**By Judy Margrett**
***Regulatory changes, compliance updates, rate fluctuations, negative equity, foreclosures, defaults, loan modifications, new investor programs, wavering property values, unhappy customers…How many challenges do you need? How are you going to cope when, at the same time, you are being asked to cut back on the means to get things done?
****That’s why it’s more critical than ever to identify high-quality business opportunities—quickly and efficiently—then drive them to the point-of-sale and initiate professional, compliant communications for converting them into clients. It’s equally critical to retain these clients and to maximize their value through repeat business and referrals.
****Where do you find a technology solution that empowers your organization to achieve these key objectives in today’s new lending landscape? Where do you find a solution that helps implement best practices throughout your organization, while maintaining brand consistency and regulatory compliance?
****By integrating all aspects of the marketing process in a rules-based “Business Opportunity Engine,” enterprise marketing automation powers revenue growth and enhances operational efficiency—creating the next level of performance and value across the enterprise.
****An enterprise-class marketing automation solution supports real people doing real jobs. Each player in the process is empowered to focus on what he or she does best. For example, loan officers are freed up to sell mortgages, instead of trying to create marketing materials and execute campaigns, while c-level executives are presented with sophisticated tools for more effective oversight and management.
****Strategy Development. Enterprise marketing automation provides analytics that deliver mission-critical metrics that lay a firm foundation for focused business planning and better decision-making.
****Active Intelligence. All mortgage companies hold databases about their markets, customers, products, operations, etc. enterprise marketing automation leverages this static data into active intelligence across the enterprise.
****Resource Allocation. With superior information about where business is coming from, corporate managers are able to make more profitable use of both human and financial resources.
****Rapid Response. Enterprise marketing automation delivers rules-based intelligence that does much of the user’s thinking for them, enabling quick and effective action to seize opportunities for referrals, repeat sales and cross-sales.
****It’s easy to see where a true “Business Opportunity Engine” can come in handy. The challenges of the day aren’t going to go away, so why not turn them into opportunities?
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 email@example.com.