Guaranteed Rate Marketing Highlights

Marketing Highlights

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Marketing Onboarding Experience

Upon your first day at Guaranteed 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 GR. They will be able to act as liaisons between you and other teams in Marketing along with other departments at GR.

FIRST WEEK

Your OAM will assist with:

• Formatting your headshot

• Reviewing/optimizing your biography

• Updating social media accounts

• 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

• Schedule your Welcome Call with your OAM

• Submit your database for upload in our Permitted Marketing Data Upload form

AFTER LICENSING

Once you are licensed to originate with Guaranteed Rate, it’s time to make it known that you’re now with GR.

Your OAM will help you:

• Order business cards

• Activate your website, application, and mobile app

• Review Red Arrow Connect (RAC), including:

• Announcing to your network that you’ve joined GR through 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 learn how to navigate our systems and tools, answer strategy questions, aid in design projects, sponsorships and more.

As your initial needs wind down, you’ll be introduced to your permanent Account Manager and Events Coordinator they will serve as your Marketing Team throughout your career here.

• Activate email and general postcard auto-campaigns

• Providing guidance on best practices, inviting agents to Agent Advantage, 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, GR Social, Your Marketing Account Manager, Your Events Coordinator and Guaranteed Goods Store

How do I know who my OAM is? How do I ask for help?

New employees, and managers helping new employees, can reach the Onboarding team at NewHireMarketing@rate.com

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Marketing Account Managers

How will my Marketing Account Manager help me?

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How do I find my Marketing Account Manager?

Red Arrow Connect

What is Red Arrow Connect?

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.

Red Arrow Connect Tools & 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 & 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.

Pricing

Basic: FREE - Pro: $110/Month

Additional Help & Questions

Single Property Websites

On demand webpages built to co-brand with real estate agents and integrated 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 on 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 screen recorded 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 & milestone-based touch points across multiple channels and mediums.

Email RedArrowConnect@rate.com or visit the Marketing Intranet Page.

FEATURES BASIC VERSION PRO VERSION

CONTACT MANAGEMENT

PRINT MARKETING

MEDIA &

365 INTEGRATION

REFI OPPORTUNITIES IDENTIFICATION

DIRECT & AUTOMATED EMAILS

CO-BRANDED DIRECT EMAILS

CUSTOM EMAIL TEMPLATES

ADVANCED EMAIL STATISTICS

LOAN STATUS TEXTING

CUSTOM LEAD CAPTURE APPS

FOCUSED VIEW

MORTGAGE COACH (TE INTEGRATION)

APPOINTMENT & TASK MANAGEMENT

JOURNEY LEAD NURTURING

DRIP EMAIL CAMPAIGNS

AUTOMATED LEAD

&

&

ROUTING

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 Guaranteed 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 GR Mobile Loan App

• Calculators with real-time rates

• Our proprietary data center, GR 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 are helpful 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 originators nationally that 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, GR Pull Fees, and Red Arrow Connect

Types of Presentations

• Simple loan comparisons to current loan vs. multiple new options

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-to-the-minute market movements. Never miss key market movements with real-time alerts!

• You can record and append a video explanation, highlight before sending, and interact with the borrower within the presentation in real time

• Outline short term and long-term financial benefits

Additional Help & Questions

Email MortgageCoach@rate.com. Learn more on the Resource Center.

Mortgage Coach:

RateWatch:

Mortgage Coach Example

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 1 in 31 alerts, whereas those that do not use it funds 1 in 115 alerts.

The Power of Customer Retention

• Attracting and acquiring a new customer costs 5 times more than retaining an existing one

• Increasing customer retention rates by 5% boost 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

Types of Presentations

• 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 Started

• 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

All Inclusive - $125/month

Additional Help & Questions

Email MonitorBase@rate.com. Learn more on the Resource Center.

Yelp

The value of Yelp for Business is pretty simple: when consumers are looking to find trusted local businesses, they look at what other people have to say. Yelp provides consumers with relevant, local business and services that they need and has the added benefit of customer reviews to build deeper confidence.

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.

178 M+

UNIQUE

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

Pricing

Enhanced Profile Cost: $20/month - Cost-per-Click Ad Budgets: Varies

Additional Help & Questions

Email Marketing@rate.com

watch the Yelp Training Video.

4.6M

MONTHLY MORTGAGE SEARCHES & 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 than in a rural location

• Enroll in a CPC and Enhanced Profiles for the best ROI.

Adwerx

Adwerx was selected as Guaranteed Rate’s digital advertising platform. The platform provides automated retargeting for all licensed VPs, as well as targeted digital ad campaigns personalized to the loan officer.

What is the objective of digital advertising through Adwerx?

• Increase VP production through automation of online advertising

• Increase brand awareness for each individual VP and Guaranteed Rate

• Allow VPs to stay in front of their sphere of influence to drive more referrals

• Increase online engagement by ensuring that each person that visits a VP page is followed by that VP’s personal branding ad across mobile devices, Facebook, Instagram and premium websites such as WSJ, NYT, ESPN and BBC

What exactly does the platform provide?

• Automated retargeting ads for your personal brand: Each consumer visiting your VP 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 Guaranteed Rate at no charge automatically.

• Access to easily spin up your own custom audience ad campaigns: These additional ad campaigns include targeted audiences based on geotargeting and behavioral activity. We compile an audience of users within the geo-fenced area whose online behavior suggests an interests in mortgage services (ReFi calculators, visiting mortgage sites etc), custom list uploads, Red Arrow Connect database, increased retargeting budgets and streaming TV commercials.

• Analytics & reporting: The Adwerx portal provides a dashboard with number of impressions and results of each of your ad campaigns.

• Stream into the homes of your top zip codes: Streaming commercials gets your name into the living room of your target audience without the challenges of traditional TV advertising. TV commercials can be displayed on all streaming TV platforms including: DirectTV, Hulu, The Weather Channel, FOX, Pluto, ESPN, CNN, Comedy Central, ABC, TubiTV, NBC, Apple TV, HGTV and Sony Crackle.

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

Contact an Adwerx representative for a consultation.

Adwerx Help & Support

Watch the recorded training.

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.

GR Social

We have a whole team dedicated to boosting your social media engagement with clients and partners—past, present and future!

Benefits of GRSocial

• 3 Facebook Business Page posts and 2 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 home buyers

Types of posts

• Educational info for customers about the homebuying process

• Posts that highlight Guaranteed Rate in the news

• Original content from the Knowledge Center on rate.com

• Home improvement tips and tricks

Sign Up for GRSocial

• Costs $50/month

• Fill out this Sign-Up Form. Once completed, send it to GRSocial@rate.com.

• Once your form has been received, the GRSocial team will contact you with next steps for your social media accounts

Additional Help & Questions

For more information, email GRSocial@rate.com or visit the GRSocial Intranet Page.

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 provide access to daily market update videos from industry expert Barry Habib, market alerts for the best time to lock, real estate analysis and marketing tools, and access to an evolving library of video scripts and weekly industry newsletters.

Daily coaching video and market updates from Barry Habib

• Keeps VPs informed on the latest market trends and insights

• Simplifies what is happening with the market

• Enables VPs to help customers navigate the home buying or refinance process

Presentation Expressway and Social Studio

• VPs 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

Additional Help & Questions

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, upto-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 VP & Branch Webpages

• Central platform to manage YOUR digital footprint

• Listing standardization

Yext Best Practices

• Customer review management

• Enhanced local SEO and search discoverability

• Answers search functionality

• Encourage clients and referral partners to leave a review on your listings!

• Choose which review platform(s) you want to optimize (Zillow, Google, Facebook or Yelp).

• Pro Tip: Google My Business reviews hold the most weight with Google’s algorithm, but make all review platforms available so your customers can choose their preferred platform.

• Monitor and respond to your reviews!

• Pro Tip: If you have a negative review, please consult with CustomerSuccess@rate.com for assistance prior to responding.

• You will be able to see your posts through the Listings → Posts tab

• 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 & Questions

Reach out to your Marketing Account Manager or email Marketing@rate.com.

For support, contact your dedicated Guaranteed Rate Marketing Account Manager or email Marketing@rate.com, or Yext White Glove Service team via the contact info below: E-mail Support-GuaranteedRate@yext.com or call (844) 830-2285

Marketing Subscriptions

We have a whole team dedicated to boosting your social media engagement with clients and partners—past, present and future!

What can I choose from?

• Red Arrow Connect ($110)

• MonitorBase ($125)

• Mortgage Coach ($55)

• GR Social ($50)

• Yelp ($20)

“All In” Cost

• $325/month (a 10% discount!)

• A La Carte = $360/month

• MBS Highway ($69.95)

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. In addition, many new services are available we want to make sure you are aware of!

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 terrific way to build and strengthen relationships that in turn drive sales. They also provide a way to show off your personal side, your style, hobbies, and shared interests with your network—keeping your name in the forefront of their mind.

Events Best Practices

Agent Outreach

Reach out to agents or referral partners without having it be 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 at the top of peoples’ minds

Personal Touch and Authenticity

You are able to get to know clients or referral partners personally and authentically, outside of a business/mortgage transaction

Generate Leads

You are able to 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 Officered that achieved Presidents 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 to send to your guests

• Research venues and help make arrangements

• Set up your RSVP and guest registration tracking site

• Work with GRSocial (if you are a member) on promoting the event on social media

• Provide you with tricks and tools on how to host a great event

How to plan an event

• Reach out to Events@rate.com or your Regional Events Coordinator

• Complete the National Events Request Form

• Send out invitations & promote your event on social media

• Show up to the event and follow-up after on social media and with the attendees

• Attend our training listed on the Events intranet page.

Additional Event resources: Events Intranet Page

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Design Services

“The Point” is our in-house creative team of professional designers, copywriters, editors, photographers and videographers—who are responsible for conceiving, developing and executing impactful cross-channel marketing assets. The Point is here to serve all your marketing needs!

Cross-channel marketing assets include

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(brochures, flyers, postcards)

• Signage

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Media

How to get custom marketing assets

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.

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Guaranteed Goods

Our e-commerce store for all Guaranteed Rate employees, Guaranteed 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 available products. With hundreds of items to choose from, the Guaranteed Goods store 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 Guaranteed Goods?

The Guaranteed Goods store offers deeply discounted pricing and easy-to-use ordering platform so you can show off the Guaranteed Rate brand, and even personalize items with your own information and style.

Benefits of Guaranteed Goods

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Helpful Guide

Guaranteed Goods Store Navigation

Additional Help & Questions

Closing Gift Program

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 signatureand VP webpage

• Receive permission to feature Spanish testimonials from the customer satisfaction survey on VP webpage

How to Get Approved

• Review the Becoming Language Certified procedure and submit your request

• Review the Foreign Language Communications Policy

Additional Help & Questions

For questions, email LEPCompliance@rate.com.

Resources

Program

MonitorBase

Form

Marketing

Practices

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

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