BombBomb Mortgage Action Plan
The Resource Hub Role-Based Content Mortgage Action Plan

Mortgage Action Plan

What to say, when to send, and how to see success with video in mortgage

Welcome to the Mortgage Action Plan.

As a mortgage loan officer, your success is dependent on building relationships with your clients and guiding them in the mortgage process. This is done best face to face. After all, a home is likely the biggest investment a person will make in their lives — meaning trust is of utmost importance to closing a mortgage loan.

Video can help you accomplish this in a scalable manner that’s still personal and meaningful. It’ll also help you effectively establish connections with the referral partners your business depends on.

This Mortgage Action Plan will walk you through the ins and outs of using video in your role to increase appointments, conversions, referrals, and more. Best of all — you’ll be able to watch examples from mortgage loan officers — just like you — who are thriving with video!

Let’s get started!

I cannot imagine my business operating at any level without video at this point. It now defines how we communicate 100% and the response has been incredible.

Enrique Braunschweiger

First West Financial

Increase Appointments and Conversions

You communicate, connect, and convert most effectively in person — especially in an industry so dependent on consultation and human connection. But you’re only one person and that’s not scalable.

Get face to face immediately with potential clients and referral partners, and better your chances of increasing your reply rates by sending simple (yet personal) videos instead. Increase engagement and accelerate the mortgage loan process with the following video messages...

  • Referral Network Outreach
  • Introduction
  • Appointment Follow-Up

Referral Network Outreach

In mortgage, referral partners are vital to business growth. In order to establish these relationships, you need to get face to face with potential partners regularly. However, with your busy schedule and their busy schedules, in-person meetings are hard to make happen. But video email makes it possible to foster and strengthen these connections in a more personal way.

WHEN TO USE:

Regularly with referral partners — such as real estate agents, title agents, financial advisors, and more — to stay in front of them and remain top of mind

In your video, you should...

  • Create an interesting or compelling thumbnail (or animated GIF with BombBomb) to elicit a video play. This can be done by using a whiteboard with a friendly and personalized greeting or simply by walking and talking.
  • Include one quick item of value. Don't make it too long or exhaustive. Respect your referral partners’ time and give an option for learning more or additional resources on the item of value. For example, when reaching out to real estate agents, you can offer regular market updates.
  • Express gratitude for all the amazing clients you've been able to serve because of them.

TIP:

Use the BombBomb in-video Call to Action feature to link to additional resources or information on the topic you covered in your video.

Introduction

Once a referral partner has referred a client to you, it’s your turn to introduce yourself and explain how you can help this person in the mortgage process going forward. Video is a good way to do this because it makes a great first impression and helps you build trust with each new client you’re working with.

WHEN TO USE:

To introduce yourself to a prospective client or a client that a referral partner has referred to you

In your video, you should...

  • Use a whiteboard with a greeting and the referrer’s name.
  • Follow the EVA (Empathy, Value, and Action) Framework - Empathize with your clients’ mortgage needs and concerns, provide value, and include a clear call to action to schedule a meeting.
  • Make sure your message is less than a minute long.

TIP:

Save time by making a prerecorded evergreen introduction video that you can send over and over again to new prospects and clients. Just be sure to not mention a specific recipient name.

Appointment Follow-Up

Sending a follow-up video after you’ve successfully held an appointment with a new contact is one of the easiest and best videos you can send. You already know all the details about the person you have met with. You know their mortgage needs, and you might even know some personal details, like their children’s names or favorite coffee shop or sports team. Use all of this to craft a compelling appointment follow-up video that your recipient will resonate with.

WHEN TO USE:

After an appointment

In your video, you should...

  • Thank your recipients for taking the time to meet with you.
  • Show them that you listened to what they have to say in the appointment. Personalize your message with details discussed and things you learned about them. For example, you can congratulate them on their credit score. This builds trust, and shows your recipient that you care.
  • Restate the next steps.

TIP:

If you had a meeting at a location, use the BombBomb Mobile App to record a follow-up video after the appointment at that location.

Increase Repeat and Referral Business

The people who already know you and have worked with you before can provide some of the best opportunities for your mortgage business. All you have to do is stay in touch! Reaching out with video provides a personal and memorable touch that keeps you top of mind.

The cost of retaining clients and acquiring referrals is far lower than the cost of acquiring new clients. And these opportunities tend to start warmer and close faster — especially with these videos...

  • Celebration
  • Checking In and Sharing Gratitude
  • Thank You For the Referral
  • Video Testimonial Requests

Celebration

You’re always looking for timely and relevant reasons to reach out to the people who matter most to your business — and special occasions give you that opportunity!When you can’t express your enthusiasm in person, sending a video message is the next best thing.

WHEN TO USE:

Birthdays, anniversaries, and holidays

In your video, you should...

  • Include a greeting themed after the celebration on a whiteboard (“Happy birthday,” “Happy anniversary,” etc.).
  • If you’re reaching out on someone’s birthday, pick something specific to share with them about that particular date — like fun pop culture references, or “on this day in history” facts.
  • If an anniversary, ask a personal question, like how they’re enjoying their home.
  • Have fun and be yourself.

TIP:

Keep your message short and sweet. The goal is to stay top of mind, so when they need a mortgage loan again, they come to you.

Checking In and Sharing Gratitude

A little bit of gratitude goes a long way in establishing meaningful relationships with the people who matter most to your business. Everyone likes to feel appreciated, after all. But there has to be genuine sincerity behind your thank you, and video conveys this better than traditional text, cards, or gift baskets.

WHEN TO USE:

Periodically with past clients, referral partners, colleagues, friends, and family

In your video, you should...

  • Include a personal greeting that shows you remember them and value them as a past client. For example, share a memory from when you worked together.
  • Ask how they’re doing, and if there is anything you can help them with — like financing and housing market information.
  • Let recipients know what about your relationship you are thankful for, and really acknowledge how much you appreciate them.

TIP:

Keep your message focused on the appreciation you feel towards your recipient. Refrain from asking for business, and instead focus on cultivating the relationship.

Thank You for the Referral

Referrals are valuable. And so is the time people put into referring people to your mortgage business. Show them how much you appreciate their referrals with a thank you video. This gratitude is what will keep them referring more and more clients to you for years to come.

WHEN TO USE:

To thank a referral partner for referring a client to you

In your video, you should...

  • Thank your recipient for the referral and tell them how much you value them as a referral partner.
  • Let the referring party know where the referrer is in the mortgage process. This reassures referral partners that you’re offering expert mortgage services to the people they’re referring to you.

TIP:

Continue to keep your referral partners up to date during key moments of the process.

Video Testimonial Request

In our current landscape, so many individuals rely on peer reviews during their decision-making process. According to BrightLocal, 91 percent of people regularly or occasionally read online reviews, and 85 percent trust online reviews as much as a personal recommendation. With those statistics, it’s imperative for mortgage loan officers to encourage and equip their clients to leave them positive online reviews and video testimonials.

WHEN TO USE:

When you need video testimonials or online reviews from past clients

In your video, you should...

  • Offer questions your past clients can answer in their review or testimonial video. Ask something like, “What about my mortgage lending services did you like most?”
  • If you’d like online reviews on sites like Google, Zillow, and more, supply the link in the email body.

TIP:

Timing is key when asking for a testimonial. Ask new clients for reviews or testimonials within a few weeks of their mortgage closing. For past clients, make sure this isn’t the first time they are hearing from you if it’s been a while. Stay connected with them long before asking for a testimonial or review.

Save Time and Improve Efficiency

Time is a commodity you can’t get back. As a mortgage loan officer, you’re dealing with constant volume — especially in your busiest times. This makes picking up the phone to respond to every lead and client impossible at times.

With video, you’ll communicate much more clearly, cutting down all those back-and-forth phone exchanges. You’re still offering personalized face-to-face interactions, but saving time. Here are instances in which you can use video to do that...

  • Initial Lead Response
  • Explaining Complex Material
  • Process Updates

Initial Lead Response

If you’re using a lead generation platform, have a form on your website where warm leads can submit their contact information, or have an auto-reply set up on your social media platforms, these are great places to insert video. It allows you to follow up with these individuals in a quick, personable, and memorable way that sets you apart from the competition. You can either insert a prerecorded video or create a personal video through your mobile device or webcam.

WHEN TO USE:

To respond to a lead inquiry received via a lead generation platform, your website, or social media platforms and put a face to the name

In your video, you should...

  • Use a whiteboard with a greeting to make a good first impression with your lead, so they’re more inclined to watch the rest of the video.
  • Incorporate the EVA (Empathy, Value, and Action) Framework - Empathize with your lead’s mortgage needs and concerns, provide value, and include a clear call to action to schedule a meeting.
  • Keep your message under a minute long. Your leads are busy people, and this shows that you respect their time.

TIP:

Save time by making a pre-recorded evergreen lead response video that is set up to send the moment a lead makes the inquiry. Just be sure to not mention a specific recipient name.

Explaining Complex Materials

There are various complex documents and information to pass along in the mortgage process. So much so, that it can prove almost impossible to communicate solely through email. But with video, you can pass along complex materials in a much more digestible format.

WHEN TO USE:

To go over complex documents or information in the mortgage loan process

In your video, you should...

  • Use a screen recorder, like this one, to showcase complex materials — like contracts — and walk people through them at the same time. This eliminates the need for a meeting, and minimizes the chance of information being lost along the way.
  • Start your screen recording with the video fully on you, and then shift to showing your screen. This creates better engagement and makes sure they see your face right at the start.
  • Make sure there isn’t any sensitive information on your screen before you start recording. Remember, people can see whatever you have up on your screen. As a rule of thumb, don’t use a screen recorder for any information that should not be in an email. Also, double-check that there is nothing on your screen that could be offensive.

TIP:

Pause notifications on your computer so there aren’t any interruptions or distractions from your screen-recorded video message.

Process Updates

Clients like to be kept in the loop along the mortgage process. Recording videos for each mortgage update saves you time, while still keeping clients informed and happy along the mortgage loan process. The recipients of your updates will be more at ease knowing that there’s another human there for them to answer their questions and keep them updated.

WHEN TO USE:

After a milestone in the mortgage loan process is achieved

In your video, you should...

  • Congratulate your client on the milestone and share the good news.
  • Explain what this means for them.
  • Inform them on what they can expect next.

TIP:

Create evergreen process update videos for common milestones in the mortgage loan process to send to clients when they reach that stage.

Additional Mortgage Video Resources

Don’t stop here! We have numerous helpful resources to help along your video adoption journey in mortgage...