Regulation. It’s everywhere these days. And on the marketing side of every mortgage company’s operations, as much as any other, it means that management has to take a much more active role in ensuring its brand and its products are correctly and compliantly represented in the marketplace. Communications with prospects, customers and even referral partners – whether driven from the center or by loan originators – must be controlled, but without inhibiting genuine creativity and individual initiative.
A dynamic marketing automation solution establishes a controlled environment in which ingenuity and enterprise are able to flourish. The system does this by providing management with five levels of control over the players in the marketing process. All you have to do is decide what degree of control you want to exercise in relation to each of the system’s key functions. For example, you can make sure that Loan Officers are unable to edit company information or upload unacceptable graphics or run on-demand campaigns that breach corporate guidelines.
The levels of management control available in leading marketing automation are as follows, working down from the most to the least restrictive:
Prohibition: Different types of users can be prevented from accessing a system function, or even an entire page, by means of the solutions “permissions” capability.
Authorization: Marketing materials created by users at lower levels in the corporate hierarchy cannot be implemented until approved at the center.
Alert: A defined set of fields is monitored and changes reported via a feed on the solutions Home page, enabling quick action to remedy any departure from company policy.
Oversight: Users at higher levels in the corporate hierarchy can “impersonate” users at lower levels, giving management an instant window on the activities of Loan Officers.
Reporting: A reporting module provides information that allows management to hold users at lower levels accountable for their performance.
AUTHORIZATION LOOP: Built into the solution is the ability to carefully manage marketing content and activities and to customize access ultimately reducing marketing compliance risk. A built-in authorization loop ensures that all content is approved by your nominated managers – for example: compliance officer, brand supervisor – before it’s made available for use in activity series and on-demand campaigns. When you copy, change or create any marketing material, the managers are notified by system-generated e-mail. They are free to approve or amend or even delete the item.
In today’s lending environment lenders need to focus on more than just TRID. It is critical for lenders to implement powerful marketing automation to properly handle marketing compliance and control. When looking to drive new borrowers to the point of sale do it compliantly with marketing automation.
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.