Ep# 59: How to Create Simple Videos that Capture More Agents and Convert More Clients

Michael Regan breaks down his complete video system: weekly market update videos via screen capture, milestone videos sent at each loan stage, and a 'cross-sell' video he records for each core agent so the agent can forward it to their buyers. He also shares how he runs a lean 7-agent referral model that produces 80% of his referred business. LOs who want a replicable, low-cost video workflow and a deeper understanding of the go-deep-not-wide agent strategy will get the most out of this.

Takeaways you can run this week

• Set up a weekly screen-capture market update video using Camtasia: pull 3-5 charts from KCM or MBS Highway, record your commentary in one take Monday morning, trim the ends, upload to YouTube as unlisted, and email the link to your core agent group. Total time: 30 minutes.
• Build 8 milestone email templates — one for each stage: loan submitted, appraisal ordered, loan approved, appraisal in, final loan approval, loan docs ordered, loan docs at title, loan funded — each containing a link to a short unlisted YouTube video of you explaining what that stage means and what not to do (don't open new credit, don't change jobs, etc.). Your processor can copy-paste and swap in the client's name.
• Create a personalized 'cross-sell' video for each of your top 5 core agents: open by praising that specific agent by name (mention their association role, production volume, or personal passion), spend 45-50 seconds selling why the buyer is lucky to work with them, then close with 10 seconds introducing yourself. Post as unlisted YouTube. Pre-write the forwarding email for the agent so all they do is copy, paste, and hit send.
• Track every cross-sell video with YouTube's unlisted view count so you can see which agents are actually sending it and how many times it's been watched — cut agents who never use it.
• Define your 'core agent' standard: only agents who refer you 100% of their business qualify. Audit your current agent list and identify the 5-7 who already meet or could meet that bar — concentrate all your in-person time (broker tours, office visits, community events) on that group exclusively.
• At every closing, attend the signing in person, then within 48 hours send a handwritten card and make a follow-up call asking: 'If you know anyone we can help, please send them our way.' Log this touchpoint in your CRM (Michael uses Jungo) and ensure each client gets 7-8 contacts per year plus an annual client appreciation event.

The playbook

1. Step 1 — Identify a target agent you want to work with. Research their production reports to see transaction volume, buyer vs. seller split, and which lender they currently use.
2. Step 2 — Prepare a personalized outreach package: a book, a handwritten note, and a short video specifically referencing that agent's accomplishments, community involvement, or production stats.
3. Step 3 — Send the package. Follow up by phone. Agents who respond with urgency ('I've never seen this before, we have to meet') are strong candidates; those who are lukewarm are not worth pursuing.
4. Step 4 — First meeting: have a conversation, not a checklist. Listen for the agent's pain points, then show how you solve them (e.g., your database tracking returns referrals back to the agents who generated them).
5. Step 5 — Once the agent refers their first client, send the cross-sell video immediately via the pre-written email template you've set up for that agent.
6. Step 6 — Copy the agent on the initial outreach email to the buyer (which includes a link to your promo/about-us video) so they can see the experience their client is getting.
7. Step 7 — Walk the buyer through 8 milestone video emails throughout the transaction. Do not copy the listing agent on these — only the buyer's agent — to protect client privacy.
8. Step 8 — At close, send the listing agent a congratulations video and a handwritten card, then call them post-close. If the transaction impressed you, begin a slow, selective relationship-building process with them in the field.

Worth quoting

“I only consider a core agent who refers me 100% of their business. I love them to death — they're like family. There are seven.”

“The more advertising you do in our business, the worse you are at your job.”

Best for

LOs who already have a few solid agent relationships and want a concrete, low-cost video system to deepen those partnerships and systematize the borrower experience.