That may sound like a bold and foolish statement. There is an intense regulatory burden that is stretching staff resources and driving up the cost to originate. While all of the new rules and regulations are certainly an important priority for all lenders, and one that must be properly addressed, at the end of the day, compliance doesn’t matter if you don’t have any borrowers.
Even with the flood of rules and regulations and the enormous pressure to comply, lenders must continue to attract new borrowers if they want to remain viable. In the face of these challenges lenders cannot afford to loose sight of the importance of bringing in new business and constantly looking for ways to drive new business in the most efficient manner possible.
How will your company continue to thrive in such a demanding and compliance focused environment? Identifying and acting on high-quality business opportunities is a big part of the answer. You need to generate leads quickly and efficiently, and then drive them to the point-of-sale. You need to convert them into customers with compliant in-process marketing. You also need to retain them and maximize their lifetime value through repeat business and referrals. It’s critically important to create and nourish strong relationships with referral partners in a purchase market.
That’s where marketing automation comes into play. Lenders focused on driving new business and attracting more borrowers are turning to advanced marketing technology to attract more borrowers in today’s highly competitive and regulated mortgage market.
So what is marketing automation and why should lenders take notice? Marketing automation for lenders can be described as software and strategies that allow companies to consistently attract new borrowers–that is, to nurture prospective borrowers with highly personalized, relevant content that helps convert borrowers into customers and turns customers into raving fans. Marketing automation typically generates significant new revenue for lenders and provides an excellent return on the investment, in addition to attracting top loan officer (LO) talent to the organization.
Leading LO’s demand advanced marketing solutions. These solutions automate engagement with prospective clients and provide relevant updates for in-process milestones while developing and enhancing partner relationships. Marketing Automation employs leading technology to maximize marketing relevance and automation of communication that capitalizes on opportunities to increase pipelines and profitability. LO’s experience:
>> Increased pipelines and commission potential
>> Maximize market opportunities
>> Experience a surge in response rates
>> Develop loyalty throughout customer base
>> Gain a clear competitive advantage
>> Automate communications with prospective borrowers and clients
>> Develop and enhance partner relationships
At the end of the day, compliance does matter, but it only matters if you have borrowers. That’s where marketing automation comes into play. Isn’t it time to focus as much attention on driving new business as you do in meeting your compliance obligations?
About The Author
Brandon Perry is President at The Turning Point. Brandon oversees all operational and administrative activities of TTP. Brandon brings over 16 years of experience in various financial services industries to TTP which enhances the Company’s ability to maintain it’s position as industry leader in providing customers with an advanced marketing solution.