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Article Title:
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Mortgage & Real Estate Marketing with Video: Creating Leads
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Using online video to generate mortgage leads and real estate leads.
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1200 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-07-17 11:00:00
Written By: Roger Vetruba
Copyright: 2007
Contact Email: mailto:roger@rogerv.com
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Mortgage & Real Estate Marketing with Video: Creating Leads
Copyright (c) 2007 Roger Vetruba
Movoxo.com
http://movoxo.com
Video has a host of uses in marketing, the most compelling of
which is to get a longer or more complicated message across, and
also for people to get a sense of knowing you.
Let’s assume you’re looking for realtor or loan officer
marketing ideas to increase business. You want to spend as little
as possible, see results as fast as possible, and ideally see
results before you commit much money or time.
Sound fair? I think that fits most realtors and mortgage
brokers.
Your options are using a service like ours, or if you can pick up
a webcam, or download Adobe Flash trial offer for free, you may
be able to produce your own movies using this advice. There are
also tools you can find online to convert powerpoint files into
web-ready flash movies, or you could use a presentation product
like Camtasia or Webex for online education based on other people
seeing your screen.
Let’s just speculate what we’d want video to do for us. Here’s
our wish list:
1. Generate high quality exclusive mortgage or real estate leads
as inexpensively as possible.
2. Get you more referrals from past clients and other referral
sources, i.e. realtors, mortgage brokers, financial planners, tax
professionals.
3. Save you time explaining things, i.e. once the deal is already
in processing or under contract.
4. Get you other streams of revenue with no change to current
business
We’ll cover just point one here and look at points two through
four in articles to follow, on this site or ours.
Now that we know our goal for video number one is specifically to
generate leads, we can assume the easiest logical place is your
website, though you could certainly use them in seminars or burn
DVDs. The easiest, fastest way to make that work would be to add
videos to your website, and buy traffic on a pay-per-click basis
from Google, Yahoo, MSN, etc., though can certainly get free
traffic off craigslist, yahoo groups, or even reviewing books on
amazon.com. You can also show off your expertise by uploading a
video to YouTube.com or MySpace Videos. For a free report on
generating traffic to your site, check out our site below.
Next, you need to convert the user. What’s amazing is that this
is the payoff, but so few websites focus much effort here! People
spend substantial time, money, and effort to get traffic to their
site, but not enough on optimizing their site to convert this
traffic into money. If you change your conversions from 10 to 30,
you have just tripled your income with virtually no change to
expenses or your time moving forward. Using well-produced videos
on websites has been proven to raise visitor-to-contact
conversion ratios by 20% to 500% and on average 250% increase in
marketing studies. People relate to video. People are busy,
overworked, and lazy (speaking frankly) so serving it up via
video helps them on their preferred terms. Viewers also see and
hear the message simultaneously which increases retention and
comprehension, and you have a chance to help them to better
control their first impression of you as “expert” and “winner”
and “this person can help me”.
Your #1 goal is to get visitors into your “funnel” which means
open some form of relationship, be it subscribe to your
newsletter, or contact you about a property or “find out interest
rates” or “what school district this is in” - which are, of
course, buying signals.
Here’s the opportunity then: warm up a visitor so they get to
know you, see your expertise, and see a difference in you from
the competitors. The best tool for this job is online video -
because it’s immediate, available, and opens a personal,
emotional instinctive connection. It’s the next best thing to
speaking with them in person, before you know if it’s
appropriate to waste your time, and before they want to allow you
“in”.
It’s then up to you to give them what they want (information),
preferably by answering their question with more questions, in
order to both maintain control of the sales process while leaving
them with the feeling of control. Did you note that? Don’t just
answer an online lead’s question. Ask with another question, and
mirror the style and media of their inquiry. If they call you,
they probably like the phone, so call them back. If they email
you a seven word email, mirror their style and email them back in
a short manner - but be sure to ask them another question upping
the ante, and also, be crystal clear about what next step you
want them to take - be it “please call my cel, I’ll be out in
the field” or “I’ll check…what school district do you want to
be in?” (which implies they’ll email you back). Buyer’s who buy
will buy, and take every relevant step along the way. If you gave
them a clear and relevant next step and they don’t take it, then
don’t waste your time chasing them, but keep them on your email
newsletter and perhaps they’ll convert later. So make sure, in
every step, you know and communicate in a crystal clear fashion
what next step you want them to take.
Movies you add to your site should provide a mix of answering
questions and also creating more questions, so that the viewer’s
natural instinct is to ask you for more information. A real life
conversation is push-pull, listening and talking.
One of the best ways to open communication is with “free
reports”. Offer something of value, but only if they register.
This relies heavily on the headline, since they can’t see the
content until they register - but that works to your advantage.
It’s all benefit and no cost at that point, so you’re casting
the widest possible net. Also, mixing up some PDF e-books with
webcam videos for the actual free report is a great way to show
off your expertise. It’s not just information - it shows off
your skills and knowledge.
The importance of showing your own picture, voice, and/or video
like a webcam cannot be overstated. People make emotional
decisions then back it up with rational reasons or
justifications. You can be your best on camera, and if you need
to do fifty takes on your webcam to get it perfect, you just
duplicated your time while ensuring a consistent first
impression. Make no mistake - people really will make a first
impression of you from video, and that impression counts.
Wrapping up: what next?
Selling over the internet is not a passing fad, and video is the
best tool for certain aspects of the sales process. Producing the
video can be as simple and easy as finding movies you can brand
to yourself, or as easy as talking into a webcam. Online movies
can help you triple your income while working fewer hours. The
first step is to determine what clients you want more of, then
deliver what they are looking for in a way to open a relationship
with you. The more of your time you duplicate, the more scalable
your services will be - along with your paycheck.
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Roger Vetruba is CEO of Movoxo.com, a dot-com specializing in
communication tools and services. Roger has been a Realtor and
mortgage lender since 2001, after a desire to work with more
people than computers pulled him away from a successful career
in video games and computer animation. The company provides
co-brandable libraries of internet movies, and media tools
to enhance sales on your website. Find more information at
Movoxo.com or by calling 800-807-5216. More Tips, tricks
and free reports are available at
http://www.MortgageMovies.com/ or http://www.RealtorMovies.com/
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