Don’t Make These 8 Video Marketing Mistakes for Your Title Company

For the past several years, many in the title and settlement industry have been talking about the growing importance of video marketing.

Today, it’s even clearer that video is no longer optional. It now accounts for 82% of all internet traffic; audiences spend an average of 17 hours a week watching it; and 94% have used video to learn about products or services. For title and settlement professionals, video marketing can help you stand out and build relationships with clients, prospects, and referral partners before ever meeting them in person.

Still, knowing where to begin or how to improve your video marketing efforts can be unclear. Here are eight mistakes to avoid, whether you’re just getting started or looking to strengthen your current approach.

1. Overthinking or Waiting for “Perfect:” “Perfection is poison disguised as a vitamin,” as author Jon Acuff puts it. When it comes to video marketing, that mindset often shows up as hesitation, usually driven by a fear of how you’ll look or sound on camera. However, if you keep waiting until you feel “ready” or think you have the perfect script and set-up, you’ll likely never get started.

   Remember, if you were speaking to a client and stumbled over a word, you wouldn’t stop and start over; you’d just keep going. And you should approach video the same way. In fact, one study found that 63% of consumers prefer relatable, authentic videos over highly polished ones.

   The longer you chase perfection, the more likely you are to never publish the helpful content your audience wants and needs.

2. Only Creating Content When You “Have Time:” Like all worthy initiatives, video marketing efforts usually stall out unless they’re planned. If you approach video as something you’ll get to when business slows down, it will keep getting pushed aside. Instead, it must become part of your weekly or monthly rhythm, not a one-off task.

   As productivity expert and author Michael Hyatt says, “What gets scheduled gets done.” So, set a realistic cadence and commit to it. In the early stages, consistency matters more than volume. One video a week for eight months will build far more momentum than producing eight videos in one week and then going silent.

   Lower the bar to start and let a consistent habit drive your results!

3. Investing Too Much in Equipment and Setup: This mistake ties back into the procrastination trap mentioned earlier. You may be tempted to delay getting started because you believe you need advanced equipment, expensive cameras, or a full-on production studio.

   In reality, a modern smartphone is more than capable of producing high-quality video. What your viewers will notice, however, is poor lighting and unclear audio, so a simple ring light and a decent microphone are worthwhile investments.

   Start with what you have and keep your set-up simple. And if you haven’t already, create a YouTube channel to serve as a central hub for your video content.

4. Making Every Video Promotional (or About You): This is a big one. If every video you post is about your company, your services, or why someone should choose you, people will tune out quickly. Effective video marketing follows an 80-20 approach: only about 20% of your content should be promotional. The remaining 80% should be educational, helpful, or even entertaining.

   Think about the questions your clients and referral partners are already asking you every day. What are they confused about? What slows them down? Start there. When your videos consistently help people, you build trust and credibility with your audience.

5. Not Repurposing the Content You’ve Already Created: If you’re struggling to come up with non-promotional video ideas, look no further than what you’re already doing. You’ve likely spent time creating valuable material through trainings, CE classes, webinars, presentations, and everyday client conversations.

   Why let all that effort go to waste?

   Video lets you squeeze more value from these efforts by repurposing them into content that works for you around the clock. A single piece of content can go much further than just using it once. For example, take a one-hour training session and break the content down into five to ten short videos, along with supporting social posts and emails.

6. Making Your Videos Too Long: In an industry like title, many of the topics you cover are naturally complex. There are a lot of nuances and a lot of “well, it depends” moments that make our work so interesting.

   But it’s been well documented that human attention spans aren’t getting any longer. If you don’t get to the point quickly, people will move on and keep scrolling.

   So, your goal should be to deliver value as quickly as possible. In many cases, shorter videos will hold attention much more effectively than longer videos. If a topic requires more depth, consider breaking it into a series. Alternatively, create one longer video for your website or YouTube, then repurpose it into shorter clips for social media.

7. Misusing or Over-Relying on AI: It’s 2026, so of course, AI belongs in the conversation. Used well, it can help you brainstorm video ideas, organize your thoughts, turn a training into a series, or give you a starting point for scripts and bullet points.

   But using AI in your video marketing can also backfire. One recent survey found that 70% of people familiar with AI said AI-generated content makes it harder to trust what they see online. So, experiment with AI as a tool to help in your video marketing efforts, but always make sure you stay in control of the final message.

8. Giving Up Too Soon When Early Videos Don’t Perform: Lastly, don’t abandon your efforts if your first few videos don’t go viral. In fact, going viral shouldn’t be the goal.

   Your first several videos will often have low reach, and that’s normal. The mistake is interpreting low views as failure rather than part of the process. Like any form of marketing, video takes time to build momentum and earn attention. As we’ve said, consistency is what drives results.

   Stay at it, and over time, each video will build on the last, helping your title company increase visibility with your clients and prospects and gain traction.

The Bottom Line

No, video marketing doesn’t have to be complicated, but it does require upfront planning, strategy, and consistency. The most important step is simply getting started.

So, don’t overthink it. Choose one topic you’re already comfortable explaining to a client or partner and turn it into your first video. Keep it simple and commit to continuing over time.

If you’re looking for more practical insights and best practices for title professionals, visit SoftPro’s blog today!

About Us

SoftPro is the nation’s leading provider of title, closing, and escrow software. Offering an award-winning suite of products designed to increase volume and revenue, SoftPro delivers innovative technologies to streamline the closing process. SoftPro has been recognized by the American Business Awards every year since 2007 – winning awards for superior customer service, support, and product development. To learn more about SoftPro and its products and services, visit www.softprocorp.com or call 1-800-848-0143.