Mortgage Broker Content

Hints and tips from brokers and content experts.

Explore Your Options

1 Step 1

Video Content For Mortgage Brokers

Dan Howell – Mortgage Advice Bureau

Get It Done First Thing In The Morning

“I’ve been doing video marketing for just over a year now, I think the trouble is I wasn’t very consistent with it. Some days I would do it every single day, and then I might go a week or even two weeks without posting again. Since the new year, probably halfway through January if we’re being honest, I just decided to completely say I’m actually doing it.

So what I used to do was try and find time at some point during the day. and you know what it’s like, you get carried away, speak to clients and do admin tasks and whatever. I would just end up getting to 5, 6 o’clock, and haven’t done it, or maybe I’m would be in a rush to finish work or something and then it just ends up getting forgotten. Let alone the fact you’ve been trying to film a video in the dark during the winter as well.

So yeah, since partway through January, like I said, I’ve just changed my diary. So it’s the first thing that I do in the morning now. So I’ve got tons of different ideas for Reels, and I try and do it in a way that it’s, showing off what I’ve done recently. I try to focus on more educational content like, did you know you can do X, Y and Z?

Being more like this is something that I’ve done with my clients recently, as it’s more of a success, and I just find that gets a bit more traction. So what I do is at 9 o’clock every morning, I will literally record the reel, run it through captions to edit it, and then cross-post it across Instagram and Facebook, and then it’s done. And I know I’ve done it. And before you know it, it’s just part of your daily routine, and you don’t even have to think about it.”

Create Content Then See What Worked

“So my top tip for creating videos first of all is mainly around volume. So when you first start out, you don’t know what works, what doesn’t work, what’s going to get engagement, and what’s going to drive a lead. What massively helped me out when I first started doing videos was that we sat down for an hour and a half with the team, and we just jotted out and spit as many video ideas as we could. I think we came up with about 120 ideas in the end, and then from that, we recorded as many videos as we could from it. We posted them all out there without really looking back and watching the videos and without really paying too much attention to what happened. Once we had done that, you can then start having a bit more of a finger on the pulse as to what’s going to work.

What’s giving you more engagement, what’s giving you more comments, what is getting your video out there a lot more and then you can adjust and tweak what worked and do it again because until you start actually putting videos out there you don’t know what is and isn’t going to work. Also, don’t be too disheartened that the first videos aren’t viral.”

Anthony Mcquilliam – Bolt Mortgages

Thomas Honour – Thomas Honour Mortgage Services

Create A Content Schedule

“You wanted my top tip for marketing, for me, I feel like this will probably be similar to other brokers that you’ve reached out to. But number one is always going to be consistency, you need to be putting out a minimum number of posts per week.

So for myself, I always aim to get at least one sort of talking head, straight-to-camera reel per week. One of our infamous comedy sketches per week and then two to three sort of static posts. Then we’re posting on stories every day some behind-the-scenes stuff. So the grid is all polished content.

The stories are behind the scenes, and that seems to work quite well, I think in reality. You’ll listen to lots of marketing gurus, and they will say you need to be posting five times a day which you know is obviously the dream, but the reality is we’re all running businesses, so I think you’ve got to be realistic and starting somewhere is better than not starting at all.

I would set up a social media schedule, stick to that, and be super consistent. Make sure you are doing what you set out to do, and the reality is that you probably won’t see any returns on your efforts for some time because it takes a minimum of 3 to 6 months to get any sort of traction.

Keep persevering, even if you’re not getting likes and shares and comments; people will be seeing it. You will be getting your name out there. So stick with it. The other thing I am going to touch on a bit more about the comedy sketches that we’re doing. The whole idea behind those is to make mortgages less stuffy, less boring, less intimidating, and a bit more accessible.

So we’re doing that through comedy and humor, and it’s been really well received. So that’s something we’re going to continue to do. As far as I’m aware, there’s no one else on the market doing it. We’re trying to be a little bit different, appeal to more people, and drop those barriers. And like I say, make advice a bit more accessible and a bit more fun for everybody involved. Because let’s face it, it’s pretty boring. So if we can make it fun along the way, then I think that certainly helps.”

Content For An Online Course

“My marketing tip for mortgage brokers who are looking to get into marketing for the first time, or what I would be doing is, rather than making a boring PDF download for your clients to download is actually make a online course. In the areas you are in, that’s if you don’t niche, then just do a general course, a bit about everything.

If you niche on buy to let, if you niche on whatever it is, then do a course around that niche from the very start. So you’re talking to a beginner who’s at the very start of the process. So it’s about getting organised, about getting the right documents, about understanding what you can borrow, your options, and how to prepare yourself, bank statements, and continuous employment history. All the things that are going to set someone up for mortgage success. What that looks like is you would be creating videos and content around, been focused on your ideal client, and for them to download your free online course, which will help them, achieve mortgage success, whatever it is. Then when they put their email into that form, they get sent the online course. So that would be my advice on what to do and how to do it.”

Alex Kerr – Mortgage Chain

Chris Target – Social For Brokers

Content Ideas From Your Discovery Calls

“Chris here from Social for Brokers and these are my three top tips if you want to get started with video for your social media content. Number one is don’t overthink what to post on video. Pop your phone up in selfie mode and answer questions you get asked every day in under 60 seconds. They can be as simple as how much deposit do I need to buy?

What happens on my first appointment? All of this might sound really trivial to you as a mortgage broker, but to your audience it’s really valuable information. Number two, always put a heading on the screen and you’ll do this when you’re editing it, but the heading will show people what the topic of the video is and always add captions.

So if people are watching it without any sound on, which a lot of people do, they’ll be able to see the topic of the video. And then they’ll be able to read what you’re saying without ever having to turn the sound on. And then number three, make sure you use a teleprompter. In CapCut, it’s about 13 a month for CapCut for the Pro version.

There’s a built in teleprompter within there. And all you can do is paste a script in there or paste some bullet points that you’re going to speak about on the video and you can read them off the screen. It makes life so much easier. But those are my three top tips when it comes to video content for your social media channels.”

Content That Gets People Closer To Buying

“Ash Borland here, and this is my top tip for video. My biggest tip is to know how video fits into your wider lead generation process before you start it, I see brokers all the time, maybe some people I work with, but definitely a lot of people I see online who are just pumping out videos, pumping out content in general, but they do not really having a clear idea of why they’re doing it. They’re following trends, they’re chasing trending audio.

They’re doing all these things because they’re effectively copying, not intentionally, unintentionally. Copying other people and then using the views or the likes or the shares as a metric to be successful. And actually, I don’t think that’s that we should do that at all. We should actually look at and optimise our content to how it fits into our content and actual process.

So we want videos to be a thing that gets people closer to wanting to buy from us. So the best way I say with this is to create content around things you discuss in your discovery calls. That when someone sees a piece of content, what they’re actually seeing is something relevant to what they’re going to talk about later on.

So it’s a really important tool. Make sure your content is working in line with your lead generation, not just as this ethereal thing that you think is going to work, if you’re just tracking the views and the likes and the shares and the comments, they are vanity metrics, and it’s a problem. I love this quote, which is what we need to make.

What matters measurable and not what is measurable matter. In other words, if we’re looking at because we can measure views and likes and shares and engagement publicly, we think that they are the biggest thing, and they’re not what actually matters is, are they converting? Are you getting introducers? Are you getting conversations with people and finding a way to make content that actually pushes that? Don’t follow all of the trends and the fancy stuff. That’s my top tip.”

Ash Borland – Ash Borland Consulting Ltd

Louise Brogan – Louisebrogan.com

Linkedin Video Content

“My one tip for video is unsurprisingly to do with LinkedIn, and that is because LinkedIn are featuring vertical video really strongly at the moment, and when they bring out a new feature it’s always a good idea to try and jump on it if you can. So, Vertical video, talking head into camera, make sure that it’s under two minutes and that you also add captions. Once you’ve done the videos, you can see them sitting under your activity section in the video tab. Then why not take your best one and highlight it in your featured section on your profile? Don’t forget, you can also add video links through your experience section on LinkedIn, which very few people seem to be aware of. Feel free to go and look at my profile, Louise Brogan on LinkedIn, and see what I mean by scrolling down. Hope this helps!

“My name is Luke Sherran, and I’m the owner of a video marketing agency called Falcon Digital. And my number one tip for video is to always think about your audience when making your content. So think about the type of topics that will really interest them and then consider how you can provide as much value as possible in that content.

If you get this right, your videos will get far more reach, and the viewers will watch your content for much longer.”

Luke Sherran – Falkon Digital

Arthur Jones – Maskew

Communication Skills

“When you’re trying to build a brand, when you’re trying to generate leads, a lot of people think about creating content, and often video content, because it’s the most powerful. And when they think about creating content, they think, let’s make a good hook, let’s make sure there’s lots of value, call to action, I need people to know that they need to follow me, and they need to contact me when they want my services, and I need to think about where I’m posting, how often I’m posting, and all of that is great and important.

But the thing that most people forget about is your communication skills and I say forget about it loosely because I know most people when they start recording something they are self conscious, they’re aware and I think a big part of getting over that is just not caring so much but when you move beyond the thoughts of, I don’t like how I sound and actually think about how to improve. Here are some tips to come across as more confident because I believe the quality of the content you make reflects your services and if you want to come across as really confident, experienced, and knowledgeable, then you’ve got to come across that way by how you’re speaking. Okay, so here are some tips.

Number 1, open body language. If you can show your palms, that looks quite trustworthy. Shoulders back, you look open and friendly. If you’re going to walk anywhere, try not to walk away from the camera, not only does walking backward look a bit awkward, but it also makes you seem shy, opposed to if you’re walking towards or alongside the camera. Another thing is to try and use expression. Try and smile, even if you think you look better when you don’t smile, you will sound happier as well. Also, try and move your eyebrows, move your face, and use your hands.

If you’re trying to say something is 1, 2, 3, use gestures. Use your hands: 1, 2, 3. There are loads of different gestures; I won’t get into them, but the main thing to remember is functional gestures. So when you’re saying something, try and act it out with your hands. So now, we look open, we’re moving towards the camera, we’re using gestures that align with the words that we’re saying.

We’re speaking slowly, and you might feel like you have to speak really quickly to get everything out, because if I speak really quickly, everybody’s going to retain everything, and I can say lots, and more people are going to listen. But if you actually slow down, it allows you some space to firstly remember what you’re going to say.

But also give the time to the person watching you to break down and absorb what you’re saying. Speak slowly, pause, smile, be open. There’s loads more as well, but I hope a few people, whoever, the many, the thousands of people who are listening to this right now got some sort of value from it.”

Advertising Your Video Content

“When it comes to using videos in ads at Platypus Media, we always talk with clients about using their organic social as their testing ground. Those people that follow you on social, they’re your fans, they’re, you know, your most engaged people. If a video lands well with them, it’s probably going to land well as an ad as well.

Now, the other thing to think about is the length of your video. Don’t be restricted by what other people say is the best length of a video for an ad. We’ve seen ads work that are five seconds long. We’ve seen them work that are five minutes long. So you put out the best content that you can and what works well for your audience and test that as an ad regardless of the length. But don’t forget to try and chop it up into shorter or longer pieces as well if you can.”

Sarah Robinson – Platypus Media

Tom Martin – Content Rocket

Create Bad Content First

“Hello, this is Tom Martin from Content Rocket, and my number one tip for making a better video, or making the best video possible, is to make a thousand bad videos. There is no better way to work your way to every video being great by first getting all of the bad videos out of your system. When you first start, they’re gonna be awkward.

They’re gonna look bad. Technically, they’re not gonna be great. They probably won’t be edited great unless you’ve got the money to pay an expensive team. But if your aim for every single video that you make is to make the next video better and better and better, by the time you get to ten, a hundred, a thousand, the improvements will be massive and you’ll be making consistently great video.”