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 CalHFA’s Video Library

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 – 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 Video Launch

Thank you! Questions? Kathy Phillips