After relaunching Harpoon Capital, Robin Simon entered a competitive segment of real estate lending focused exclusively on investment properties.
In a market where lenders often offer similar products, Robin sees marketing as a key opportunity to stand out. His strategy is to build a library of useful content that answers nearly every question a prospective borrower might search for.
Video is a key part of that strategy. Robin aims to answer 500 common questions about loans for investment properties and publish short videos daily across major social media platforms.
HeyGen is helping him produce content at that scale without having to film and edit every post.
Creating videos from hundreds of customer questions
Robin's strategy starts with the questions potential borrowers are already asking.
"What are the most common questions and answers on the subject?" Robin said. The aim is to "post these every day on all the major social media platforms."
Previously, creating short-form videos meant filming new footage or producing a longer YouTube video and editing it into shorter clips.
"Previously, we would have to create a long-form YouTube video and then cut it into shorter clips, or film something 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 preserves his personality in the final video. He often records his own voice and pairs that recording with his avatar, rather than relying entirely on an AI-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 about it."
Creating daily content for three years
HeyGen has transformed the scale of Robin's video planning. Rather than focusing on what to publish next week, he's 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 to publish one video every day for around three years. By creating videos in batches, Robin can prepare a queue of posts before travelling or focusing on other priorities.
For Robin, the aim isn't to make every post go viral. Harpoon Capital operates in a high-value segment where the average loan is approximately $400,000, so reaching the right person matters more than maximising views.
"I would prefer that one qualified person watches a video, visits our website and spends 15 minutes reading," Robin said.
Reducing the effort of filming and editing each post
Publishing daily often poses a production challenge. Each new video can require another filming session, another round of editing, and another piece of content to prepare before it can go live.
HeyGen helps Robin publish more content without having to film more.
Rather than appearing on camera every day, Robin can create videos in batches with his avatar and schedule them in advance. This makes a three-year strategy of publishing daily much 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 associated directly with him, feature colleagues, or include AI-generated presenters to add variety.
And if Robin wants to publish more frequently, production is no longer a constraint.
Retaining 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.
"With a hybrid approach, you get 95% of the way there," Robin said. "Record it in your own voice, experiment with it, make sure your brand kit is set up correctly, review it manually, and I think it works really well."
For Robin, that combination is what makes HeyGen useful. He can scale video production while 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 turn to YouTube, TikTok and Instagram for answers, Robin wants his videos to be available when someone starts researching finance for investment properties.
With hundreds of questions being turned into videos and daily posts planned for years ahead, HeyGen is helping him build that library without having to spend the next three years in front of a camera.
