2 minute read
Database marketing made simple
TECHNOLOGY
Database marketing made simple
How Velocity’s newly launched Build tool helps to bring data to life
VELOCITY CUSTOMERS kept reporting the same thing to the Newton Connectivity Systems team: They knew business opportunities existed in their customer database, but they needed a more efficient way to access them.
“They said, ‘There’s money in those hills – we want to be able to extract the information we need,’” says Geoff Willis, president and CEO of Newton.
Driven to find a solution, the team recently added Build, a new ‘pick ‘em’ reporting engine, to Velocity to address this gap. Build expands on the benefits of the fully functional CRM component that was added to Velocity in April, which helps brokers and agents stay connected to their clients and referral partners using a multitude of communication channels and works seamlessly with their daily submission and
operating platform. Build takes that convenience a step further by giving brokers an easy way to access their client base with any kind of requested report.
For example, perhaps a broker wants to reach out to all customers who just passed their third mortgage anniversary and are in fixed-rate products at a rate of over 3%.
important to you” Geoff Willis, Newton Connectivity Systems
Instead of requiring 15 clicks, the creation of a spreadsheet and work to redo the columns, Build presents this information to the broker in four easy steps, in a meaningful and actionable format, without leaving the system they’re working in.
“If you can sort it, we can report it,” Willis says. “Build allows you to mine that data and suck out the content that’s most important to you based on your needs.”
Having easy access to any configuration of personalized information on clients is a significant differentiator. It’s one thing to reach out to a client and talk to them about a proposition, but it’s another to reach out and be able to talk about their specific circumstances, Willis says – the interaction is much more personal when you know the intimate details of their mortgage, their interest rate and their stage in the process. That insight will continue to grow over time as well, with the addition of data like updated credit scores and home values that can make the conversation even more specific.
Another great feature of Build is that it’s very immediate, Willis says. The changes agents and brokers make from day to day – updating the status of a mortgage from in progress to approved, for example – can automatically change the nature of the communication sent to the client.
Feedback from users so far has focused on the fact that Build elevates the usual marketing approach to one that can easily be personalized to each customer. It’s good to have a data-rich client base that holds unique new business opportunities, but it’s even better if that data-rich client base is already part of your daily operating platform and within easy reach.
“Velocity customers feel empowered to access the data as they want it, on demand,” Willis says. “That’s the purpose of this tool – to make the data alive to them so it’s not just sitting in the database as a list of names for you to send newsletters to. It’s designed to be much more personable and much more accessible.”
To learn more about Build, visit newton.ca/training/advanced/ build-custom-reporting.
