You may have heard of search engine optimization for your website, but did you know that there is a set of SEO practices for YouTube, too? Just like search engines, YouTube has its own search feature. 

Every day, millions of video creators compete to make their videos appear in the first results of searches, and you can get your mortgage YouTube channel up there, too, if you follow the practices mentioned in this article. 

Read on to discover the top YouTube SEO tactics that can help you improve your ranking. 

1. Rename your video file using a target keyword.

Make sure that your target keyphrase is included in the file name itself before uploading it onto YouTube. This one is easy to miss since viewers will not see the name of the actual file.

However, the file name is one of the key areas (aside from the title and description) that YouTube uses to determine how relevant your video is to the topic. 

So if you have a file titled ‘tips video September 12 upload.MOV’ and it is a video on home buying tips, you will want to change it to ‘home buying tips business name.MOV’. Make the file name as close to the topic and your business name as possible.

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2. Insert your keyword naturally in the video title.

One of the most obvious places you want to insert your target keyphrase is in your video title. However, do not make the mistake of forcing it in the title. It should appear naturally, and readers should find your title intriguing. 

Similar to optimizing a title tag for search engine results, your mortgage YouTube video title should be no longer than 60 characters. You want your readers to be able to read the entire title without it cutting off. 

For example, if your keyword is ‘home buying tips’, a good title for your video could be ‘Home Buying Tips You Did Not Know About’. This title is intriguing, under 60 characters, includes the keyphrase, and we managed to have the keyphrase at the beginning of the title!

It might also be a good idea to use some online tools to research what keywords users are searching for on YouTube regarding your topic. Ahrefs has a free YouTube keyword research tool that provides a fair amount of keywords for you to get a solid idea.

3. Optimize your video description.

Your mortgage video’s description also has to face a character limit. Your description must not surpass 1,000 characters. You may recall that past videos didn’t have very long descriptions, and that is because most of the people who clicked on a video are there for the video, not necessarily the description. But don’t underestimate the power of the video description! 

Since it’s part of the Google “family,” the video description will be indexed on the Google search engine, giving it a solid chance of getting more views and traffic. 

Be sure to accurately describe your video in the first 100 characters, as this is the snippet that will show up before you have to click ‘Show More’. Going back to the home buying tips video example, let’s come up with a good description to support our video.

Buying a home is a big investment, and these home-buying tips will ensure you are getting a good deal. Home buying trends differ from year to year, and along with trends, best practices change as well. 

Got another helpful tip you want to share with our viewers? Comment below and let us know! Also, don’t forget to like, share and subscribe to our channel.

The description above is great because the first sentence describes the purpose of the video and what viewers will get out of it. Plus, it is nearly 100 characters. Not only that, but we also encourage our viewers to engage with the video and subscribe to our channel, which helps your video rank higher. 

Another feature you might want to make good use of is adding a transcript.

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4. Tag your video with popular keywords that relate to your topic.

When you are preparing your video for upload, you have the option to add relevant tags that you think will help viewers find you. This not only helps people find you but also helps YouTube further determine what your video is about to help you rank properly. 

You want to have a good mix of regular and long-tail keywords to reach as many people as possible. However, don’t think that YouTube is not smart enough to detect when you have used a tag that is completely irrelevant to your topic. Your home-buying video should not have a tag with whatever is currently trending if it’s off-topic. The last thing you want is for your 1,000+ subscribers channel to get penalized on YouTube.

5. Categorize your video.

Did you know that you can categorize your YouTube videos? You can find this setting under ‘Advanced Settings.’ Many YouTube channel owners may not properly utilize this feature because it can be hard to determine which categories your video can fall under. In that case, it is always a good idea to do your research. 

Find out which channels are in the lead for a specific category, what their video content looks like, how their audiences interact with their content, and one of the most important points to note, what the style and format of their videos are. 

All of these observations can help you determine whether your video would fit in that category or not. Some examples of categories for your mortgage YouTube channel could be ‘Buying a Home,’ ‘Refinancing,’ and ‘Credit Scores.’

6. Upload a custom thumbnail image for your video’s result link.

Thumbnails have nothing to do with keywords or how YouTube reads your content, but they certainly play a major role in attracting your audiences’ attention. You may notice that when you search for a tutorial or even a fun vlog, the top results will show videos that have eye-catching custom thumbnails. 

YouTube does give you recommendations for thumbnails when you are uploading your video, but at the end of the day, your video will be most successful if you take the time to design a custom thumbnail. Some good thumbnail ideas for mortgage YouTube channels can include a nice luxury-style house with a diagonal arrow pointing downwards, showcasing that now is the right time to buy a home. 

As for text in thumbnails, having actionable words such as ‘Buy a Home Now’ or ‘Don’t Wait to Buy’ etc. can capture your audience’s attention.

Canva is a great platform for creating video thumbnails, and it has tons of free features, including icons, stock photos, shapes, fonts, etc. Although Canva has a design option for ‘YouTube Thumbnail’ with the dimensions already taken care of for you, it is still important to keep in mind that best practices include using images that are 1280×720 pixels (16:9 ratio), and around 2MB or smaller file sizes. Before uploading a custom thumbnail, you need to get your account verified on YouTube. 

7. Use video hashtags to drive YouTube search results.

Hashtags are not only a great way for your mortgage business to be found on social media channels such as Instagram and Facebook, and YouTube as well. The good thing about hashtags on YouTube is that you can add them to your title and description to help viewers find your video. 

Here’s another cool tip: when you add hashtags to your video title, they will automatically get hyperlinked and shown above your title.

8. Add subtitles and closed captions

Subtitles and closed captions are terms that are sometimes used interchangeably, but when it comes to YouTube videos, there’s a critical difference. 

Subtitles are mostly meant for translating languages. Non-native English speakers may find subtitles helpful.

Closed captions, on the other hand, simply display the text being said in the video and do not involve translating dialogue into a different language. 

The files for both subtitles and closed captions will also include timestamps for every couple of lines of the text mentioned in the video, so viewers can go back to them as they want.

Which should you have? Both! Having both subtitles and closed captions gives you a greater chance of your video being found on various search engines. 

9. Increase audience engagement.

We’ve discussed various on-page SEO strategies, but what about off-page SEO? For YouTube, off-page SEO usually refers to the likes, comments, shares, and subscribers that a video or channel receives. That is why you should always encourage audience engagement. Whether you want to ask viewers to like and comment at the beginning, middle, or end of the video is up to you, but definitely mention it in every video. 

Another good strategy is to respond to the comments you receive. Not only does this increase the number of comments on your video, but also makes the viewers feel welcome – prompting them to see more of your videos.

10. Make Longer Videos

Longer videos are great for gaining higher revenue due to the fact that you can achieve more watch time hours and place more ads throughout the video. However, just because longer videos are more advantageous revenue-wise does not always mean that everyone needs to create longer videos. Sometimes, shorter videos gain more views since they are an easy watch.

The best way to decide whether your videos should be longer or shorter is by searching for similar content to yours and seeing which videos performed well. Look up other mortgage channels on YouTube and see what the average length of their videos is. If the longer videos performed better, then you know what to do.

Next Steps…

Now that you are aware of the top 10 best practices to help your YouTube videos rank higher with SEO, you can start creating video content that converts!

If you have not been following these practices and have uploaded videos that may not meet these criteria, you can always go back to those and optimize them. Even thumbnails can be changed on past videos, so there is nothing to fret about.

It’s about time you add YouTube to your mortgage marketing plan and start utilizing the most popular video platform to gain more leads for your real estate business. Need more help with your mortgage marketing? Check out our all-in-one customer-facing tech stack designed to help you generate clients and boost realtor referrals.

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Never underestimate the power of a real estate mission statement. Your mission tell clients what you’re all about and can be the final push they need to choose you.

How to Craft the Perfect Real Estate Mission Statement (with Examples) is just one of many great real estate strategies on The Spark

When it comes to mortgage leads, quality matters more than quantity. But how do you narrow your focus to your ideal leads? Technology can be a great asset.

Predictive analytics can highlight your most promising leads. Here’s how the process works.

What Is Predictive Analytics?

The use of data to anticipate customer behavior is known as predictive analytics. The predictive analysis relies on algorithms, artificial intelligence (AI), and machine learning to identify consumer patterns.

In the mortgage industry, predictive analytics can predict who, when, and how customers will buy and sell. Armed with this data, real estate brokers can better nurture meaningful mortgage leads.

Using Predictive Analytics to Nurture Mortgage Leads

Here are five unique ways to use predictive analysis in your mortgage business. 

1. Identify Customer Segments

Start by identifying customer segments. This may depend on your mortgage products. For instance, if you specialize in first-time buyer programs, you might narrow your marketing focus to young professionals. Alternatively, you could focus on the habits of commercial real estate customers.

2. Predict Seasonal Trends

Predictive analysis also predicts when mortgage customers are most engaged in the process. You can use this data to create timely marketing campaigns.

If your community tends to see more sales in the Spring, you can align your marketing calendar to match. That way, you can spend your energy during seasons when your mortgage leads are more likely to buy.

3. Focus on Your Marketing Tools

Once you understand your customer base, you can adapt your marketing content accordingly. That includes the timing of your campaigns and your preferred channels. 

This can be particularly helpful if you need to align your marketing approach with the habits of a generational cohort. Reaching young buyers, for instance, may require more emphasis on quick, shareable video marketing over blog posts and articles.

4. Plan Your Budget

Seasonal trends, in particular, may cause you to adjust your marketing budget. If you expect to engage in a major spring or summer marketing campaign, you can set aside this money to ensure you have the funds to cover it.

Moreover, by using data to optimize your campaigns, you can design campaigns that run with greater financial efficiency.

5. Tailor Your Content

Predictive analytics can also highlight the content that matches your customer segments. That means you can create blog posts and videos that best speak to the needs of your leads. Paired with a seasonal strategy, you can also create a calendar that generates content based on when your customers are most interested in buying.

Nurture More Mortgage Leads

A customer relationship management (CRM) solution can help your business grow. A mortgage CRM can empower your marketing strategy to connect with more leads.

The BNTouch platform is a comprehensive solution, offering marketing and collaborative tools that enhance your mortgage practice. These tools provide the power to innovate and connect like never before.

To see these features in action, contact BNTouch to schedule a demo!

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Building revenue starts by building relationships. That’s true for any industry, and for mortgage lenders, it’s crucial.

How well does your current marketing strategy translate into meaningful connections? It may be time to consider a data-driven mortgage marketing approach.

How can data help you engage new leads? With the correct data, you’ll empower your business to meet your clients where they are. Understanding their needs allows you to build bridges and convert new leads into satisfied clients.

Here are some of today’s top tips for using data to drive your marketing strategy.

Engage Website Visitors

The front page of your website is often more important than the front door of your lending office. But what happens when visitors land on your website only to navigate away?

This turning away is known as your “bounce rate.” It’s one of several key metrics you can use to evaluate the quality of your web content. A high bounce rate may nudge you to optimize your content. Making your site easier to navigate may help you engage new leads.

Mortgage lenders can also design their websites to convert traffic into leads. For example, a clear call to action (CTA) will invite visitors to contact you for more info. You can later measure how many visitors engage these CTA’s, which might also prompt you to optimize your content for better engagement.

A customer relationship management (CRM) system can help. A mortgage CRM contains templates for creating quality websites. You can use these programs to maintain a web presence and engage leads that land on your website.

Know What Content Is Working

Content marketing is crucial for engaging mortgage leads. Many first-time borrowers seek information about new loan programs or how the process works. You can create content that satisfies these needs.

But data-driven mortgage marketing strategies measure the success rate of this content. What types of content work best? It may be that your visitors are looking for specific topics. For example, you might see greater engagement with “first-time lender programs,” which may prompt you to create more content for new borrowers.

You might also see different levels of engagement with the type of content you use. For example, short videos might be more popular with your target market than long-form blogs. You can use this data to create more content that connects with your audience.

Segment Your Mortgage Pipeline

A mortgage pipeline is designed to guide your leads through the lending process. However, the customer journey won’t look the same for everyone. This is another example of how data-driven mortgage marketing strategies can be so helpful.

The data you gather on your leads might allow you to create multiple customer segments. For instance, you can create sub-groups based on the following:

• Type of mortgage product
• Current mortgage rate
• Credit score
• Financial data (e.g., debt-to-income ratio)
• Geographic data

This approach allows you to craft unique content and strategies tailored to each group. For that matter, you can market loan programs that match your borrowers’ needs. FHA loans, for example, maybe a welcome option for borrowers with less-than-stellar credit.

You can also segment based on current and former clients. Doing so will remind you to follow up with past clients who might be willing to send leads your way.

Focus on Specific Products

Many mortgage lenders find success by carving out an industry niche. Specializing in a specific type of real estate can showcase your unique value and give you a competitive edge.

But that assumes your marketing tactics reflect your products. Your sales data will give you a clear idea of what products generate the most revenue. If your aim is to focus on these products, you can adjust your marketing materials accordingly.

Conversely, you may have mortgage products that are underperforming. Are you trying to focus on commercial real estate? Bridge loans? Low-income loans? Your data might highlight programs that need extra attention. You might create a marketing campaign to give these areas a much-needed boost.

Track the Conversion Rates of Digital Ads

Chances are that you already rely on digital advertising to promote your business. But how well are these digital ads performing? And which marketing channels are leading to more mortgage applications?

These are two separate questions, but data can help answer both. Your data will show how effectively your ads convert leads into clients. If they aren’t performing well, you may need to refine your sales approach to engage your target market better.

To that same end, data can also show you where your target market spends its time. Data-driven mortgage marketing methods will help you focus on specific marketing channels. For example, generating more leads through Google Ads may indicate that you must focus on this channel.

But data can also highlight areas to improve. If your target market primarily uses Facebook, you may invest more energy into your social media marketing campaigns.

Optimize Email Marketing

A mortgage CRM platform will help you contact your leads via email. But the success of an email marketing campaign depends on how many people open those emails.

That’s why you need a data-driven mortgage marketing strategy. Your opening rate will tell you more about who’s reading your email. Moreover, data can tell who clicks the links in your messages.

The importance should be obvious — if your current email marketing campaigns aren’t working, it may be time to reevaluate or diversify your marketing channels to include social media.

Keep Track of Inactive Leads

Monitoring your inactive leads may sound counter-intuitive, but there’s a sound strategy behind it. For one thing, you can send a final email to these inactive leads to re-engage them in the process.

If you fail to re-engage inactive leads, cutting them loose is best.

Why? Because sending emails to inactive customers can hurt your digital credibility. Delivering emails directly to someone’s spam box will increase your bounce rate (see above). Worse, it can trigger filtering (or blocking) of your IP.

Additionally, you’ll want to purge your inactive users from your larger list over time. That way, you can focus on the users that remain engaged in the process without inactive users affecting your marketing data.

Nurture Business Connections

Real estate brokers often generate leads through professional connections. You might develop relationships with real estate agents, lawyers, or other industry professionals.

A well-maintained lead pipeline might impress these business connections, forging new partnerships. A mortgage CRM will even provide a portal that lets these partners drop leads right into your pipeline. That’s a great way to get real estate partners to help you connect with leads they meet at trade shows, conferences, etc.

A data-driven mortgage marketing approach can maximize these efforts. Analytical tools can show you how each connection is contributing to your pipeline. This will ensure that you focus on the right industry connections.

Use Feedback from Past Clients

Some of your most meaningful data will come not from today’s leads but from yesterday’s clients. You might already use reviews and testimonies as part of your marketing materials. But the data received from past clients can also refine your strategy.

What materials are connecting with former clients? What made them choose your lending practice? The answers to these questions can give you a better idea of what to focus on for future leads.

Conversely, it might highlight areas that just aren’t working. If past leads were unimpressed with your blog content, maybe that indicates it’s time to pivot or focus on video over written text. By making such adjustments, you can ensure that your marketing efforts are working as hard for you as you are for them.

Unleash Your Creativity

Perhaps the most important things analytics can provide are the insights and opportunities you can’t predict.

The data you gain from a mortgage CRM might inspire you to try something brand-new. The same data can be used to evaluate your success.

This is particularly important for marketing teams. The right data can reveal flaws in your current approach. It can also inspire you to take a whole new approach. Customer data might motivate your team to adapt to new client needs or shift priorities to better connect with your target market.

The point is that data will give you greater end-to-end visibility of your business. From this vantage point, you’ll be better able to connect with your current leads and nurture new ones.

Data-Driven Mortgage Marketing with a CRM

These tips offer a helpful starting point for your mortgage marketing efforts, but getting these ideas off the ground demands the right platform.

A mortgage CRM can help. The BNTouch platform offers tools to assist you with website design, content creation, and team collaboration. In short, you’ll get more done with less and have the data to verify your success.

Contact the BNTouch team to see these features in action. We can schedule a demo so you can discover how a mortgage CRM can transform your mortgage business.

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Millennials and Gen Z are on the brink of taking over the real estate market. How can you connect with these future sellers and buyers to make an impact?

Real Estate Marketing to Millennials vs. Gen Z: What’s Next? is just one of many great real estate strategies on The Spark