You know you should be doing video. Every marketing guru says so. But you're not a content creator, you don't have a studio, and the thought of being on camera makes you want to crawl under your desk. Good news: effective video marketing for loan officers doesn't require any of that.
Here's what actually works — and how to start without overcomplicating it.
Why Video Works Better Than Anything Else
Mortgage is a trust-based business. People hand you their financial lives and hope you don't mess it up. Video builds trust faster than any other medium because it lets people see your face, hear your voice, and gauge whether they'd actually want to work with you.
A borrower who's watched three of your videos before they call is a completely different conversation than a cold internet lead. They already know you. They already trust you. They're halfway sold before the first phone call.
Video doesn't replace your sales process. It pre-sells prospects so your sales process starts at "when can we begin?" instead of "who are you?"
The Three Video Types Every LO Needs
1. Educational Videos (Long-Form)
These are 5-10 minute YouTube videos answering common mortgage questions. They work because YouTube is a search engine — someone types "how much house can I afford" and your video shows up. These generate leads for years from a single recording.
Top-performing topics:
- "First-Time Homebuyer Mistakes to Avoid"
- "How Much House Can I Afford?" (with calculator walkthrough)
- "FHA vs Conventional: Which Is Better?"
- "What Credit Score Do You Need to Buy a House?"
- "Moving to [Your City]: What You Need to Know"
Local market content is particularly powerful. There's less competition for "Moving to Boise" than "How mortgages work," and the viewers are exactly your target audience.
2. Short-Form Videos (Reels, Shorts, TikTok)
These are 30-60 second clips designed for reach and brand awareness. They won't generate direct leads, but they build the familiarity that makes everything else work better.
- Myth-busting — "You don't need 20% down" (this one never gets old)
- Quick tips — "3 things to do before applying for a mortgage"
- Day-in-the-life — behind the scenes of closings, client celebrations
- Trending formats — mortgage takes on trending audio or formats
The Repurposing Trick
Record one 8-minute YouTube video. Extract 3-4 key points as 30-second Reels. Use the transcript as a blog post. Send the highlights in an email to your database. One recording becomes a week of content across every channel.
3. Personal Videos (One-to-One)
This is the most underused and most effective video strategy: sending personalized video messages to individual contacts. A 30-second video text or email saying "Hey Sarah, just wanted to check in on your home search" creates more connection than 10 automated emails.
Use personal video for:
- Post-application check-ins — "Hey, wanted to let you know your file is moving smoothly"
- Realtor follow-ups — after a meeting or closed deal together
- Referral thank-yous — "Someone told me you sent a friend my way — thank you"
- Anniversary touchpoints — "It's been a year since you closed — how's the house?"
Equipment: What You Actually Need
Forget the studio setup. Here's what you need to start today:
- Your phone — modern smartphones shoot better video than professional cameras from 5 years ago
- A $30 clip-on microphone — audio quality matters more than video quality. Bad audio = nobody watches
- A window — natural light from a window in front of you beats any ring light
- A clean background — bookshelf, office, or just a plain wall. Nothing distracting
That's it. You can upgrade later, but these four things will get you 90% of the quality at 1% of the cost.
Getting Over Camera Anxiety
Most LOs who say they "can't do video" actually mean they're uncomfortable. Here's how to fix that:
- Record 10 practice videos that nobody will ever see. Delete them all. The goal is just getting reps.
- Talk to one person, not "an audience." Imagine you're explaining something to a friend at coffee.
- Don't script word-for-word. Use 3-4 bullet points and talk naturally. Scripted videos sound scripted.
- Accept imperfection. A genuine, slightly rough video outperforms a polished but sterile one every time.
- Start with voice-over if you absolutely can't be on camera. Screen recordings with your voice explaining mortgage concepts still work.
Distribution: Where to Put Your Videos
Creating video is half the battle. Distribution is the other half.
- YouTube — for searchable, evergreen educational content. Optimize titles with keywords people actually search.
- Instagram Reels — for reach and brand building among consumers
- Facebook — native video in local groups and your business page
- LinkedIn — industry commentary and thought leadership (great for realtor visibility)
- Your website — embed videos on landing pages to increase conversion rates
- Email — thumbnail images linking to videos increase email click rates by 200-300%
Measuring Video ROI
Video marketing compounds over time. Don't expect leads from your first video. Track these metrics:
- Views and watch time — are people actually watching?
- Engagement — comments, shares, saves
- Inbound mentions — "I saw your video about..." from new leads
- Referral quality — leads who've consumed your content convert at higher rates
After 3-6 months of consistent video, you'll notice something shift. Leads will come in warmer. Realtors will reference your content. Past clients will share your videos with friends. That's the compounding effect.
Ready to make video part of your marketing system? Empower LO helps you distribute video content through your CRM, automated campaigns, and marketing tools — so every video you create works harder.