Is Your Marketing DB An Asset Or Liability?

We work with lenders across the country to help them leverage marketing automation so that they can attract potential new borrowers, keep current borrowers informed and past borrowers connected for future business or referrals while increasing customer satisfaction.

Invariably, lenders what to know what kind of marketing programs we have, how effective are campaigns are, what type of templates we have and how customizable the system is and best practices or examples from other successful lenders. Lenders want to know when they can start emailing prospective borrowers, how soon they will be getting leads and why it is not happening faster.

These are all good questions, but what amazes me is that they always want to jump to the marketing materials before we even discuss the most important first step. So what is the important first step that many lenders look past?

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The first step is discussing the condition of their marketing database. You would be shocked at how many lenders say that they want to start marketing immediately but when asked about the condition of their marketing database we hear things like this—“I think we have a list from the last couple of trade shows”, or “don’t worry about that we will send it over to you later”, or “I think we have a spreadsheet with that information somewhere.”

Unfortunately, these and many other similar responses indicate that the marketing database is not in the condition needed to fully maximize new and evolving marketing strategies. Would it surprise you that many trade show lists only include a physical address and not an email address? Or that lists that you buy online don’t always include the person’s full name, title or the physical address? O the information is outdated and has not been updated in years? At this point the lenders database is definitely a liability.

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If the keys to successful marketing to todays millennial home buyers include a dynamic mix of print and digital marketing materials delivered in a highly personalized manner specific to that individual when they are searching for a home, isn’t it absolutely critical to have a clean marketing database with as much information about the potential borrower as possible?

The companies that are most successful at attracting new borrowers understand that one of their greatest assets is their marketing database. It is the lifeblood of their organization and as such, treat it that way.

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They understand that to have a clean marketing database takes a commitment on a daily basis to constantly be updating, modifying and cleaning up this information. Information is power, and the companies that have a clean database are in the best position to maximize that information to drive new business.

If you want to successfully leverage marketing automation to attract new borrowers, it all starts with your marketing database, one of your businesses greatest assets.

About The Author

Brandon Perry

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.

CRM Mainstay Acquires Point-Of-Sale Vendor

LoyaltyExpress, a provider of marketing automation and cloud-based CRM solutions for mortgage companies and banks, has acquired Lending Manager, a point-of-sale and website creator for lenders of all sizes.  The acquisition and integration of both companies’ technologies will help automate lead flow and associated marketing for all aspects of the loan process.  The combined company services 115 lenders with over 15,000 loan officers across all platforms. No sale price was disclosed.

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“The ever-increasing expectation of consumers during the lending process led us to this merger,” said Wayne Steagall, Founder of Lending Manager.  “We are thrilled to partner with LoyaltyExpress. We look forward extending our solutions backed with the power of the LoyaltyExpress creative and fulfillment teams.”

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“After extensive due diligence and market research, it became immediately apparent that Lending Manager delivers incredibly efficient and automated lead capture systems and attractive corporate and loan officer websites,” said Jeff Doyle, Chief Executive Officer of LoyaltyExpress.  “Wayne and his team have developed integrations with over 75 CRM, loan origination, lead management, and point-of-sale systems which is a growing requirement of any solution in the mortgage industry. We look forward to integrating CustomerManager with Lending Manager.”

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LoyaltyExpress simplifies CRM and marketing automation for banks and mortgage companies, including one of the top three retail lenders in the nation. Its flagship solution, CustomerManager, is an enterprise-wide, Software-as-a-Service platform that combines lead management, email and direct mail campaigns with a 360-degree view of each loan officer’s customers, partners and prospects. The MarketingCentral service delivers a web-based, sales collateral store powered by custom content creation and integrated print fulfillment. LoyaltyExpress eliminates the need to share sensitive customer data with multiple vendors and has a team of world-class marketing and branding experts with extensive experience in the mortgage industry. LoyaltyExpress is backed by New Capital Partners.

Lending Manager builds custom corporate and loan officer websites for lenders of all sizes. The Company delivers point-of-sale solutions with over 75 integrations with the leading mortgage technology providers. Lending Manager is based in Newark, Delaware.

Progress In Lending

The Place For Thought Leaders And Visionaries

Mortgage Marketing Trends For 2018

At this time of year there are a number of articles that focus on the key trends in a certain discipline or industry for the coming year. I found some interesting articles on marketing trends for 2018. Here is what some of the predictions included.

In an article entitled “5 Trends Marketers Need to Prepare For In 2018” by AJ Agrawal, CONTRIBUTOR to Forbes, he states.

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1.) Establishing A Conversation

In 2018, look for marketers who are doing more than ever before to generate high-quality, relevant content and optimize their sites to encourage users to participate in the content they share. Marketers will need to find ways to connect more authentically and leverage social listening to strategize successfully in the new year.

2.) Short Planning Cycles

When it comes to marketing strategy, it’s important not to get too far ahead of yourself. Consumer tastes change frequently, so businesses can’t put all their advertising eggs in one basket. Kate Sayre, global head of consumer goods strategy at Facebook, explains that when it comes to marketing, the only real constant is change: “We do six-month planning cycles at Facebook because we don’t know the future. A lot of it is driven by the consumer.”

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3.) Contextual Marketing

Contextual marketing is driven by the insights afforded by big data, including market and customer analysis and predictive analytics; understanding the context in which consumers seek to engage with your brand can help you determine customer intent and drive conversions. Contextual marketing is the future of marketing, as consumers continue to demand greater personalization online.

4.) Purpose Driven Purchasing

As much as 79 percent of consumers would prefer to purchase products from a company that operates with a social purpose, and high-performing marketers are more than two times more likely to be leveraging purpose-driven marketing methods.

5.) Artificial Intelligence and Machine Learning

“In 2018, chatbots will become a far more common solution for brands wishing to serve their customers in a smarter and more cost-effective way,” explains Matt Navarra, director of social media at TheNextWeb. “With AI now being easier to integrate into various tools and services, chatbots will become far more useful and personalized with each interaction it has with users.” Artificial intelligence will also help to power big data interpretation and analysis, making it possible for startups to glean greater insight from the information collected.

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AJ’s predictions got me thinking about what which marketing trends the mortgage industry will see in 2018.

>>Content is Still King. You must be able to create and deliver highly relevant content when and where your potential borrower is ready to consume it. The content must be specific to that individual and help them along their specific home buying journey.

>>Big Data and Analytics. There is an enormous amount of data available about your potential borrowers. The lenders that can best utilize this data and turn it into meaningful content can engage with potential borrowers before they begin shopping around for the best mortgage rates.

>>Mobile. Mobile is not just important in delivering on the digital mortgage, it actually begins when the potential borrower begins their housing search. This usually starts on mobile devices; therefore, your mortgage marketing must be mobile and highly engaging to capture their attention and to keep them engaged.

>>The Need for Print & Digital. While more and more of today’s borrowers are starting their searches online and looking for a digital mortgage experience, what we have found is that the most engaging mortgage marketing campaigns combine both print materials that are highly personalized to that specific borrower and digital marketing. Because so many people are getting inundated with emails and digital ads, combining strategically placed print with your digital campaigns truly captures the attention of the borrower.

>>Marketing Automation. The days of lenders using their outdated CRM or email marketing tools to drive business are long gone. With big data, analytics, the need for personalization, and the need for event triggers to send highly targeted marketing materials at the exact time the potential borrower will consume them requires sophisticated marketing automation.

 What mortgage marketing trends do you think lenders are looking to incorporate in 2018?

About The Author

Brandon Perry

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.

Attracting New Borrowers

In today’s hyper-competitive mortgage market with fluctuating rates, low inventories, and changing borrower expectations, it is vital for lenders to truly understand their target audience if they want to attract new borrowers.

In an article entitled “How to Define Your Target Market” by Mandy Porta from, Porta addresses this topic and states, “To build a solid foundation for your business, you must first identify your typical customer and tailor your marketing pitch accordingly.”

“Given the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market.”

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“Many businesses say they target “anyone interested in my services.” Some say they target small-business owners, homeowners, or stay-at-home moms. All of these targets are too general.”

The mistake a number of lenders make is trying to appease every possible potential borrower instead of focusing their marketing message and materials to a specific or a limited number of target audiences.

In addition, Porta says, “Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business.”

For example, “an interior design company could choose to market to homeowners between the ages of 35 and 65 with incomes of $150,000-plus in Baton Rouge, Louisiana. To define the market even further, the company could choose to target only those interested in kitchen and bath remodeling and traditional styles. This market could be broken down into two niches: parents on the go and retiring baby boomers.”

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By clearly defining your target audience, your marketing materials and value propositions can be much more specific, personalized, and meaningful to your prospective borrowers.

Porta goes on to state, “With a clearly defined target audience, it is much easier to determine where and how to market your company.” Here are some tips she provides to help you define your target market.

“Look at your current customer base.

Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.

Check out your competition.

Who are your competitors targeting? Who are their current customers? Don’t go after the same market. You may find a niche market that they are overlooking.

Analyze your product/service.

Write out a list of each feature of your product or service. Next to each feature, list the benefits it provides (and the benefits of those benefits). For example, a graphic designer offers high-quality design services. The benefit is a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. So ultimately, the benefit of high-quality design is gaining more customers and making more money.

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Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from.

Choose specific demographics to target.

Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors:




>>Income level

>>Education level

>>Marital or family status


>>Ethnic background

Consider the psychographics of your target.

Psychographics are the more personal characteristics of a person, including:







Determine how your product or service will fit into your target’s lifestyle. How and when will your target use the product? What features are most appealing to your target? What media does your target turn to for information? Does your target read the newspaper, search online, or attend particular events?

Evaluate your decision.

Once you’ve decided on a target market, be sure to consider these questions:

>>Are there enough people who fit my criteria?

>>Will my target really benefit from my product/service? Will they see a need for it?

>>Do I understand what drives my target to make decisions?

>>Can they afford my product/service?

>>Can I reach them with my message? Are they easily accessible?

While targeting is a very powerful tool to help maximize marketing dollars and results, it is important to prudently carve out your niche. Companies can get too narrow with their focus and have a very limited number of prospects to market to.

Porta’s tip, “If you can reach both niches effectively with the same message, then maybe you have broken down your market too far. Also, if you find there are only 50 people that fit all of your criteria, maybe you should reevaluate your target. The trick is to find that perfect balance.”

She concludes with, “Defining your target market is the hard part. Once you know who you are targeting, it is much easier to figure out which media you can use to reach them and what marketing messages will resonate with them. Instead of sending direct mail to everyone in your ZIP code, you can send it only to those who fit your criteria. Save money and get a better return on investment by defining your target audience.”

Knowing your target audience will not only save you money on your marketing but it will also deliver greater results as you look to attract more new borrowers in today’s highly competitive mortgage market.

About The Author

Brandon Perry

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.

Are You Motivating Your Audience With A Strong Call To Action?

Calls to Action (CTA’s) are often the difference between prospects just eyeballing your content versus prospects that are converting into leads.   In today’s highly competitive mortgage market it is critical to convert potential borrowers into leads, which convert into actual borrowers.

You can create great content, new websites and professional marketing materials but if all a potential borrower does is read your materials you still have nothing to show for it. Your CTA’s must motivate the potential borrower to take action.   To get pre-qualified, to start the application process, to speak with a loan officer, because once that happens most borrowers stop shopping around.

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So, what is the difference between a CTA that drives leads and action compared to the typical CTA that people just read and do nothing with? There are a number of factors that impact the effectiveness of your CTA. They include:

Wording is critical- Use words that demonstrate an understanding of your prospects pain and of what motivates them.

Proper design and placement- If you what your CTA’s to pop you need to take advantage of whitespace, colors, shape and visual elements that will make the CTA stand out.

Deliver value to your prospect- provide them with insights, trends, offers that the prospect can’t live without. Put yourself in the prospects shoes. What will motivate them to take action?

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There are a number of articles that provide key insights into the power of CTA’s and how to get the most out of them in your marketing materials. In an article by Wendy Marx entitled Calls to Action: “How to Motivate Your Audience she lists 10 Guides to Creating Calls to Action that Convert from leading industry experts. Check out the story for some additional tips on creating the perfect CTA

To succeed in today’s mortgage market your marketing materials must include a clear and concise call to action.


Ask for their business

Offer a discount

Visit a website to apply

Join Group/list

Click to Apply Now

Get Pre-Qualified


Do not hide your call to action

Provide multiple opportunities in your marketing materials for your prospect to take action.

Finding the right call to action takes time and plenty of trial and error. Put yourself in your prospects shoes. What would you be looking for throughout the home buying process? Ask yourself “What’s in it for me?”

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The prospect will eventually ask themselves this same question.

Here are some examples:

Should I be working with someone who simply wants to do a loan or a trusted advisor?

Should my lender guide me through the loan process from start to finish or do I have to figure it out myself?

As your prospect asked themselves these questions, you should make a conscious effort to portray yourself as a valued asset in their home buying journey. Adding value for your prospect creates a higher need and increases of moving your audience to action.

About The Author

Brandon Perry

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.

Value Your Data

We have heard industry veterans like Roger Gudobba and others say, “It’s all about the data.” The phrase has become so overused that it almost means nothing anymore. However, lenders and vendors alike should listen to this sound advice. Roger was talking about how data can improve the mortgage lending process, and that’s true, but I’m here to say to you that data can improve your marketing process, as well.

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In a White Paper entitled “Put Data First: Why Data Quality in CRM and Marketing Automation are Top Priority” written by RingLead, the author states that whatever your situation may be, you will quickly realize that it all comes back to data, because data is the real value in your CRM and marketing automation platform.

We don’t mean to trivialize the importance of workflows, automated processes and drip nurturing campaigns that these systems offer. These features are one of the primary reasons that organizations invest so much time and money into their implementation and ongoing administration and improvement, but many are rendered utterly useless when they come into contact with dirty data.

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Dirty data has a way of silently infiltrating your organization, creating frustration, inefficiency, and loss of confidence (eg. dismal user adoption) in the systems themselves. It can affect each department and group of stakeholders in a very different way, but unless there is a “State of Our Data” address, the problem is not brought to the forefront of the organization’s collective psyche.

One of the key requirements of a customer and prospect database is to easily segment the records, allowing your organization to interact with one set of contacts differently from others. This can be easy if you have a strict set of values for each field and the input is controlled at the insertion point.

A common requirement is segmentation by job title, but there are simply too many variations on an individual’s job title to try to account for each with a picklist value, so the standard method of insertion is via a regular text field. This creates a pretty big problem for segmentation.

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According to a 2013 Experian QAS survey, 94 percent of businesses believe there is some level of inaccuracy within their CRM systems. When you think about the time, money and focus that is put into CRM, an allowance for inaccurate and useless data is mind boggling.

Think about the time that your organization is wasting sifting through inaccurate or worse, completely useless, data. Inaccurate data leads to:

>>Wasted sales efforts on useless bits of information stored in CRM, leading to discontent and potential abandonment of the CRM system (ie. decreased user adoption)

>>Longer wait times for support while reps are forced to piece together information while on the phone with a customer, leading to decreased customer satisfaction

At Sirius Summit 2013, Jim Ninivaggi, Service Director of Sales Enablement Strategies at Sirius Decisions cited a study that found roughly 30% of an enterprise salesperson’s time is spent doing research on the Internet. If you think about that in the context of an 8 am – 6 pm workday, that means that 35 days per year are spent doing research.

In Data Driven: Profiting from Your Most Important Business Asset, Thomas C. Redman sums up the advantages of data completeness as “A moat around our business [that] gives us a unique competitive advantage.” Nowhere is this more evident than the aspect of data completeness.

Duplicate records in CRM and marketing automation platforms are a familiar aspect of bad data. The errors and frustration that duplicates cause can be felt across most departments at almost every level.

Reports are skewed, the wrong messages are being sent, and quarrels are created over one record that somehow made it into the system twice and was distributed to two different sales reps.

How are duplicate records created? Today’s CRM and marketing automation platforms come equipped with very basic duplicate identification, which is, in almost every case, based on a scan for an exact-match email address.

Many modern, technology-enabled organizations are using more than one software platform to manage their customer and prospect data. It is crucial to keep your data in sync across your email, ERP systems, CRM, marketing automation platform, and more. If your data quality plan is limited to one platform, you’re only solving part of the problem.

It’s important to remember that dirty data can be a big problem, but can be easily solved. Analyze the problem and try to hone in on the areas that are causing the most pain. Then get in touch with a team that has experience in resolving these types of issues.

For example, NexLevel Advisors is focused on companies that are looking to take their business to the next level. NexLevel Advisors assists you in elevating your results. Creating new opportunities, executable strategies, and delivering results creates an environment that promotes continual growth and business value for your company.

We add value through strategic advice specific to your company. Our team has years of experience and have been in your situation and position. These individuals possess in-depth knowledge of your complex product and service offerings, the nuances of your market segment, and the challenges of your product roadmap and lifecycle. We deliver customized differentiation in the marketplace for your organization while producing measurable results.

What this means for your business is that you get customized programs from accomplished executives who offer proven results-oriented solutions specifically created to take your organization to the next level, quicker and more strategically than you could on your own.

NexLevel’s experience has covered multiple industries including: Financial Services, Healthcare, Legal Services and Insurance in delivering marketplace results, with extensive expertise in complex technology oriented products and services. Our customized solutions help you to sell more, more frequently, to more people by clearly establishing your specific value propositions. This is where real world experience, strategy and execution deliver measurable results for your organization.

For over 20 years the advisors of NexLevel have been leading and creating market leaders in business, delivering success after success in taking companies to the next level in revenues and profitability. This vast expertise comes from real world experience in running companies, building organizations and holding the following positions of leadership: CEO, CMO, VP Business Strategy, and Director of Sales & Marketing. Our experience makes the difference in your business.

If your CRM reporting seems “off”, if your marketing campaigns are less than impressive, if your sales team is underperforming, then this is your system flashing the Check Engine light. More often than not, dirty data is the root cause.

About The Author

Michael Hammond

Michael Hammond is chief strategy officer at PROGRESS in Lending Association and is the founder and president of NexLevel Advisors. They provide solutions in business development, strategic selling, marketing, public relations and social media. He has close to two decades of leadership, management, marketing, sales and technical product experience. Michael held prior executive positions such as CEO, CMO, VP of Business Strategy, Director of Sales and Marketing and Director of Marketing for a number of leading companies. He is also only one of about 60 individuals to earn the Certified Mortgage Technologist (CMT) designation. Michael can be contacted via e-mail at

Rest Your Weary Fingers—Voice Activation Is Coming To A CRM Near You

We spend a lot of time talking to our gadgets these days. Whether we’re seeking directions from Siri or weather updates from Alexa, speech is quickly becoming a preferred means of communicating with technology. A future once at our fingertips now rests at the tips of our tongues.

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Voice activated technology doesn’t just afford us fun tools for our private lives – this technology is playing an increasingly pivotal role in the professional world, too. And that extends to the small and midsized business space. Voice activation is now helping small and midsized businesses use customer relationship management (CRM) software with more speed and efficiency. This burgeoning feature becoming a game changer in a world where the tech-savviest players win.

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Here’s how your business can, and should, use voice activation for CRM to its advantage.

Alexa, help save me time

Voice-activated CRMs have become significant time-saving tools for professionals across the board.

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They help users interact with data in more targeted ways, meaning they can bypass irrelevant information and skip directly to the data they’re seeking. A time-crunched salesman can simply say: “Alexa, open Act! and retrieve John Smith’s email” rather than opening a CRM program on a computer and manually retrieving the information.

Speech-to-text software can be a real timesaver for data entry, too. Rather than the costly and monotonous task of manually imputing data, users can rely on software to submit information via speech. This saves hours. The average worker types 50-70 words per minute. Meanwhile, speech recognition programs can accommodate 120-140 words per minute with near-perfect accuracy. And if you’re serious about saving time, forget texting. A Stanford study found speech recognition to be three-times faster than typing on a phone.

Alexa, help me adapt

As I mentioned, many people are already using voice activation in their day-to-day lives. According to a recent study, nearly 40 percent of smartphone owners use voice recognition software.

Naturally, small and midsized business owners and employees will want to use voice activation in their professional lives, too. And smaller organizations are often better positioned to test and integrate new technologies on the fly than enterprise-level companies that come with much longer approval, research and implementation processes.

Early stage voice-activated CRMs will consist of a basic integration with well-established virtual assistants such as Amazon Echo, Google Home and Apple HomePod. Users can ease into this advancing technology by mastering the basic skills, and continuing to learn as voice activation becomes more sophisticated.

As businesses begin relying more heavily on voice activation, they’ll find there’s no longer a need to bring up a full-blown CRM. Instead, they’ll rely on spoken words to complete a task.

Alexa, what’s next?

The greatest advantages of voice-activated CRM technology are still to come. Though base level interaction tools will continue to pop up over the next 12 to 15 months, this technology is expected to become much more sophisticated within the next year-and-a-half.

It’s mind blowing to think about how sophisticated CRM-related artificial intelligence will become. In July, an Israeli startup called Gong received $20 million in funding to develop a tool that uses “natural language processing and machine learning to help train and suggest information to sales people and customer service reps.” How incredible is that?

Mainstreaming of such technology will allow small and midsized businesses to take advantage of the processing power that industry behemoths such as Amazon and IBM are investing into. If you can believe it, the speech recognition market is expected to reach nearly $10 billion by 2022.

It all translates into tremendous value for small and midsized businesses. Taking advantage of technological advances as they become available allows smaller organizations to adapt faster within their CRM plans, benefit from huge productivity gains, and experiment with less risk.

Soon, CRM users will be able to interact with email, set up activities, and even receive recommendations on the next best customer interaction to initiate. They’ll accomplish all this by simply verbalizing a sentence or two.

Keyboards aren’t going anywhere…yet. But CRM voice activation is coming fast and finding ways to have your small business take advantage of this new technology to drive better, more meaningful customer interactions can have a real impact on your bottom line and organizational growth. So, drink a nice cup of tea with honey because you may need those pipes at the office tomorrow!

About The Author

John Oechsle

John Oechsle joined Swiftpage in July 2012 and currently serves as president and chief executive officer. John came to Swiftpage with a 30 year track record of building highly profitable and sustainable revenue growth for emerging companies and established global leaders. John is an advocate for technology and education in Colorado and has been an active contributor to the Colorado Technology Association (CTA). He has been recognized several times for his involvement in the tech industry. In 2006 and in 2009, John was awarded the Technology Executive of the Year, and the Titan of Technology awards by the CTA. John was also awarded the Bob Newman Award for Outstanding Contribution to the Community by the CTA in 2011.

The Best Of Both Worlds

In today’s hyper competitive mortgage market, with fluctuating rates, an influx of regulations and enforcements, focusing on attracting new borrowers and retaining the ones you have isn’t always the top priority. It is critical to take care of those areas without losing sight of the importance on bringing on new business.

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I was reading a recent blog by IQ Total Source titled “How to Combine Print & Digital Marketing Campaigns”. In the blog they state “To be successful in today’s marketing age, it is important to have an integrated campaign: both print and digital tactics.

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Making these tools work together can be tricky, though. As with any campaign, you’ll want to start out knowing who your target audience is. This means not only knowing the demographics and parameters of your audience, but also how best to reach them. While it is easy to assume that older customers prefer print while younger customers like digital marketing, it will almost never be advantageous to operate this way.

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There are various advantages and disadvantages to both print and digital media that you should research. Most likely you’ll find that a combined print and digital marketing campaign is the way to go. Digital media is a great option because of its ease of change and the fact that you are not so strictly limited in space. You can use links to your advantage in this capacity, giving your customer an easy path of simply clicking to learn more information or even purchase your product then and there. However, print offers its own set of advantages. Information is much more easily digested in print and people like and trust something tangible.

Through both your print and digital channels, you should have a consistent look. It’s quite possible that a customer will come in contact with both your print and digital designs. Your campaign will be made stronger and clearer if your customers can easily connect the two. Make sure that the efforts you put toward your campaign can be used in as many ways as possible. Information from a newsletter can be organized in a print pamphlet or poster, used as a basis for an online banner, and expanded on for a web page. Consistency is key when managing a combined print and digital strategy.

Don’t rigidly separate your print and digital information. As we’ve already covered, it is not as black and white as assuming you’ll generate one set of customers from print and an entirely new set digitally. Including twitter handles, an invitation to visit your website, or even an online code within your print campaign can compel your audience to your digital channels and vice versa. Always make sure all of your marketing is contributing toward your desired result.

Print is not dead and digital marketing is fast growing. Both have their advantages and disadvantages, but combining them can mean the best of both worlds.”

To succeed in today’s mortgage market you need a multifaceted marketing approach to attracting, engaging and eventually bringing on new borrowers. This includes the use of both print and digital.

About The Author

Brandon Perry

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.

Email Marketing Isn’t Dead

As a lender you are constantly looking for ways to attract new borrowers, engage with them so that they stop shopping around and ultimately get their new loan from your organization.

I just read a wonderful article from Josh Brown of Infusionsoft, titled “6 Email Formats that Attract and Engage Customers and Reduce Churn”.  In the article he states” I can hear you now: I thought email marketing was dead… I don’t blame you for thinking that way; I definitely ignore 99 percent of the emails that come through my inbox on a daily basis. But I don’t ignore them because I hate getting email. I ignore them because, quite frankly, they don’t really offer much value at all. But the 1 percent I do open almost always gets me to engage further with the sender, whether it be an individual or a company.”

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He makes a great point that “email marketing isn’t dead. But it’s not 1997 anymore, either. The novelty of receiving email has worn off.” Therefore, if you want to attract and engage new borrowers, your email marketing approach needs to change with the time.

“In 2017, you can’t just slap together an email blast and assume everyone on your mailing list is going to immediately stop what they’re doing to read what you have to say—unless you give them something worth checking out.

Before we get into discussing the email formats that are most successful in engaging customers, here are some of the hard facts:

>>The conversion rate of emails is higher than that of direct mail, social media, and most other forms of marketing

>>81 percent of online shoppers are more likely to make a purchase after receiving a targeted offer through email

>>Email open rates increased to 34.1 percent in 2016 (click-thru rates, however, decreased)

That last statistic tells you one thing: Consumers are still willing and eager to receive correspondence through email, but you need to follow through with value when sending them.

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So, now that we know email marketing is still alive and well, how do we effectively implement it to build and grow a business?

Let’s take a look at the six types of emails that work best to get your customers on the hook and ready to engage further with your brand. I’ll also provide best practices for creating these emails, and give prime examples of companies that have mastered the art of email marketing.

  1. The welcome email

Perhaps the most obvious email to add to your arsenal is the welcome email, to be used immediately once a prospect or customer has interacted with your brand for the very first time.

Your welcome email should simultaneously represent your brand while also treating your customer as an individual. If your brand is fun loving and quirky, your welcome email should have some whimsy. If your company is more serious, tone your welcome email down a bit. But, above all else, remember to write the email as if you’re writing to a friend—that’s what your customers will notice.

A welcome email is also a great way to “set the stage” for what’s to come for your new customer as well as help with the onboarding process.

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Use it as an opportunity to explain exactly what your company is all about, how to get started with your product or service, and to gather insight and feedback from your customers. Then, follow up with an offer and a call-to-action that lets your new customer dive right in and see for themselves what you can do for them.

Len Markidan, head of marketing at Groove had the following to say about their welcome email: ??“Like most welcome messages, this email thanks the user for signing up and lets them know how to get started with Groove. But most importantly, it asks a critical question: Why did you sign up?

With this question, we’ve been able to transform our messaging based on what we learned is most important to new customers, and we’ve been able to build deeper relationships with those customers by helping them with whatever unique goals or challenges drove them to sign up.”

  1. The post-purchase email

Once a prospect has officially become a paying customer (or a return customer has made a new purchase), you have a ton of options for how to reach out to them and spur further engagement with your brand.

First and foremost, take the time to thank them for their business. After all, if it weren’t for your paying customers, you wouldn’t have a successful business in the first place.

You can also use a post-purchase email to provide further instructions for how to use the product or service in question. Or, at the very least, let your customers know your support staff is only an email, phone call, or tweet away.

For further engagement, you might choose to include any of the following:

>>Cross-sells and supplemental offers

>>Options for customers to share the purchase with friends via social media

>>Options for customers to provide feedback to your company

By providing all of this after your customer has already given you their money, you prove that you’re goal is to make them happy—not just to make a quick buck.

  1. The newsletter/announcement

Your customers are busy people who have a lot going on in their lives. So it’s entirely forgivable that your brand isn’t always the first thing on their mind.

But, by sending them an occasional newsletter, you can remind them not only that your company exists, but also that you’ve provided value for them in the past—and that you continue to value them as a customer.

Newsletters can be used to provide the following:

>>New product releases or service offerings

>>Improvements and other changes made to current products or services

>>Special offers and discounts

A quick caveat regarding newsletters:

Sending out recurring newsletters for the sake of sending an email doesn’t work. Simply put: Your customers don’t care about the goings-on at your company unless it affects them. There’s no point in wasting time and energy putting together a newsletter unless you have something important to tell your customer base. This approach will most likely be ignored, and it might end up getting future emails sent straight to your customers’ spam folders.

  1. The educational email

It’s no secret that producing educational content can help you position your brand as an expert in your industry. But simply producing such content is useless unless your customers actually see it.

By sending out email blasts that either include or link to such content, you increase the chances that your customers will not only see your content but that they’ll take the time to engage with it.

Such educational emails could include blog posts or videos that you’ve created in-house, or they could include curated roundups of valuable pieces of content others have created.

The main goals of educational emails are to deepen your customers’ understanding of your industry, and also to make them even more aware of how your company could be of service to them. Or, as mentioned above, you might just provide further instructions for how to get the best use out of the products you offer.

  1. The celebratory email

Want your customers to be happy? Give them something to celebrate!

Celebratory emails can be sent on occasions in which the customer didn’t really have to do anything (such as birthdays and brand-related anniversaries). Or they can be sent after a milestone has been reached (either on your customer’s end or your company’s).

You might also choose to share the success of other customers with the rest of your customer base, as well. Such success stories can keep customers motivated, and also provide real-world proof that your services are, in fact, incredibly valuable.

  1. The re-engaging email

Email marketing allows you to re-engage with potentially lapsed customers in a non-intrusive, but still attention-getting, manner.

Re-engaging emails need to be ultra-personalized in order to be effective. The typical “We miss you!” email doesn’t work, as it offers little to no context to remind customers of what your brand has to offer, or why they engaged with you in the first place.

Instead, such emails need to refer back to previous interactions and purchases a customer has made from your company—and then provide incentives for them to re-engage. Perhaps you’ve made improvements to (or completely revamped) a product they purchased in the past, or maybe you’ve developed a new product that goes hand-in-hand with a past purchase. As long as you can provide more value to your ready-to-churn customers, the re-engaging email could be a lifesaver.

A quick note on saying goodbye

Sometimes, there literally isn’t anything you can do to get a churning customer to change their mind. But you can squeeze one last drop of value from them by giving them the chance to fill out an exit survey once they’ve “officially” decided to sever ties with your brand.”

Josh ends with, “going back to what I said at the beginning: Email marketing isn’t dead.

What is long gone is the assumption that your customers will check out your email just because you send it to them.

But, implemented correctly, a proper email marketing strategy can do wonders in terms of moving customers along the buyer’s journey and keeping them within the customer lifecycle loop.”

Email marketing can be a very effective tool when looking to attract new borrowers; the key is implementing the right email strategy that engages today’s borrower.

About The Author

Brandon Perry

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.

Email Marketing Success

I recently read an article from Cassidy Milder of Marketo, entitled “3 Steps for Successful Email Marketing Campaigns in a “Post-Email” World.”

Once you learn these three key steps, you’ll be able to send emails that sweep recipients off their feet—or at least get them to read past the subject line.

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Cast a Wider Net—But Keep Your True Blue Subscribers Front-and-Center

A lot of percentages go into email communication: the percentage of opens, click-throughs, and—most importantly—what percent converts. Naturally, those numbers get smaller and smaller as you get closer to achieving ROI, so you need to make sure you’re sending to a large enough database that by the time you get to final conversion, you’re still seeing the results you want. And that means growing your email list to get those coveted percentages.

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The Best Things in Life Take Time to Develop; Your Database Is No Different

We tend to hear about the one or two stories where marketers were able to capture lightning in a bottle, but here at, our most successful marketing campaigns rely on careful testing and thoughtful adjustments. There’s even ample evidence that data science and progressive profiling will heavily play into email campaigns over the next few years, especially as home automation devices like Echo and Google Home start to capture more and more behavioral data.

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Testing with different samples and subsets of your subscribers should become more important than ever, which means you’ll need to be patient and nurture your database in order to see the results you want.

This is your time to test the waters and see what types of content and calls-to-action (CTAs) work with your new audience. It’s often helpful to warm up your audience with content and bonus offers before asking for your conversion. Your audience should feel like they’re gaining value from your emails. If you can capture their attention with top-of-the-funnel material, you’ll gain their trust (and boost open and click-through percentages!).

Get to Know the Most Engaged Members of Your Audience

Every concert audience comes to a show armed with different expectations: from the avid fan who has all of the albums to the significant other who just got dragged along with their partner. Your database is no different: some members are just more into your content than others. But in order for your emails to accrue value, you must be able to identify and empathize with the needs of your email VIPs. Who’s opening your messages, downloading your content, or even contacting you directly?

Drilling down into these kinds of details offers a more well-formed definition of your ideal client, and it lets you target them with stronger CTAs. Once you’ve gotten them to subscribe and earned their trust with top-of-the-funnel content, they’ll finally be ready to convert—and you can watch this all unfold right from your engagement platform. When you see someone fall into this sweet spot, you can start segmenting them for more direct asks, which all translates to ROI for your company. That will certainly breathe life into your marketing campaigns!”

Email is not dead, your approach might need to change if you want to attract more borrowers in today’s mortgage market.

About The Author

Brandon Perry

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.