welcome to the 2021 marketing workshop “moments that matter.” world, why “moments?” Of all the marketing topics in the ating more that being intentional about cre ieve bel ly firm I t’, ‘sof m see y ma While it ating moments y we can talk about today. Cre teg stra nt orta imp st mo the is moments experience of our uence will not only improve the for people in our sphere of infl per connections with dee ugh enrich our lives thro will but ve, ser we LOs and customers meaning in our work. others, therefore creating more kinks out that es we work so hard to get the etim Som . nts me mo of ies ser a Life is team made up of t to be known as the marketing wan I in. ks pea the add to et we forg ate extraordinary moments. people who are desperate to cre question we can ask At the end of the day, a simple
ourselves:
e today?”
“Did I create a peak for someon
For a customer, A loan originator, A member of our team, eone in your community, som For For a friend.
e moments that sincere hope is that we share som my and e, her are you d gla so I am ing of a movement that this workshop is the beginn and us, of all for ries mo me e becom nts for others. ed with creating defining mome ess obs zy cra e om bec we re whe
- peggy
Agenda Agenda Tuesday
OCTOBER 12 – DAY 1 Welcome – Peggy Psychology of Moments – Emily ips – Josh
The Power of Moments in Relationsh
er
Elevate the Social Game – Summ The Realtor Experience – Mike Creating First Impressions that Last a Lifetime – Kyle
wednesdAy OCTOBER 13 – DAY 2
Moments that Matter: Customer Experience – Peggy Making the Most of Online Moments Ameriuno: A Brand Driven by Moments – Lorena Listening Moments – Peggy
– Jill
Mo·MenT /mōmənt/
A brief, indefinite interval of time.
dAy 1
weLcome! Moments That Matter Speaker: Peggy Bodinaku | Chief Marketing Officer
DEFINING MOMENTS… What are they made of?
the Moments that rise above delight. everyday: memorable
A moment that moved you, changed the way you see yourself or the world.
Capture people at their best: Momen ts of achievement, co urage, milestones.
The unexpected. into the These moments break ane. nd monotony of the mu We break the ‘script.’
Moments shared between two or more people that deepen a relationship.
g peaks and moments?
What gets in the way of creatin
“deFining Moments sHape our Lives, bu t we don’t Have to wait foR them to happen. we ca n be the authors of them.” – Chip Heath
the pyschology of moments Speaker: Emily Gracik | Manager of Regional Marketing and Sales
“The unconscious mind works without your knowledge and that is the way it prefers.” - Dr. Milton Erickson
experiences context
timing
capacity
motivation
sequence
associations
Every second our brain is processing information at a subconscious level, constantly influencing our thoughts, feelings, and emotions. Knowing how the psyche responds in different situations can help us create more impactful moments for our customers and LOs.
comparison
insights to action: 1 thing I can start/stop doing to decision fatigue with a LO:
limit
LO through 1-2 ways I can try persuading a cation (logic): motivation (emotion) instead of edu
1-2 ways to create a memorable moment for a lead/customer:
1-2 ways to create a memorable moment for a realtor/referral partner:
The power of moments in Relationships Speaker: Josh Switzer | Marketing Specialist Moments of knowledge, moments of Building and maintaining relationships are full of different moments. in all walks of life. Using these different ships relation heal dependability and moments of trust can strengthen and relationships much easier. situations to your advantage can make creating and maintaining healthy
“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.” - Stephen Covey
me experience who does not have the sa st tru e’s on me so ng ini like Ga be difficult. It might feel n ca lf se ur yo as ge led and know world that you see clearly… the to d de fol nd bli are y the
Pick 2 loan officers you mostly communicate with via teams or e-mail. When they reach out next about a project/something they need assistance with, give them a call instead to help strengthen that connection. With every new loan officer you work with, set up a call, even if it is just 15 minutes, to meet and introduce yourselves. Try to leave the work talk to a minimum and get to know them as a person first.
to create raving fans, we have to do more than our job. we need to be remarkable.
sTrengtHsFindeR Speaker: Elyce Rosenbach | Marketing Strategist Your uniqueness. Your influence. Your personal strengths.
Fill in your strengths:
Executing
Relationship
Which strength describes you bes
t?
g
Strategic
Influencin
Which of your strengths do you lean
d the most
Which strength do you think you nee for this season of life?
into most?
represents to you. Pick a strength and draw what hitstren gth you picked! We’ll share this as a group & guess whic
eLevate the social game Speaker: Summer Schafers | Regional Marketing Associate
How can we align on strategy and value when thinking about social media and how can we use this tool to impact and communicate effectively to our audience?
Activity Break up into small groups and participants will need a pen and paper and/or their computers to brainstorm with. Small groups will be assigned a topic/event and will brainstorm what an effective social post could look like and what style post would provide the most value. include: Example conversations e home buyer? t-tim firs a How should we celebrate at kind re a market update? Wh What is the best way to sha st value and receive the best mo of post would provide the nt? feedback and engageme
“social media is just a buzzword until you come up with aia Linplan.” – Felic
Overview: Inspiration for this topic comes from one of my favorite quotes “Engage, Enlig hten, Encourage and especially…just be yours elf!” I believe these elements are the bread and butter to an impactful social page. In this session, we will break down how to accomplish these items via social media.
Speaker: Mike Koenig | Sr. Regional Marketing Associate
The RealtoR Relationship ________________ IS THE KEY. Realtors need to trust their LO, the LO Company & what we can provide
them.
THE AVERAGE AGE OF THE NATIONAL REALTOR IS ____________ ________. What kind of issues does this gap cause? Internally? Relationally? With younger generations? We are a _______________________ mortgage company. Our realtors & their clients have been our focus through the past two years even during the refinance boom.
How can we help our LOs grow TOGETHER with our realtor partners?
the actual to find out who Use our tools ar tners e. top realtor par Surefire rral tracker in Go to the refe ho it actually is. and find out w
Top real estate agents. Learn who our top agents are & who we should be working with. Take one LO you are working with and ask them: 1. Who do they believe is their top realtor partner? 2. Who do they believe is their top referral partner? 3. Who do they think they need to do more business with?
s?
What suggestions are you going to take back to your loan officer
creating first impressions that last a lifetime. Speaker: Kyle Veldt | Sr. Marketing Specialist
Moments of WOW: Gift on the first day Sending out the “I’ve Moved” email have one Offering to schedule a headshot appointment for someone that doesn’t Below, you’ll see some recruiting personas that we have come up with to help navigate the onboarding process. Understanding these personas can help us build more WOW moments in their first 90 days.
t background. Some LO’s may benefit As you can see each Loan Officer that comes to Amerifirst has a differen may already be established in their from more education on gaining leads and green activities, while others s know that they’ve moved. partner communities and want to get started with letting their business Our goal is for our onboarding experience to include moments as well as set them up for success in the long run.
of wow,
“Our first impressions are generated by our experiences and our environment which means that we can change our first impressions…by changing the experiences that comprise those impressions.” – Malcom Gladwell
brainstorming time! LIST 3 IDEAS OF WOW MOMENTS FOR ONBOARDING
“i Alone cannot cHange the world, but i can cAst a stone Across the wateRs to create many ripples.” - Mother Teresa
dAy 2
Speaker: Peggy Bodinaku | Chief Marketing Officer
Moments That Matter: cusTomeR eXpeRience “gReat service cX is mostly foRgettable and occAsionally ReMarkable.” s.This is unremarkable. If we have done our job well, we close on time and there are no hiccup because most nal, intentio be must That is minimum expectations… the peaks pits. fixing on d of the company is focuse
peaK-end Rule: We don’t average our minute-by-minute experiences and emotions, rather we tend to remember flagship moments, the peaks and the pits, and the ending.
expectations. e ___________________ customer Reliability, timeliness and competenc ___________ out the loan process ____________ ugh thro tion nica mu com l iona ept Exc customer expectations. _______. s our competition _______________ Creating extraordinary moments blow
Remember the elements of defining moments? CONNECTION Moment shared between two or more people, that deepens a relationship.
ELEVATION Rise above the everyday, memorable __________________________
INSIGHT A moment that moved you, changed the way you see yourself or a topic, inspired positive change.
SURPRISE The unexpected, breaks into the monotony of the _______________________.
PRIDE Capture people (or ourselves) at our best: moments of achievement, __________________________, milestones.
Making the Most of onLine Moments Speaker: Jill Perney | Corporate Marketing Manager
fa “We are on the culustipoon. marketing revo not And it’s being ledt by brands, bu by the customer.” - Mark Schaefer
Speaker: Lorena Delgado | Sr. Graphic Designer Coordinator
Ameriuno: A brAnd dRiven by Moments tomer’s barriers and right thing, understanding your cus When your main focus is doing the anically. org ical moments happen helping them overcome those, mag
Have you ever felt like a brand genuinely cares about you? What made you think/feel that way?
g is defined by n ti e rk a m ic tr n e “Human-c g their current in g a g n e h c a ro p p brands that a a advertising vi rs e m to s u c ve ti and prospec human beings le o h w s a s c ti c ta and marketing s, and spirits.” with hearts, mind - Philip Kotler
Name 3 resources / spaces you think would benefit our current customers & LOs
Ameriuno Home Opportunity Center (HOC)
The HOC is a space created with the customer in mind. Their needs, their everyday life. There’s a hospitality area, educational resources, kid’s play room and so much more.
It is a reflection of the customer themselves.
Speaker: Peggy Bodinaku | Chief Marketing Officer
Listening Moments
Great moments happen when we listen.
What do you feel when a conversation has gone well? (What are the adjectives that describe how you feel?)
What gets in the way of us truly listening to others?
The greatest gift you can give someone is the gift of being heard. ___. Let go of your own emotions including the assumption ____________ Listening to others starts with ___________________________.
g…
Listening can be contagious. When you have an experience of listenin it inspires others to want to listen too.
____. 5 Magical Words: __________________________________________
tences
Phases of listening compe Ignoring completely.
Pretending to listen.
Listening to respond.
Listening selectively.
Listening to understand.
Listening to feed genuine curiosity, to lear
n.
Listening for the intersections of our experiences, for connection
“Listening is an art that requires attention over talent, spirit over ego, others over self.” - Dean Jackson
“creating value through interaction is far more important than solving a consumer’s problem in thirty seconds.” - Seth Godin
Recommended Materials books bLogs
aefer Marketing Rebellion by Mark Sch din Permission Marketing by Seth Go ath The Power of Moments by Chip He
rofs.com MarketingP BA.com Newslink.M esources Buffer.com/r
Made to Stick by Chip Heath Daring Greatly by Brene Brown Known by Mark Schaefer Blink by Malcom Gladwell When by Daniel Pink
Switch by Dan Heath Atomic Habits by James Clear
Music
Living Forward by Michael Hyatt
podcAsTs
ry
M
dd Hen l Creative – To The Accidenta Zimpfer Radio – Geoff g n ti e rk a M e g ortga
Meet the TeaM Great moments start with a great team.
peggy bodinaKu
Chief Marketing Officer Maximizer, Developer, Positivity, Strategic, Input
McKenna beery
Sr. Regional Marketing Associate Relator, Futuristic, Achiever, Focus, Responsibility
jill peRney
eMily graciK
Corporate Marketing Manager
Manager of Regional Marketing & Sales
Learner, Responsibility, Achiever, Arranger, Empathy
Responsibility, Intellection, Strategic Individualization, Command
eLyce Rosenbach
Lorena deLgado
Marketing Strategist Adaptability, Positivity, Activator, Restorative, Ideation
,
r Coordinator
ne Sr. Graphic Desig
Futuristic, Strategic, Achiever, Competition, Learner
Kyle veLdt
Sr. Marketing Specialist Includer, Adaptability, Input, Analytical, Responsibility
summeR schAferssociate
ting As Regional Marke Communication, Adaptability, Relator, Developer, Woo
Arica Alread
Regional Marke
ting Associate Arranger, Posi tivity, Relator, Futuristic, Stra tegic
zacH Roberts
Regional Marketing Associate Woo, Positivity, Context, Achiever, Includer
josh switzer
Marketing Specialist
Includer, Harm ony, Positivity, Achiever, Res torative
Adam bolton
Graphic Designer Achiever, Belief, Adaptability, Includer, Empathy
Mike Koenig
Sr. Regional Marketing Associate Activator, Communication, Woo, Futuristic, Self-Assurance
eRika Kempf
Marketing Specialist Discipline, Achiever, Learner, Developer, Maximizer
aRiel Mcgill
Regional Marketin
g Associate Activator, Develop er, Input, Restorative, Lear ner
_____________.
__ My name is ______
sight seeker, in r, lle -fi it p r, e ild u I am a peak-b ce-maker. I am n re e iff d d n a r to ra milestone-celeb OR and a force T A E R C TN E M O a DEFINING-M titors’ worst e p m o c r u o h it w to be reckoned nightmare. T marketing S E B e th f o rt a p t n I am an importa critical role to a y la p I d n a , ry st u team in the ind cess. our company’s suc
ould tell w y e th , m a te y m If you asked ig deal. you I’m kind of a b
the best thing about memories is making them.
Marketing woRksHop 2021