Using Video to Educate
Lending Partners
Kathy Phillips
California Housing Finance Agency
The Problem
• For years CalHFA offered no first
mortgages, due to the economic crisis
• Thousands of loan officers & realtors
began and ended careers during this time
• This led to new partners that didn’t know
us, and old partners who forgot us.
The Problem
• 2013 – We began offering first mortgages again
The Problem
• 2013 – We began offering first mortgages again
The Solution
“One minute of video is worth 1.8 million words”
• We had detailed information on the
website.
– Handbooks, Charts
– Bulletins
– Training webinars
• Too soon for terms, FICOs and DTIs
The Solution
First:
Why and how will these programs
help my clients?
The Solution
• Can these programs help my borrower
who:
– needs a lower down payment
– wants a lower monthly payment
• ….. Let’s watch it now
Video Links
CalPLUS 101 Video
http://youtu.be/TggYyWWTuiw
CalHFA’s Video Library
www.calhfa.ca.gov/about/videos/
Video Development
• Research & Brainstorming
• Project Timeline
• Post and promote
• Lessons Learned
Video Development - Research
• Meet with Marketing & program staff
– Identify problems and document solutions
• Meet with Marketing, copy writers,
videographer, designer, & program staff
– Brainstorm high-level ideas for video
Video Development – Timeline
• Planning Phase
– Storyboard/Concepts
• Outline the high-level story
–
–
–
–
–
Intro
Scenario 1 – low down example
Scenario 2 – low monthly payment example
Recap
Close & call to action
– APPROVAL POINT
Video Development – Timeline
• Write Script
Our copy writers work in Marketing, but work closely with
programs staff on content.
– Based on key points, previously identified
– Pay attention to tone (fun & entertaining or
factual & to-the-point)
– Proof it, Proof it, Proof it
– APPROVAL POINT
Video Development – Timeline
• Pre-Shoot Phase
– Pick a location
– Determine props
– B-Roll ideas
– Casting
• Shoot/Film Your Video
– One director
Video Development – Timeline
• Post-Shoot Phase
– Design graphics
– Edit video
– APPROVAL POINT
– Final edit
Video Development – Timeline
• Post & Promote
– Posted on website, via YouTube
– Email marketing
– Shared often on Social Media
– At booth during tradeshows
– Trainers use them during class
Video Development
Timeline Summary
•
•
•
•
•
•
•
Research
Planning Phase
Write Script
Pre-Shoot Planning Phase
Shoot/Film Your Video
Post-Shoot Editing Phase
Post & Promote
Lessons Learned
• Double check numbers & facts. Proof,
proof, proof.
• Schedule enough time on location to deal
with the unexpected
• Use an actual script
Results - Video
• Video posted Dec 2014
– 5,500 views (in 5 months)
– Next best video had 1,000 views
• Thanks to social media & social sharing
Results – Loan Reservations
Monthly Reservations
250
216
206
200
123
Monthly
Reservations
Video Launch
150
100
50
0
November
December
January
Thank you!
Questions?
Kathy Phillips
916.326.8605
[email protected]