2020
Marketing & HR Executive Strategy Meeting August 26, 2020
Meet the Marketing Department Thomas Holmes, Senior Vice President Chief Marketing & Communications Officer
Anissa Evans
Hailey Boyer
Katie Jenkins
Jared Short
Marketing Manager
Marketing Coordinator
Marketing Coordinator
Digital Marketing Specialist
Marketing Agenda Conquering the Trail
Thomas Holmes
Improving the Pace
Katie Jenkins
Navigating the Way
Anissa Evans
Surveying the Landscape
Thomas Holmes & Jared Short
Mastering a New Path
Hailey Boyer
Exploring New Horizons
Thomas Holmes
BREAK
Conquering the Trail Thomas Holmes
We’re using our GPS.
Improving Our Pace
To know we’re moving in the right direction, we need to know where we are at all times. We do this by tracking your performance across online and social platforms.
Using Our GPS
Katie Jenkins
Thomas Holmes & Jared Short
Navigating Our Way Anissa Evans
Mastering a New Path Hailey Boyer
Exploring New Horizons Thomas Holmes
Digital Marketing
§
Higher Visibility – Search Engine Optimization
§
Social Survey – Mortgage Reviews
§
SharePoint
§
Google My Business
§
§
getevolved.com
HIGHER VISIBILITY
GUEST PRESENTER ERICKA MILFORD Director, Brand Success
SOCIAL SURVEY
GUEST PRESENTER BEN HEAD
Customer Success Manager
Mortgage
Business Card Request
SharePoint •
Simplifies Communication
•
Automates tasks and provides easy access to resources
•
Directory headshots
•
Clean & intuitive design updated by marketing
Human Resources Staff Directory
Google My Business •
All 28 Home Loan Centers
•
4 Banking Centers
•
3 Financial Centers
•
All verifications require physical registration at all locations
GMB Display Image
GMB Panel • • • • • •
Reviews Address Hours Weblink Phone Number Map Location
Search Engine Listings • Links to Webpages • Map Locations • Contact Info
Home Loan, Financial and Banking Center Profiles
Google My Business •
Customers leave 1-5 star reviews
•
All reviews are replied to promptly and convey gratitude and communication
•
5-star reviews = more trust and reliability
•
Customer outreach has grown tremendously as a result of investing into Google My Business
450% Average Monthly Call Volume
Measured Over Past 2 Years*
150% Average Monthly Site Visits Measured Over Past 2 Years*
1,017+ Google Reviews 4.9+ Avg. Rating
Across All 35 Locations*
Facebook •
Unique location pages for all 28 Home Loan Centers
•
All Financial and Banking Centers
•
All locations are kept accurate and up-todate
•
Newsfeeds share Social Survey reviews and important updates
•
Map listings with contact information
Home Loan Center Pages
Address, Hours, Phone Number
Social Survey Reviews
2,024 Likes on Facebook
Awards
Community Engagement
Events
New Hire Announcements (LinkedIn also)
Facebook •
Community involvement
•
Internal news
•
Great for keeping our followers updated on happenings and events
getevolved.com •
•
Information About All Home Loan, Banking and Financial Centers Social Survey and HigherVisibility work together to provide high-performing content and reviews
Customized Header Image (Relative to location)
Lenders at Location Bio Service Offerings GMB Location Map Social Survey Testimonials
Financial and Banking Center Info (All Locations)
getevolved.com •
Personalized webpages for every lender
•
Plenty of opportunities to get in touch with lenders
•
Opportunities to apply for a loan or get pre-approved
Customized Header Image
(Relative to location)
Lender Contact Information Personalized Lender Bio Application Links Social Survey Testimonials
getevolved.com •
Linkable Assets
•
Provided by HigherVisibility
•
Content identifies Evolve as thought leaders in space of Banking/Mortgage
•
Visualization of information makes concepts easy to consume and share
Linkable Assets
getevolved.com •
Blog
•
Content provided by HigherVisibility
•
Content posted is exclusive to our site and reaffirms our bank as a thought leader
•
12 scheduled to be posted over the next 6 months
Looking Ahead: Blog Posts
BREAK
We’re navigating our way. The mortgage business is very complex. As things change from day-to-day, we provide the marketing support our lenders and managers need to keep moving and selling.
Conquering the Trail Thomas Holmes
Improving Our Pace Katie Jenkins
Using Our GPS
Thomas Holmes & Jared Short
Navigating Our Way Anissa Evans
Mastering a New Path Hailey Boyer
Exploring New Horizons Thomas Holmes
Mortgage Review
§ § § §
Mortgage Asset Strategy Sales Enablement Strategy Marketing & Sales Alignment Recruiting, Onboarding & Retention
All things Mortgage Marketing Marketing technology Multi-channel marketing Sales Enablement Brand awareness Compliance monitoring
Marketing Wheel
Mortgage Marketing Asset Strategy
Expanded Marketing Assets
Streamlined marketing request process
Established Content Management
SharePoint Mortgage Marketing Library
40+
User Friendly, one-stopshop
social media graphics
Easy navigation Compliance-approved material Proactive marketing approach Deploying creative, Timely, & Relevant messaging that matters
175+ marketing assets
27
Marketing Categories
+80%
created 2019
Unique Content Black History Month Low Rates COVID-19 Low & Moderate Income
Working smarter, not harder. Improved efficiency for supporting 130+ lenders and managers Reduced turn-time on marketing requests Leveraging marketing technology to promote self-serve marketing anytime, anywhere. More time to focus on customized requests
400+
Marketing requests completed since 2018
Mortgage Sales Enablement Strategy Improved Relationship Engagement
Positioning as Industry Experts
Published customer experiences
CRM & Marketing Automation Relationship since 2015 but more engaged since 2018 Customer Relationship Management (CRM) System for helping lenders manage relationships with prospects, customers, and clients. Directly integrated with Encompass Provides marketing automation & personalized campaigns Branded and compliant approved material
1.2M+
Automated marketing emails sent since June 1.
230k+
flyers ordered from the store.
70+ Flyers on Usherpa
% 46 Designed to new brand standards
% 80 Lender adoption
Digital Sales Enablement Integrated reviews to social media platforms Sharing unique content to drive traffic to our blog site. Sharing content from Industryleading publications.
Customer reviews
Every little bit helps; Our lenders don’t have to be savvy but there’s ROI in what this does.
BLOGS
provide lenders with unique content.
` Improved Internal communication, coordination & collaboration activities
Deeper cooperation with external vendors
Implemented Education & Training Program
Internal email marketing In April 2019, we began weekly communication to educate lenders on new marketing materials available.
SALES Internal Collaboration Coordination Since mid 2018 Marketing has a presence in all sales discussions resulting in high levels of engagement with leadership, the field, and key work partners.
Biweekly Leadership meeting
Establish and review sales goals.
Monthly Market Managers Meeting
Biweekly Lenders Meeting
Monthly Advisory Group meeting
Vet feedback to Identify pain points and Critical marketing needs.
MORTGAGE MARKETING
Biweekly Coordination meetings
Develop and deploy marketing activities.
EXTERNAL PARTNERS
Trusting. Connecting. Engaging. Consistent communication with our partners ensures they understand our strategy and work diligently to support our goals.
Biweekly CRM partner meetings Manage assets, projects, member accounts, & quality of platform usability
Quarterly Social Survey partner meeting Review monthly and quarterly Data Reports
Biweekly SEO partners meeting
Assess vendor feedback
Determine best solution-based approach
MORTGAGE MARKETING
Frequent dialogue with print and apparel partners
Organize billing
Learn. Collaborate. Succeed. March 2019 – Feb 2020 Weekly webinars to improve communication between marketing and field. Creating synergy between marketing and sales, increase attendance, provide them more time to sell. April 1 - current
35+
Weekly marketing Webinars completed.
10+
Biweekly
Sales & Marketing Rally w/ Guest Speakers completed.
Attract. Onboard. Retain.
2018
Expanded recruiting materials
2019
Implemented new onboarding process
2020
Focus on Professional Growth and Top Producers
Recruiting. Evolved.
2017
Limited resources = 1 recruiting flyer
2018
Launched integrated recruiting campaign (4) Flyers (4) social media post Recruiting Brochure Webinar & Training
2018
We develop a multi-channel recruiting campaign with assets for print, email and social media.
2019
Relaunched campaign with new imagery and messaging Launched Recruiting Webpage
2020
Implemented New Hire Social Media Graphics
Broad recruiting reach on social media Encourage social posting from mortgage leaders and managers Improved branding and digital footprint on social
White Glove Onboarding Process 2019-2020
Proactive, streamlined onboarding process Day 1 Readiness for lenders and managers Structured activities based on importance, persona & use case Personalized dialogue to learn unique marketing needs for lenders and managers
55+
New lenders & managers onboarded
13
New HLCs onboarded
200+
Completed onboarding tasks
2019
Implemented Marketing Onboarding Webinars
+38%
total lenders onboarded since Feb 2020
Office and Title Updates Loan Production Offices renamed Home Loan Centers Standard naming taxonomy for lenders and managers & professional growth
25+
Market Managers
3
Sales Managers
65+ 25+ Home Loan Advisors & Consultants
Senior Home Loan Advisors & Consultants
President’s Club Branding 2019 President’s Club: annual retreat for Top Producers New branding for the elite
!"#$% &%'
!"#$%&#'()$ *+,-
The Future of Mortgage Marketing
LOOKING AHEAD: • • • • • • •
Increased internal adoption of marketing technologies and digital resources Consolidate marketing platforms and resources to reduce redundancy Improved education and activity on social media Create cross-selling opportunities Improved marketing assets Targeted marketing campaigns Paid advertising investment
Conquering the Trail
We’re exploring new horizons. Summarize it!
Thomas Holmes
Improving Our Pace Katie Jenkins
Using Our GPS
Thomas Holmes & Jared Short
Navigating Our Way Anissa Evans
Mastering a New Path Hailey Boyer
Exploring New Horizons Thomas Holmes
Outlook & Goals
§ § § §
Internal Brand Adoption New Resources Digital Evolution New Website
Thank you for listening.
But, we want to hear from you!
Questions?
Contact us!
marketing@getevolved.com
BREAK