After relaunching Harpoon Capital, Robin Simon entered a competitive area of property lending focused exclusively on investment properties.

In a market where lenders often offer similar products, Robin believes marketing presents one of the greatest opportunities to stand out. His strategy is to build a library of useful content that answers nearly every question a prospective borrower might search for.

A key part of that strategy is video. Robin wants to answer 500 common questions about investment property lending and publish short videos each day across the main social media platforms.

HeyGen are helping him produce that volume of content without having to film and edit every post.

Transforming hundreds of customer questions into videos

Robin's strategy begins with the questions that prospective borrowers are already asking.

'What are the main questions and answers on the subject?' Robin said. The aim 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 shorter clips.

'Before, we would have to make a long-form YouTube video and then cut it up, or film something and edit it,' Robin said.

With HeyGen, Robin can turn those answers into short videos using his own avatar, his colleagues' avatars and AI-generated presenters.

Robin has also found a workflow that retains 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 favourite parts of it.'

Creating three years’ worth of daily content

HeyGen has transformed the scope of Robin's video planning. Rather than deciding what to publish the following week, he is building a content pipeline that spans years.

‘We have a couple of years’ worth of daily posts in the queue,’ Robin said.

His broader strategy is a plan to publish one video every day for roughly three years. Because Robin creates videos in batches, he can build up the queue before travelling or turning his attention elsewhere.

For Robin, the aim isn't for every post to go viral. Harpoon Capital operates in a high-value sector where the average loan is approximately $400,000, so reaching the right person matters more than maximising views.

‘I’d rather one qualified person watched a video, visited our website and read for 15 minutes,’ Robin said.

Reducing the effort involved in filming and editing every post

Traditionally, publishing every day poses a production challenge. Each new video can require another filming session, another round of editing and another piece of content to prepare before publication.

HeyGen helps Robin separate publishing volume from filming volume.

Rather than appearing on camera every day, Robin can produce videos in batches using his avatar and queue them in advance. This makes a three-year strategy of publishing daily far more practical.

It also gives him flexibility over who appears in the content. Robin can use his own avatar when he wants the message to be directly associated with him, feature colleagues, or include AI-generated presenters to provide variety.

And if Robin wanted to publish more frequently, production would no longer be the limiting factor.

Preserving 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 extend the reach of that person's ideas and expertise.

That’s why he prefers what he calls a hybrid approach.

'It’s always that hybrid approach where you’re getting 95% of the way there,' Robin said. 'Record it in your own voice, experiment with it, make sure your brand kit is right, review it manually, and I think it works very well.'

For Robin, that combination is what makes HeyGen useful. He can scale up video production whilst retaining control over what to say, how it should sound and whether the finished product reflects his brand.

​That approach supports a broader goal for Harpoon Capital. As more people use YouTube, TikTok, and Instagram to look for answers, Robin wants his videos to be available when someone begins researching finance for investment properties.

With hundreds of questions being turned into videos and years' worth of daily posts planned, HeyGen are helping him build that library without spending the next three years in front of a camera.