How do you address common questions and objections from potential clients in your mortgage marketing videos?

In my experience, knowing your target audience and whom you are speaking to directly is crucial. Creating content just to create content is not ideal as nobody will want to listen to it because if they are not connecting with the message they will not think it is for them. You have to speak to your target audience and create your content in a way that it gets those people to want to engage with your content and connect.

Addressing common questions and objections in your mortgage marketing videos involves understanding client concerns and providing clear, reassuring responses. ??1?? Identify frequent queries: Compile a list of the most common questions and objections you encounter from potential clients. ??2?? Script informative responses: Develop concise, informative responses that address these points clearly, aiming to reassure and educate viewers. ??3?? Use relatable scenarios: Illustrate your answers with examples or scenarios that potential clients can easily relate to, helping them understand how your services can meet their needs.

Know Your Audience – Understanding the needs and pain points of potential homebuyers allows me to create content that resonates with them. From first-time buyers to seasoned investors, I ensure my videos speak directly to their situation.

Some of the best content that I see on social media related to mortgage is a Loan Originator answering questions he or she receives from prospects and clients. On an average day, a Loan Originator is getting asked at least 3-5 questions from prospects, current/past clients and even referral partners. If the Loan Originator were to turn each question and answer into a short video, they will have week's worth of content to use on social media from just a few day's worth of questions.

When it comes to FAQs, why not make a list and tackle them head-on? Consider creating a dedicated page or a blog post for these questions. It's like having a cheat sheet for your clients. And here's a nifty idea: convert these FAQs into engaging video content. You can use a service like DoneForYouVideos.com to jazz them up. Then, upload these videos on YouTube. Not only does this approach add a personal touch, but it also boosts your organic reach and SEO. It's a win-win! Plus, this strategy helps establish your authority in the mortgage space, showing you're a go-to expert for answers. It’s like turning your expertise into an open book for everyone to read and learn from.

Answer FAQs – I focus on the most frequently asked questions like eligibility, down payments, and documentation. By answering these clearly, I empower my audience with the information they need to make decisions.

Answering the questions that you get asked every single week is the EASIEST way to generate content ideas. Especially if you can answer those questions in a way that tells your audience WHY this topic is important, then provide actionable steps they can take and instructions for what to do once they've completed those steps. Think of it as pre-qualifying your clients to work with you: what do you wish your clients had prepared walking into your first meeting with them? Make a video about it, and then they'll know!

Anticipate Objections – Common objections like interest rates or loan terms? I address this head-on, providing facts and guidance to ease concerns.

Always, always anticipate the biggest objections. Think of the top 10 false beliefs people have and know the answers to those questions. Sound confident and certain when breaking these false beliefs. People can sniff out your energy if you are uncertain in yourself. Play out scenarios and act out responding to these objections. Lastly practice, the more you do the more natural you'll become and the more your confidence will shine trough.

Not only is it important to clearly explain key aspects like interest rates, down payments, and loan types, using straightforward language and visual aids, but I have found success in incorporating real-life examples and providing actionable steps to build trust and guide potential clients through the process.

Making videos that address common objections and concerns can be an incredibly impactful way to open conversations and engage potential clients. Not only does doing so demonstrate your expertise, but it can help eliminate misconceptions, establish yourself as trustworthy, and shift your audience's perspective from "I can't achieve this" to "How can you help me achieve this?"

The biggest thing when it comes to social media marketing is to use a hook in order to engage your target audience, then you want to capture their attention with a story, and then you want to follow up with an offer/ a strong call to action. Hook, story, offer.

Use Hooks and Calls to Action – Engaging hooks grab attention right from the start, and I always include strong calls to action, encouraging viewers to reach out or explore their loan options.

Using a hook and call to action are essential, because they do the same thing – they tell your audience what to expect. A hook should grab their attention, but it should also make it clear what your content is about, and more importantly, why your audience should stick around to hear it. Then your ending call to action should be just that – calling your audience to take a specific action. And the real trick is, your video should make them WANT to engage before you even get to the call to action – the CTA itself is just making it extra clear which action you want them to prioritize (ex. DM me if you need..., comment your thoughts on this topic, send this to someone who..., save this for later).

In my experience, you letting your own personality shine through and not being robotic is best. People will relate and connect with you more that way. Talking of your origin story, bringing up some hard obstacles you've overcome will make you look much more relatable and people will connect with you. Nobody wants to work with a perfect person, however someone that has gone through obstacles and has overcome them is very impressive. Huge bonus if the obstacles you overcame are the same obstacles that your target audience are currently experiencing. They will look to you for inspiration to help overcome their troubles.

Your content shouldn't only be informative, it should showcase why your audience should want to work with YOU. What is your personality like – are you funny, sassy, empathetic, relatable? How do you make your clients feel, and what is it like to actually work with you? Keeping business and personal separate is a thing of the past – because even business IS personal, and YOU are the reason people want to work with you, not your brand. My advice is to have fun with your content, because if it's something you enjoy sharing, it's more likely your audience will enjoy engaging with it!

Be Authentic and Relatable – Authenticity goes a long way. I share personal experiences, customer stories, and helpful tips to connect with clients on a personal level.

Test and Optimize – I regularly analyze the performance of my videos, optimizing them based on feedback and engagement metrics to continuously improve my message.

Using a/b testing is a must. Especially of you are running ads or have sales funnels set up. You will want to test out several different versions in order to see which content is converting and which is not. This will help you figure out the copy to use in order to connect with your audience.

I try to post the same content in multiple formats. For instance if it's a list of dos or Don'ts I will do a video that's concise and the entire list, then subsequent videos that go over the list one at a time in more detail. I try to vary the lengths of the videos and to always have a strong hook.

Don’t underestimate the power of just talking with someone. While technology offers valuable tools, it shouldn’t replace human interaction. And remember that we have only one mouth but two ears for a reason - ask a question and then listen to the answer. Conversation goes both ways.