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Insellerate Adds AI Expert To Its Board Of Advisors

Insellerate, a mortgage CRM provider, has added Neil Sahota, IBM Master Inventor, United Nations Artificial Intelligence (AI) subject matter expert and noted author to its board of advisors to enhance its AI technology and strategy.


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The integration of AI into the Insellerate platform is helping lenders manage their lead generation, prospecting, engagement, conversion, and the lifetime customer value they provide to their borrowers. Insellerate’s platform reduces the daily inefficiencies that take loan officers away from serving their clients and closing loans and helps lenders consistently connect and engage their borrowers. By optimizing critical workflows, lenders are able to perform their jobs more efficiently and borrowers receive personalized communications for their individual situations. 


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“This technology could save hundreds of mortgage lenders from going out of business due to inefficient workflows and unprofitable, outdated marketing practices that result in high opportunity costs,” said Josh Friend, CEO and Founder of Insellerate. “Leveraging technology isn’t about eliminating loan officers. It’s about supporting them with bias-free, data driven suggestions that can optimize each unique borrower journey, extend customer lifetime value and help lenders operate at their most efficient.” 


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“I’m happy to join Insellerate as a member of their board of advisors and look forward to helping them develop successful strategies that merge their cutting edge technology with the real time business needs of today’s mortgage lenders,” said Mr. Sahota. “Having specific and deep business expertise, knowing where the problems are and where the real opportunities exist is critical to successfully leveraging AI for stronger commercial gains and better customer experiences. And that’s precisely what Insellerate delivers.”   


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“We’re thrilled to have Mr. Sahota advising us on AI technology and strategy,” said Mr. Friend. “It’s our goal to make sure that lenders stay in business in an aggressively changing world. As mortgage professionals we’ve experienced the antiquated technology that prevents lenders from reaching their full potential when it comes to closing loans and managing businesses. AI technology is the next big thing that will impact lenders and that’s why we’re so fortunate to have an expert like Neil joining us on our mission to help bring mortgage lenders into the future — so they’re still in business 5, 10, 20 years from now.” 

Insellerate’s CRM and Engagement Platform are standalone solutions that leverage technology to optimize intelligent engagement that uniquely serves each and every individual borrower throughout the entire borrower journey.

CRM An AI

It’s been said that artificial intelligence is the future, but I’d argue that AI is very much a thing of the here and now. It’s playing an increasingly significant role in marketing efforts, and is taking marketing automation to the next level. And during an era when customers are demanding fast and hyper-personalized service, AI-based technologies couldn’t be more critical. AI-based technologies bolster marketing automation efforts through personalized interactions. Your business can benefit on a multitude of fronts by embracing these game-changing advancements.


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Email marketing

It’s easy for emails to get lost in the shuffle of a busy day. After all, inboxes are overflowing with meeting reminders, work correspondence and plenty of promotions. Enticing a customer to simply open a marketing-related email can be challenging. But with the right tools, you can consider that challenge conquered. 


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AI-based technologies are helping marketers win the attention of potential customers in numerous ways. For instance, they’re allowing small- and medium sized businesses to improve their email marketing automation strategies by knowing who to target, when and how frequently.

Know your target:AI helps businesses understand – and foresee – customer behavior patterns, and detect which strategies email subscribers best respond to. It can also help businesses more effectively automate emails to ensure customers are receiving personalized correspondence and promotions relevant to their needs.


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Adding a personalized touch to emails pays off. A Statisa study shows that personalized emails had an open rate of 18.1 percent, compared to a 13.1 open rate for non-personalized emails. 

Engage thy customer:Of course, AI-generated emails should do more than attract customers – they should also engage them. Email subject lines can be tailored for each customer, for example, while the emails themselves might contain personalized offers. 


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Lead nurturing 

When it comes to gathering and analyzing customer information, we mortals are no match for the pace and efficiency of computers. AI-based programs are capable of processing user data at lightning speed, and can be hyper-responsive to customer needs.

Automating the data collection process can help simplify the lead-nurturing process for businesses, while AI can set the course for future marketing strategies.

Capturing information:AI provides marketers with the valuable information they need to close a sale. It tells us when someone has visited their site, which pages they visited and how much time they spent perusing products. 

Marketing teams are using this data to drive sales, and if statistics are any indication, it’s working. AI could lead to an economic boost of $14 trillion in additional gross value added (GVA) by 2035, according to Accenture research.

Automated actions:As I mentioned earlier, AI-based software doesn’t just benefit businesses in the long term — it can also be of tremendous value in the present. Through AI, valuable customer information is being captured in real time, and can be instantly used to tempt shoppers with personalized offers and targeted advertisements. Forrester has predicted that 20 percent of enterprises will begin using AI to make decisions and provide real-time marketing instructions.

Cross-selling

Successful businesses strive to equip customers with the tools and services they need. The trouble is, it can be a bit tricky to determine what those needs are.

AI aid:While automation can help track previous purchases and user experiences, AI can take that information and make predictions on the potential for additional sales. It can determine whether a customer is a good candidate for additional products or services and establish which products a customer might be in the market for next. 

Once your sales and marketing teams are made aware of your business’s cross-selling potential, they can make customers aware of those additional offerings.

Retention

A happy customer is a loyal customer. AI can help you retain your existing customer base by providing you with a better understanding of client needs. You might think you already have a handle on that front with your CRM platform, but AI can provide a more complete, more actionable picture of your current customers.

Meantime, customers will appreciate the personalized service AI-based software offers, and are more likely to become repeat customers.

Reengaging past customers

Customers come and go – and they’ll come again with the right approach. Whatever the reason for losing a customer, it’s never too late to win them back – especially with some artificial assistance.

Helpful insights:AI can provide insight into how and why a customer left, and help determine the best way to reconnect. For example, it can be used to send an email with product recommendations based on a customer’s purchase history, or inform them of any relevant price drops.

If you’ve spent any amount of time looking into customer engagement and sales/marketing success strategy, you’re undoubtedly already familiar with the ways in which automation can help your business. Now, it’s time to build on those benefits by incorporating AI-based technologies into your marketing strategy. 

Businesses are becoming increasingly competitive and to remain relevant, AI-based technologies must be embraced.

About The Author

Take Your Marketing Automation Further With AI

It’s been said that artificial intelligence is the future, but I’d argue that AI is very much a thing of the here and now. It’s playing an increasingly significant role in marketing efforts, and is taking marketing automation to the next level. And during an era when customers are demanding fast and hyper-personalized service, AI-based technologies couldn’t be more critical. AI-based technologies bolster marketing automation efforts through personalized interactions. Your business can benefit on a multitude of fronts by embracing these game-changing advancements.


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Email marketing

It’s easy for emails to get lost in the shuffle of a busy day. After all, inboxes are overflowing with meeting reminders, work correspondence and plenty of promotions. Enticing a customer to simply open a marketing-related email can be challenging. But with the right tools, you can consider that challenge conquered. 


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AI-based technologies are helping marketers win the attention of potential customers in numerous ways. For instance, they’re allowing small- and medium sized businesses to improve their email marketing automation strategies by knowing who to target, when and how frequently.

Know your target:AI helps businesses understand – and foresee – customer behavior patterns, and detect which strategies email subscribers best respond to. It can also help businesses more effectively automate emails to ensure customers are receiving personalized correspondence and promotions relevant to their needs.


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Adding a personalized touch to emails pays off. A Statisa study shows that personalized emails had an open rate of 18.1 percent, compared to a 13.1 open rate for non-personalized emails. 

Engage thy customer:Of course, AI-generated emails should do more than attract customers – they should also engage them. Email subject lines can be tailored for each customer, for example, while the emails themselves might contain personalized offers. 


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Lead nurturing 

When it comes to gathering and analyzing customer information, we mortals are no match for the pace and efficiency of computers. AI-based programs are capable of processing user data at lightning speed, and can be hyper-responsive to customer needs.

Automating the data collection process can help simplify the lead-nurturing process for businesses, while AI can set the course for future marketing strategies.

Capturing information:AI provides marketers with the valuable information they need to close a sale. It tells us when someone has visited their site, which pages they visited and how much time they spent perusing products. 

Marketing teams are using this data to drive sales, and if statistics are any indication, it’s working. AI could lead to an economic boost of $14 trillion in additional gross value added (GVA) by 2035, according to Accenture research.

Automated actions:As I mentioned earlier, AI-based software doesn’t just benefit businesses in the long term — it can also be of tremendous value in the present. Through AI, valuable customer information is being captured in real time, and can be instantly used to tempt shoppers with personalized offers and targeted advertisements. Forrester has predicted that 20 percent of enterprises will begin using AI to make decisions and provide real-time marketing instructions.

Cross-selling

Successful businesses strive to equip customers with the tools and services they need. The trouble is, it can be a bit tricky to determine what those needs are.

AI aid:While automation can help track previous purchases and user experiences, AI can take that information and make predictions on the potential for additional sales. It can determine whether a customer is a good candidate for additional products or services and establish which products a customer might be in the market for next. 

Once your sales and marketing teams are made aware of your business’s cross-selling potential, they can make customers aware of those additional offerings.

Retention

A happy customer is a loyal customer. AI can help you retain your existing customer base by providing you with a better understanding of client needs. You might think you already have a handle on that front with your CRM platform, but AI can provide a more complete, more actionable picture of your current customers.

Meantime, customers will appreciate the personalized service AI-based software offers, and are more likely to become repeat customers.

Reengaging past customers

Customers come and go – and they’ll come again with the right approach. Whatever the reason for losing a customer, it’s never too late to win them back – especially with some artificial assistance.

Helpful insights:AI can provide insight into how and why a customer left, and help determine the best way to reconnect. For example, it can be used to send an email with product recommendations based on a customer’s purchase history, or inform them of any relevant price drops.

If you’ve spent any amount of time looking into customer engagement and sales/marketing success strategy, you’re undoubtedly already familiar with the ways in which automation can help your business. Now, it’s time to build on those benefits by incorporating AI-based technologies into your marketing strategy. 

Businesses are becoming increasingly competitive and to remain relevant, AI-based technologies must be embraced.

About The Author

OpenClose Integrates With Continuity Programs’ CRM

OpenClose has completed an integration with Continuity Programs, Inc.’s cloud-based MyCRMDashboard.com customer relationship management (CRM) software. This new interface provides OpenClose’s LenderAssist LOS customers the ability to seamlessly interact with Continuity Programs’ platform.


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“We constantly look for opportunities to help our customers do business faster, smarter and cheaper including arming loan officers with cutting-edge tools to close more deals,” said Vince Furey, CRO at OpenClose. “We are pleased to offer our customers Continuity Programs’ robust and modern CRM solution to help mortgage origination teams achieve greater sales success.”


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Continuity Programs’ MyCRMDashboard.com is a turnkey solution that centralizes contacts in an organized, easily-accessible fashion. It gives loan officers powerful tools to generate, track and convert high quality borrower leads while keeping in touch with prospects, customers and referral partners, effortlessly. The CRM is feature rich, automating often mundane and time-consuming daily tasks while delivering the analytics and reporting that enables lenders to assess performance with KPIs, monitor customer satisfaction, improve the borrower experience and increase customer retention.  


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OpenClose’s LenderAssist LOS is an enterprise-class platform that offers a suite of modules to automate complex areas of the entire mortgage manufacturing process. The company recently added a comprehensive digital POS solution, closing the loop between POS and LOS and creating the mortgage industry’s only consolidated digital POS and LOS platform delivered by a single vendor that is truly browser-based and has multi-channel automation capability. The complete solution is helping OpenClose customers slash the cost to manufacture loans.


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“Integrating with MyCRMDashboard.com empowers loan officers with many easy-to-use tools to make them as successful as possible amid tough marketplace conditions,” stated Kirk King, president of Continuity Programs, Inc. “Integrating our mortgage CRM software with OpenClose’s LOS makes it easier for lenders to seamlessly extend this functionality to their loan officers via LenderAssist.”

Continuity Programs leveraged OpenClose’s RESTful API to rapidly develop and deploy the integration between MyCRMDashboard.com and LenderAssist. TheRESTful API suite offers simplicity, reliability, better communication, seamless data exchange and performance optimization. Lender implementations of MyCRMDashboard.com are quick and non-disruptive, with Continuity Programs doing the heavy lifting for customers and providing all training.

Both OpenClose and Continuity Programs offer completely web-based software-as-a-service (SaaS) solutions that are mobile-ready, providing users with fingertip access while in the field or office.

Act! CRM Introduces Marketing Automation Built For The Financial Services Industry

Swiftpage, the provider of Act! CRM software has launched the next generation of Act! which marries proven CRM with powerful marketing automation. The new Act! represents a significant step forward, both for Swiftpage and the broader financial services market, and is available in English in North America, the United Kingdom, Australia, and New Zealand this week.


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The new Act! is purpose-built for SMBs and includes rich customer management, dynamic sales pipeline management, powerful marketing automation, actionable business insights, and integrations with hundreds of business optimization applications.


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“Just like big enterprises, in order to stay competitive, small businesses are always looking for ways to improve customer engagement, drive retention, and increase loyalty through repeat business,” said H. John Oechsle, president and CEO of Swiftpage. “With the introduction of Act! Marketing Automation to the portfolio, we are now able to provide our customers with the ultimate toolset to drive business growth.”


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What’s New in Act!

Powerful Marketing Automation

Act! subscribers now have access to a single integrated platform combining CRM and marketing automation, allowing them to optimize all the ways they communicate with prospects and customers to maximize engagement and drive business growth. Act! Marketing Automation delivers comprehensive campaign management, a visual workflow designer to map out the perfect customer journey, real-time response metrics, and time-saving CRM workflow to fuse marketing and sales efforts.

Dynamic Sales Pipeline Management

Users can now manage their sales pipelines more effectively and intelligently with dynamic pipeline management tools, including an interactive sales funnel, in context KPIs, an actionable sales pipeline with drag-and-drop capabilities, and advanced filtering.

Subscriber Exclusive Enhancements

Act! delivers a number of additional valuable subscriber-exclusive enhancements driven by customers.

The Act! Growth Suite

For new users, Swiftpage’s SMB-focused Act! Growth Suite, delivers Act! Marketing Automation and Act! CRM, on a single, integrated platform, at a great introductory price. Active Act! CRM subscribers will also benefit from an introductory price when taking advantage of the new, integrated Act! Marketing Automation as a part of their current subscription.

About The Author

How To Make Your CRM Big Data Small

Small and midsized (SMB) businesses love to think big, and there’s no better way to do that than with the right customer relationship management (CRM) technology. The operative words here, of course, are the right.

As the sheer volume of customer information captured through CRM continues to increase, businesses must evaluate whether they can truly capitalize on the valuable data their CRM software delivers. And so, it’s important to ensure that your CRM is designed with an SMB business needs in mind, since the tools and data that large corporations use might be of minimal use, irrelevant or even holding your SMB business back.

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Instead, find a CRM that can scale to your business’s customer data needs by following a few guiding principles.

Start with the basics

There’s a wealth of invaluable data that can be gleaned from today’s CRM technology. Businesses can aggregate information about customer demographics, pain points, organizational objectives, timelines, contact preferences and much, much more. But the truth is, SMBs are often best served by taking a more minimalistic approach to their CRM strategy.

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It’s important for new CRM users to begin with the essentials before working their way up to more complicated features and data points. Otherwise, they may find themselves drowning in a sea of customer data they are not prepared to interpret or make actionable.

Commence your CRM journey by establishing what your business’s basic needs are. Are you looking to track sales? Is customer feedback a top priority? What are your customers’ needs? Sticking to the essentials will help ensure your CRM implementation’s efficiency, ease of adoption and therefore effectiveness.

After you’ve mastered the basics, you can drill down further.

Focus on areas that benefit you most

Many CRM programs offer a daunting and seemingly endless assortment of complicated data input screens. But for SMBs, this data overload can be both overwhelming and superfluous. Such businesses are often better off focusing on the areas that offer them the greatest benefits.

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According to SoftwareAdvice.com, managing contact info, tracking interactions, scheduling and email marketing are among the other top priorities for SMB. If you do these basics well, you’ll be well-served through CRM and it will help you strengthen customer interactions. Nearly 75 percent of small and midsized businesses using CRM have reported improved customer relationships.

Take advantage of new technologies

Today’s CRM technology includes features such as voice interaction, predictive analytics and various other forms of artificial intelligence (AI) functionality. The right recommendation engine, tailored specifically for the SMB market, can provide a significant value to your business.

These technologies serve an important role in helping boil down the big data captured by CRMs to what is most relevant and actionable for your business. Though the majority of small businesses have been slow to embrace AI-capable CRMs, those taking advantage of these features are reporting significant benefits.

There’s no one size-fits-all CRM strategy for capitalizing on the big data available for today’s companies. SMBs have a unique set of needs that differ greatly from those of your large enterprise size competitors. The CRM an SMB chooses to serve those needs should reflect this reality; after all, if their needs aren’t the same, the strategy shouldn’t be either.

About The Author

Engage With Your Niche

To succeed in the mortgage market, your first step is identifying your niche. Once you’ve decided on the best demographic target for your success, effective communication will take your message from blah to bingo. Here, we’ll cover 5 important guidelines that will make sure your niche listens and engages with you, effectively driving your mortgage business.

In my view, the five keys to effectively communicating with your niche include:

1.) Tailor your materials according to their needs

When it’s time to communicate with your niche, you have to think about what matters to them. If you don’t consider their priorities and challenges, you will definitely miss your target. When you’re writing your email messages, postcard, articles or other marketing materials, think about a few of these examples:

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Is your niche first time homebuyers? This niche will likely ignore retirement savings advice, vacation home or reverse mortgage products or construction financing tips. Instead, bring them “preparing for your mortgage loan” checklists, credit tips and down payment savings plans.

Is your niche single women-led families? This niche likely won’t care about lawn care advice or DIY remodeling projects. To become a valued voice for this niche, send them lists of “kids eat free” restaurants in your area, tips for paying down loan principles, and recommendations for ideal family neighborhoods.

You have to focus on solutions to your niche market’s real problems. This is what borrowers are really looking for, so you have to position yourself as a problem solver. If you have solutions that will truly help them, let them know and your message will get notices.

2.) Create a crystal-clear message.

Your niche is extremely busy and they are bombarded with marketing messages every second of every day. That may be an exaggeration, but only a slight one. Marketing is everywhere, and if you want your niche to take notice of you, the message has to be absolutely clear and very simple. Your marketing messages are not only competing with other mortgage lenders, but they are also competing for space in your niche’s brain against all the other advertisements your niche sees every day – whether it’s McDonalds or Beyoncé or American Express. Be clear, concise and to the point.

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Graphics can grab attention, but don’t let them overwhelm your marketing to the point where you message isn’t being communicated. Make sure your graphics are relevant to your message and will be noticed by your niche. Simple, clean design should enhance your message, not compete with it.

Again, people are busy. When you do get a few seconds of their attention, don’t squander it with unclear messages or irrelevant graphics.

3.) Deliver something valuable to your niche

When you communicate with your niche, always offer something of value and include a hook that will entice them to contact you. Simply put, offer additional (valuable!) information as an incentive to reach out and start a conversation with you or exchange contact info so you can more target them even more effectively in the future.  This extra value “hooks” a prospect, setting the stage for further communication.

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Here are a few examples of hooks:

>>Download a free step-by-step loan process guide

>>Download a neighborhood resources guide

>>Download a checklist for getting started buying a home

>>Call us today for access to your free mortgage loan calculator

>>Click here for warning signs of fraud

>>Call me for details

>>Call us for a free readiness assessment

All of these hooks offer something of value to an interested prospect. They will increase not only the attention your pieces get but boost your response rates and position you as the go-to expert for mortgages.

4.) Include a clear and concise call to action

You have to motivate your prospects with a strong “Call to Action”. Calls to Action (CTAs) are often the difference between prospects just eyeballing your content versus prospects that are converting into actual 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 CTAs 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 they take that first step at contact, most borrowers stop shopping around.

So, what is the difference between a CTA that drives leads and action compared to the typical CTA that people just read but don’t act on?  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 prospect’s pain and what motivates them. Put yourself in your prospects shoes.  What would you be looking for throughout your home buying process? Ask yourself “What’s in it for me?” The prospect will eventually ask themselves this same question.

Proper design and placement: If you want your CTA to get the attention it deserves, you need to take advantage of basic design principles. To pop, your CTA needs proper white space, colors, shapes and other visual elements. This field has been studied to a science by marketing automation experts, so it’s critical to get their help.
Marketing automation experts know that seemingly small changes in design can have a huge impact on your response rates. They constantly test colors, shapes, sizes and placement to generate the highest returns, so consider a marketing automation platform to avoid losing out because of simple design principles.

Deliver value to your prospect: Provide your prospects with insights, trends and offers that the prospect can’t live without.  Put yourself in the their shoes and find out what motivates them to take action. Adding value for your prospect creates a higher need and increases the chance of taking your call to action.

There are a number of articles that provide key insights into the power of CTAs 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”. Check out the story for some additional tips on creating the perfect CTA https://goo.gl/Zd18pz.

5.) Consider a marketing automation system

There are several turn-key programs available that can suit your niche perfectly. “Set it and forget it” technology has dramatically improved marketing effectiveness and you don’t have to do this alone when there are experts with proven success. Once you’ve done the hard part of identifying your niche, you should lean on marketing automation systems that know how to get attention in your niche. They have ready-made content that’s already been proven effective, and you can consistently stay in touch with your niche with very little effort.

Choosing the right marketing automation system will give you a significant advantage over your competitors. Make sure your system has expertise in your niche market and understands the keys to effectively engaging your ideal audience. Backed with marketing automation, you will quickly make progress towards being the “go-to” mortgage expert for your niche.

Succeed with targeted, clear solutions

Effectively communicating with your ideal niche will bring the leads in that you need to grow your loan pipeline. Consistently deliver the messages they’re interested in, with clear language and hooks that further engage them, and you will become a trusted advisor. When your audience knows that you “get them” and that you provide valuable solutions, choosing a mortgage loan provider and recommending you to their friends will be a simple decision.

About The Author

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

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.

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?

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