Mortgage Women Magazine Issue 6, 2021 by ambizmedia

IS S U E 6, 202 1

Team Player HOW SALPI MEYER FOUND HER NICHE AT PLAZA HOME MORTGAGE > PAGE 6

Compliance Changes Coming In ‘22 > PAGE 20

INSIDE: FIND SUCCESS IN MORTGAGE SERVICING > PAGE 14 THE KEY TO REPEAT CLIENTS > PAGE 16 A PUBLI CATI ON OF A MERI CAN BUSI NESS MEDIA

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IS S U E 6, 202 1

Team Player HOW SALPI MEYER FOUND HER NICHE AT PLAZA HOME MORTGAGE > PAGE 6

Compliance Changes Coming In ‘22 > PAGE 20

INSIDE: FIND SUCCESS IN MORTGAGE SERVICING > PAGE 14 THE KEY TO REPEAT CLIENTS > PAGE 16 A PUBLI CATI ON OF A MERI CAN BUSI NESS MEDIA

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L E T T E R F R O M T H E E D I TO R

OUR MISSION Mortgage Women Magazine is dedicated to providing quality informational/educational content that betters women in the mortgage process at every step. The content is oriented to help women progress their understanding of the residential mortgage banking business and develop their skills at improving efficiency, effectiveness and profitability at all levels. CEO, PUBLISHER & EDITOR Vincent M. Valvo ASSOCIATE PUBLISHER Beverly Bolnick MANAGING EDITOR Kelly Hendricks EDITOR David Krechevsky SENIOR CONTRIBUTING EDITOR Keith Griffin STAFF WRITER Katie Jensen DIRECTOR OF STRATEGIC GROWTH Alison Valvo GRAPHIC DESIGN MANAGER Christopher Wallace MARKETING MANAGER Michael Castro GRAPHIC DESIGNER Stacy Murray USER EXPERIENCE DESIGNER Billy Valvo ONLINE CONTENT DIRECTOR Navindra Persaud MARKETING & EVENTS ASSOCIATE Melissa Pianin HEAD OF ENGAGEMENT AND OUTREACH Andrew Berman

Remember To Find the Joy

ately I find myself trying to remember the “why” behind it all. Why, in this industry, do we push ourself as hard as we do, especially as women? We are trying to further our careers, get a seat at the table, help foster the growth of our team, and most importantly take care of our families. No wonder we are all so exhausted! Over the past 18 months we have pushed our staff and ourselves to their breaking points. Due to stress and burnout, some have left the industry all together, finding their path in a different career, and some have retired early. Kelly

Collectively, most of us have simply needed change Hendricks in some way — a new direction to invest our time and energy. It’s this time of year, more than ever, that I am reminded we need to remember the reason why we do what we do and find the joy again. Maybe it's in the client you’ve worked with for six months to finally get them mortgage-ready and purchase their first home. Or maybe it was the joy of getting that last deal approved for the day in time to make it home for dinner with the family. It could also be watching your teammate grow and learn beside you, ultimately achieving the promotion that she so well deserved. These are the “why’s” that motivate me and keep me going. All the hours, the stress, the missed games, it is all worth it as long as we remember to find the joy in it all. This industry, this job, affords us the ability to give back to our communities and families in need. In this month’s issue we feature the charity Spare Key. Spare Key provides financial support to keep families in their homes while dealing with the burden of a critically ill or injured family member. As their mission states, they find ways to help “families bounce, not break.” Their mission hit home as I look back over the past 18 months. So many of us have learned to bounce. We are fortunate in so many ways and I hope learning about Spare Key inspires you to help those in need and reminds you of the why and joy behind it all.

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© 2021 American Business Media LLC All rights reserved. Mortgage Women Magazine is a trademark of American Business Media LLC. No part of this publication may be reproduced in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the publisher. Advertising, editorial and production inquiries should be directed to: American Business Media LLC 345 North Main St., Suite 313, West Hartford, CT 06117 Phone: (860) 719-1991 | info@ambizmedia.com

Kelly Hendricks Managing Editor Mortgage Women Magazine

Morgage Women Magazine welcomes your feedback. If you have comments, questions, criticisms, praise, or information to share with us and our readers, please write us at Khendricks@ambizmedia.com.

MORTGAGE WOMEN MAGAZINE • Issue 6, 2021

Cut Stress From Your Life With The "Yes" Diet WHAT WILL YOU TAKE OFF YOUR PLATE THIS YEAR?

By TINA

ASHER, Special To Mortgage Women Magazine

recently slipped back into some bad habits that held me captive for a bit. As we head into a season of food, fun, and festivities, it’s important to remember to take things in carefully, physically, and mentally. Last month I had to put myself on a “yes” diet. No more filling my plate with saying yes to things that aren’t in alignment with what’s best for me, my family, or my lifestyle. I had a large helping of overcommitments on my plate and it weighed me down. I noticed I became reactive instead of proactive and I wasn’t enjoying the things I had said “yes” to. I decided to go on a diet and cut some things out of my life. Maybe you’ve felt that too. This time of year can be exciting and stressful. Organizations, fundraisers, and activities have ramped up needing volunteers, donations, and commitments to hit their goals, help those in need, and serve on top of family commitments, and oh yeah, you probably have a job too. Fortunately, I was able to make the pivot and you can too. Here are 3 simple ways to stay energized when you feel the pressure of overcommitment creeping up.

REFLECT:

• W hen did you commit to this and why? • Choosing to say yes to something in the future because you think you have time later is a trap.

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hinder them? For a deeper dive on this I’ve developed a Change Cycle tool to help with this – reply to me and I’ll send you a copy of it. • Decisions become clearer when you are in alignment of your core values and priorities.

RECHARGE:

Tina Asher

There will always be something on your calendar begging for your attention. • If you aren’t prepared to say yes as if it would begin tomorrow, then it’s a clear no. The things you’re passionate about will be a no-brainer to say yes to and you’ll want to do them right away.

RESET:

• Examine your core values. I spend a lot of time on this with clients to make sure decisions are in alignment with who they say they want to be. • W hat’s your most important priorities in life? Will this new position, activity, program enhance your priorities in life or

• Recognize that if you say no, you’re doing the program, activity, or organization a favor by saying no when you’re not 100% committed to it. • When you know it’s not the right thing for you and pass on it, the opportunity opens for someone who’s eager to serve. You’ve helped them more with your no than you would have with a half-hearted yes. • Once you’ve lightened the load and only committed to the things you care most about, you’ll serve at a deeper level and feel more connected to your cause or position. When I recently let go of a role that I enjoyed but couldn’t fully commit to, I felt as if I lost 15 lbs. That was the fastest diet I’d ever been on, and it was done tastefully. I’ll still be able to help the cause, support the team and be able to be more involved at a different level. What will you be taking off your plate this year to lighten your load and stay energized? I’d love to hear from you. n Tina Asher is a coach and founder of Build U Up Consulting.

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TRAILBLAZERS

TR AILBL A ZER

BLAZING A PATH … RAISING THE BAR

Salpi Meyer, Senior Vice President of Sales, National Correspondent Lending division, Plaza Home Mortgage

By LAURA

BRANDAO, Mortgage Women Magazine Contributing Writer

his month I had the privilege of interviewing Salpi Meyer, who is the Senior Vice President of Sales for Plaza Home Mortgage’s National Correspondent Lending division. In this role, she is responsible for overseeing the sales, account management and strategic business development function of the division, as well as developing and maintaining primary relationships with Correspondent clients nationwide. In the words of Robert Louis Stevenson, “Don’t judge each day by the harvest you reap but by the seeds that you plant.” One of the most important facets of achieving business success is making connections and nurturing them so they can be called upon when we need them, or they can reach out when they need us. There are many ways to meet these connections and keep them flourishing and vibrant as we move down our career path. Salpi Meyer has learned this important lesson and has parlayed her connections into new and amazing opportunities for both herself and her colleagues. Through her own hard work, determination and making herself valued and memorable, she was able to maintain connections that became a vital part of her achieving amazing success in the mortgage industry and blazing a trail for other women in the industry to emulate and follow.

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Salpi, please share with us, how did you make your journey into the mortgage industry and to Plaza Home Mortgage? SM: I don’t think anyone plans to be in the mortgage industry. It isn’t like saying I am going to be a doctor or lawyer when I grow up. It seems to me it is something you just fall into based on a set of circumstances. I started right out of college, I got a job at Countrywide, and I started in a low-level production assistant role always on the B2B side. I have never worked on the origination side or with brokers, I always worked in the background. I was at Countrywide from 1993 until 2011 at which time Bank of America let our team go. I was careful not to burn any bridges as I had a lot of great clients I was working with, particularly in Southern California. One of those clients happened to be Plaza. I had helped them get approved when they were a small thirdparty shop. We had a good working relationship, and I was thrilled to be able to work with them successfully. The co-founders Kevin Parra and James Cutri are great guys, and they were one of my first big accounts. I had to give their account to a co-worker, but I thought about them often and they came to mind in 2011 when my time was done with Countrywide/ Bank of America. I went to Chicago for a conference around that time and Kevin was attending it too. He asked me if I

would sit and talk to him about my future. I agreed and we sat on a rock outside of the conference hotel in Chicago and had a fantastic discussion. He asked me to come and start a correspondent division for him and I said yes right away. This was someone I was excited to work with. Kevin told me he wanted to diversify his business and I asked if I could bring my team with me. He agreed with that and in January 2012, my team and I started our new adventure with Plaza Home Mortgage. What this experience has taught me is how important business connections can be. When you work hard for someone and give them your best, they remember and if you need them somewhere down the line, they can give you a bridge to new opportunities. You need to take the initiative when you are presented with a chance to advance and not hesitate. I was a loyal, valued, long-term employee and was able to take advantage of what was offered to me at Countrywide. And

then leverage that when it came time to move on to Plaza. What is your advice for other women who are deciding whether to take opportunities being offered where they are now or if they need to move on to grow and move forward?

SM: I understand that sometimes the circumstances and environment will dictate your decision. There are workplaces where the culture or work environment are uncomfortable, unfair, or downright toxic. If that is the case, certainly moving to another organization may be the prudent or, in fact, the only choice. It may also be the case that there is no room to grow and advance in the company you are with, so moving on means moving up and that is a completely legitimate reason to look outside for a better and more opportunity-rich place to hang your briefcase. However, I have learned that sometimes you really need to look for the opportunities where you are. You may love the company you work for and strongly believe in what you do for them and what they do for the community. In that situation, it is important to turn over every stone to make sure you haven’t missed an opportunity to get where you want to be without having to up stakes and move elsewhere. One of the best ways I have found to get moving forward even when it seems you may be stuck in place is to find yourself a mentor within the organization. A mentor should be someone who you do not report directly to but to whom you can turn for advice, constructive criticism, and guidance when you are making decisions that require an outside and objective opinion. It often happens that we can get so focused that we miss a small detail that someone else will catch. Some companies offer a mentorship program within their organization, and CONTINUED ON PAGE 8

MORTGAGE WOMEN MAGAZINE • Issue 6, 2021

TRAILBLAZERS CONTINUED FROM PAGE 7

I cannot recommend highly enough that you take full advantage of that. The enemy of success is complacency and having someone give you a nudge when you seem to be spinning your wheels may be all you need to get your momentum back and have the confidence to ask for what you need and deserve. Sometimes we hesitate to put ourselves out there because of circumstances in our lives like having small kids at home or other life commitments. What would be your recommendation for a woman in that position and making that kind of decision? SM: My answer is simple — Don’t do that! Even the slightest hesitation can mean that you miss an opportunity that could change your life for the better. I think as women, we tend to have to work a little harder to balance the things in our lives that benefit us and those around us. Children and family obligations would be a prime example of reasons why some women may step away from the promotions and rewards they deserve and have earned. I think that is a huge mistake. My advice is to take the offer and then get creative to make it work. Customize the solution to your needs. Be flexible but keep the goal in mind. Ask for help when you need it and activate a support system within your family and friends that allows you to take advantage of offers to advance while maintaining the needs of those you love and are responsible for looking after. You also must take full advantage of circumstances that arise which will move you toward your goals. Step outside of your comfort zone and into the spotlight when the opportunity presents itself. The thought of being on a panel at a conference might terrify you but saying no to the task could deal a fatal blow to your chance of promotion and advancement. Fear is impactful but fleeting. Don’t let it hold you back from taking

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the chances that can be your golden hard to watch and experience. But that ticket to the job of your dreams. You correction was necessary based on the are good enough, smart enough and way things were headed. have worked hard enough. Now let The mortgage business has shifted everyone else see what you can do. significantly from an anything goes Knowledge is power. It is an old attitude to one of greater prudence saying but so true. If you get a chance and intelligent risk assessment. I do to learn something new, take it. Don’t still see some of the questionable hesitate or even think about it. Just actors from those wild west days take the opportunity to learn and keep show up occasionally, and I use those learning. Even if you are busy at work appearances to remind myself that and have home commitments too, there needs to be a more substantial learning will always prove worthwhile risk to credit balance in our business as you move along your career path. now. We need to balance the Knowledge is important because it reputation and credit of the company opens doors even with the financial in a hallway we risks associated weren’t intending with the to walk down. mortgage. There are times I suppose one when we may silver lining of hesitate to accept the financial an offer because melt down was we don’t have that those of us enough confidence who survived it due to lack of and continued knowledge or in the mortgage experience. But, business learned if we have opened lessons and ourselves up to have made the new educational adjustments avenues when necessary to work they are offered, smarter and trust the chance our instincts of hesitation when it comes to becomes less and SALPI MEYER, SENIOR VICE PRESIDENT people and the the opportunities OF SALES, NATIONAL CORRESPONDENT industry itself. less limited. LENDING DIVISION, PLAZA HOME MORTGAGE Do you think You are a it is important mortgage veteran, what for women to trust their gut changes have you seen since instincts and intuition in the and where do you think we are workplace today and has that going in the future? played into your own career? SM: I have been working in the mortgage industry for almost 28 years now. You could literally write a book on how much our industry has changed but I think the biggest change I have seen is the regulation. When I started in the lending business it was kind of the wild west. There was little compliance or oversight. Then we had the financial crisis of 2008 and things started to change. I weathered that storm and am glad and grateful that I was able to do that. There were a lot of my colleagues who didn’t survive that time and it was

SM: Absolutely it has. In both ways. I have had situations arise where I felt something was off but ignored the feeling because I lacked the confidence in my own intuition. An example would be doing business with someone who, as it turned out, had questionable business ethics and my not walking away when my gut was screaming at me to do so. I learned my lesson when loans were left undone and needed to be bought back at a cost to the organization. My advice in a situation like this would be to do your homework. If you get a bad feeling about a person you

are considering doing business with, don’t just walk. Do some legwork. Ask questions and do your homework. If you find your gut was right, walk away. You might also discover that things are fine, and you can proceed with confidence. Either way, you are secure in the knowledge that you have done everything you could to substantiate or refute your instinct and the next time you will have more confidence in your ability to judge a situation correctly. I have also had the satisfaction of having my instincts tell me, unequivocally, that I was in the right place and that I should leap in feet first. This was my experience in the meeting with Kevin which brought me to Plaza. I got a strong, positive vibe in our conversation and I didn’t hesitate to step into my new role. It was a good decision, and my instincts were right on. This series is called Trailblazers. Tell me what being a trailblazer means to you and do you consider yourself one? SM: When I think about the term “trailblazer” I think about someone who is willing to take a risk and make some bold moves along their career path or in life. And they are the first to make those moves so others can come behind them and feel more confident about making the same decision. The trailblazer takes the risk and sets the standard for those who come to the same crossroads later. This is not to say that the trailblazer has an easy task or is a particularly brave soul. They may be terrified of what could happen should they choose a certain direction or decision to make. They could be having to decide on something that they know will impact others and not be popular with those around them. The point is that they take the

action and don’t step away because of fear or indecision. And once they have done that, based on the outcome, others can walk across the same path with less trepidation. The trailblazer follows their vision, and they move things forward. I do believe I am a trailblazer. I made the move to Plaza, but I also brought my team with me. I was honest with them when I asked them to come along. I told them the first year was going to be a lot of hard work and not much fun. But I also felt strongly that it was going to make all

our lives better. I couldn’t guarantee that, but I had a gut instinct. They trusted me enough to come with me. If I had let fear and doubt hold me back from taking out my machete and hacking through a new patch of jungle vines, I might have missed an incredible opportunity and my team might not have enjoyed the success they have now as well. I am of Armenian descent. Women are not generally in positions of power so for me to step forward and take the risks I have taken is a big deal for me. There have been missteps and sacrifices but when I hear my 19-year-old daughter tell her friends what her mom does and sounds proud doing that, I know I have made the right moves. When I go to conferences, I often have other women come up to speak to me and tell me they have followed my career. It pleases me to think that younger women coming up in

business can look to those of us who have experienced the climb and learn what pitfalls to avoid and what opportunities to grasp with both hands, confidently and successfully. How do you recommend we bring other women up who are newer to our industry and encourage them to work toward a leadership role or step into one? SM: We talked about mentoring earlier and I think this is one of the best ways to encourage and lift women into leadership roles in business. I think it is important to offer mentorship to women, especially when you see someone with good potential. There may be a woman starting out who is rich in potential but lacking in self-confidence. Mentoring someone like this and giving them the support and benefit of your experience and knowledge can be vital for them to succeed and highly rewarding for you as a mentor. The feeling you get from giving someone the gift of your time is indescribable. Speaking at conferences and seminars is another way to get the message out to women who are considering business careers that they need to be confident and giving them the information they need to make good decisions for themselves, their families and their careers. Volunteering is another way to make connections with women coming up in business. There are many programs that are looking for experienced women to mentor, speak and connect with young women who are eager to learn and get started. Changing gears, what do you CONTINUED ON PAGE 10

MORTGAGE WOMEN MAGAZINE • Issue 6, 2021

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do for fun outside of work? SM: My favorite thing to do is travel. I go to a lot of different places. I have a good friend with whom I travel. We have a lot in common and kids the same age. About ten years ago I started to travel in earnest. I think Tuscany was the place that blew my mind the most. The food, the culture and the way of life are so appealing to me. They live in the moment there. Americans, to them, are always rushing around and on the move. The Italians say, “sit down for 10 minutes. Enjoy your coffee.” It’s a different way to look at life and it is lovely. I have seen the Amalfi coast and Pompeii. And we have been to the south of France. That is another region I just love. The scenery is breathtaking, and the wine and food are exquisite. They are welcoming and take good care of visitors. Do you work to live or live to work? SM: I used to live to work. But the company I am with now doesn’t encourage that type of culture and that is a very positive thing. They are supportive of a work-life balance for their employees, and it is a refreshing change. I admit it took me a few years to get used to, but about 5 years ago I started to change my outlook and understand how important balance is. Kevin told me that I should relax, I was doing a great job and it was truly appreciated within the company. It felt like he was giving me permission to step back a bit and enjoy more than just work in my life. What advice would you give to women who are trying to keep all the balls in the air? What have you learned about that part of life? SM: I have realized that you need to learn to balance things early in your career. Ask yourself what if you have already won the battle? Then what are

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you trying to prove and to whom? Surround yourself with supportive people. People who know you well and are like-minded. Those are the people who you can count on to step up when things get hectic, or you have a situation where you need a back up you can rely on. They should also be people who are able to match your pace and not make you feel guilty for taking a breath now and then, but also motivate you to go after what you want and not give up. I can recommend the use of a vision board to keep yourself on track when you are feeling pulled in all directions. Focusing on the goal and the best way to get there can dull down the outside noise and get you back on the best track for you and your family. You can write out what you want and put it somewhere to help you visualize your path when it seems obscured by life swirling around you. It helps compartmentalize your tasks and make them more manageable and achievable. I have a piece of paper with Vivid Vision written on it. I got the idea from an online video I saw where the speaker talked about writing down the things that are important to you to keep them in mind as you work toward a goal. He had several things on his list. His were faith, family, finance, fitness,

and fun. He used that list to ground himself and keep his focus clear while maintaining the balance between his work and his life intact and healthy. I think many of us learned these lessons later in our careers and gave up a lot along the way. So, my advice to those starting out is to get the balance right earlier rather than later. It is beneficial to you and to your loved ones if you can get that figured out early on. What is your wish for other mortgage women trailblazers? SM: Trust that you can have it all. Have faith in your ability to get where you want to be but also remember that life needs to be in balance for it to be truly successful. One of my bullet points on my vision board is Get a Seat at the Table. I believe there are no limits anymore if you are willing to work hard and have faith in yourself. I see women moving upward in so many different industries and it is amazing. Take a wander through LinkedIn and you will see what I mean. Our industry is filled with amazing, tough, smart women who are empowered, successful and a tremendous example to young women starting out today. Women are in the top ranks in our industry and that is so gratifying and inspiring. n

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Hard Knocks Open Doors For Mortgage Servicing Opportunities

M by JANE

MASON, CEO, Clarifire for Mortgage Women Magazine

ortgage servicing is back in the spotlight in a way that we haven’t seen since the post-financial crisis era. Many servicers who went through the ramifications of the housing crisis were educated in the school of hard knocks, but ended up graduating into prominent leadership roles due to their performance during that time. And quite a few women in mortgage servicing turned that experience into new opportunities. In fact, it was about that time I moved my automated workflow technology created at an international law firm and started up my business helping mortgage servicers streamline loss mitigation as foreclosures mounted. This time around is not quite as catastrophic as the financial crisis, but the results are definitely severe enough to set up a challenging set of circumstances moving into the next year. More than one million borrowers remain in forbearance plans, the number of natural disasters affecting communities nationwide are climbing, and regulators are paying closer attention to how servicers do business moving forward. Given these complexities, next year could be pretty rough. The good news is that this unfolding situation presents ample opportunities for

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Jane Mason, CEO, Clarifire

servicers to streamline operations and find new ways to get customers the help they need. So too will opportunity knock once again for women to step up as leaders and bring fresh new perspectives and ideas to the mortgage servicing sector.

SERVICING WILL GROW MORE COMPLEX

The top goal of every servicer should be evolving their businesses to handle the expiring forbearance plans and foreclosure eviction protections, which will be a focal point of the industry

well into the new year. It will be no small task. As of this writing, the Mortgage Bankers Association’s most recent Forbearance and Call Volume Survey found more than 1.1 million loans remain in forbearance plans, including 15.3% of loans in the initial stages of forbearance and 74.8% in extensions. Looking at the total forbearance exits since last June, 16.7% of borrowers have exited forbearance without a loss mitigation plan, 13% had loan modifications, and 7.1% paid off their loans by refinancing or selling their homes. Other loans resulted in loan deferrals or borrowers who continued to make their payments. These disparities mean servicers must consider a wide range of options when working with borrowers coming out of forbearance. It means reducing compliance risks by implementing required workflows, managing and tracking all customer interactions, providing proactive responses to customers, and being able to access the entire history of each customer’s workout under the CARES Act. In other words, servicers working with borrowers on forbearances, extensions, deferrals or foreclosures require a seamless servicing process, pushing for zero gaps between the process of

moving from forbearance to a loan modification or to any other option. Greater regulatory scrutiny as well as new servicing rules will dictate when and how often servicers can reach out to borrowers. For example, changes to the Fair Debt Collection Practices Act (FDCPA) will take effect at the end of November which restrict the frequency and volume of calls servicers make to collect payments. In addition, servicers must provide new disclosures electronically within five days after the initial contact with a borrower. And if a loan debt is in dispute, all collection activity must stop. Last but not least, servicers will need to embrace the age-old business rule, “know thy customer,” and like banks, all non-bank servicers will need to listen and understand their customer’s needs. That means approaching customer service in an opportunistic way to not only lower costs per loan, but to increase customer satisfaction.

HOW TECHNOLOGY WILL HELP

To be sure, current and further servicing challenges will continue to push forward adoption of new technologies, including AI and process automation. It will be impossible for servicers to meet all of the challenges listed above without them. It’s only going to be through bulk processing of like processes, and other workflow automation, that servicers will be able to reduce costs over the coming year. Automation is the only way to do so. Certainly, the volumes of anticipated foreclosures and overall management of all of the state-by-state complexities and requirements will also require advanced technologies that can be easily adapted as the rules of the game change. Servicers need to keep a close eye on timelines and conformance to state guidelines as they ensure their internal teams are constantly ready to perform a pre-foreclosure analysis—all while keeping good records of that analysis. Borrower self-service will also become a true differentiator. Those who were able to apply for forbearance online should be able to request permanent solutions with the same click of a button. Yet servicers will also need technology to identify early

on the customers who need help but aren’t asking for it. That includes borrowers who cannot be reached through automated solicitation attempts, as preparing to file foreclosures is a complex process but, unfortunately, a necessary one. For those borrowers that have failed all permanent workout options, servicers need to be especially careful to use technology that will retain all user activities related to communications of any sort with the borrower. In light of the new debt collection rules mentioned above, being able to maintain an accurate record of the entire history of a borrower’s interactions will be of utmost importance should housing regulators come knocking. Of particular use will be dialer technology that’s integrated with a servicer’s workflow application and displays call histories, call statuses, process statuses, and alerts in red that indicate “do not call.” The ability to create seamless servicing while maintaining a laser focus on communications and the changing needs of customers should be at the heart of every servicing operation next year. For most companies, the best path forward is adopting end-to-end, digital workflow technology that is robust, customizable, and easily integrated into other systems and service providers.

performers will be tomorrow’s leaders with unique and unparalleled expertise that cannot be experienced in a class or training session. And I have no doubt there are many women professionals who are more than up for the task. Whether it’s working one’s way up the corporate ladder or launching one’s own company, women continue to run into hurdles in the mortgage industry. That being said, we as an industry have made tremendous strides in advancing diversity, equity and inclusion from a nifty idea to real, positive change inside a growing number of organizations. Everywhere I turn, I’m finding more open minds and more interest in what women bring to the table. And I find more doors beginning to open. Women seeking to advance their careers in mortgage servicing or bringing their entrepreneurial dreams to life, should be ready to capitalize on this moment and not be afraid to step up and offer better solutions to the problems servicers will encounter in the year ahead. n

For most servicers, technology will be a major need next year. But they’ll also be looking for new, innovative ideas and business strategies.

OPPORTUNITY AWAITS

For most servicers, technology will be a major need next year. But they’ll also be looking for new, innovative ideas and business strategies. With so many challenges facing servicers, and so much to do, there will be an enormous opportunity for new leadership to emerge and push the industry forward. Today’s successful

Jane Mason is CEO and founder of Clarifire and the original architect behind CLARIFIRE®, the workflow automation technology that brings all parties within mortgage servicing operations together onto one secure application. As an entrepreneur and innovator, Jane is a recognized technology leader in the financial services and mortgage industries, having received numerous industry awards and accolades. Jane speaks regularly on industry panels, and has been featured regularly in national, local and trade publications.

MORTGAGE WOMEN MAGAZINE • Issue 6, 2021

D E V E LO P I N G YO U R B R A N D

Turn Your Clients Into Repeat Borrowers A GUIDE TO CUSTOMER RETENTION By LAUREN RICHARDS ROSENFARB , Director of Marketing, Delmar Mortgage

L Lauren Richards Rosenfarb is director of marketing at Delmar Mortgage.

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et’s say you just got married. Congratulations! You’re home from the honeymoon. You’ve written your last thank-you card, and all the work is done. Or is it? Of course not. As everyone knows, satisfying, lasting relationships take work. Sitting on opposite ends of the couch, watching Netflix for the next 50 years does not a relationship make. Similar to marriage, once we make the first sale and the honeymoon is over, it’s not time to let the relationship crumble. With a little bit of effort, we can keep our relationships fresh and create lifelong partnerships with our borrowers.

The necessity of retaining customers became clear throughout the early 2000s. The popularity of Software as a Service (SaaS) and other subscriptionbased products was on the rise. Unlike anyone buying outright or entering into a long-term contract, a Salesforce or Dollar Shave Club member could walk away fairly easily. As a response, an entire philosophy and industry, called Customer Success (CS), developed. In the subscription-based economy, the customer is queen, and CS provides a comprehensive system to treat her as such. CONTINUED ON PAGE 18

When others can’t,

REPEAT BORROWERS CONTINUED FROM PAGE 16

Even across industries that don’t charge a recurring subscription, the CS philosophy is subtly shifting sales, marketing, and operations. We know it’s easier and less costly to keep our current customers than it is to chase down new ones. But how do we keep them? The Ten Laws elaborated upon in the book Customer Success by Nick Mehta have become a virtual bible in the CS field. Three of these laws, when taken together, can serve as a threestep marketing guide for any loan officer looking to retain customers. Let’s break down the laws into three parts: plan, engage, and monitor. 1st CS Law: You can no longer build loyalty through personal relationships. This requires planning. With more customers, comes more moving parts and new challenges. When your business has grown to the point that you can no longer maintain one-toone relationships with each of your borrowers, it’s time to build trust at scale. A relationship marketing strategy creates a roadmap for the future to retain your borrowers after closing. But before you put any strategy in black and white, make sure you’re set up for success. Any strong marketing plan will be true to your brand, so make sure your brand mission is well defined. Ask yourself: • W hy are you in business? • W ho wants to buy what you’re selling? • W hat are you promising? • How are you different? When it comes to effective branding, the brand statement of Dyson, famous for its innovative appliance designs, comes to mind: Solve the obvious problems others ignore. Based on the model of a sawmill, James Dyson went through 5,127 prototypes before creating a vacuum that didn’t lose suction as its bag filled up. Clearly distilled in six words, Dyson’s directive sums up the ingenuity and distinctiveness of its products. With your brand mission statement in hand, draft the retention section of

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your customer relationship plan. Think about how repeat business fits into the entire journey your customers walk with you. Two approaches to consider are flywheel marketing (using the momentum of happy customers to generate referrals and repeat business) and journey mapping (charting a customer’s experience over time). Regular communication strengthens relationships. So deeply embed your tech stack, especially your CRM, into your plan to automate communication with your customers. 2nd CS Law: Customers and clients naturally tend to drift apart. Now that your plan is in place, it’s time to put it into action through engagement. As any customer success manager knows, you must work to earn the trust of your clients constantly. Proactive interaction with your clients keeps them from fading away. So focus your plan’s engagement section on providing relevant, interesting content. Ignore the urge to lead with productfirst marketing. Instead, put your clients’ needs first. Fortunately, you have something your clients want and need: financial knowledge. As their mortgage advisor, think about how you can best educate your clients. Your content doesn’t need to ooze creativity or go viral, but it does need to be relevant — the more relevant, the better. What do your clients care about? Neighborhood info, pricing trends, interest rates, market data, loan scenarios? Consider whether your clients would attend a seminar to buy a retirement home, repair their credit, or invest in real estate. Trust is the foundation of most marketing, and it’s up to us, marketers

and salespersons, to build it. Sharing your thoughts and what’s going on in your life in a genuine way builds strong trust with your clients. When you share news and updates, use entertaining stories, videos, and images that reflect your personality. Again, use your tech stack. The best ones will provide you with targeted, timely, and personal communication that you can build upon in your own voice. What are some of the best ways to retain your clients? According to a digital-marketers survey, email remains the most effective tactic followed by social media and content marketing. SMS, in-app messages, and push notifications are frequently used too. Effective educational tools include blog posts, webinars, events, explainer videos, and how-to guides. As you branch out beyond email, prioritize what you’re good at. And even if you’re someone who “doesn’t do video,” give it a try. Video is one of the best ways to show what makes you special to a larger audience. 3rd CS Law: Become metrics driven. You’ve successfully created a plan and have begun to implement it. But is it the right plan? You won’t know without monitoring your progress. Noom and other tracking-based, weight-loss programs have become popular for a reason: You can’t manage what you don’t measure. Evaluate your services to learn what you can improve for new and existing clients. Create a monitoring section of your marketing plan that details how you’ll gather customer feedback and other real data. Complex statistical models abound, but to measure customer loyalty, you can actually keep it simple. Business strategist Fred Reichheld found that a single customer-satisfaction question correlates directly with a company’s growth: How likely is it that you would CONTINUED ON PAGE 22

For a more streamlined digital experience,

Client’s Perspective

Partner’s Perspective

Our new client portal makes the online mortgage experience easier for you and your clients. We’ve streamlined the e-signing process, and clients can upload documents in minutes - freeing up time for you. You can review documents before they go to underwriting - giving you more visibility. In addition, you can customize the entire client portal experience - adding your branding and elevating your marketing presence. When you want to strengthen your business, Rocket Can. Learn more at RocketProTPO.com Rocket Mortgage, LLC; NMLS #3030; www.NMLSConsumerAccess.org. Equal Housing Lender. Licensed in 50 states. AL License No. MC 20979, Control No. 100152352. AR, TX: 1050 Woodward Ave., Detroit, MI 48226-1906, (888) 474-0404; AZ: 1 N. Central Ave., Ste. 2000, Phoenix, AZ 85004, Mortgage Banker License #BK-0902939; CA: Licensed by Dept. of Business Oversight, under the CA Residential Mortgage Lending Act and Finance Lenders Law; CO: Regulated by the Division of Real Estate; GA: Residential Mortgage Licensee #11704; IL: Residential Mortgage Licensee #4127 – Dept. of Financial and Professional Regulation; KS: Licensed Mortgage Company MC.0025309; MA: Mortgage Lender License #ML 3030; ME: Supervised Lender License; MN: Not an offer for a rate lock agreement; MS: Licensed by the MS Dept. of Banking and Consumer Finance; NH: Licensed by the NH Banking Dept., #6743MB; NV: License #626; NJ: New Jersey – Rocket Mortgage, LLC, 1050 Woodward Ave., Detroit, MI 48226, (888) 474-0404, Licensed by the N.J. Department of Banking and Insurance.; NY: Rocket Mortgage, LLC, 1050 Woodward Ave., Detroit, MI 48226 Licensed Mortgage Banker-NYS Department of Financial Services; OH: MB 850076; OR: License #ML1387; PA: Licensed by the Dept. of Banking – License #21430; RI: Licensed Lender; WA: Consumer Loan Company License CL-3030. Conditions may apply. ©2000-2021 Rocket Mortgage, LLC. All rights reserved. Lending services provided by Rocket Mortgage, LLC, a subsidiary of Rocket Companies, Inc. (NYSE: RKT). “Quicken Loans” is a registered service mark of Intuit Inc., used under license. Rocket Mortgage, 1050 Woodward Ave., Detroit, MI 48226-1906

Compliance in 2022

By TYNA-MINET

ANDERSON Mortgage Women Magazine Contributing Writer

rarely have clients call in distress seeking urgent help. As I practice mortgage compliance and not criminal law, most calls I receive take some time to research. However, a few years ago, I received a call from a frantic mortgage broker asking me to come to her office as soon as possible. Perhaps it was the distraught tone in her voice or my genuine intrigue as to what compliance conundrum could be so pressing, I grabbed my purse and started my drive. Forty-five minutes later, I was in her office as she relayed to me the traumatic event that had unfolded that morning. Two men had arrived at her office and asked her to confirm her name and the name of her company. Initially thinking they were potential clients, she confirmed the information only to find out that they were investigators with the state regulatory office. Unfortunately, by the time she

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Tyna-Minet Anderson is vice president of Mortgage Educators and Compliance.

called me, and I arrived at her office to help, the time for implementing solutions had mostly passed.

For the last two years, many mortgage companies have allowed employees to work from home, which has led to a greater sense of complacency surrounding compliance within their office. While mortgage compliance has no absolutes, “compliance” may yet again become the buzzword of 2022. As mortgage companies try to navigate the new normal and how to bridge the changes that have come with the last two years, their Compliance Management System may be a far-off thought, perhaps even a distant memory. As non-depository mortgage companies close most mortgage loans in the country, it is safe to say that they are becoming the focus of the regulatory authorities’ enforcement efforts. The aggressive and coordinated multi-agency examinations and CONTINUED ON PAGE 22

When you want stronger real estate agent connections,

Now more than ever, smart brokers know the importance of new connections – especially with real estate agents. We’re excited to announce Pro Mixers, so you can network with real estate agents at events across the U.S. The incredible relationships you’ve built with agents? We protect them, ensuring no direct solicitation. On our portal, a new digital experience lets you see the agents you’re doing business with. When you want to grow and protect your business, Rocket Can. Learn more at RocketProTPO.com

Rocket Mortgage, LLC; NMLS #3030; www.NMLSConsumerAccess.org. Equal Housing Lender. Licensed in 50 states. AL License No. MC 20979, Control No. 100152352. AR, TX: 1050 Woodward Ave., Detroit, MI 48226-1906, (888) 474-0404; AZ: 1 N. Central Ave., Ste. 2000, Phoenix, AZ 85004, Mortgage Banker License #BK-0902939; CA: Licensed by Dept. of Business Oversight, under the CA Residential Mortgage Lending Act and Finance Lenders Law; CO: Regulated by the Division of Real Estate; GA: Residential Mortgage Licensee #11704; IL: Residential Mortgage Licensee #4127 – Dept. of Financial and Professional Regulation; KS: Licensed Mortgage Company MC.0025309; MA: Mortgage Lender License #ML 3030; ME: Supervised Lender License; MN: Not an offer for a rate lock agreement; MS: Licensed by the MS Dept. of Banking and Consumer Finance; NH: Licensed by the NH Banking Dept., #6743MB; NV: License #626; NJ: New Jersey – Rocket Mortgage, LLC, 1050 Woodward Ave., Detroit, MI 48226, (888) 474-0404, Licensed by the N.J. Department of Banking and Insurance.; NY: Rocket Mortgage, LLC, 1050 Woodward Ave., Detroit, MI 48226 Licensed Mortgage Banker-NYS Department of Financial Services; OH: MB 850076; OR: License #ML-1387; PA: Licensed by the Dept. of Banking – License #21430; RI: Licensed Lender; WA: Consumer Loan Company License CL-3030. Conditions may apply. ©2000-2021 Rocket Mortgage, LLC. All rights reserved. Lending services provided by Rocket Mortgage, LLC, a subsidiary of Rocket Companies, Inc. (NYSE: RKT). “Quicken Loans” is a registered service mark of Intuit Inc., used under license. Rocket Mortgage, 1050 Woodward Ave., Detroit, MI 48226-1906

REPEAT BORROWERS CONTINUED FROM PAGE 18

recommend this company to a friend or colleague? The question measures customer loyalty so effectively because a client will only put her reputation on the line if she feels intensely loyal. A high score, called a net promoter score (NPS), doesn’t guarantee growth, but in most industries, growth can’t be achieved without it.

COMPLIANCE CONTINUED FROM PAGE 20

enforcement actions will likely affect these small businesses as they brace for impact and fallout from this newly increased scrutiny. The most recent coordination and enforcement efforts that are being strategically planned for precision implementation include: • The newly appointed chief for supervision and enforcement at the CFPB • The potential for up to 30 new enforcement attorneys being hired by the CFPB • FHFA and FHA implementing the Memorandum of Understanding for Coordinating Investigations and Compliance Reviews • The announcement of a new initiative by the DOJ, CFPB, and OCC to combat redlining According to the October 22nd DOJ press release, the new initiative will “expand the department’s analyses of potential redlining to both depository and non-depository institutions.” Although revived calls for more oversight and swifter enforcement may not be the news you were hoping for, there is hope on the horizon. It is anticipated that millions of new home buyers will become eligible for more flexible financing options as a result of the current administration’s affordable housing programs. The new loan programs will inherently have new rules and their own set of compliance requirements. As a mortgage professional, the same level of learning and complying with

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the new guidelines, that goes into the new loan programs will need to be instituted in the overall management of the company. Even as mortgage companies plan and prepare to ensure they have updated policies and procedures in place, they still remain a target. Compliance takes on the role of protecting the consumers as well as your mortgage company, now is the time to review your company’s policies to ensure they align with the new level of the regulatory authorities’ interpretation of the rules. Waiting until an auditor shows up at your door may come with unintended consequences including potential fines and anxiety attacks. Areas frequently targeted by enforcement agencies are Fair Housing and Fair Lending. Both are critical to the security of our families and providing opportunities for wealth creation for all members of society. While there are times to take risks, carefully consider the implications and hazards associated with compliance that could be prevented. Start now with a strong review of your company’s current compliance efforts. Perhaps engage a third-party to review your policies. Changes and updates to your policies and procedures may end up protecting you and your company down the road. Plan now for success in an audit, knowing you have taken the time to implement the best policies and practices when it comes to compliance for your company. In doing so, the next time two men show up at your office asking you to confirm your name and your business name, you won’t need to call me in a panic. n

With a little bit of effort, we can keep our relationships fresh and create lifelong partnerships with our borrowers. What should your score be? Scores range from -100 to 100. Throughout 2021, U.S. financial services averaged an NPS of 56, making the industry one of the highest performing. And loan officers generally score even higher. If you’re aiming for Starbucks or Costco levels of customer loyalty, shoot for a score of at least 75. Most importantly, track your own results over time. A platform like Experience. com can survey your clients and measure results for you. If you want to send out your own surveys, view the sidebar for more information. Of course you want to find new customers, but don’t forget to work on your marriage with your past customers. Developing your existing relationships is mutually rewarding. It’s like they say happy spouse, happy house. And don’t worry. It’s totally fine to sit on the couch and watch some Netflix sometimes. n

In Times Of Crisis, You Need A Spare Key

obody ever expects it to happen to them, until it does. Patsy and Rob Keech were expecting their first child, a beautiful newborn son named Darien, to arrive into the world and start their family. The day Darien arrived, however, the doctors discovered he had a genetic birth defect: CHARGE syndrome — an illness that would affect his eyes, ears, nose, heart and overall development. An illness that would forever change the Keech’s lives and their view of the world. In the first two years of Derian’s life, he endured 11 major surgeries, including five open heart procedures. It’s impossible to describe the

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pain and worry a parent feels when their child is sick. Imagine your baby stuck in a hospital room, hooked to ventilators and constantly being poked with needles. It’s torture for the both of you, but even worse is having to choose whether you stay in that room to support and comfort them or leave to go to work. The medical bills have to get paid somehow, and what if you have other children to support? It’s an impossible decision to make, and we can’t blame the mothers who want or need to stay by their child’s side. The Keechs’ saving grace was the community they surrounded themselves in — friends, family, and even strangers rallied behind them

and donated to their cause. In some cases, they had received donations from people they barely knew, but were moved enough to support their family and pay off their mortgage so they would not lose their home. This alleviated a lot of stress and anxiety for the Keechs’, allowing them to spend precious time with their son before he passed away at two years old. From then on, the Keechs’ vowed to help other families facing similar situations, which led the couple to found Spare Key in 1997 in Derian’s memory. Volunteers, donors, and staff members of this Minnesota-based nonprofit are all dedicated to providing support, however the families decide

to accept it. Donations can go toward any debt or expense the family chooses, whether to pay a mortgage, medical bills, or even car payments. Donations can go toward any debt or expense the family chooses, whether to pay a mortgage, medical bills, or even car payments. The family chooses which bills they need help with on www.HelpMeBounce.org and donors contribute directly to that bill. Spare Key then uses 100% of those funds to pay the bill directly to the servicer, ensuring 100% accountability to the donor. “Spare Key is an inclusive organization,” said Rebecca Yonaka, correspondent sales director for Caliber Home Loans and board member for Spare Key. “We don’t discriminate on the basis of injury or illness or even their income. If they have a proven medical illness in the family and medical debt, they are entitled to our help.” The application and eligibility requirements for families seeking

100%WomenOwnedACTAppraisalR3-OL.pdf

REBECCA YONAKA, CORRESPONDENT SALES DIRECTOR FOR CALIBER HOME LOANS AND BOARD MEMBER FOR SPARE KEY.

help are remarkably brief and simple. The applicant must prove they have an ill family member, medical debt, a significant reduction of income, and high medical expenses. Above all, the family needs a social worker or doctor to confirm they are enduring financial hardship. Sometimes a letter from a

3/27/21

social worker is all that’s needed to be eligible for assistance. Many families come to Spare Key after being turned down by other organizations that have income requirements. Spare Key realizes that income is an ineffective measure for how much assistance a family needs. Although a married couple might have a six-figure household income, they can quickly fall to financial ruin after a few surgeries. “But it’s not always the medical bills themselves that rack up the debt,” said Sarah Putnam, Spare Key’s marketing director. “Most of the time it’s the reduced income from missing work, because you were at those surgeries or taking care of your sick child.” “Over the years, we’ve seen a lot more variety in general,” Putnam continued. “As Spare Key expanded out of the Midwest into more parts of the country, the organization began to see more variety amongst the families. CONTINUED ON PAGE 26

10:30 AM

CMY

MORTGAGE WOMEN MAGAZINE • Issue 6, 2021

SPARE KEY

CONTINUED FROM PAGE 25

As you know, the demographic in the Midwest is quite white, so we were really excited to expand our assistance to a wider range of people. Over time, we saw more minority families come in, and more kids of all ages come in with various illnesses or injuries.” Two thirds of people who file for bankruptcy in America cite medical issues as a key contributor to their financial downfall, according to a study by the American Journal of Public Health. Most people do not realize their health insurance might not be enough to protect them, one researcher stated. By the time families realize this, they might also come to learn that most people are bankrupted, either by the high cost of medical care or time spent out of work. This puts even more pressure on parents who are forced to choose between their sick child and work. With the support of Spare Key, families don’t have to decide. The Evans family is quoted on their website saying, “You don’t think that this could happen to you, but it does, and there are people there with you the whole entire way and Spare Key makes it possible for you to live your normal life.”

‘BOUNCE NOT BREAK’

This past year has not been easy for Spare Key, though, with COVID restrictions making it harder to host charity and crowdfunding events. As a result, the organization lost half a million dollars and two thirds of its budget. Still, they refused to cut families off from support, following the mantra of “bounce not break” when times are challenging. Instead, the group decided to get more creative with its marketing campaigns. Erich Mische, executive director of Spare Key This is what prompted executive director, Erich Mische, to start his 1,700-mile journey down the Mississippi River in an attempt to spread awareness about Spare Key. “If we couldn’t bring people to an event, I would bring Spare Key and an event to people,” Mische said. Sailors, boatsmen, and onlookers

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ERICH MISCHE, EXECUTIVE DIRECTOR OF SPARE KEY

at the bank of the Mississippi river would have seen a man captaining a makeshift HomeDepot shed sitting on top of a 50-year-old, rotting pontoon. If the sight of it didn’t scare people away, the captain was happy to welcome them on board. “People can spend a night on here with me, or a weekend,” Mische said. “I will tell you, it’s close quarters, so you’ve got to be comfortable with that. You also have to be comfortable with me being the captain of a raft that has a leaky tube.” Full of vigor and excitement, Mische began his harrowing journey in St. Paul, Minn., and ended in Baton Rouge, La., passing through 10 states over the course of two months to finally become licensed in all 50 states. Despite a leaky tube, nearly capsizing three times, and almost sinking in Lake Pepin, Mische was

able to complete his journey. “The challenge for me is that I’m afraid of the dark, I’m scared of animals, and I don’t know the first thing about the Mississippi River,” Mische said.“Every single mile down the river is a learning experience for me. Along the way, I’m meeting a lot of people who are very generous, very supportive, and also very helpful.” The Spare Key team might be willing to bend over backwards to advocate for these families, but the only thing donors have to do is pick a family on www.HelpMeBounce.org and they can donate directly via credit card online. “Donors can choose to provide their donations through lump sum, monthly installments, or they can sponsor an area to continuously assist families within that community,” Yonaka said. “But, if someone is reading this and they don’t have enough money to donate, they should know we are always looking for volunteers!” Volunteers can help with crowdfunding and charity events once event season approaches. Spare Key is expecting to have their first post-pandemic Gala event on April 30, 2022. “This is a good, trustworthy organization that allows families to see 100% of a donation made to their need on www.HelpMeBounce. org for whatever expense or debt they choose and have Spare Key make that payment directly to the servicer," Yonaka added. n