In order to survive and thrive in this mortgage environment of constantly changing rules and regulations, heightened competition for borrowers and extreme pressure to produce results, you must realize the need to identify high quality business opportunities. It is critical to identify leads quickly and efficiently and then drive them to the point-of-sale with compliant communications for converting them into clients. It’s equally important to retain these clients and to maximize their on-going value through repeat business and referrals.
Engaging these prospective borrowers in real time across a multitude of channels such as the Internet, email, social media, print, video, and mobile devices highlights the importance of working with a proven marketing automation solution that can bring out the best in your marketing while easing your compliance burden.
The right solution delivers a proven enterprise-wide marketing automation that supports you and your specific initiatives to address these market conditions. Each person in your organization that is involved with driving growth is empowered to focus on what they do best. For example, Loan Officers are free to close more loans, instead of trying to create marketing materials. C-level executives are presented with sophisticated, yet easy to use tools for more effective oversight and management, while marketing managers can demonstrate their marketing genius and compliantly maintain brand consistency across the organization.
Unleash a marketing solution that brings your creative genius to life, one that provides the power to quickly and consistently execute your marketing objectives while compliantly meeting the ever changing demands of the mortgage industry. Energize your marketing with mortgage specific marketing automation that is both easy for you to use and extremely powerful. Mobilize a partner who delivers years of experience in driving growth in the mortgage industry, a trusted advisor that is a difference maker in your business.
Your Marketing Team’s Best Friend
The right marketing automation platform provides you with a solution to demonstrate your marketing genius while compliantly maintaining brand consistency across the entire organization. This type of solution enhances the Marketing Genius in you to drive business through increased efficiency with a custom company-marketing library. Consistent, relevant communication can easily be sent to all contacts companywide through each milestone in the loan process including the lead and post-close stages.
>> Automate your marketing activities
>> Experience a surge in your response rates
>> Provide consistent and relevant marketing content
>> Produce high quality content more quickly
>> Easily strengthen your marketing compliance
>> Drive brand consistency throughout organization
Experience a surge in response rates by communicating through all possible channels; email, mail and phone. Client retention increases by communicating more effectively than your competitions’ standard email marketing. Strengthen compliance with easy tracking and approval processes for those loan originators who want to easily create custom marketing.
The right marketing automation uniquely models the entire marketing process for converting opportunity into revenue
>> Lead capture and qualification
>> Database management and mining
>> Audience segmentation and targeting
>> Content creation, storage and management
>> Multi-media delivery (including print mail)
>> Fast and secure execution and fulfillment
>> Real-time response tracking and reporting
Here you’ll find hundreds of ready-to-go marketing materials that have been professionally prepared. Choose from postcards, letters, greeting cards, newsletters, emails, and much more. The materials are categorized by format, purpose and audience for easy access to exactly what you need. Content is constantly refreshed to target current business opportunities. In addition there are holiday greetings, home maintenance tips, recipe cards … something for every occasion.
Copy and Edit
You’re welcome to these materials and adapt them to meet your specific needs and brand standards. That’s why you’ll find a “copy” button against each item in the Marketing-Toolbox library. Clicking the button allows you to make a copy of the piece in your company’s private library, where you can edit it as necessary. You can even limit access to a specific branch or branches: for example, allowing only reverse mortgage specialists to view reverse mortgage content.
Online activity builder gives you creative freedom where you need it.
The “create activity” button in your company library enables you to design marketing materials from scratch. Clicking the button takes you into a simple wizard that guides you through the steps that turn your marketing ideas into actionable content – in three minutes or less.
Set Up An Activity Series
With Activity Series Builder (ASB) it’s never been easier to create end-to-end “set it and forget it” marketing for all contact types: prospects, applicants (in-process), borrowers (closed customers) and business partners. The ASB’s setup wizard guides you through the following simple steps:
Make the series available to all or any subset of loan officers
>> Define target audience criteria for the series (e.g. per bucket)
>> Select the marketing materials you want from the content library
>> Specify the trigger event or date for generating each activity
>> Choose pay up-front or pay-as-you-go for each activity
>> Set the series to run for as many years as you want
>> Implement an optional pause following activity fulfillment
“Set it and forget it” technology drives high-quality business to the point-of-sale and accelerates long-term profitability.
In the mortgage industry, where loan officers find themselves operating in an increasingly complex and regulated environment, “set it and forget it” Marketing Automation is more urgently needed than ever. After all, you want your LOs to focus 100% on what they do best: originating and closing loans.
Marketing Automation delivers to lenders a reduction in the cost per lead, increases the ROI from marketing campaigns and significantly improves borrower acquisition rates. In today’s highly competitive and highly regulated lending environment, lenders must not only be able to quickly and effectively generate new business, they must also do it in a compliant manner. This is the promise on which enterprise-level mortgage-specific Marketing Automation delivers where traditional CRM couldn’t.
Compliance And Control
These days we’re all operating in a stringently regulated environment. Communications with leads, 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. One of that establishes a controlled environment in which ingenuity and enterprise are able to flourish. It does this by providing five levels of management control – including outright prohibition, online alerts, real-time oversight and comprehensive reporting. A unique built-in authorization loop ensures that your nominated managers approve all marketing materials – for example: compliance officer, brand supervisor – before being made available for use. When anything is created, copied or changed, these managers are notified by system-generated e-mail. They are free to approve or amend or even delete the item.
Analytics and reporting
Revealing Mission-Critical Metrics.
In the end it’s all about results. That’s why the right marketing automation must deliver a wide-range of analysis of your companies and originators’ production and tracks marketing activity driven through the system. The platform intelligently delivers essential information – including the value of your clients, referral partners and other sources of business – and readily reveals opportunities for incremental sales.
Predefined reports should include:
>> Production Analysis
>> Mailing Activity
>> Source of Business
>> Branch Productivity
>> Loan Officer Productivity
>> Realtor Referrals
Post-Close Marketing Automation
Foundation For Your Long-Term Success
LoyaltyWise Automated Programs maximize the retention of current clients and the revival of past clients. These pre-determined sequences of strategically timed marketing communications typically run for up to three years (or more) and can be extended at any time. Experience over many years has demonstrated that a well-configured LoyaltyWise Automated Program lays the firmest possible foundation for long-term success – not only by generating a steady flow of referrals, repeat sales and cross-sales from a loyal audience, but also by ensuring maximum response to on-demand Custom Campaigns.
Not All Marketing Automation is Created Equal
At TTP, we bring you the mortgage industry’s most advanced marketing automation solutions that compliantly address every aspect of your lending business from prospect, to in-process, applicant, and closed loan marketing programs. Since 1995, TTP has developed an industry leading reputation for setting the pace, and solving the marketing and communication challenges of lenders to consistently deliver results.
Headquartered in Mesa, Arizona, with offices throughout the United States, including a state-of-the-art production facility in Mesa, Arizona, our passionate and engaging team provides key insights, best practices and unmatched expertise so that your marketing programs deliver. We personally take the time to understand your business requirements, communication objectives, and work alongside you to bring out your marketing genius.
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.