MARKETINGMATTERS
Volume 1 / Issue 4
Winning the LoanStar Springstakes Promotion HOW TO BUILD LEADS AND A CONTACT DATABASE –FOR YOU AND YOUR AGENTS inside Best Practices What’ s New Weekly Features
APRIL 28 | 2014
MARKETINGMATTERS
Volume 1 / Issue 4
MM
Market in g Matt ers i s p r ov id ed to e v e ryon e a t L oanS tar Ho m e L end ing t o u se, shar e and la unch . Th e st af f w el co m e s co m me nt s and ide a s and alth oug h we s tri v e for per f ec tio n, w e ar e w e ll awa r e tha t w e won’ t pl e as e e v eryo ne . CONTACTS
| Phone 503.597.6702
| Email marketing@GoLoanStar.com
Kenn Bartley
| SVP Marketing & Business Development
| kbartley@GoLoanStar.com
Mikayla Morgan
| Regional Marketing Manager
| mmorgan@GoLoanStar.com
Nick Long
| CRM Manager
| nlong@GoLoanStar.com
Kayla Bowker
| Marketing Administration
| kbowker@GoLoanStar.com
Sheri Kramer
| Marketing Administration
| skramer@GoLoanStar.com
by Kenn Bartley, SVP Marketing & Business Development
HOW TO BUILD LEADS AND A CONTACT DATABASE – FOR YOU AND YOUR AGENTS LoanStar Originators that are participating in the current “ Springstakes”promotion are building their database and capturing leads for new prospects. And at the same time they are providing leads and fueling their referral partner databases. Here is how it’ s done: OPT-IN CONTEST. The “ Springstakes”is designed as an opt-in, enter-to-win contest that is open to all LoanStar originators to engage with the public. Rules are compliant and posted on promotional materials and online. The contest will be a drawing among all entries received by June 30, 2014. A winner will then be chosen and an Apple iPad 4 will be given to a lucky winner. HOW TO ENGAGE. There are many ways to engage the promotion with your current marketing. The goal is to collect as many entries as you can. These entries become prospects and increase your database to market to going forward. They also can be handed off to your referral partners, building a stronger bond and deeper relationship. Here are some ways to employ the “ Springstakes”into your marketing activities: • OPEN HOUSES: Use the “ Springstakes”headlines to draw people to come to the open house and enter to win. At
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the open house, enter guests on a laptop app or use an oldfashioned enter-to-win form. After the event, use the new data to thank them from coming, gage interest in buying (and selling), and then enter into your CRM. Share the data with your agent so you can both follow up and create new business. WAKE UP YOUR DATABASE: If your initial database “ ReEngagement Campaign”is more than a year old, this is a great promotion to wake up your database again. On average 30% of your database entered to win an iPad when you joined LoanStar, and in doing so you got leads for loans and referrals for your agents. They’ ll do it again, and you should expect some leads and loans –again! SPRING EVENTS: It’ s Home & Garden Show season. Get a booth and share with your agents and others in your branch. Collect leads at the event with the easy to understand contest. NETWORKING GROUPS: You should be involved in one or more networking groups, all of who are prospects or sources of referrals. Invite your networking group members to enter to win and in doing so you will get more data on them than just contact information and likely, a lead for a loan.
GET STARTED. LoanStar is covering the cost of the iPad to give away. You have to provide the initiative and energy to put it to work. Contact marketing to design and launch one or more “ Springstakes”promotions today!
OPEN HOUSE/LISTING FLIERS
BY THE NUMBERS
The number of LoanStar Originators as of April 25, 2014. Goal for Open House co-branded financing fliers is one per LO per week.
The number of Open House fliers ordered for the weekend of April 25, 2014. Great Job!
GREAT JOB PROMOTERS! Regina Stoll Jon Kurahara Guy Evoniuk Amy Powell Justin Therien Tony Brouhard James Pruitte Mark Eastburn Eric Baldwin
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Portland Main Bridgeport Portland Main Portland Main Portland II Vancouver Portland Main Portland Eastburn Portland Eastburn
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1 2 1 2 2 1 1 1 1
Order Open House Financing Fliers every week from Marketing@GoLoanStar.com. Normal turn-time is 24 hours for a .pdf, 72 hours for printed copies at your desk.
On the following pages are samples of marketing that was created and launched last week. You can order any of what you see in Marketing Matters for your personal brand and marketing needs. As new marketing is produced it will be included in subsequent editions of Marketing Matters.
HOW TO ORDER Call your Marketing Specialist or send your request for personalization to marketing@GoLoanStar.com. Include your name, branch, and this is important – when you need it completed and ready to launch (usually not the same day, give us a chance!).
I WANT SOMETHING ELSE! Okay, call marketing and we’ ll discuss what you need and how and when we can deliver it to you. Make sure you have a goal in mind along with your request, we get plenty of practice designing cool marketing stuff already!
(( LO CONTACT SIGNATURE/DISCLAIMERS ))
CAMPAIGN “ Interest Rate Effect on Payments� WHAT This email blast is ready to go out to your database personalized with your contact information and compliance disclaimers. The message will help readers realize that they should hurry to buy or refinance before rates go up or risk losing buying power in the future. Example payments can be modified to fit your database profile. HOW Keep adding to your client email lists and building that database so more of your clients will get these. If you need help with your lists or the CRM you can contact Nick Long (nlong@goloanstar.com) EMAIL RECIPIENTS General Database COST Free
CAMPAIGN “ Re-Engagement Campaign (Email Version)� WHAT For those starting their database cleanup promotion, we now have an online version of the highly successful direct mail piece. A fill-form survey is attached to the email 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 Nick Long or your LoanStar Marketing Specialist to get started. EMAIL RECIPIENTS Initial Database COST Gift cards and grand prize.
CAMPAIGN “ Re-Engagement Campaign (Email Referral Partner Version)” WHAT For those co-branding with a referral partner’ s database cleanup promotion, we now have an online version of the highly successful direct mail piece. A fill-form survey is attached to the email 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 Nick Long or your LoanStar Marketing Specialist to get started. EMAIL RECIPIENTS Initial Database COST Gift cards and grand prize.
IN THE NEWS LoanStar Home Lending Press Clippings
CHRISMAN REPORT, Thursday, April 17, 2014
How does a new mortgage bank more than double in size in its first three months of existence? "For LoanStar Home Lending, born and raised in Portland, Oregon just last November, the recipe is quite simple: Take some of the longest tenured mortgage pros on the West Coast, blend with lots of capital from Texas, engage top tier correspondent investors, add a robust dose of marketing done for the originators, and top it off with an efficiency culture where originators originate, processors process, and marketing markets. ‘ Our vision of how LoanStar helps originators grow their business is by concentrating on originating loans and building relationships, and is attracting nearly every originator in all our markets,' says Mike Baldwin, President & CEO. Baldwin is building his fourth mortgage bank in the last 30 years and has a regional 'who's who' on the management team, including John Giagiari, SVP Production for California, who has already brought on eight originators to LoanStar and matched them with Intero Real Estate offices in Northern California. LoanStar is hiring aggressively to fill or start branches in the Puget Sound, Portland, Southern California, Boise and Phoenix area. Contact Kenn Bartley, SVP Business Development at kbartley@GoLoanStar.com for more information. CHRISMAN REPORT, Monday, April 21, 2014
On the jobs front, last week the commentary mentioned the explosive growth of LoanStar Home Lending but did not mention that SVP California Production John Giagiari is also aggressively looking for originators in Northern California. John said "I have seven more Intero Real Estate offices to place originators and need to fill those spots immediately!" John can be reached at Jgiagiari@GoLoanStar.com. LoanStar Home Lending CEO Mike Baldwin has assembled a proverbial all-star team out west to grow the company. LoanStar leaders include Les Bedford (lbedford@GoLoanStar.com) as the SVP Production for Washington. Les is the 2014 President of the Washington Mortgage Lenders Association and over the last 35 years has built and managed successful, high producing teams. Greg Haase (ghaase@GoLoanStar.com) is the SVP Production for Oregon and Idaho and is expanding to new digs in Vancouver, WA and opening a new branch in Boise in May. And in Southern California, Marcelo Curt (mcurt@GoLoanStar.com) recently joined LoanStar as that region's Sales Manager and is building teams throughout SoCal. "Contact any of these seasoned sales management gurus to find out why LoanStar is growing like wildfire on the West Coast!"
COMING SOON
LoanStar in the News will be added to our main website.
DON’ T FORGET TO ASK FOR TESTIMONIALS Testimonials from happy customers is one of your best forms of advertising! Ask for them always. They can submit a testimonial on your web site 24/7. Also, when you have a willing customer or referral partner, you can also simply ask your Marketing Specialist to call them for a quote and marketing will add it to your web site and social media posts.
ASKING ISNT STEALING! Celia Burlingame is a new originator, starting her career with LoanStar in 2014. She has hit the ground running and has asked her customers for testimonials and they gladly had great things to say about her. Marketing posted the comments on her web page (shown here) and on her Facebook fan page.
CAMPAIGN “ Springstakes!” WHAT Now until June 30, 2014, you can use this “ Enter to Win”sweepstakes to gather contact and mortgage or real estate needs at events. Use at Open Houses, Home Shows, Buyer Seminars, and if you are a year past your initial Re-engagement Campaign, you could elect to do a new give-away promotion. HOW To order contact marketing at marketing@GoLoanStar.com. COST No charge for the iPad or small quantity printing but expensive if you don’ t use it! Postage and vendor printing, if any, will be charged to LO.
CAMPAIGN Documentation Checklist (V1.0) WHAT This simple, easy to follow Documentation Checklist is perfect in helping your clients understand and manage everything they need to work through the process. Send this out with your initial disclosures to help alleviate the stress of needing important documentation at the last minute! This is our first version of this marketing piece, so look for an updated version in the weeks to come. Feel free to send Mikayla input or suggestions on how to make it better! HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer. Printing and postage costs may apply.
CAMPAIGN “ General Products Flyer” WHAT Our Products Flyer is an easy way to show Realtors, builders and clients what programs we have to offer. Look for specific Product Flyers in the upcoming weeks that will highlight each product category. Use them in a series of meetings with referral partners. HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer. Printing and postage costs may apply.
CAMPAIGN “ Meet the Team” WHAT At LoanStar you have the support of an awesome group and you should show them off! Use this flyer to let your business partners and clients know who will be helping them with what, and who to call if they have questions. This can eliminate a lot of the headaches of miscommunication! Promoting your team shows your strength in numbers!
HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer. Printing and postage costs may apply.
CAMPAIGN “ Rate Increase”Flyer WHAT A lot of people don’ t know how much an increase in rate can affect their buying power. Use this flyer to demonstrate exactly how crucial locking in their rate can be –now - and how a refinance can drastically change their home loan! This flyer will be tailored per region to account for average loan amounts. HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer. Printing and postage costs may apply.
CAMPAIGN “ I’ ve Moved”Email/Flyer WHAT Let your clients and business partners know you’ ve moved to LoanStar! This marketing piece can be blasted out via email, snail mail, or handed out to all of your clients and Realtors as an initial marketing piece to generate business. HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge to you!
CAMPAIGN “ Affordability Options” WHAT Many people, especially first time home buyers, don’ t know how affordable homeownership really is. Utilize this flyer to help clients realize how they could be saving money by owning a home vs rent! HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge to you! Normal charges for printing and postage, if any, may apply.
CAMPAIGN “ Let us Move You!” WHAT Our moving promotion is a great added value that can help you not only get more clients, but also help build stronger relationships with Realtor partners. Use this email blast alone, or partner with your Realtors(R) or builder to promote this awesome promotion to everyone! HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge to you!
CAMPAIGN “ MMG Weekly”& “ MMG Monthly” Provided to you Exclusively By Dion Mancia
For the week of Mar 17, 2014 | Vol. 12, Issue 11
Dion Mancia Sr. Loan Officer NMLS# 19061 The Mancia Group LoanStar Home Lending NMLS# 1094582 Office: (503) 597-6703 Cell: (503) 381-8900 E-Mail: dion@themanciagroup.com Website: www.themanciagroup.com
In This Issue
WHAT Mortgage Market Guide (MMG) is a popular mortgage market update newsletter provided by Vantage Production that can be branded and personalized with your information. There is a weekly and monthly update for MMG which includes a recaps, graphs, and much more! HOW Check out MMG’ s website (https://www.vantageproduction.com/mmg/index.php) and contact Nick Long (nlong@goloanstar.com) for more details. EMAIL RECIPIENT Realtors & Select database contacts COST $359 Per Year OR $39 on month-to-month, they also have a 14-day trial.
CAMPAIGN “ Neighborhood Open House Flyer” WHAT This is an example of an open house email that was featured all the Open Houses in a neighborhood. The LO did all the leg work to get the agents on board, and now she has new referral partners and the event created leads for her and the agents! HOW Marketing can create the flyer and contact Nick Long (nlong@goloanstar.com) to get it emailed to your targeted database. EMAIL RECIPIENT Clients and Realtors COST Free to design and email; nominal direct mail costs may apply
CAMPAIGN “ MBS Highway” WHAT MBS Highway is another example of a subscription service that loan officers can subscribe to. We take what information they have given us on the articles and turn it into your branding with your name and photo on it. Marketing is willing to work with whatever subscription service you want and try and provide that to your database. HOW Go to MBS Highway’ s website and contact Nick Long (nlong@goloanstar.com) for more details EMAIL RECIPIENT Weekly Realtors COST $499.95 a year OR $49.95 a month
CAMPAIGN “ USDA Benefits Extended” WHAT This USDA blast was part of the once-a-month email blast going out to clients. Each month will be a new featured flyer and will be emailed out to each of your client email lists provided. All of them will be personalized with photos and other information. HOW Keep adding to your client email lists and building that database so more of your clients will get these. If you need help with your lists or the CRM you can contact Nick Long (nlong@goloanstar.com) EMAIL RECIPIENT Clients COST Free
CAMPAIGN “ HARP” WHAT This email blasts to customers featuring the HARP refinance program. Every Monthly blast will go out on the third Thursday of every month. HOW Keep adding to your client email lists and building that database so more of your clients will get these. If you need help with your lists or the CRM you can contact Nick Long (nlong@goloanstar.com) EMAIL RECIPIENT Clients COST Free
APRIL 2014 EMAIL BLAST
CAMPAIGN “ Referral Partner Budget”reference flyer WHAT When promoting our marketing services for referral partner use, this handy one-sheet explains how much each piece of the database campaign costs so they can budget accordingly. Use the budget flyer in conjunction with the Business Partner Marketing Resources brochure. HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer.
CAMPAIGN “ Introductory PowerPoint Presentation” WHAT Marketing produced a PowerPoint presentation to introduce his team to a builder. The presentation was brief and to the point and requested a meeting to follow up and answer and expand on any of the points in the presentation.
If you need a PowerPoint presentation for any reason, contact marketing. HOW Contact Kenn Bartley at 503-597-6702 or kbartley@GoLoanStar.com. COST None
CAMPAIGN “ FHA Special”email blast or flyer WHAT We’ re still looking for more FHA loans to send through as a test case so the incredible special is extended through April. Send to your agents and database! HOW Contact Nick Long for email blasts. Contact Mikayla Morgan for flyers and direct mail. COST None unless mailing. CAMPAIGN “ Logo Store” WHAT The LoanStar Logo Store is online and open for business! Purchase logo apparel, promo items and open house props to gift to customers, referral partners or to use at open houses and events.
New to the Logo Store in April will be balloons in white and green; black golf towels, green tees and Nike golf balls; and green roller-ball pens. HOW Click on the link at the bottom of our home page, shop and purchase online. COST Vendor fees paid directly to supplier. CAMPAIGN “ Downsizing Flier” WHAT Use to co-brand with an agent to show prospects that you have all the bases covered when it comes time to sell and buy a smaller home. HOW Contact Mikayla Morgan to order your personalized copy. WHO Clients, prospects and agents. COST Free unless printed and mailed.
CAMPAIGN “ Referral Partner Budget”reference flyer WHAT When promoting our marketing services for referral partner use, this handy onesheet explains how much each piece of the database campaign costs so they can budget accordingly. Alternative to using the larger brochure and budget insert. HOW Email Mikayla at mmorgan@goloanstar.com to order yours today! COST No charge for the flyer.
CAMPAIGN “ USDA Product Flier” WHAT Use this to discuss the benefits of the USDA program with Agents or Prospects. HOW Contact Mikayla Morgan to order your personalized copy. WHO Clients, prospects and agents. COST Free unless printed and mailed.
CAMPAIGN “ Logo Store” WHAT The LoanStar Logo Store is online and open for business! Newly added products are logo mugs, pens and padfoli0s –all excellent gifts for customers and referral partners! New to the Logo Store in April will be balloons in white and green; black golf towels, green tees and Nike golf balls. HOW Click on the link at the bottom of our home page, shop and purchase online. COST Vendor fees paid directly to supplier.
calendar W1 W3 YR
Direct Mail Newsletter mailed the first week of every month
Email Blast launched the third Thursday of every month
Annual Mortgage Review mailed to everyone in a database once a year. dB is divided in 26 equal parts, mailed every-other week, with names and phone numbers sent to originators to call in between mailings.
Contact marketing for more details or to review your Annual Marketing Calendar.
CODA A little humor to end this newsletter and start another successful week