribute coupons for local businesses to new home buyers.  By working with those businesses to sponsor a coupon web page, the real estate agent can add the link to their ‘thank you’ video email template and the businesses will save money on printing and delivery costs.  Armed with so many video email applications, Realtors can simplify and even speed up the process of home sales, while building stronger relationships with their clients-and that’s a winning combination!

Video email can be successfully applied to nearly every industry and business model.  Whether the focus is on marketing, sales, training, inter-office communications or community outreach there are countless uses of video email in executing company strategies.  CoVideo users recognize the potential value and benefits associated with video email but many struggle with creative implementation of the system after making their purchase.

With that in mind, we’re running a series of articles, posted every Friday during the month of November, on the many uses of video email.  While each article is tailored to a specific industry, many of the suggestions are applicable to any business.  We’ll outline creative and imaginative uses of video email that help businesses communicate more broadly with their contacts.  The versatility and flexibility of applying video email across corporate communications may surprise some and fire the imagination of others.

Be sure to check out all four articles on our blog!  We’ll announce each article release on Facebook and Twitter every Friday through the end of the month.