MARKETINGMATTERS Volume 1 / Issue 9
Building the Brand LISTING BOX BY LISTING BOX, NEIGHBORHOOD BY NEIGHBORHOOD, CITY BY CITY, FINANCING FLIERS STILL BUILD THE LOANSTAR BRAND. FOR EVERYONE.
inside
Best Practices Financing Fliers Still Rule What’ s New Marketing Library
JUNE 2 | 2014
MARKETINGMATTERS Volume 1 / Issue 9
“ A man who stops advertising to save money is like a man who stops a clock to save time.” - Henry Ford
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M a r k et i n g Ma tt e rs i s pr ov id ed t o eve ry on e a t L o an S t ar H o m e L end i n g to u s e, sh a r e a n d l au nc h . Th e s t aff w e lc o me s c o m me n ts a nd i d e as a nd a l t ho ug h we s tr i v e fo r p er fe c t io n , w e ar e we l l a w a re t h a t we w on ’ t p l e a se ev er yon e . 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
Matt Houston
| Business Development Manager
| mhouston@GoLoanStar.com
Emily Eastburn
| Marketing Administration
| eeastburn@GoLoanStar.com
NEW LISTING FLIER FORMAT (right) is now available from Marketing. Get as many financing option fliers in as many homes as you can. In the end and over time, LoanStar wins the branding war!
BUILDING THE BRAND – Frequency is king in brand advertising. Financing option fliers can do the job, one listing at a time.
You’ ve heard the commercial what seems like a million times. You simply hear the voice now and you know the product. Over and over you’ ve seen the advertisement –in magazines and newspapers and billboards and where you least expect it. Just the layout of the ad, the typeface and colors, the graphics and even the size all instantly project an image of the product in your mind. Since the beginning of modern advertising, the use of frequency is what drives long-term brand advertising. Like the examples about how radio and print frequency instill brand awareness, we have the unique opportunity to create the same affect by having our financing option flier do the job. How can fliers create brand awareness? Not easily done and certainly will take time, but starting with our start up just six months ago, the more financing option fliers put in
Realtor listing flier boxes and Open Houses, the more we all benefit from spreading the brand throughout every neighborhood, every city, every state and eventually the entire regions we all work in. Think about it. Although many buyers start their home search online, the goal is to narrow the field and then drive by the listing before scheduling time to see the home inside, up close, and personal. Almost always the soon to be home buyer will pull a flier from the listing box. It should have you and LoanStar on it, promoting our awesome Moving Starter Package! If it does, and then they find it on another flier at another listing and then another and another and also at an Open House, the home shopper has now been afflicted by frequency. They’ ve seen our look and layout and colors and promotion enough to pause and think about their choice of lenders. And that could be –should be –you. The alternative? No flier, no buyer!
Best Practices If you have a sales or marketing program that is producing results, let us know so we can share with other Loan Stars!
Database Leads
F E A T U R E
One of the most successful marketing campaigns is to “ re-engage”the database of an originator. Not only does the campaign clean up the data, it gathers information for future marketing needs and often times produces leads for new loans and to give to referral partners.
Re-Engagement Campaign Lead Generation LEADS FROM INITIAL DATABASE MARKETING
LoanStar Concierge Marketing handles the intimal database creation for new loan officers and then launches a four-step campaign to clean up the data while “ re-engaging”the contacts to let them know the originator is now affiliated with LoanStar Home Lending, will keep in touch more often, invite them to get excited about the move with an enter-to-win contest, and softly gather some information to update records and offer help if it is needed immediately. It’ s the latter call to action that creates new business for new loan officers and often times for their referral partners like this sample from new originator Kelley Pellerin, how joined LoanStar in mid-May. This lead (next page) came in days after her first round was mailed, and is one of many!
LEADS ONLY AS GOOD AS THE DATA The re-engagement campaign has in the past generated as much as a 30% return rate and as little as 1%. Why the difference? Likely it’ s the initial data itself. The high return data is usually comprised of only past customers, friends and family, and the loan officer has had some limited marketing going to them in the past. The low return rates come from data that has never been marketed to and is therefore extremely stale and often times is not comprised of any past customers, friends or family, but instead made up of “ farm-lists”and other data randomly gathered into a database. This data is “ strangers”and not likely to “ re-engage”since they were never “ engaged”to start with. Still, over time, this stranger database will begin to engage due to the frequency of our long-term marketing campaigns.
RE-ENGAGEMENT LEAD (right) came in days after the launch of Kelley Pellerin’ s first round of her database campaign.
Database marketing will work well over the long-term as long as it is consistent and predictable. LoanStar Marketing is designed to do that for all originators starting with the “ Re-Engagement”campaign. For more information on database marketing, contact your marketing concierge any time.
OPEN HOUSE/LISTING FLIERS
BY THE NUMBERS
The number of LoanStar Originators as of May 30, 2014. Goal for Open House co-branded financing fliers is one per LO per week.
The number of Open House/Listing fliers ordered for the weekend of May 24-25, 2014. Great Job! GREAT JOB PROMOTERS! Guy Evoniuk Jon Kurahara Amy Powell Justin Therrien Linda Ingle Robin Lambert Dion Mancia
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Portland Main Bridgeport Portland Main Portland Main Bellevue N. California Portland Main
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1 2 3 1 1 3 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.
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!"
NOW ONLINE!
LoanStar in the News has been added to our main website. As LoanStar gets published in the news we’ ll add to this online Press Room!
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!
CAMPAIGN “ Rent Vs. Buy Two” WHAT A version of the Rent vs. Buy flyer that works well targeting rental databases. HOW Contact Nick Long (nlong@goloanstar.com) for more details. EMAIL RECIPIENT Renters COST Free!
CAMPAIGN “ Rate Sheet New and Improved” WHAT The rate sheets that go out to your realtor list each Friday has been improved and now features our new and improved co-branded financing option fliers! HOW Already sent out each Friday to realtors. EMAIL RECIPIENT Weekly Realtors COST Free!
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.
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 (two examples shown here). 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.
CAMPAIGN “ First Time Home Buyer”PowerPoint Presentation WHAT Thank you Curt Lillibridge and his team at our new Everett, Washington branch for providing their First Time Home Buyer seminar to share. Marketing has “ Loanstarized”it and can customize it to meet your needs in your market. If you need this or any PowerPoint presentation for any reason, contact marketing. HOW Contact Kenn Bartley at 503-597-6702 or kbartley@GoLoanStar.com. COST None
CAMPAIGN Re-engagement Campaign –Generic for Realtor WHAT Remember the reengagement campaigns that we did for you when you started at LoanStar? We help Realtors with those too! If you ever need to send a sample to a Realtor, we can help brand it to match their realtor group and colors. This will help simulate what they can have done for them. HOW Email Nick at nlong@goloanstar.com to get started! COST No Cost!
CAMPAIGN Annual Real Estate Review –Generic for Realtor WHAT This is a generic look at the annual real estate reviews that we do for Realtor groups for a sample. You can use this to give your real estate groups that you want to partner with a sample of the work that LoanStar can provide them! HOW Email Nick at nlong@goloanstar.com to get started! COST No Cost!
CAMPAIGN “ Expect the Best from LoanStar” WHAT Here is a flyer that puts together both the annual real estate review and the reengagement campaign in one flyer! How great would it be to show them each flyer individually and then follow up with this flyer to tie everything together! HOW Email Nick at nlong@goloanstar.com to get started! COST No Cost!
CAMPAIGN “ 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 Marketing Concierge to order and specify Standard or Luxury style format. To ensure delivery, allow 48 hours to produce and delivery you a .pdf to print or forward to an agent. WHO Targeted to real estate agents and builders. COST Free unless printed and mailed.
CAMPAIGN “ Moving Gift Certificate/14 Day Close”Flier WHAT This is a new beta test flier to use at Open Houses or other public events. The promotion is to show we give a Moving Starter Kit at closing to our clients and they can receive that too when the close with LoanStar. The “ redemption”steps is to encourage a full underwriting pre-approval that results in a quick close. HOW Order from your Marketing Concierge! Not intended for eBlast at this time. Will be printed on heavy stock with envelopes printed with “ MOVING GIFT CERTIFICATE ENCLOSED”on them. COST No Cost unless over 25 are ordered, then minimal supply charges. CAMPAIGN “ Realtor Engineered to Shine”eBlast WHAT This is another way to show off what LoanStar can do for Realtors! Get multiple referrals by showing them how we are Engineered to Shine! HOW Email Nick at nlong@goloanstar.com to get started! COST No Cost!
CAMPAIGN “ Credit Do’ s & Don’ ts”Flier WHAT This education flier is targeted to new customers to help them understand what to do and what not to do regarding their credit profile while in process for a new loan. HOW Order from your Marketing Concierge! Can be converted to an eBlast as well. COST No Cost unless mass printing is required.
CAMPAIGN “ Custom Testimonial Request”eBlast WHAT What’ s a better way to get testimonials than to email them and have them submit the testimonials through your personal site? You can use a number of tools, contest, or phrases to catch their attention and it definitely will with a personalized email like Dion’ s. HOW Email Nick at nlong@goloanstar.com to get started! COST No Cost!
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.
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