Short-form video for mortgage & real estate professionals

Common Short-Form Video Questions 

What topics should I focus on in my short-form videos?

Loan officers and real estate professionals looking to create short-form video content should focus on topics that are educational, informative, and relevant to their audience.

This might include market trends, mortgage basics, home-buying steps, refinancing options, and personal finance tips.

Use storytelling to make complex topics relatable and engaging. Highlight your expertise and provide value to viewers, helping them understand the mortgage process and make informed decisions.

For a list of proven social media content ideas, check out our list of mortgage social media ideas and real estate social media ideas.

How can I ensure compliance with financial regulations in my videos?

Stay informed about regulations governing financial advertising and consumer protection. Always include necessary disclaimers and avoid making promises or guarantees about rates or approvals. Keep content transparent and accurate.

Consult with your compliance department if in doubt, especially when discussing rates, fees, or specific financial advice. Running your video by your compliance department before uploading to the SocialCoach app is a good way to make sure that your video is compliant with regulations.

What is the ideal length for a short-form video to engage potential clients?

The ideal length for your Video Catalyst videos varies by platform but in order to publish your videos to both Instagram Reels and TikTok, you should keep your videos to 90 seconds max -- 60 seconds is the ideal length.

On platforms like TikTok or Instagram Reels, aim for 15-30 seconds. Keep content concise and focused. Start with a hook to grab attention and end with a clear call-to-action. Experiment with different lengths to see what resonates best with your audience.

Which social media platforms are most effective for mortgage-related content?

Each platform that you upload your videos to will have a slightly different audience that you will be reaching.

LinkedIn is great for professional content and networking, but it may not be a great platform for finding new business.

Facebook and Instagram Reels are great for reaching out to your existing audience.

TikTok is one of the best platforms for your short-form video because of the way that its algorithm exposes your videos to people outside of your existing audience.

How can I measure the success of my short-form videos?

Social media platforms care about one thing and one thing only -- engagement. If you want to get an idea for how well your videos are doing, the best metrics you can track are views, likes, shares, and comments.

These engagement metrics are crucial; high interaction rates often indicate that content is resonating with viewers. Over time, look for trends in what types of content perform best and make more videos that fit into what your audience is engaging with.

What strategies can I use to increase viewer engagement?

Encourage viewer interaction by interacting back with your audience. Things like asking questions, creating polls, or inviting and responding to comments to foster a community feel.

Use storytelling and personal anecdotes to make content relatable and utilize trending topics and hashtags to increase visibility and engagement.

How frequently should I post new content to maintain viewer interest?

Consistency is key. Aim to post at least 1-3 times a week, but don't sacrifice quality for quantity.

Regular posting keeps you top of mind with your audience, but be sure that each video offers value. Adapt your schedule based on audience engagement and feedback. For example, if you see engagement drop off on Fridays, post earlier in the week on a day that has a higher engagement.

Can I repurpose video content across different platforms?

Adapt your videos for each platform. For instance, a longer video for YouTube can be edited into shorter clips for Instagram or TikTok. Tailor the format and messaging to fit the norms and audience of each platform. This will help to maximize your content's reach and effectiveness.

How can I create visually appealing videos that stand out?

Make sure that your video is filmed in a place with good lighting and an environment that allows for clear audio.

Edit videos for clarity and pace, keeping them dynamic and engaging. Use graphics and text overlays for emphasis and to aid comprehension.

How can I effectively incorporate client testimonials or success stories?

Share real stories and testimonials to build trust and credibility. Ensure client privacy and obtain permission before sharing their stories.

Focus on how you helped clients, emphasizing the personalized service and successful outcomes. Keep these videos authentic and heartfelt.

What are the common pitfalls to avoid in video marketing for mortgage services?

Avoid overly salesy or promotional content.

Don't neglect video quality—poor production can harm credibility.

Be wary of overwhelming viewers with technical jargon.

Stay authentic and true to your brand voice.

Regularly review analytics to understand what's working and what's not.

How can I integrate my video content with my other marketing efforts?

Coordinate video content with your overall marketing strategy.

Use videos to complement blog posts, email newsletters, and social media posts. Cross-promote content across different channels.

Align video messaging with your brand's overall message and goals to create a cohesive and comprehensive marketing approach.