What Most Companies Get Wrong About Mortgage Content Marketing (And How to Fix It)
More businesses than ever are using video marketing to grow their brands, especially in mortgage content marketing. However, many make a crucial mistake: they focus too much on ROI without considering whether their content truly engages their audience. They are too obsessed with ROI, without considering what their audience actually thinks about their content.
The ROI Obsession That’s Holding You Back
In mortgage marketing, many businesses dive into video production expecting instant results. They create a few videos and immediately question their ROI, but successful video marketing takes time and strategy. They post four or five videos and then start asking, “Where’s the ROI?” But here’s the truth: video marketing doesn’t work like that.
Yes, you’re investing money into mortgage marketing services, but your target audience is investing something just as valuable: their time. If your viewers don’t see value in your content, they won’t stick around, and your ROI will never materialize.
Shift the Focus: Your Audience’s ROI Matters Too
Instead of obsessing over immediate returns, shift your mindset. Ask yourself:
Is my content delivering real value to my audience?
Would my ideal client stop and watch this video?
Does this content address their pain points or interests?
One simple yet powerful strategy is to send your first few videos to existing clients, prospects, or those nearing the bottom of your sales funnel. Ask for direct feedback:
Did you find this video useful?
Would you take time out of your day to watch something like this?
What would make it better?
This audience-first strategy is a game-changer for mortgage companies, helping businesses create video that truly resonates with potential borrowers.
Why Audience-Centric Video Content Wins
When you prioritize your audience’s needs, your content will naturally connect with potential clients. When people engage with and appreciate your videos, they’re more likely to trust your brand, stay engaged, and eventually convert… leading to stronger, long-term ROI.
So before you declare video marketing a failure, take a step back. Listen to your audience, refine your content, and give it time to work. That’s how you accelerate growth in mortgage content marketing and establish yourself as a leader in the industry.
Take Your Mortgage Content Marketing to the Next Level
Looking for expert mortgage marketing company services? Our team at Red Button Media specializes in creating high-impact video content that speaks directly to your audience. Let’s talk about how we can help elevate your brand’s video strategy!
