Video Content: A Mortgage Advertising Must

By Gabriel Ruzin

Published on February 03, 2025

When it comes to advertising, every marketer’s effort in every industry on Earth is attempting to achieve the same first step: getting potential customers’ attention. Of course, no matter their offered product or service, every one of them also faces the same primary challenge: distinguishing themselves in a saturated market. Mortgage advertisers are no exception.

In the world of lending, traditional marketing methods are no longer sufficient to capture the attention of potential borrowers. Untargeted advertising is akin to blindly throwing a dart at a dartboard. Early marketing techniques were often broad and clumsy – billboards on busy roads, etc. But with the advent of newer and newer customer tracking technology, advertisers are able to utilize formats that appeal to both large and specific audiences simultaneously.

Enter video content – a dynamic and engaging medium that has revolutionized advertising across industries, including mortgage lending. The benefits of incorporating video content into mortgage advertising strategies are numerous and proven. Let’s go over some actionable tips today’s marketers can use to maximize its effectiveness.

Why Should I Incorporate Video Into my Campaigns?

There are many possible avenues available to marketers when deciding on how best to interest and dazzle consumers. Video advertising has many inherent advantages when compared to older, tried-and-true methods. Here are just a few:

  1. Enhanced Engagement and Reach

Video content is inherently engaging, capturing viewers' attention more quickly and effectively than text or static images. The world is fast-paced, and even during leisure time, today’s consumer regularly scrolls past images that don’t stand out. Advertisers only have a couple of seconds to make potential buyers pause and give them a closer look. Platforms like Facebook, Instagram, and LinkedIn prioritize video content, leading to increased visibility and reach. By sharing informative and compelling videos, mortgage professionals can connect with a broader audience, fostering trust and credibility.

  1. Improved Conversion Rates

Videos have the power to simplify complex information in a conversational, easily-digestible way, making it simpler for potential borrowers to understand mortgage products and processes. This clarity can lead to higher conversion rates, as viewers are more likely to take action after watching a well-crafted video. In fact, 56% of consumers say that video plays an important role when making major financial purchases or investments.

  1. Personalized Communication

Utilizing video allows mortgage professionals to convey personalized messages, creating a sense of connection with potential clients. Whether it's an introductory video, a thank-you message, or a loan process update, personalized videos can enhance client relationships and build loyalty.

  1. Versatility Across Platforms

A well-made video is not ‘stuck’ in one place like a billboard or print ad - it can be repurposed and shared across multiple platforms, including social media, email campaigns, and your website. This versatility ensures consistent messaging and reinforces your brand identity across various channels, increasing the likelihood of reaching potential clients wherever they are.

  1. Enhanced SEO and Online Presence

Search engines favor websites with video content, typically ranking them higher in search results. By embedding videos on your website and optimizing them with relevant keywords, you can improve your site's SEO, driving more organic traffic, optimizing the likelihood of reaching your target audience, and increasing the chances of attracting qualified leads.

Tips for Effective Mortgage Video Marketing

Now that we have an understanding of the ways in which video marketing can benefit advertisers in the lending space, how should videos be constructed and what should they contain? The following best practices are a great start:

  • Identify Your Target Audience: Understand who your potential borrowers are and tailor your video content to address their specific needs and concerns. This targeted approach will make your videos more relevant and engaging. Viewers are more likely to pay attention if they feel a video speaks to them, rather than a vague and unfocused demographic slice.
  • Keep It Concise and Informative: As we mentioned above, attention spans are short, so aim to deliver your message clearly and concisely. Rambling speeches that are unclear or that too slowly reveal the video’s purpose are likely to be scrolled away from. Focus on quickly providing valuable information that addresses common questions or concerns potential borrowers may have.
  • Include a Clear Call to Action (CTA): Guide viewers on the next steps they should take after viewing your video by including a compelling CTA, whether it's contacting you for more information, visiting your website, or applying for a mortgage.
  • Leverage Testimonials and Success Stories: Showcase satisfied clients through testimonial videos to build trust and demonstrate your expertise. Real-life success stories – as opposed to unproven promises – can resonate with potential borrowers and motivate them to choose your services.
  • Optimize for Mobile Viewing: Ensure your videos are mobile-friendly, as a significant portion of users access content via smartphones and tablets. Responsive design and appropriate formatting are crucial for a seamless viewing experience.
  • Utilize Analytics: Monitor the performance of your videos using analytics tools to gain insights into viewer engagement and behavior. This data can inform future content creation and help refine your video marketing strategy.

Conclusion

Incorporating video content into your mortgage advertising strategy is no longer an option you should ponder while planning your marketing efforts – it is the expected information transportation method for millions of potential consumers, especially those of the younger generations. Creating video content offers numerous benefits, from increased engagement and reach to improved conversion rates and SEO. By creating personalized, informative, and optimized videos, mortgage marketing teams can effectively connect with potential borrowers, build trust, and ultimately drive business growth. The time is now to embrace the power of video marketing and stay a step ahead in today’s competitive mortgage industry.