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The Power of
Video Marketing
Agenda
Customer Experience
The Case for Video Marketing
Video Challenges
The VidVerify Approach
Q & A
Customer Experience
In mortgage banking, Customer Experience is the product of an interaction between a lender and a borrower over the duration of their relationship
This interaction is comprised of
❖ the customer journey
❖ the brand touchpoints the customer interacts with
❖ the environments the customer experiences (including digital environment) during their experience
A Good Customer Experience
The borrower's experience during all points of
contact matches the borrower's expectations.
Video and the Customer Experience
Customer experience has become fluid across
industries
Borrowers will compare their mortgage
experience to all buying experiences -- not just
their last mortgage transaction
Video experiences in other industries becomes an
expected component of the mortgage process
The Move To Video
Apple create a rich library of explanatory videos
❖eliminated jargon
❖aligned product descriptions
❖ensuring absolute consistency, accuracy, and integration across touch points
Facebook invested heavily in 2017 in short-form video content
Borrowers have become conditioned to expect this
As an industry, we need to communicate with borrowers in the way they prefer to consume information
The Case for Video Marketing
Stats that explain the power of video
marketing today
Thoughts on video marketing in the near
future
An IBM report, 'Definitive Guide to
Enterprise Video', quotes Psychology
Today stating that our brains process
video 60,000 times faster than text.
The website exultcorp.com reveals that
a learner will remember:
10% of textual content
25% of visual content
30% of audio content
50% of audio-visual content (video)
Videos posted in LinkedIn get shared 20x
more than text only posts.
80 percent of millennials consider video
content when researching a purchase.
Ninety-eight percent of organizations
around the globe planned to implement
video as part of their digital learning
strategy in 2017.
Online video accounted for 60% of all
web traffic in 2013, but it’s projected
to make up 76% by 2018.
By 2020 more than 80% of consumer internet
traffic will be video, according to Cisco.
Video by learning is growing so fast that the
website elogiclearning.com predicts that by
2019 video will be responsible for 80 percent
of the internet traffic in the world.
“Most of the content 10 years ago was text,
and then photos, and now it’s quickly
becoming videos…I just think that we’re
going to be in a world a few years from now
where the vast majority of the content that
people consume online will be video.”
- Mark Zuckerberg
"I see video as a mega trend, same order
as mobile."
- Facebook CEO Mark Zuckerberg on an earnings call (1 Feb 2017)
Challenges of Launching Video
Producing and distributing video in-house
❖Cost of setting up a studio and production
❖Developing compliant content
❖Loan officers going rogue
❖Distributing videos
❖Tracking viewership
❖Time/resources dedicated to doing video
The VidVerify Turnkey Solution
Up and Running Within 30 days
Massive Library of Content
Branded Videos
❖Lender-specific branding
❖Branch-specific branding
Why VidVerify? Why Now?
Massive library of video content
Complete oversight/control on what LOs send out
Compliant, attorney-vetted content
Automated delivery based on LOS milestones
Audit-ready reporting
CFPB likes VidVerify for satisfying #knowbeforeyouowe
Under ever increasing scrutiny and regulatory oversight, financial services entities feel greater pressure to demonstrate their proactive roles in compliance and borrower education.
#KnowBeforeYouOwe
Reaching new First Time Homebuyers requires new perspectives on communications to reach 20- and 30-somethings…while still appealing to the broader borrower base.
#MillennialsAndMoms
“This is the era when people expect information instantly,
in the palm of their hand, whether we are talking about
outreach to homebuyers, business intelligence
solutions…or attracting new employees.” Rodrigo Lopez – 2016 MBA
That messaging can be delivered in a format
that is more easily consumed.
And that message consumption activity
can be fully monitored and tracked.
And a consistent, compliant, consumable solution
begins to take shape.
VidVerify provides distribution of
concise, compliant video content launched automatically
from a massive library of industry-specific videos.
VidVerify brings home more efficient communications,
reduced exposure with uniform messaging,
better borrower experience at closing and in general.
The VidVerify ecosystem includes strategic alliances,
mortgage industry partners, and key industry
endorsements.
