Following the relaunch of Harpoon Capital, Robin Simon entered a highly competitive segment of real estate 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 potential borrower might search for.

Video is a major part of that strategy. Robin aims to answer 500 common questions about investment property lending and publish short videos daily across leading social media platforms.

HeyGen is helping him produce content at that scale 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 most common questions and answers on the subject?" Robin said. The aim is to "post that every day across all the major social media platforms."

Earlier, creating short-form videos meant filming fresh footage or producing a longer YouTube video and editing it into shorter clips.

"Earlier, we would have had 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, 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 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 three years’ worth of daily content

HeyGen has transformed the scale at which Robin can plan video content. Rather than thinking about what to publish the following week, he is building a content pipeline spanning several years.

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

His broader strategy is an approximately three-year plan to publish one video every day. As Robin creates videos in batches, he can build up the queue before travelling or focusing his attention elsewhere.

For Robin, the goal is not 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 maximising views.

"I'd rather have one qualified person watch a video, visit our website and read for 15 minutes," Robin said.

Saving the effort involved in filming and editing every post

Traditionally, publishing every day creates a production challenge. Each new video can require another filming session, another round of editing, and another piece of content to be produced before it can go live.

HeyGen helps Robin separate the volume of published content from the volume of filming.

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

It also gives him flexibility in deciding 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 add variety.

And if Robin wanted to publish more frequently, production would no longer be a constraint.

Preserving his voice in AI video

Robin does not 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 is 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, ensure 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 while still deciding what to say, how it should sound, and whether the finished product represents his brand.

​That approach supports a much 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 financing for investment properties.

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