SCOPE

The scope of the job was to create and provide the 1,600 clients with grab-and-go video content to utilize in their social, email, and lead generation efforts.

These videos provided consumable mortgage rate conditions to be used with buyers that were looking to see how rate increases can affect their ability to buy and sellers’ ability to sell. This client had an affiliate relationship with a Mortgage company, which meant along with the ability to personalize the videos with the Loan Officer for lead generation, I also needed to create content based on Freddie Mac published data on mortgage conditions in a video format. I worked from concept to creation as well as roll-out company implementation.

DATE

Mortgage Videos – 2013 – 2019

CHANNELS

Video: YouTube

Email: Top of Mind Awareness Lifestyle Email Nurture Campaign

Social: Visual content used as social media content

CHALLENGE

Automating over 30 weekly videos covering 23 markets utilizing excel data along with After Effects.

With 1,600 clients across 23 offices, I needed a way to produce two different versions of the Mortgage Videos ($100,000 – $500,000 and $600,000 – +$1MM) per each city and zip code where the company had coverage in. Furthermore, I had to have them update monthly while ensuring the email campaigns and social media campaigns were linked correctly.

I took advantage of working with excel and PowerPoint to combine the month-over-month and year-over-year data into charts. To achieve this result, I developed an Excel to Powerpoint script that pulled the source data into each city/zip code that would pull the data into a child Excel workbook that then populated Powerpoint with charts and graphs to make the initial visuals.

These numbers were pulled from Freddie Mac’s website but had the necessary disclaimers to be able to use this in public forums.

After that was complete, the videos were further processed in After Effects to add transitions, animations, and other effects). Premiere was used for additional components as needed and finally, the videos were rendered through Media Encoder.

SOFTWARE

Adobe Premiere

Adobe After Effects

Adobe Media Encoder

Microsoft Excel

Microsoft Powerpoint

GOAL

The primary goal of this business was to generate new business through the use of Call-To-Actions in the outro videos with the Loan Officer’s contact information along with making these videos as a broadcast-style email that the agents were able to automate through the company CRM.

LEADS

Leads were assigned to the Loan Officer on the videos outro graphics in conjunction with the Real Estate Agent that would handle the real estate services. This became a bundle lead that would allow the affiliated services to be used with a discount with the real estate services.