showup:evolve
THE MODERN LENDING
PLAYBOOK A Retail Loan Consultant's Guide to Leveraging Digital Disruption, Developing Business AND Scaling Influence.
showup:
evolve CLICK TO PLAY VIDEO
“The showup:evolve campaign is at its core, a rallying cry to take charge and transcend our business in a rapidly changing industry. It’s mission is to shed light into an evolving industry and introduce loanDepot’s Modern Lending Playbook as the definitive solution to the changes we face. Human behavior has changed. We’ve changed how we do business, how we interact, what we expect, and what tools we use. This playbook is a one of a kind, paradigm shifting educational powerhouse aimed to advance and empower today’s retail loan officer to leverage the consumer-centric disruption our industry is going through. More importantly, it’s a call to action, a rallying cry, and a lantern in the dark.” –——–——–
Alec Hanson Vice President, Regional Production
02 MODULE
Digital MARKETING
Utilize a comprehensive and strategic digital marketing plan to level the online playing field. Plans are more cost effective than traditional marketing, deliver conversation, help generate better revenues and ROI, facilitate more audience interaction and build a reputation as a trusted resource for your customers.
FACT
90%
of your customers will Google you before calling
Nearly all of them are on social media platforms every day. They are searching for houses, engaging your competition, and researching answers to questions. Now more than ever, you need to show up where your customers are and that includes a mastery of digital marketing.
Audit Your Digital Marketing Efforts Food for Thought Where do your digital efforts stand today? Let's do a quick inventory of your active social channels and digital platforms. Check the boxes to the right if you have an active profile setup, then add the number of Likes, Followers, Connections or Reviews that you currently have today on each of those channels. Is your brand in a healthy position inside each channel? hat tools are you going to use? W Are you utilizing the tools provided to you via mello™CRM and Marketing platforms? If not, what trainings can you take to learn these systems and apply them in your strategy? What campaigns* are you running now or have you run in the past?
* Campaigns are strategic and frequent posts that have a call to action or an intent to create leads and generate business. It’s not to be confused with a branding campaign.
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PRO TIP: Campaign DON’T post! First things first, you have to be strategic and have a plan with an end result involved. Your end result should clearly be to generate potential customers who want or need your services. Think about political campaigns. Their end goal is absolutely clear, they want you to vote for their candidate or their proposition. You are no different, you want a potential customer to come to you for their home financing needs or to refer someone to you (like a realtor or past customer would). But before we can build a campaign, we have to SHOW UP and build your audience!
I.C.E Strategy (Identify, Connect, Educate) Step 1: Identify Who are your top 3 target audiences? Realtors
Related Businesses
Past Customers
Title, Escrow, etc.
Friends and Family
Current Homeowners
Local Community
Potential New Homebuyers
Once you get Steps 1 & 2 down, you can campaign! Communicate what you want to campaign around and what you actually care about.
Step 2: Connect • Connect and GROW your target audience
• Tag them in a piece of content you produced
• Send a Facebook Profile request with a custom message
• Engage them with questions, comments, likes, etc.
• Like their Instagram and give them a reason to follow you back (Business IG)
• Carve out time to grow your digital audience
Step 3: Educate/Entertain/Engage
topic ideas: Veteran EDUCATION
Download Presentation
Renovation EDUCATION
• • • • • •
hy do you care about helping vets? W What is the VA benefit? H ow often can you use the VA benefit? What common costs are associated? H ow to write a strong offer with VA financing VA Reno for vets including disabled vets
• Want a bigger house, but can’t seem to find the right one? (renovation refi)
• When to use a renovation loan versus a cash out • VA Reno for disabled vets • H ow to purchase a home with a renovation loan
Download Presentation
• Share some live customer examples (showcase their home) • What to look for in a contractor (potentially interview one)
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Sample Campaigns Speak about what you know best, creating campaigns around your specific niche. Only then will you authentically connect with your audience!
PRO TIP: EXAMPLE 1
Protecting the First-Time Home Buyer
Download FTHB Package
What is the “why”? · The passion here is educating and protecting the first-time home buyer from potential hiccups they could experience. The goal is to educate the first-time buyer about what to expect but also what to watch out for. Example Content: · How to best position their finances (including assets) before applying for a loan · Warnings about how their data will be sold when they “click buttons” or get their credit run
· When should you remove contingencies? · What’s the difference between an appraisal and an inspection and what should you look out for?
EXAMPLE 2
Educating Our Veterans
Download VA Brochure/Flyers
What is the “why”? · The passion here is educating veterans on their VA benefit · Many don’t know how to use it, what it provides, how often they can take advantage of it Example Content: · Why do you care about helping vets? (Were you a vet yourself?)
· What costs are associated?
· What is the VA benefit?
· VA Renovation for vets including disabled vets
· How to write a strong offer with VA financing?
· How often can you use it? EXAMPLE 3
The Power of Reno
Download Reno Flyers
What is the “why”? · Helping people live their best life in a home they love · Illustrating all the available options to borrowers. They don’t have to be stuck with a home they don’t like! Example Content: · “So you want a bigger house but can’t seem to find the right one?” (Reno Refi)
· Share some live customer examples (showcase their home)
· When to use a renovation loan versus a cash out
· What to look for in a contractor (possibly interview one)
· VA Reno for disabled vets · How to purchase a home with a renovation loan
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Remember Your Intent! The fact is that most consumers don’t like being marketed to. For most brands, what consumers really want — even if they may not realize it — is a relationship. They want an experience that adds to their hectic lives. That’s why it’s crucial to remember your intent and stay authentic spreading your message only about the things you truly care about. Authenticity is the secret sauce that separates the transactional experience — money in exchange for a service with no emotional connections - from the relationship experience. • Ask others to share your content with someone who may benefit (or tag them)
Realize that anyone who comments, shares,tags someone, etc. is now an opportunity! You should follow up and/or add them to your database!
• Ask for comments/questions and engage back with people who respond • Leave links to more information about the topic (blog, article, another video, etc.) • Drop a link to your personal website for “more resources” (the more people you drive to your website, the more re-targeting opportunities you will have) • Create a landing page via mello™Marketing and link it, so people who want more info can drop you their contact info
Your Digital Marketing Toolbox: Click below to download job aids and other resources.
Email Marketing
Auto-Campaigns
Mass Comm
Social Media
Video Marketing
Reviews (Zillow, Yelp)
There has never been a better time to leverage your video marketing efforts!
Want to leverage VIDEO MARKETING? Click Here to Access Video Job Aids & Training
Social video generates
1200% shares more
than text and images combined
Video drives a
157% Increase in organic traffic from search engines
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Companies using video enjoy
41% TRAFFIC
more WEB
from search than non-users
74%
of millennials find video helpful
when comparison-shopping
Businesses using video see
62% growth revenue
faster year-over-year than organizations without video
4X
as many consumers
would rather watch a video about a product than read about it
8.
AUTHENTICITY IS KEY FOR YOUR BRAND ON SOCIAL MEDIA No matter how active you are on each social media channel out there, if your content is not genuine, it can be a challenge to establish trust and drive business. Think of your authentic brand as one that stays true to its core values, principles, and actions. Consumers crave authenticity - it impacts them when choosing what brands to support or engage with, and should be the most important thing that drives your social media strategy. Be Human! Share posts about things that you care about or impact your community. Here are some examples of what you can share:
Book you read
Podcast you enjoyed
Photos/videos of a community event you attended (church, volunteer event etc)
Article that stood out
Morning workout routine
Video you learned from
PRO TIP:
Users primarily go on social media for entertainment purposes and to keep up with their friends. Don’t be just a billboard. Authentically connect with others in a relatable way by sharing real “snippets” of your life (not just mechanical posts about products you have to offer). That way you will establish a more trustworthy relationship on a more personable level.
Ready to apply your knowledge? Take Module 2 Survey Assessment
Want to continue the conversation? Join Chatter Here
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