MARKETINGMATTERS Volume 1 / Issue 2
The importance of
DATABASE MARKETING
SEPTEMBER | 2014
SUCCESS STORY Marla Knauss plugged into the LoanStar Marketing System in 2014. Now her business is booming! Marla Knauss, Principal Broker at . Equity Oregon in Portland, Oregon . - Page -
MARKETINGMATTERS “Design is not just what it looks like and feels like Design is how it works” STEVE JOBS (1955—2011)
CONTACTS
MM
| Phone 503.597.6702
| Email marketing@GoLoanStar.com
Kenn Bartley
| SVP Marketing & Business Development
| kbartley@GoLoanStar.com
Adrian Khaki
| Regional Marketing Manager
| akhaki@GoLoanStar.com
Matt Houston
| Regional Marketing Manager
| mHouston@GoLoanStar.com
Nick Long
| CRM Manager
| nlong@GoLoanStar.com
Kayla Bowker
| Marketing Administration
| kbowker@GoLoanStar.com
Sheri Kramer
| Marketing Administration
| skramer@GoLoanStar.com
Matt Houston
| Business Development Manager
| mhouston@GoLoanStar.com
Emily Eastburn
| Marketing Administration
| eeastburn@GoLoanStar.com
Lauran Woodruff
| Marketing Administration
| lwoodruff@GoLoanStar.com
Julie Farrell
| Business Development Manager
| jfarrell@JulieFarrellGroup.com
M ar keti n g M a tter s i s p r o v i d e d t o e v e r y o n e a t L o a n S t a r Ho m e L e n d i n g t o u s e , s h a r e a n d l a u n ch . T h e s t a ff w e l co m es c om m en ts an d id ea s a n d a lth ou gh w e st r iv e fo r p er f ec ti on , w e ar e w el l a wa re th at we w o n ’t p l ea s e - Page 2 -
Database Marketing Breathes Fire Into Your Business
UNLEASH THE
DRAGON by Kenn Bartley, SVP Marketing & Business Development
Database marketing is, has and always will be the best form of activity any originator can do to create a long-term, sustainable business. Keeping “top-of-mind” to everyone you know – forever – is what it’s all about. At LoanStar, originators get foundational database marketing provided for them. As long as the database provided to the marketing department is solid (see “What is a Database”), the 25 annual drip system will churn out repeat business and referrals month after month. We also provide foundational database marketing to our referral partners. As badly as originators need turn-key support, so do our Realtor® and builder associates. WHY DATABASE MARKETING Everyone you know – your family, your friends, your alumni, network groups, Facebook friends, LinkedIn contacts, doctors, lawyers, accountants – and of course your past clients and more all will need or know someone that will need your services sometime before you retire. And as much as you would like to think they will contact you when that need arises, chances are they will have forgotten what you do, where you do it, or if you are still doing it – unless you constantly and consistently remind them that you are in the industry and how to contact you. The National Association of Realtors® 2013 survey found that 84% of home buyers would use their agent again. That’s fantastic! However, only 12% did use the same agent as the time before. Why? Because agents, like loan officers, have not been consistently and constantly dripping on their database. Couple that with another statistic – the average time between home purchases has increased from six years in 2006 to nine years in 2013, and now you can see why agents, and likely the loan officers, has been forgotten and they go with the first referral that comes to them.
WHAT IS A DATABASE Originators, Realtors® and builders should be engaging in a foundational database marketing program and never stop. But just who are the contacts that should be engaged into a campaign? It’s as simple as this: If you call a contact and they answer “Hi, how are you!” then that is a person to keep your name and contact information in front of for the rest of time. Conversely, if they answer “Who is this?” then that contact is simply an opt-out waiting to happen. So add more of the former and never the latter and over time you’ll have a great shot at more business. Occasionally - no often really - originators and agents will say to me that they don’t have a database. My challenge to that is to look around. Do you have family? Of course you do and they should get a loan from you, but will they remember that you are in the business and where you work many years from now if you don’t constantly let them know? Besides family you likely have friends, classmates, former co-workers, and networking groups that you can add to your database. Professionals you use in your daily lives should know what you do so add your dentist, doctor, attorney, accountant, financial planner, mechanic, pet groomer you get the point – all these people need or know someone that needs you, you just don’t know when so keep in front of them always! SHINEY NEW TECHNOLOGY GAGETS What about blogs, apps, rate blasts, market watch, MBS tickers, videos, and the latest technology du jour? Yes and no, but for the most part these can be effective but add to - not replace - database marketing.
So unleash the dragon! Get your database contacts engaged with LoanStar marketing systems today.
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How to get started
LoanStar Marketing LoanStar Home Lending is designed to handle all marketing needs for our team, including business partners. The LoanStar Marketing Department’s organizational structure is designed in a concierge manor, assigning each region an individual Marketing Specialists for which LoanStar Home Lending operates.
As Easy as 1 – 2 – 3 – LAUNCH! Meet with our Marketing Team to develop your plan utilizing our LoanStar business partner marketing campaigns.
Approve copy and artwork and send your database information to the LoanStar Marketing Department.
We launch your campaigns for you! You receive referrals, phone calls and leads from YOUR data base of customers and friends!
Please note: To satisfy RESPA requirements, business partners are invoiced for the costs of third party expenses. See your L oanStar representative for more information about RESPA compliance.
Your Marketing Concierge
Adrian Khaki
Matt Houston
Regional Marketing Manager Regional Marketing Manager California Portland Arizona/New Mexico Everett Texas Bellevue
Kayla Bowker
Andy Jaeger
Lauran Woodruff
Marketing Concierge Portland Clackamas Vancouver
Marketing Concierge Everett
Marketing Concierge Portland
Power Behind The Scenes
Kenn Bartley SVP Marketing/ Business Development
Matt Houston Marketing/ Business Development
Julie Farrell Marketing/ Business Development - Page 4 -
Nick Long
Sheri Kramer
CRM Manager
Marketing Flyers
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Marketing Success Story Marla Knauss, Principal Broker at Equity Oregon, plugged into the LoanStar’s Marketing System in 2014. Now her business is booming!
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Database Marketing The secret behind Database Marketing and the importance of an organized database unleashed.
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Re-engagement Campaign
you’re available if they ever need you! Stay in front of your database by a 4-page Monthly Newsletter sent out the first of every month! Our newsletters are a great way to stay in touch with your contacts and keep them informed with the most recent market conditions. It’s “old-school” direct mail, but it works!
Moving Promotion Impress your customers and referral partners with our complimentary Moving Package as a closing gift! Every borrower receives a Gift Certificate to a local moving company that supplies enough boxes, tape, marker, labor and moving truck to kick-start their move to their new home – compliments of you and LoanStar Home Lending! Promotional materials for your referral partners are ready to go as well!
Re-engage your database and get their most up to date contact information with our market-tested Re-engagement Campaign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many Impress future prospects with high quality Open House Flyers! do, and you get instant leads! Give visitors detailed information on the house they are visiting, as well as financing options so they can have an idea of affordability, get excited, call for an appointment, and get Keep in touch with your database by using our Annual Review approved to buy! Campaign. Your clients will receive an Annual Review in the Combine with our co-branded Moving Promotion marketing mail, as well as a follow up phone call from you! Being there materials and capture more buyers and sellers! for your past clients is one of the most important things you can do.
Finance Options & Open House Marketing
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Annual Review
Custom Campaigns
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Monthly Emails/ Newsletters We manage a Monthly Email sent out to your database with helpful market information, seasonal information, or just to remind them
We offer customized marketing to all of our Business Partners! We want to help you build your business in any way possible. Our marketing department will work with you on marketing to specific farms, personalized postcards and just listed or just sold flyers!
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MARKETING SUCCESS STORY
Portland agent Marla Knauss, Principal Broker at Equity Oregon Real Estate, has accumulated many contacts over the years. She has always wanted to use marketing tactics, but was looking for unique and strategic ways to reach out to her past client database.
Marla Knauss plugged into the LoanStar Marketing System in 2014. Now her business is booming!
After meeting with Jon Kurahara, a Senior Loan Officer at LoanStar Home Lending, and Matt Houston, one of LoanStar’s Marketing Managers, “We told her we could create a campaign to reach out and clean up her database, and then plug it into a systematic marketing program that would keep her in front of her contacts and top-of-mind,” said Houston. Kurahara and Houston showed Knauss the 25-Touch system that started with a “Re-Engagement Campaign” and she was hooked!
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After their intense marketing overview meeting, Knauss hurried back to her office, grabbed a thumbdrive containing her database and handed it off to Kurahara and the marketing team. The LoanStar marketing team consists of ten dedicated marketing professionals ready to help LoanStar originators and their realtor business partners with their marketing. The team took Knauss’ raw data, filtered through it and created a useable database to launch a solid marketing campaign. “Her database seemed to be well organized when we received it, onlt little tweaks were needed to be made. Our team was ready, hands on deck, for a cart full of cards and old purchase agreements to compile for her” said Houston. For RESPA compliance, Knauss pays for all third party expenses, such as postage, gifts, printing and subscriptions. A LoanStar Originator—Kurahara in this case— is co-branded throughout the campaigns. The value is in LoanStar’s dedicated marketing staff to handle it all on-time and in compliant fashion. Knauss’ database marketing system was and is currently completely handled by our marketing team. Step one began with a three month “Re-Engagement Campaign” that energized her long-forgotten contacts and “re-engaged” them into her business. She got instant leads and renewed relationships with her contacts. This is partially due to her contest offering a Starbucks or ColdStone gift card for returning updated database information. The returned info also entered her contacts into a drawing for an iPad mini! “We get up to a 30% return on direct mail reengagement campaigns,” said Houston. LoanStar stats find that less than 2% of the email version of the same re-engagement campaign are returned. “I’m really glad we went about the campaign through direct mail rather than email,” mentioned Kurahara.
emails, etc. were accurate, saving hundreds of dollars in future print and postage. Step two was starting a once-a-month drip campaign by direct mail newsletter and an email message. Step three is a once-a-year “Annual Review” that begins with direct mail, followed by a warm phone call. LoanStar and Knauss also co-brand listing fliers, open houses, post cards and more.
“I immediately saw the benefit with increased business and referrals!” “Working with Matt Houston and Jon Kurahara was fantastic from the start!” Knauss said. “Matt and Jon have great ideas, are so supportive and most importantly go the extra mile time after time.” Knauss enjoyed the time spent brainstorming and really felt LoanStar and their team helped her from the start, “...they are great lenders, know their business and are extremely responsive and informed. The three of us got together when I first moved over to Keller Williams (KW) at the beginning of 2014. Matt and Jon had a re-engagement campaign idea to give away an iPad Mini in exchange for updated information. I collected a lot of emails (free marketing – love that) and got reconnected with all of my clients and friends - plus updated my mailing list (Jon calls this a scrub). The give-away was a huge success and my IPAD winner, Joey Olsen of West Linn, OR was thrilled! I immediately saw the benefit with increased business and referrals. Thank you Matt and Jon for the great idea, great execution AND great support!” Knauss said. To learn more about how LoanStar marketing can work for you, please contact your loan star for a presentation and how we can become your marketing team!
The re-engagement campaign also cleaned up her database, so that going forward the names, addresses,
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Why Database The most effective and efficient longterm marketing is to have a system that creates and maintains Top-ofMind awareness of what you do and how to reach you. The LoanStar Marketing System is designed to do that with a minimum of 25 touches a year to your database. The system has been tested, tried and targeted for over 20 years and is effective and produces results. And now it is also available to help LoanStar Originators assist their referral partners to establish a long-term database marketing plan as well – a true “WinWin” program that cements a relationship.
Rolodex
Find YOUR Database!
Where do I get my database?
Everyone has a database whether they know it or not! The LoanStar Marketing Team will take your data, in any format from business cards to a zip drive, and organize it to launch your database marketing.
© 2014 LoanStar Home Lending. For internal use only. Do not copy or distribute without express written permission from an officer at LoanStar Home Lending, LLC.
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Marketing. Sources of Data:
Formatting Your Data
You have one – get it to us and we’ll format it for you! Here is where you can find contacts:
Like Terry Foster, an agent with Realty Edge Better Homes & Gardens in Portland, Oregon (see August 2014 issue) who brought in a hand truck of file boxes containing his “database,” our marketing team is designed to take your data, in whatever form, and create a useable database to launch and maintain your own personal marketing campaigns.
Facebook Friends and Family
LinkedIn Contacts
Business Card Rolodex
Personal Address Book
Past Client Lists (electronic or paper)
Your Mobile Phone Contact List
“Junk Drawer” – add contact information on anyone that knows you to your database!
We’re engineered to shine. For more information contact the LoanStar Marketing Team at Marketing@GoLoanStar.com.
Our marketing team is designed to take your data, in whatever form, and create a useable database to launch and maintain your own personal marketing campaigns.
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Re-engagement Campaign WHAT Re-engage your database and get their most up to date contact information with our market -tested Re-engagement Campaign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many do, and you get instant leads! HOW Contact your LoanStar Business Partner to order your personalized copy. COST Free to design and email; nominal direct mail costs may apply.
Also Available as an E-Mail Blast WHAT This is an online version of the highly successful direct mail piece, the Re-Engagement Campaign. This fillform survey is attached to the email and is to capture updated data, leads, choose their participation gift card, and enter them to win the giveaway prize. The addition of the fill-form may help improve database engagement. Note: Responses to direct mail average 30% return rate. Email return rate has been less than 2%. HOW Contact your LoanStar Business Partner to order your personalized copy. EMAIL RECIPIENTS Initial Database COST Gift cards and grand prize.
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Annual Real Estate Review WHAT Keep in touch with your database by using our Annual Review Campaign. Your clients will receive an Annual Review in the mail, as well as a follow up phone call from you! Being there for your past clients is one of the most important things you can do. HOW Contact your LoanStar Business Partner to order your personalized copy. COST Free to design; nominal printing and direct mail costs may apply.
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Monthly Emails/ News-Letters WHAT Keep in touch with your database by using our Monthly Emails/ News-Letters. Your clients will receive a monthly email! Being there for your past clients is one of the most important things you can do. HOW Contact your LoanStar Business Partner to order your personalized copy. COST Free to design; nominal printing and direct mail costs may apply.
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Monthly E-Mail Blast
Monthly News-Letter
Terry Foster
Terry Foster
Broker
Broker
Direct: 503.890.9504 terry@realtyedgepdx.com
Direct: 503.890.9504 terry@realtyedgepdx.com
Realty Edge- Better Homes &Gardens Realty Partners 12550 SE 93rd Ave, Suite 200 Clackamas, OR 97015
Guy Evoniuk Senior Loan Officer NMLS# 114811
Direct: 503.341.0240 guy@guyevoniuk.com
LoanStar Home Lending 9020 SW Washington Square Road, Suite 350 Portland, OR 97223
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Realty Edge- Better Homes &Gardens Realty Partners 12550 SE 93rd Ave, Suite 200 Clackamas, OR 97015
“Downsizing Flyer� WHAT Use to show prospects that you have all the bases covered when it comes time to sell and buy a smaller home. HOW Contact your LoanStar Business Partner to order your personalized copy. WHO Clients and prospects. COST
Free to design and email; nominal direct mail costs may apply.
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“Let us Move You!� WHAT Our moving promotion is a great added value that can help you not only get more clients. Partner up with your LoanStar Business Partner and use this email blast to promote this awesome promotion to everyone! HOW Contact your LoanStar Business Partner to order your personalized copy. COST Free!
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“Moving Gift Certificate/14 Day Close” Flyer WHAT Impress your customers and referral partners with our complimentary Moving Package as a closing gift! Every borrower receives a Gift Certificate to a local moving company that supplies enough boxes, tape, marker, labor and moving truck to kick-start their move to their new home – compliments of you and LoanStar Home Lending! Promotional materials for your referral partners are ready to go as well! HOW Order from your LoanStar Business Partner! Not intended for eBlast at this time. Will be printed on heavy stock with envelopes printed with “MOVING GIFT CERTIFICATE ENCLOSED” on them. COST Free to design and email; nominal direct mail and printing costs may apply.
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“Open House/Financing Flier� for luxury homes WHAT Re-designed Financing Option Flier for upper end homes. Can be used for any price range. HOW Call your LoanStar Business Partner to order and specify Standard or Luxury style format. To ensure delivery, allow 48 hours to produce and delivery you a .pdf to print. COST Free to design and email; nominal printing costs may apply.
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“Neighborhood Open House Flyer� WHAT This is an example of an open house email that was featured all the Open Houses in a neighborhood. This event has been proven to be successful and has created leads for the LoanStar and agents. HOW Marketing can create the Flyer and Contact your LoanStar Business Partner to get it emailed to your targeted database. EMAIL RECIPIENT Clients and Associates COST Free to design and email; nominal direct mail costs may apply.
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Open House Promotion WHAT Partner up with your LoanStar Business Partner to help promote and drive traffic to your upcoming open house. HOW Contact your LoanStar Business Partner for more information. COST No Cost! But your legwork is required!
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Direct Mail WHAT Custom and personalized co-branded postcards. Let your imagination run and coordinate with your LoanStar Business Partner on an outstanding co-branded postcard. HOW Contact your LoanStar Business Partner to start the design process today. COST Free to design and email; nominal printing and direct mail costs may apply.
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“Rent Vs. Buy Two� WHAT A version of the Rent vs. Buy Flyer that works well targeting rental databases. HOW Contact your LoanStar Business Partner to order your personalized copy. EMAIL RECIPIENT Renters COST Free to design; nominal printing and direct mail costs may apply.
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Contact your loan officer to schedule an appointment to design your personal marketing campaign!
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