*Let’s Get Concrete About Technology*
**By Judy Margrett**
***We all know that the market is tough. You need technology to remain competitive and to stay compliant. But what technology do you really need? Do you need a new LOS or a new POS? Or can you do with something else? I’m sure these questions and others are circling in your head as you decide how to proceed.
****Also, during these difficult times, vendors are fighting just as hard for business as lenders. So, they’re breaking out their best slant to convince you to buy they’re technology. Remember though, good technology has to solve real business problems. So, if you’re looking for new business, you need automation that will help you better deal with the borrower. Still confused? Let’s look at two “real world” examples that illustrate enterprise marketing automation’s vast capabilities. You’ll see what I mean soon.
****Fast Start – Big Finish
****The moment rates dropped below 5% veteran originator Bill Smith* was in a hurry to reach his diverse database of customers. So, he selected an oversize postcard from his enterprise marketing automation’s extensive marketing library, then adapted the copy to meet the specific interests of several niche audiences.
****After making his copy modifications, Bill’s file was automatically forwarded to his company’s marketing and compliance departments to ensure it met all appropriate brand guidelines and regulatory requirements. Bill’s changes were approved within minutes and the cards printed – including a Spanish translation for some, plus Bill’s new photo and signature added that day – and mailed to over 1,500 clients.
****It took less than 24 hours for Bill to complete his mission, from the time he accessed his enterprise marketing automation site until the highly personalized cards were in the mail. Within weeks, as a result, he closed $10 million in new business.
****Expanding a Referral Network
****Sarah Jones, a top producing originator, developed a proactive marketing program that includes a regular series of birthday, holiday and other greeting cards, along with a special campaign to encourage Realtors, builders, customers and others to share referrals. She adapted postcards, letters, e-mails and other materials to include “I welcome your referrals…” messages for different audiences and scheduled them for automatic distribution at various dates.
****Sarah has found her enterprise marketing automation performance-tracking feature to be especially appealing. It enables her to measure how her business has increased over time and the number of referrals she is receiving from her professional partners.
****Of course I used fictional names, but the results are real. See what I mean about choosing the right technology to get you the results that you’re looking for now?
Judy Margrett is President of The Turning Point, Inc. The company’s flagship product is MACH3, a mortgage-specific CRM and automated marketing engine. With more than 20 years’ experience in mortgage banking, Judy was an early advocate of technology-based marketing solutions, especially for nurturing key business relationships. Recognizing the demand to maximize resources within business enterprises, she works closely with industry leaders to guide The Turning Point’s development of advanced mortgage-specific solutions. She can be reached via e-mail at firstname.lastname@example.org.