The easy content format mortgage influencers are using to go viral

I watch more mortgage broker content than anyone.

I do it because I want to stay on top of what’s working so I can share that with my clients and all of you.

Here is what’s currently working: Green Screen Videos

I define “green screen videos” as videos where you are talking about a relevant news article or any piece of media (video, image, etc.) but the background is replaced with said media using the green screen effect.

Minh from @whatsamortgage has been doing one almost every day and has seen an uptick in his average views and engagement.

My client also did one recently and got 6K+ views and over 70 likes freeing them from being stuck at around 300 views and 5 likes on their last 10 posts.

Here is why it works and why the top real estate content creators use it:

Reason 1: Relieves Content Fatigue 

Audiences are getting tired of being talked at with generic home-buying or mortgage-based tips that they already heard from another creator last year.

(I swear if I see another video on why I only need to put 3% down instead of 20% I’m going to lose it...)

On top of that creators are tired of making them and repeating the same info over and over again…

Green screen videos allow you to speak on relevant and timely topics which is refreshing for both the audience and you as a creator.

Based on our results, just the sight of you in a different setting with this more authentic approach is enough to get followers to reengage with your content again.

Reason 2: Leverages Authority & Trends

Names like Dave Ramsey, Redfin, CNBC, or NAR are already established brands.

It’s likely your audience has heard of these brands and inherently trusts them.

Therefore when they see that name or brand in your video you’re increasing the chances of grabbing their attention which is always the goal with social media.

If you are using a headline like:

“CNBC reports high-interest rates are delaying millennials to buy their first home.”

The audience is going to automatically trust it as fact.

You don’t have to waste time trying to convince them, they’re going to be immediately curious about what you have to say about it.

In addition to leveraging brand, you’re leveraging trends.

If a piece of news is getting a lot of attention, naturally platforms will promote content around it as there’s a high demand from viewers to learn more.

Think of your marketing as a ship and trending articles or news as a strong gust of wind.

Creating a timely green screen video is like setting the sails in the right direction to take advantage of the wind instead of having to manually row it yourself.

Reason 3: Reinforces Your Expertise

Why does your audience, borrowers or Realtors, follow a mortgage expert in the first place?

They rely on you to inform them about market trends, mortgage rates, and strategies to afford a home.

So simply seeing you comment on a recent article or new legislation, automatically reinforces in the audience’s mind that you have authority and expertise about the subject.

If you weren’t an expert then you wouldn’t be commenting on it in the first place.

That’s why this content format is powerful…but only if you do it correctly:

Here are my Green Screen Commandments:

• Never just summarize an article

• Never have a lukewarm stance

• Never leave the audience without actionable advice on how to take advantage of the opportunity or avoid a mistake.

For example here are two different ways you can approach the example article above:

1. “If you’re a millennial who feels stuck buying their first home because of high rates here are three ways you can lower the other aspects of your home…”

2. “I don’t agree with this article from CNBC, I worked with a ton of millennials to buy their first home last year. Here are the three things they all did to best prepare themselves for their first purchase…”

Reason 4: Efficient to Create

This is probably my favorite reason why I love this type of video:

 They’re so damn easy to make.

No script writing needed. No fancy editing required.

Just find the article, screenshot, and record.

This allows you to create content quickly and more often.

I can’t tell you how many times a real estate creator comes to me complaining that they haven’t posted in months because they don’t know what to talk about or don’t have enough time to record.

Green screen videos eliminate both those problems allowing you to stay relevant while consistently showing up for your audience.

I even designed a system for my clients to make it EVEN EASIER to find the articles, record the video (without having to memorize lines), and edit them.

If you want my crash course on how to create green screen videos and get the same system, just reply to this email with the word “GREEN SCREEN” and I’ll reach out.

I challenge you to make at least one green-screen video this week.

To help I’m giving you 5 trending articles you can use.

Now go create!

Cyrus