After relaunching Harpoon Capital, Robin Simon entered a competitive corner of real estate lending focused exclusively on investment properties.
In a market where lenders often offer similar products, Robin believes marketing is one of the biggest opportunities to differentiate. His strategy is to build a library of useful content answering nearly every question a potential borrower might search for.
A major part of that strategy is video. Robin wants to answer 500 common questions about investment property lending and publish short videos every day across major social platforms.
HeyGen is helping him create that volume without filming and editing every post.
Turning hundreds of customer questions into video
Robin's strategy starts with the questions potential borrowers are already asking.
"What are the top questions and answers on the subject?" Robin said. The goal is to "post that every day on all the major social media platforms."
Previously, creating short-form video meant filming new footage or producing a longer YouTube video and cutting it into smaller pieces.
"Before, we would have to do a long-form YouTube and then cut it up, or do a filmed thing and edit it," Robin said.
With HeyGen, Robin can turn those answers into short videos using his own avatar, colleagues' avatars, and AI-generated presenters.
Robin has also found a workflow that keeps his personality in the finished video. He often records his own voice and combines that performance with his avatar rather than relying entirely on a generated voice.
Even the small imperfections in his delivery are intentional.
"It sounds almost more real, even with the little mistakes," Robin said. "That's been one of my favorite parts about it."
Building three years of daily content
HeyGen has changed the scale at which Robin can plan video. Instead of thinking about what to publish next week, he's building a content pipeline measured in years.
"We have a couple years' worth of daily posts in the queue," Robin said.
His broader strategy is a roughly three-year plan of publishing one video every day. Because Robin creates videos in batches, he can build up the queue before traveling or turning his attention elsewhere.
For Robin, the goal isn't to make every post go viral. Harpoon Capital operates in a high-value category where the average loan is approximately $400,000, so reaching the right person matters more than maximizing views.
"I'd rather one person who's qualified sees a video and goes on our website and reads for 15 minutes," Robin said.
Saving the effort of filming and editing every post
Publishing every day traditionally creates a production problem. Every new video can mean another filming session, another edit, and another piece of content to produce before it can go live.
HeyGen helps Robin separate publishing volume from filming volume.
Instead of getting in front of a camera every day, Robin can batch videos with his avatar and queue them in advance. That makes a three-year daily publishing strategy much more practical.
It also gives him flexibility in who appears in the content. Robin can use his own avatar when he wants the message connected directly to him, feature colleagues, or bring in AI-generated presenters to add variety.
And if Robin wanted to publish more frequently, production is no longer the constraint.
Keeping his voice in AI video
Robin doesn't see AI as a replacement for the person behind the content. He sees it as a way to scale that person's ideas and expertise.
That's why he prefers what he calls a hybrid approach.
"It's always that hybrid approach where it's like, you're getting 95% of the way there," Robin said. "Record it with your own voice, play around with it, make sure your brand kit is right, manually review it, and I think it works really well."
For Robin, that combination is what makes HeyGen useful. He can scale video production while still deciding what to say, how it should sound, and whether the finished product represents his brand.
That approach supports a much bigger goal for Harpoon Capital. As more people use YouTube, TikTok, and Instagram to search for answers, Robin wants his videos there when someone starts researching investment property financing.
With hundreds of questions being turned into videos and years of daily posts planned, HeyGen is helping him build that library without spending the next three years in front of a camera.
