Co-branded video marketing: how Realtors and lenders can combine efforts, costs and results to grow their business

Pairing up to showcase listings can offer bigger punch than postcards or property fliers
Sergio Gonzalez

Sergio Gonzalez

This post was written by Sergio Gonzalez, founder/CEO of 3Sixty Strategies, which provides a full suite of digital marketing services geared specifically toward the luxury real estate agent and broker, and mortgage lender and broker communities.

Realtors aren’t the only professionals turning to video marketing these days. Lenders are using video to market themselves as well, along with their products and services. As real estate video marketing increasingly becomes a hot topic, the uses for video marketing are expanding: Meet co-branded real estate videos between Realtors and lenders.

Traditionally, it has been very difficult for a lender to break through the white noise and offer added value to a Realtor’s business — especially since everyone’s product and services offerings have become so similar to each other. There’s nothing unique about closing on time or what level of interest rates a lender can offer.

Screen shot of co-branded marketing video between Wells Fargo Home Mortgage and Zia Group.
Screen shot of co-branded marketing video between Wells Fargo Home Mortgage and Zia Group.

Realtors have only one question of lenders: “How can you help grow my business by way of listings or prospective buyers?” This rings particularly true right now, when inventory is tight and listings are down.

Savvy Realtor/lender teams are providing the answer to that question with co-branded video marketing.

The Realtors and lenders who are engaging this marketing tactic are finding it to be a win-win marketing piece. Video packs a bigger punch than any postcard or property flier listing mortgage payment options and interest rates.

There are multiple upsides for both Realtors and their lender counterparts, who choose to leverage video in their co-branded marketing plan. First of all, the cost of producing a quality listing video becomes a shared, and therefore reduced, expense. Cost is typically the No. 1 issue that halts most Realtors or lenders from producing video. By joining forces, the cost can be shared or further negotiated.

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The resulting video can be co-branded throughout the run time, including calls to action to either or both contacts and/or by listing social media links for both parties. This opens the lines of communication between the Realtor/lender and prospective buyers, regarding showings of a particular listing, or for questions about qualifying for a loan.

By posting the co-branded video on each of their respective social media platforms, both the Realtor and lender are now exposed to an enhanced, and possibly new, network of friends and fans that they would not normally reach in any other way.

And if the Realtor and lender are looking for more SEO fuel, the co-branded video can be embedded into their respective websites.

The biggest, overarching benefit to co-branded video marketing is that the property gets dually marketed and, hopefully, sold at a faster pace.

Here are a few suggestions as to types of co-branded videos that Realtors can produce, by pairing up with lenders:

  • Real estate listing videos incorporating footage/run time of both the Realtor and lender, speaking about the respective property.
  • Client review videos/video testimonials featuring both the Realtor and lender.
  • General, co-branded videos about how the Realtor and lender are supporting each other’s businesses (these videos don’t need to be tied to specific clients or properties).

Here’s an example of a co-branded Realtor/lender marketing video:

Video content is king and is clearly taking over in real estate marketing. Video marketing will continue to evolve, revealing new ways to utilize video to maintain an edge in such a competitive environment.


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