Originally Published on 19/11/2020
Webinars aren't the novelty they were a few years ago. Most brokers have sat through a few, hosted a few, or both, and audiences have got more selective about which invites they open. That's not a reason to stop hosting them. It's a reason to make sure the ones you run are worth someone's hour and that you're getting a bit better at it each time.
So what still makes webinars worth the effort, and what's changed about doing them well?
Hosting live events can be costly, and so can attending them. A webinar gives you much of the same lead generation and client goodwill as an in-person event, without the venue, catering or travel costs.
Aside from the cost of the event on the day, webinars also cost less in time. You'll only need around an hour to host, and the run-up can be much shorter than it is for a live event.
Webinar platforms are more accessible than ever, and you probably use one already. Video conferencing tools like Zoom or Microsoft Teams are excellent for hosting a webinar, and because most brokerages already have these in place, the tech set-up is easy and cost-efficient. To make your webinar look professional, try these tips:
Delivering value is key to continued success, and it should be tailored to the audience in front of you. You're delivering value to prospects to get them interested, and to existing clients to keep them happy and likely to recommend you to others.
Webinars are an excellent way to do both. They let you share in-depth content in a way that's easy for people to take in.
Most people looking for a mortgage adviser still prefer someone who understands their local area. A webinar can help put your name in front of people long before they're ready to enquire.
Whether you're talking about buying a first home, remortgaging, new builds or the local property market, webinars give prospective clients the chance to hear directly from you and see the expertise you bring.
Research can also help you find the right conversations worth having too. Research from Yorkshire Building Society, Accord's parent company, highlights some of the barriers and misconceptions people face when thinking about homeownership.
A webinar gives you the chance to explore those questions directly, helping prospective buyers better understand their options and the steps they could take next.
For more ideas on starting these conversations, read Why Some Clients Are Closer to a Mortgage Than They Think
They also create content you can continue sharing through email, social media and your website, helping you stay visible in your community long after the live session has finished.
If local marketing is a priority, webinars can become a valuable part of building awareness and trust in your area. For more practical ways brokers can build their brand locally listen to Podcast #113 - Broker Talks: Building Your Own Brand, Locally.
You can also browse our own Growth Series Live webinars and videos for a feel of format, pacing and delivery before you host your own.
You can also use a webinar as a lead generation tool. Choose topics you know your ideal audience is interested in, and make sure your sign up form captures what you need to qualify someone as a lead.
Do both well, and everyone who signs up is someone you already know is interested and contactable, a great way to generate high-quality leads.
Part of what makes webinars valuable to attendees is the Q&A at the end. People like speaking directly to an expert and getting their questions answered. But the most useful part for you often starts once the session's over.
Send a short feedback survey within a day or two, while it's still fresh. Three or four questions is plenty: what they found useful, what they'd want covered next time, and whether they'd recommend it to a colleague. It takes attendees a couple of minutes, and gives you a clearer read on what landed than the live Q&A alone, since not everyone speaks up on the call. Log what comes back against each contact in your CRM, so it's there the next time you're in touch with them.
It's worth using AI transcription here too. Most webinar platforms now transcribe and summarise a session automatically, which makes it far quicker to spot the questions and themes that came up most often, without listening back to the whole recording. Put the live Q&A, the transcript themes and the feedback survey together, and you've got a genuinely useful steer on what your next session, or your next piece of content, should cover.
Webinars are reusable. From a single recording, you can create dozens of new pieces of content, and AI has made this a lot less time consuming than it used to be. Many webinar and video platforms can now generate a transcript, a summary and even a first draft of social captions straight from the recording.
Host the video on your website, or send it to people who sign up after it's aired, for extra lead generation. From there, turn the transcript into a series of short social clips or posts, a blog post, or a downloadable guide, using AI for the first pass and then editing it so it still sounds like you.
Let AI help you close the loop.
You don't need to be using AI regularly to make use of this. This prompt is designed to help you act on what you've just read, whether that's turning an idea into something practical, adapting it for your own business, or saving time on everyday tasks.
This prompt is optional, copy-and-paste friendly, and works best when you add a little context from your own role, clients or broker business. If you're working from an existing document or script, you can paste it into the tool or upload it alongside your prompt to give the AI something to work from. Use this as a starting point and adjust the output so it sounds like you.
Don't forget - Always review and edit AI-generated content to ensure it is accurate, compliant and appropriate for your clients.
The hardest part of hosting a webinar is usually just picking a date. Once you've done it once, it gets easier each time, and if you're asking for feedback and reviewing it properly, each session should be a bit sharper than the last. That applies both to the webinar itself and whatever you turn it into next.
A practical next step: pick one question your clients ask you often, block out an hour in the next month to answer it live, and have your feedback survey ready to send before you close the call.
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