Know your client base before making videos, brokers told

VIE Marketing owner and senior marketing consultant Jane Clarke highlighted the potential video marketing holds in building a broker’s profile and brand awareness and producing a return on investment, as it is easily accessible and affordable.

However, she warned that brokers should design a cohesive strategy to build their brand before launching into the world of video marketing.

Speaking to The Adviser, Ms Clarke warned: “If people just point a camera or record on their phone, there’s no strategy or direction behind that, and they can really fall flat.”

Before designing the strategy, brokers must invest the time to understand their clients’ issues and pain points, and gear their video marketing plan to solving those issues, she advised.

“That way, you can create content that’s actually going to resonate with your client,” she said.

“With your video content, I think there’s significant opportunity to demystify how the mortgage market works. Then, you can also capture client feedback and case studies because nothing resonates more (particularly in the financial services space) than telling a story about how you worked with a client and saved them money, and how that’s impacted their personal lives.

“Everyone is sounding the same on their website around how they’re the best broker with the most experience and personalised service. They’re all sound bites but no one believes them anymore.

“You have to use your clients to tell your brand story, and there’s no better way to do that than by using videos.”

Creating targeted video content

Dylan Webber, director of Video Domain (which assists businesses with creating videos), suggested that brokers could target their content towards the different types and stages of their client’s home-buying journey (whether that is owner-occupiers including first home buyers, investors, or those seeking to refinance their loans).

Some brokers whose client base includes specific professions or sectors like policemen and women, firefighters, ambulance drivers, or those in the healthcare sector could create content specific to their issues and home-buying process, he suggested.

“Everything’s got to start with their target audience. Every client is going to have different goals, whether they [are] refinancing or buying their first home. They’re going to have different needs for a mortgage broker,” Mr Webber said.

“For instance, in your videos you could talk about how a first home buyer could save for their deposit, why getting rid of buy now pay later services may help before applying for a loan, or talk about why a home loan application may get rejected and provide tips for clients to avoid that.

“You could discuss who should look to refinance and when, and outline how often they could refinance their loans.”

Both Ms Clarke and Mr Webber will be elaborating on these issues at the 2022 Better Business Summit later this week, while exploring how brokers could create short, sharp, and impactful videos to capture their clients’ attention, and harness the potential of social media platforms such as TikTok and Instagram Reels.

Generating content ideas

Brokers who are time-poor could use search listening and keyword tools that visualise search questions for content ideas such as AnswerThePublic. This will provide a list of questions that users have asked Google around topics like refinancing, mortgages, or first home buyers in the last 90 days.

“When you’re time-poor, it’s good to have a software that can spit out what you should talk about,” Mr Webber said.

“You can just use those questions as a starting point for topics ideas, and create videos to answer those frequently asked questions.”

Mr Webber encouraged brokers to use social media platforms such as TikTok and Instagram Reels to post videos organically without requiring monetary investment.

“These platforms are still free at the moment but they’re going to start monetising that soon so make sure you take advantage of them now,” he said.

Taking baby steps

Ms Clarke urged brokers to begin creating videos but encouraged them to “start slowly”, while remaining realistic about the time and resources available to them.

She concluded: “Gain insights from your clients on their pain points they need help with. Then create videos that are answering those issues and problems.

“This way, you’re establishing yourself as a trusted adviser in your market. So, when people have a question, they’ll come back to you because you know what they’re looking for.”

To hear more from Jane Clarke and Dylan Webber, come along to the 2022 Better Business Summit, which will be held in April, May and June across five states.

Better Business Summit to launch this week

Themed “Digital Broker”, a variety of speakers will provide brokers with the tools and knowledge to harness technology to increase efficiencies and succeed in their businesses.

The Better Business Summit 2022 will be held in the following locations:

• Brisbane, 28 April 2022 at Sofitel Brisbane Central
• Sydney, 5 May 2022 at the Australian Turf Club, Royal Randwick Racecourse
• Adelaide, 12 May 2022 at the Adelaide Convention Centre
• Perth, 19 May 2022 at Crown Towers
• Melbourne, 2 June 2022 at Crown Towers

Click here to buy tickets to the summit for $249 and make sure you don’t miss out!

Alternatively, attend the summit for FREE by becoming a member of The Adviser. Click here to learn more.

For more information about the 2022 Better Business Summit including speakers and agenda, click here.

[Related: How clear messaging forms sticky communication]

Know your client base before making videos, brokers told

Malavika Santhebennur

Last Updated: 22 April 2022 Published: 26 April 2022

Written by Malavika Santhebennur

Last Updated: 22 April 2022

Published: 26 April 2022

Malavika Santhebennur

AUTHOR

Malavika Santhebennur is the features editor on the mortgages titles at Momentum Media.

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