Marketing Highlights
Marketing onboarding experience
Upon your first day at Rate, each Loan Officer will be assigned and greeted by a dedicated Onboarding Account Manager . Your Onboarding Account Manager (OAM) will be your main point of contact while you find your way around Marketing at Rate The OAM will be able to act as a liaison between you and other teams in Marketing along with other departments at Rate
First week
Your OAM will assist with:
• Formatting your headshot
• Reviewing/optimizing your biography
• Getting your Spanish Certification to use Spanish marketing material (if applicable)
As a new Loan Officer, you will need to:
• Submit your New Hire Marketing Survey
• Join our weekly Welcome Calls
• Submit your database for upload in our Permitted Marketing Data Upload form
After licensing
Once you are licensed to originate, it’s time to make it known that you’re now with Rate . Your OAM will help you:
• Order business cards
• Activate your website, application and mobile app
• Announce to your network that you’ve joined Rate via email, social media and postcards
Beyond licensing
It will take some time to settle in; that’s why your Onboarding Account Manager is here to support all your marketing needs and initiatives for up to 60 days . Your OAM will be available to help you learn how to navigate our systems and tools, aid in design projects, sponsorships and more
As your initial needs wind down, you’ll be introduced to your Marketing Team, which will help you:
• Provide guidance on best practices, locating assets and troubleshooting issues
• Understand marketing allowances and reimbursement policy
• Learn about our marketing platforms and how to access them: RAC (Basic or Pro), Mortgage Coach, Monitor Base, Yelp, Adwerx, Evocalize, RateSocial and RateGoods Store
How do I ask for help?
New employees — and managers helping new employees — can reach the Onboarding team at Marketing@rate .com .
Marketing Account Managers
Your Marketing Account Manager will be your main point of contact to support marketing requests or general marketing questions . They also act as the liaison between Loan Officers and all other teams in Marketing . Email marketing@rate com for assistance
How will my Marketing Account Manager help me?
• Assist in finding existing targeted marketing assets
• Help facilitate your custom marketing requests from start to finish through our project management system, Workfront
– Ads
– Billboards
– Flyers
– Social media
– Presentations
– Emails
– Signage
• Assist with locating Red Arrow Connect (RAC) assets
• Act as a liaison to the entire Marketing Department
• Update Loan Officer and branch webpages
• Facilitate reviews and approvals for sponsorships/ads
Red Arrow Connect
What is Red Arrow Connect?
Red Arrow Connect Tools and Features:
CRM
Our customer relationship management (CRM) is integrated with Encompass and Optimal Blue to ensure your borrower, agent and loan data is centralized and up-to-date with little to no data entry necessary .
Auto-campaigns
Email and direct mail campaigns — just set it and forget it, to stay in front of leads, clients and referral partners!
Print marketing
Pre-approved and customizable print-ready flyers, direct mail postcards, EDDM postcards, business and greeting cards, brochures, PowerPoint presentations and more
Web marketing
Pre-approved and customizable social media posts for Twitter, Facebook, LinkedIn and Instagram, including videos ready to post directly to your integrated social media outlets .
Email campaigns
Pre-approved and customizable email templates that are simple to send out to your database .
Red Arrow Connect (RAC) is our CRM and marketing platform, providing centralized data and multimedia marketing tools to reach your network across all channels and applications RAC’s client management and communication features will drive growth and build customers for life Pricing: Basic: FREE – Pro: $165/Month
Single property websites
On-demand webpages built to co-brand with real estate agents and integrate with MLS to highlight property listings .
Lead capture app
These landing pages serve as great solutions for event or open house registrations —or lead generation for digital marketing campaigns .
Co-marketing
Integrated with our Agent Advantage platform, you can co-market with real estate agents via print, email and other digital assets while also offering agents a free CRM for their own use .
BombBomb — video email (PRO)
Video platform that allows for selfie-style or screenrecorded videos to be embedded in email and sent to any contacts in your CRM Personalized messages are a great way to keep you face-to-face with your database
Journeys (PRO)
Automated campaigns including various trigger and milestone-based touchpoints across multiple channels and mediums .
Red Arrow Connect | Product Matrix
Red Arrow Connect | Product Matrix
Features
Contact management
Print marketing
Social media and web marketing
Co-marketing
O ce 365 integration
Refi opportunity identification
Direct and automated emails
Co-branded direct emails
Custom email templates
Advanced email statistics
Loan status texting
Custom lead capture apps
Focused view
Mortgage coach
Task management
Automated lead sources
Lead and contact sharing
Journey lead nurturing
Drip email campaigns
Action plans
Bombbomb video
Customized focused views
Consumer property listing alerts
Pricin
Agent Advantage
Agents across the country trust us to help them close loans quickly and grow their business Our real estate agent platform, Agent Advantage, provides quick mobile and desktop access to your referral partners’ favorite Rate tools . It also allows agents to watch top agent coaching videos, co-brand marketing materials, share leads through a free CRM, refer leads to our originators, receive email and text messages about loan milestones and more!
Benefits of Agent Advantage:
• Access to a free CRM platform (“Total Expert”)*
• Create co-branded marketing collateral
• Seamlessly connects agents, originators and their clients
• Loan Status Monitor provides real-time status updates on transactions
• Never miss a pre-approval with the Rate Mobile Loan App
• Calculators with real-time rates
• Our proprietary data center, Rate Research, helps clients get to know the specific details about the demographics, real estate trends and amenities in a local market or neighborhood
Helpful Guides:
These resources help to inform agents and originators when using the Agent Advantage platform . They both contain instructions on how to sign up as well as more details on the tools listed above .
• Agent Advantage Overview
• LO to Agent Presentation
Additional Help & Questions:
If you need additional help, email agents@rate .com or reach out to your designated Marketing Account Manager .
Mortgage Coach
Create home loan strategies and virtual presentations that provide expert loan advice and improve pipeline conversion while increasing your productivity Joining the Mortgage Coach community will allow you to convert your borrowers more predictably and profitably and gives you access to great coaching tips from top national originators who use the tool .
Benefits of Mortgage Coach :
We’ve integrated Mortgage Coach with our pricing and fee engines so you can seamlessly create Total Cost Analysis reports that educate borrowers on loan options with side-by-side comparisons . Advise your clients like never before with Mortgage Coach’s clear and interactive visuals that include intuitive charts, graphs and even video explanations to further personalize the presentation
Proactive
Reach out to past borrowers for mortgage reviews and update them on refinance opportunities
Integrated Connected to Encompass, Optimal Blue, Rate Pull Fees and Red Arrow Connect
Types of Presentations :
Automation
Get alerts when borrowers view the Total Cost Analysis
RateWatch
This MBS monitoring tool deploys the latest interactive charting technology to ensure clear delivery of up-tothe-minute market movements with real-time alerts!
• Simple loan comparisons to current loan vs multiple new options
• You can record and append a video explanation, highlight before sending and interact with the borrower in real time within the presentation
• Outline short-term and long-term financial benefits
Mortgage Coach example
Mortgage Coach is available in Spanish
Pricing – Rate Price: $65/month
Additional Help & Questions: email mortgagecoach@rate com Learn more on the Hub
RateWatch:
Mortgage Coach:
MonitorBase
As a mortgage Loan Officer, you want to be there for your customers at every stage of their homeownership journey But it will not happen if you let them slip away This is why you need MonitorBase, a customer-retention tool providing real-time alerts when past clients are in the market or eligible to refinance or purchase . MonitorBase proactively puts you in front of your borrowers before they move forward with another lender! Loan Officers that use this system fund one in 31 alerts, whereas those that do not use it fund one in 115 alerts
The power of customer retention:
• Attracting and acquiring a new customer costs five times more than retaining an existing one
• Increasing customer retention rates by 5% boosts profits by 25% to 95% according to research done by Frederick Reichheld of Bain & Company
• Research by Gartner indicates that 65% of a company’s revenue comes from existing customers and it costs five times more to attract a new customer than to keep an existing one satisfied
Key benefits:
• Proactively connect with past clients regarding current loan opportunities
• Ability to see when past clients may be ready for a new loan so you can reach out before other lenders do
• Great tool to prevent early payoffs
• Convert previously denied loans into new, funded loans with alerts that borrower’s credit has improved
How alerts work:
• Inquiry: Get an alert within 24 hours of a past client’s credit being pulled by another lender
• Predictive: An algorithm predicts when someone is preparing their credit for a new loan
• Pre-mover: Receive alerts when there is a change in MLS status of a property
• Migration: Alerts sent when a previously-denied borrower’s credit improves to a qualifying level
How to get s tarted:
• Opt-in
• Borrower’s information is automatically uploaded to MonitorBase
• No PII or SSN is added — only name, address and contact info
• Daily alerts sent to your email, text or both
• Access full alerts on MonitorBase dashboard
• Firm offers sent to borrower via email
• Please note: You are NOT allowed to share this data with referral partners because it is credit data
Pricing:
Unlimited - $135/month
Pay Per Alert - $4 .50 per alert
Yelp
The value of Yelp for Business is pretty simple: when consumers search for trusted local businesses, they rely on reviews from others Yelp connects consumers with relevant local services and builds confidence through customer reviews .
With unmatched local business information, photos and review content, Yelp provides a one-stop local platform for consumers to discover, connect and transact with local businesses of all sizes by making it easy to request a quote, find directions, call directly or book a consultation .
178M+
Unique monthly visitors
34M
Annual real estate category searches
Benefits of paid partnership with Yelp :
• Paid partnership unlocks Yext + Yelp integration
• Monitor and respond to Yelp reviews within Yext
• Remove competitor advertising on your listing
• Increase your reach, visibility and leads from Yelp
Enhanced profiles:
• A free Yelp listing shows competitor ads; upgrading removes competitor ads
• Customization of your listing
• Call tracking and pixel implementation:
– Example of free listing: Waltham, MA
– Example of upgraded listing: Jason Evans
4 .6M
Monthly mortgage searches and page views
Cost-per-click (CPC) advertising:
45% Consumers check Yelp before a visit
• Yelp ads will show to Yelp visitors who are local to you and are looking at your competitors’ Yelp profiles .
• CPC advertisers in the mortgage category have an average increase of 989% in profile page views and 1,900% in secondary actions
• Secondary actions include calls, clicks to websites, clicks to directions
Best practices:
• On average, the spends depend on the market: in a high-populated city, you should be spending more vs . in a rural location
• Enroll in a CPC and Enhanced Profiles for the best ROI
Pricing:
Enhanced profile cost: $25/month – Cost-per-click ad budgets: Varies
Additional help and questions: email marketing@rate .com or learn more on the Hub .
Birdeye
Birdeye is an online reputation management and customer experience platform designed to help Loan Officers monitor and manage their online reputation and reviews from a variety of sources such as Google, Facebook and others The platform allows our Loan Officers to collect and respond to customer feedback in real-time, solicit surveys, track and analyze online reviews and convert insights into customer feedback .
Highlights and Features
• Centralized Review Management: Birdeye aggregates reviews from popular platforms into one unified dashboard, saving you time and effort in monitoring your online reputation You can view and respond to reviews from platforms like Google, Facebook and more, all in one place .
• Optional Automated Review Solicitation via RAC: Birdeye is fully-integrated with Red Arrow Connect and the system will automatically solicit reviews for you This will increase the frequency of positive feedback and enhance your online reputation .
• Auto-Response for Reviews: Birdeye simplifies the process of responding to reviews by giving you access to premade response templates that will automatically reply to your reviews, saving you time and enhancing your overall customer experience .
• Social Sharing: Birdeye allows you to share customer reviews on your social networks .
• Auto Review Share: Birdeye allows you to effortlessly promote your reviews each week .
Birdeye example
Evocalize
Evocalize is Rate’s new digital advertising platform that aids originators in launching successful and compliant digital advertising campaigns across platforms such as Facebook, Instagram and Google’s ad network . With Evocalize, you can quickly and easily launch a variety of campaigns with goals such as awareness, lead generation and app downloads
Always-on branding and awareness campaign:
This campaign is designed to build value for our originators by constantly presenting their database and local market with value-add messaging at the company’s expense .
Digital advertising platform:
Evocalize’s Blueprint product is now at your disposal . This innovative tool streamlines the process of digital marketing across various platforms, including Google, Facebook, Instagram and YouTube . With Blueprints, you have the power to instantly create, activate, deactivate and tailor unique local advertisements using any local data source, whenever necessary
Pricing: Campaign purchases range from $50-$1,000/month
Additional help and questions: email evocalize@rate com Learn
Adwerx
Adwerx provides automated retargeting for all licensed Loan Officers .
What is the objective of digital advertising through Adwerx?
• Increase Loan Officer production through automation of online advertising
• Increase brand awareness for each individual Loan Officer and Rate
What exactly does the platform provide?
Automated retargeting ads for your personal brand: Each consumer visiting your Loan Officer page will be automatically retargeted Your ads will appear on Facebook and Instagram as well as top websites and apps (e g CNN, ESPN, NYTimes com) Provided to you by Rate at no charge automatically .
How do I access my account?
Visit rate adwerx com and click “Log in” at the top right corner . Then select “Quick log in with your company” and that will prompt you to access via single sign-on (Okta)
Pricing:
Retargeting ads are provided to all Loan Officers by Rate at no cost For cost of additional campaigns, please contact an Adwerx representative for a consultation .
Adwerx example
Adwerx help and support:
Learn more on the Hub . The Adwerx Customer Success Team can be reached through these channels: Website Portal: rate .adwerx .com
Adwerx Dedicated Phone Support Line: (888) 387-0487
Adwerx Dedicated Support Email: rate@adwerx com For single sign on issues, please email Guaranteed Rate’s TechSquad For other questions, email marketing@rate .com .
Rate Social
We have a whole team dedicated to boosting your social media engagement with clients and partners — past, present and future!
Benefits of Rate Social:
• Three Facebook Business Page posts and two LinkedIn posts per week that dynamically link to your contact information are automatically published to your accounts
• Get access to exclusive new social media content before anyone else
• Increased activity on your social channels and greater visibility amongst your followers
• Great way to engage with millennials and first-time homebuyers
Types of posts
• Educational info for customers about the homebuying process
• Posts that highlight Rate in the news
• Original content from the Knowledge Center on rate com
• Home improvement tips and tricks
Sign up for Rate Social:
• Costs $60/month
• Fill out this Subscription Form
– Once your form has been received, the team will follow up with a credential form to gain access to your social media accounts and initiate automated posting
MBS Highway
MBS Highway is an industry-leading platform that provides Loan Officers with tools and content to help you stay on top of the market, build stronger referral relationships and build better trust with your customers and prospects Memberships include daily market update videos from industry expert Barry Habib, market alerts for the best times to lock in rates, real estate analysis, marketing tools and access to a growing library of video scripts and weekly industry newsletters
Daily coaching video and market updates from Barry Habib:
• Keep LOs informed on the latest market trends and insights
• Simplify what is happening with the market
• Enable LOs to help customers navigate the homebuying or refinance process
Presentation Expressway and Social Studio:
• LOs can present with ease using PowerPoint slides and video tutorials created by Barry Habib – New presentations and scripts are uploaded monthly and quarterly
• Ability to easily create social media videos using pre-created scripts and a teleprompter feature
Insider content:
• A plethora of proprietary market tools
– Examples include: The Kiplinger Letter by Knight Kiplinger, By the Number$ by Michael Higley and Real Estate data and charts
• Access to a shareable weekly newsletter in RAC
Financial calculators and tools:
• Various efficient financial calculators and tools are available for a variety of scenarios, helping homebuyers make decisions with confidence
• Easy-to-understand analyses to show potential buyers the value of homeownership
• Snapshot of market conditions and financial opportunity in any MSA, county or ZIP code
Pricing:
Homebot
Homebot delivers a “financial dashboard for the home” that tracks home equity and presents a personalized finance strategy for each client Loan Officers utilize this experience for instant engagement with their database and to maintain trusted-advisor-for-life client relationships The platform can also be co-sponsored/co-branded for agent partners and their clients, offering a great way for lenders to expand their sphere while giving real estate agents the home finance content and support to supercharge their client-for-life strategy .
Highlights and Features
• Engage clients with personalized financial dashboards: Homebot’s award-winning dashboards deliver custom, actionable insights through the entire homeownership lifecycle to your clients and prospects. With an average 50% monthly engagement rate, Homebot ensures you remain top-of-mind.
• Empower clients to refinance or purchase at the right time: Automatically educate and alert clients when they should consider refinancing or if they have enough equity to get some cash or to purchase an investment property.
• Maximize your agent relationships: inviting agents to join you on Homebot is a great way to quickly grow your reach, obtain new leads and strengthen your relationships with the agents in your network.
• Load all of your clients automatically with the RAC journey: manual uploading your database is no longer necessary. Get set up on Homebot easily by automatically loading your clients from a unique Homebot group using our Total Expert Integration.
Pricing:
• Homebot Subscription - $195/month includes a 500-client capacity
• $25 for additional client blocks of 100
• $10 co-sponsorship fees per agent
Additional Help & Questions:
Yext
Clients today expect — and depend on — accurate, official answers when making big decisions .
Yext Search Experience Cloud platform puts you in control of your business facts online . It provides official, accurate, up-to-date answers to consumer questions across the internet . Starting on your own webpage, then extending across search engines, voice assistants, maps, apps and chatbots, Yext safeguards you against misinformation and ensures only truth is spread online
Benefits of Yext:
• Fully-optimized LO and branch webpages
• Central platform to manage your digital footprint
• Listing standardization
Yext best practices:
• Verify your info is correct on your Yext Dashboard
• Enhanced local SEO and search discoverability
• Answers search functionality
– Check your name, social media links and other critical info to make sure everything is accurate
• Regularly update your listings with contemporary information, branch or team photos, new team updates, events, etc
• Regularly post on your social media pages
– This data is critical in learning which social and/or listing channels are driving the most traffic to your website
– Prioritize posting and optimization to the pages that are working for you .
Additional help and questions: Learn more on the Hub
For support, contact your dedicated Rate Marketing Account Manager or email marketing@rate com or Yext White Glove Service team via the contact info below: Email support-rate@yext com or call (844) 830-2285
Marketing subscriptions
What can I choose from?
• Red Arrow Connect ($165)
• MonitorBase ($135)
• Mortgage Coach ($65)
• Rate Social ($60)
• Yelp ($25)
• MBS Highway ($75)
Rate Social
FAQs:
Do I have to opt in if I’m happy with my elections?
Yes We ask that you opt in just once to ensure you understand the costs associated with each service Plus, we want to make sure you’re aware of any new services that become available .
Can I use my marketing budget if I have one?
Yes! If you have a marketing allowance, you are eligible to use this . Any overage, however, will be deducted from your commission
Will I be billed monthly or quarterly? Your marketing subscriptions will be billed on a monthly basis
Events/catering
Events and broker opens are a great way to build and strengthen relationships, which in turn can drive sales They also offer a chance to showcase your personal style, hobbies and interests, keeping your name at the forefront of your network’s mind
Events best practices:
Agent outreach
Reach out to agents or referral partners without being too salesy
Reconnect
Helps you reconnect with agents or referral partners that you have not spoken to in some time .
Exposure
Keep your name current and top-of-mind .
Personal touch and authenticity
Get to know clients or referral partners personally and authentically outside of a business/mortgage transaction .
Generate leads
Grow your database with all of the attendees of the event .
The Events Team helps you through every step of your event!
Event assistance is offered for Loan Officers who achieved President’s Club and Chairman’s Circle from the previous year .
Here is how we can help:
• Help generate ideas for the event you are wanting to host
• Design unique event invitations
• Research venues and help make arrangements
How to plan an event:
• Set up your RSVP and guest registration tracking site
• Work with Rate Social (if you are a member) to promote the event on social media
• Suggest tips and tools on how to host a great event
• Reach out to events@rate com or your Regional Events Coordinator
• Complete the National Events Request Form
• Send out invitations and promote your event on social media
• Show up to the event and follow up afterwards on social media and with the attendees
• Attend our training listed on the Events Resource center page
Design services
Our in-house creative team of professional designers, copywriters, editors, photographers and videographers are responsible for conceiving, developing and executing impactful cross-channel marketing assets They are here to serve all your marketing needs!
Cross-channel marketing assets include:
• Advertisements
• Emails
• Print (brochures, flyers, postcards)
• Signage
• Billboards
• Social media
How to get custom marketing assets:
• Landing pages
• Digital banner ads
• Blogs
• Videos
• Photography
• Motion graphics
If you are interested in custom work with the creative team, reach out to your Marketing Account Manager or email marketing@rate com
Pricing:
Creative hours are billed at rate of $85 per hour This scope of work is based upon the media specifications and creative brief included therein . Any alterations to these specifications or significant directional changes to this creative brief could result in additional charges .
Rate Goods
Our e-commerce store for all Rate employees, Rate Goods is the place to purchase branded promotional items . Items for purchase range from custom and personalized goods made to order to large bulk orders of existing products . With hundreds of items to choose from, Rate Goods has much to offer From the all-new Black Arrow Collection featuring exclusive higher-end items to our home goods and technology selections, our store has something for everyone .
What is Rate Goods?
The Rate Goods store offers deeply discounted pricing and an easy-to-use ordering platform so you can show off the Rate brand and even personalize items with your own branding and style
Benefits of Rate Goods:
• Competitive prices for premium products
• Personalized items available
• Bulk orders available
• Seasonal and closing gifts available
• We only accept payments via cost centers (marketing budgets)
Helpful Guide:
Rate Goods Store Navigation
Closing gift program
Our Gifting Program is an automated closing gift campaign that will send items directly to clients approximately 2–3 weeks after their loan has been funded . To sign up, just select your gift and which borrowers you want to send to (refinance, purchase or both) We’ll take it from there! Check out the available options below Gifting Program Sign-Up: email giftingprogram@rate com
Home
Medium Black Gift Box $27
Bread, Wine & Cheese
$48 .00 plus S&H
Custom Address Stamper $14 50 plus S&H
Custom Cutting Board
$50 .00 plus S&H
Cheese Board
$30 .00 plus S&H
Spanish marketing
We’re committed to making our mortgage process more efficient for all parties involved and ensuring that our diverse communities receive the great customer service we’re known for, regardless of English proficiency . While we have some general Spanish marketing available for all Loan Officers to use, there’s so much more you can do if you’re Spanish-certified
Benefits of getting approved:
• Gain access to over 100 pages of Spanish marketing assets and business cards in Red Arrow Connect
• Include “Se habla Español” and disclaimer to email signature and LO webpage
• Receive permission to feature testimonials in Spanish from the customer satisfaction survey on LO webpage
How to get approved:
• Review Becoming Language Certified and submit your request
• Review the Foreign Language Communications Policy
Marketing in other languages
From flyers and social posts to magazine and radio ads, we have a host of additional elements in several languages, including Russian, Chinese, Vietnamese and Korean .
Resources
Rate Goods
Gifting Program
MonitorBase Intranet Page
MonitorBase Login
Rate Social
Rate Social Sign-Up Form
Spanish Marketing
Events
Yext Overview
Yelp
Adwerx Overview
Agent Advantage
Mortgage Coach Overview
Marketing Intranet Page
MBS Highway Overview
Red Arrow Connect Overview
Birdeye Overview
Homebot Overview
Marketing Subscriptions
Marketing Platforms
For
Marketing Support
General Marketing Inquiries: marketing@rate .com
CRM/Marketing: redarrowconnect@rate .com
Events: events@rate com New Hire: newhiremarketing@rate com
Promo: promo@rate .com
Agent: agents@rate com
Marketing Platform Questions (including subscriptions): marketingplatform@rate com
Yext (webpages, listings, etc .): yext@guaranteedrate com
Adwerx: adwerx@rate com
Mortgage Coach: mortgagecoach@rate .com
MBS Highway: mbshighway@rate .com