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GROWING YOUR BUSINESSLoan Officer 100 Introduction
©2019 Home Buyers Marketing, Inc. Confidential. Patents Pending. All Rights Reserved. Rev 1.24.19 This document contains trade secret information, which is confidential and proprietary to Home Buyers Marketing, Inc. (HBM). This document may not be reproduced or distributed in whole or in part, and its contents may not be disclosed or used in any manner without the express prior written consent of HBM. Any reproduction, disclosure, distribution or use of this document or any of its contents will be a violation of the copyright laws of the U.S. and of other federal and state laws.
PARKING LOT
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. Patents Pending. All Rights Reserved.
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 1 of 21
Growing Your Business
Define Your Business Opportunity
Update to match Instructor Guide
Goal: To create a business plan to help you close the GAP
in transactions each month.
CLOSE THE GAP
A. How many transactions do you want
to close monthly?
B. How many purchase transactions do
you currently close monthly (on average)?
C. Line (A) minus line (B) = This is your GAP!
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 2 of 21
Growing Your Business
Three Pillars of Opportunity
The HBM business plan can add 1 – 2 additional transactions, per month from
each of the three pillars.
How many more transactions do you need to close your Gap? ________
(Enter your number from page 1, line C)
HBM will help you find the opportunity to grow your business and close your gap by:
1. C_______________ a consistent pipeline of NEW customers
2. P________________ your customer database
3. G_______________ your relationships with Affinity Groups, including real estate agents
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
_________________
A G Co-op Agents
All Others
Customer
D C
D
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 3 of 21
Growing Your Business
The World Has Gone Mobile!
2008 – Apple introduced mobile Apps; consumers went mobile
Over Half a Trillion – Total mobile Apps downloaded*
Who will own your customers?
Consumer Home Buying Statistics
• 93% of homebuyers start their real estate search online**
• 70% of home searches are performed on a mobile device***
• 1 out of 2 homebuyers found their house online or on a mobile app,
before they called an agent**
Homebuyers will initiate an average
of 8 real estate transactions
in their lifetime**
Will you get all 8?
*Apple; TechCrunch Statista.com, 2016;
**NAR Profile of Home Buyers and Sellers 2016;
***Gartner Research, September 2013
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 4 of 21
Growing Your Business
Where are your customers looking for real estate information?
On lead aggregation websites and mobile apps…
How do these lead aggregators make their money?
• Capture and sell your customers to your competition
• Advertise your competition to your customers
These websites and mobile apps contain inaccurate and incomplete data
• In some markets, only 47% of listings have correct sales prices*
• Only 60% of the available listings**
Their Objective:
To attract your database – your past, current and prospective
customers
What’s at Risk? Whether or not you retain your customers
*Inman News article Oct 10, 2013: Austin MLS,
**Independent study
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 5 of 21
Growing Your Business
It’s no longer just about market share. Today, it’s about App Share™
What’s Your APP Share?
Why are your customers downloading real estate mobile apps?
The Home Buying Process – Two Phases
Loan Officers spend 98% of their time and money competing for 10% of the market
(Buyers in the Transaction Phase).
Loan Officers have a huge opportunity for growing their business when they focus on both
phases (Education and Transaction).
The true opportunity for business growth is in the Education Phase:
• Capture buyers and sellers prior to their point of sale
• 90% of your customers and commissions are in this Phase
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 6 of 21
Growing Your Business
Review: Your customers are downloading real estate apps
• 70% of online home views nationwide occur on a
mobile device*
• A mobile user contacts a real estate agent/loan officer
5 times more often than a web user**
• Your greatest opportunity is the education phase!
* 2015 NAR Profile of Buyers and Sellers
** 2013 Mobile Influence: the New Power of the Consumer by Chuck Martin
What’s the problem?
Your customers are d someone else’s app!
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 7 of 21
Growing Your Business
The Solution:
You need to own your customer!
1. HomeScout® - A mobile app for consumers with _______% of MLS listings.
� Private, your customer’s information in not sold!
� Also available via web browser
2. Loan Officer Dash – Reporting of your HomeScout buyer pipeline.
� Tells you your h_____________ buyers!
3. Sold Home Alert® - A monthly email automatically delivered to your
customers with information of sold homes in and near their
neighborhood.
� Everyone is curious about what’s selling…Nosey Neighbor™
“Instead of selling, we’re adding value. Instead of chasing clients and prospects,
we are attracting them. With HBM, we are empowered professionals who are
once again relevant in our field.”
Bill R., Loan Originator
Lakewood, CO
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 8 of 21
Growing Your Business
1. HomeScout® Web Site and Mobile App
Capture A______ of your Contacts
� Never miss a future customer
Build your mobile APP SHARE™
� Watch your business grow
Create new customers (new business)
� Everybody loves extra value
P______________ your business
• HomeScout only markets you
• Your photo, logo and contact information are embedded
into every listing on every page viewed by your customers
• Your customer’s search activity is reported to you
“I introduced my doctor to the HomeScout app in general conversation, and a week later
got a phone call from her asking for a Realtor name to see a property she found on
HomeScout!”
Diane V., Loan Originator
Clearwater, FL
ALL the MLS listings
(i.e., Active, Pending, Foreclosures)
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 9 of 21
Growing Your Business
Mobile Desktop
2. The Loan Officer’s Dash
Reporting of your customer’s HomeScout search activity
You can quickly i___________ h______ buyers.
Predictive Reporting helps you stay relevant to your HomeScout pipeline.
Close more business with higher conversion rates.
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 10 of 21
Growing Your Business
Depth of Transparency – Reporting HomeScout® Pipeline Activity
1. Buyers who are online
2. Buyers who requested a showing
3. Buyers who saved f_________________ listings/added notes
4. Buyers who have viewed the m_______________ calculator
5. Buyers who have saved their s__________ criteria
6. Buyers who requested financing information
How does this depth of transparency give you an advantage?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
“I don’t think I’ve had a more simple business planning model to use and the
fact that you can marry it with the technology and activity reporting and a CRM
product is a home run. Thank You!”
KC S., Producing Manager
Peachtree City, GA
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 11 of 21
Growing Your Business
3. Sold Home Alert® - Your Database Protection Plan
• Your customers receive an automatic email notification every of homes
sold in and near their neighborhood
• Links to an interactive real estate site (24/7)
• View sold homes and listings for sale, side by side
• Over 600 million photographs of sold homes, nationwide
• Your photo, logo and contact information is embedded within every email
Customer Value
• Provides market knowledge
• Tracks the value of their home and
neighborhood
• Provides real estate trends in their area
• Answers c____________ questions
• Create more confidence when listing their
current home or making an offer on
another home
Loan Officer Value
• No personal l__________ required
� Unlimited customer enrollment
� Upload your past client database
• Exclusive marketing of you
• Prompts refinancing questions
• H___________ retention rate of your database
• Keeps your customers off the public sites
• Creates new business opportunities
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 12 of 21
Growing Your Business
Your New Business Strategy – Highly Unique
1. L________ centric business model
• Exclusive marketing of your photo and contact information
2. Mobile App Share™
• New Buyers – App A Day™
• Ability to build a large pipeline of buyers
• You will be positioned earlier in the home buying process, prior to the
point-of-sale
• Consumer-direct lead generation – Consumers self-enroll right into your
pipeline
3. The Dash
• Contact C_______________ system
• Manage a large pipeline of buyers
• Transparent reporting of all your HomeScout buyer’s search activity
4. Database Protection Plan
• Upload your customer database for Sold Home Alert®
• Loyalty follow value – your customers will come back to you
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 13 of 21
Growing Your Business
The Simplicity of your New Business Strategy
The Power of One™
1 HomeScout mobile app per day
________ days = ________ mobile apps
30 mobile apps x _________ % conversion = _________closings per month
_________closings per month x $ _________ (avg. commission) =
$________________ per month
Your Gap: (page 1, line C)
X 20 (5% conversion rate)
= mobile apps
How many mobile apps will you need in your
HomeScout pipeline to fill your Gap?
CLOSE THE GAP
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 14 of 21
Growing Your Business
Three Pillars of Opportunity
HBM will help you grow your business and close your gap by:
Creating a consistent pipeline of buyers
Protecting your customer database
Growing your relationships with Affinity Groups
Affinity Groups Co-op Agents
All Others
Customer
Database
Consumer
Direct
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 15 of 21
Growing Your Business
Example: Real Estate Agent Model
Affinity Group Model
Real Estate Agents, Builders, Financial Planners
1. Help solve the problem
of “Lost Contacts”
2. Move the Loan Officer to
the top of the funnel
Definition of a contact:
Any prospective buyer
or seller who contacts
a real estate agent
25 Contacts
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 16 of 21
Growing Your Business
What’s Next?
3 EASY STEPS TO GET STARTED
1. Complete the Loan Officer enrollment form to activate HBM’s services
(see page 18)
2. Contact HBM Client Services for assistance in uploading your customer database for
Sold Home Alert® at [email protected] or at 952-831-1919
3. Register for the “Power of One” class or webinar ___________ ___________ ___________
www.hbmDash.com Date Time Location
ENROLLMENT CONFIRMATION EMAIL:
HBM will send you email confirmation of your enrollment along with your Loan Officer Dashboard user name
and temporary password:
1. Login to your Loan Officer Dashboard at www.hbm1.com
2. Click on the “LO Info” tab (left menu)
3. Change your password to something you can remember
4. Review your business card for accuracy (photo, logo, contact information)
• If you do not see your photo or to replace your photo, simply send your photo to
[email protected] along with your full name and company name.
5. Verify your VIP code (Use your mobile phone number or your name)
6. Open the HomeScout® app on your phone to ensure your business card is displayed.
You’re now ready to share HomeScout and your VIP code with everyone!
Be sure to attend the “Power of One” class.
Power of One
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 17 of 21
Growing Your Business
Appendix
HBM Loan Officer Enrollment Form
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 18 of 21
HBM Office Use Only
HBM ID #_________________________
OR Complete all fields in Section I
SECTION I:
SECTION II: Complete all fields
Branch Manager’s Name
Office Address City State Zip Code
SECTION III: Check all that apply: ☐ I want my VIP code to be: (we recommend you use your mobile phone number
or your first and last name) Your VIP code personalizes the HomeScout® mobile app with your photo and contact information. Your customers will use your VIP code
when downloading the HomeScout® mobile app from their app store. ☐ I want to upload my past client database for registration into the Sold Home Alert
®. Please have my HBM Client
Services Representative contact me to provide assistance. ☐ Yes, the services of HBM (i.e. HomeScout) were a consideration for me in coming to work for this mortgage company. ☐ I have received, read and understand HBM’s Compliance Statement (see page 18).
Take a photo of this enrollment form with your smart phone and send to [email protected]
CC your presenter/trainer: Presenter’s email address (if applicable)
First Name Last Name Company Name
Office Address City State Zip Code
Office Phone Number
( )
Cell Phone Number
( )
Email Address
NMLS ID# State License #(s) (if applicable)
Place your
business card
here
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 19 of 21
Growing Your Business
HBM’s Privacy Policy
We appreciate the opportunity to perform marketing services for you. The customer information you
provide to us is to perform those marketing services. Our only use of that information will be to perform
those services.
HBM will not disseminate that information to other third parties. The customer information you provide
is in your personal database at HBM and should you opt to not use HBM in the future, your customer
database will not be given to anyone else.
Who is Nexgen HBM?
• Home Buyers Marketing® (HBM)
HBM NEXGEN is a technology, media, and business development company, supported by a consumer-
facing technology platform.
• Home Buyers Marketing II, Inc. (HBM II)
A national real estate brokerage services company. HBM II and its brokers provide HomeScout®
and Sold Home Alert® directly to homebuyers as part of its real estate brokerage.
Roles • Lender/loan officer - These professionals are certified by Home Buyers Marketing, Inc. to work with:
a) HBM2 Cooperating real estate agents in increasing sales through serving mutual customers.
b) Homebuyers with mortgage needs throughout their home buying process.
c) HBM II in identifying Real Estate Agents interested in cooperating with HBM2.
• Cooperating real estate agent
These real estate professionals are members of the local MLS that cooperatively work with HBM II
in local markets to find ready, willing and able buyers for listings for sale in those markets.
Real Estate Settlement Procedures Act (RESPA)
The Lender/Loan Officer is not the provider of HomeScout, Home Scouting, or the Sold Home Alert to
Affinity Groups, HBM2 cooperating real estate agents or to the consumer, but rather a participant in the
role of helping the consumer understand financing in the educational phase of their home search
process.
The participating lender does not pay for or provide anything of value to HBM or HBM II for real estate
agents to work cooperatively with HBM II.
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 20 of 21
Growing Your Business
Home Buyers Marketing II, Inc. (HBM II)
What is the MLS (Multiple Listing Service)?
1) Realtors® sign contracts with home owners to sell their home (listings) for a commission. Realtors then
place information about those listings in the local MLS, where other Realtors in the area can find them.
Other Realtors will get 50% of the commission (approx.) the seller pays if they bring the buyer for those
listings. (Listing Agent – Buying Agent)
How do listings get advertised on the internet?
1) Listing brokers can always advertise their own listings anywhere they choose, because the listing broker
represents the seller.
2) An online method where brokers are able to advertise other broker’s listings for sale is called IDX (Internet
Data Exchange)
3) In some markets, MLSs maintain their own websites, which also advertise listings.
4) All of the above methods of advertising listings are designed to drive buyers to the listing agent; this is
called a ‘Listing Agent-Centric MLS model’.
5) Another method for buyers to find listings for sale online is called syndication. Syndicators (i.e. Zillow,
Trulia, Realtor.com, Chase bank app) do not have contractual rights to display all of the listings in an MLS
nor do they have real time property information. As a result, consumers eventually identify this to be an
inaccurate or inferior home search experience.
Why is direct access to MLS listings important to your customers?
1) Access to 100% of the MLS listings is the only way to ensure buyers find a house.
2) Buyers want to know they’ve had the opportunity to select from all the listings for sale in their price range
to match their desired home ownership experience.
3) Public real estate search sites are missing 35% of the listings for sale, nationally. In a recent study, of one
market area, 47% of the listings on a public site were inaccurate.* If a high percentage of the listings are
missing or sales prices are wrong, it can delay the buyer’s confidence in making a buying decision, resulting
in a delayed LO/Agent commission.
4) Closing on the mortgage allows the LO and Agent commissions to start. If buyers can’t find a house, they
can’t get a mortgage.
HBM is the only online Lender-Centric MLS in the USA, Why is this important?
1) HBM Lenders can provide their customers with VIP code registration that leads to HomeScout.
2) Real estate agents can provide their customers with VIP code registration that leads to the HomeScout app
and Lenders can serve mutual customers with those real estate agents in a compliant manner.
3) Every HomeScout buyer has direct access to a Loan Officer to help with financial
discussions throughout the education and action phases of home buying.
4) HBM advertises the lender to the buyer during their home search and buying experience. (Education and
Transaction Phase)
*Inman News
HBM Client Services: [email protected] / 952-831-1919 (M-F 8am - 6pm CST)
© 2019 Home Buyers Marketing, Inc. Trade Secret and Confidential. All Rights Reserved. Rev 01.24.2019
Page 21 of 21
Growing Your Business
Growing Your Business Questionnaire
Thank you for taking a few moments to assist us in planning future classes! We encourage your comments
and suggestions. They will be compared to the benchmarks we have set for ourselves to deliver the best training!
Name: Company:
Title: Cell phone:
Date: Email:
1. What percentage of your business comes from?
a. Consumer Direct _______%
b. Customer Database_______%
c. Affinity Groups (Co-op Real Estate Agents and all others) _______%
d. Other _______%
2. Check all that you believe is important to your business today?☐ Serving mutual customers with HBM2 Co-op Agents ☐ Working with other Affinity Groups’ customers ☐ Consumer Direct lead generation
☐ Marketing to your database ☐ Lead generation ☐ Other_________________
3. How many more units do you want to close each month, what is your Gap? ___________________
4. Do you feel the HBM business strategy will assist you in closing more loans?
Strongly agree Strongly disagree ☐ 10 ☐ 9 ☐ 8 ☐ 7 ☐ 6 ☐ 5 ☐ 4 ☐ 3 ☐ 2 ☐ 1
5. Do you feel this business strategy will give you a unique advantage over your competition?☐ Yes ☐ No If No, please tell us why:
___________________________________________________________________________________
___________________________________________________________________________________
6. How would you rate the overall presentation today?
Excellent Fair ☐ 10 ☐ 9 ☐ 8 ☐ 7 ☐ 6 ☐ 5 ☐ 4 ☐ 3 ☐ 2 ☐ 1
7. How would you rate the performance of your presenter?
Excellent Fair ☐ 10 ☐ 9 ☐ 8 ☐ 7 ☐ 6 ☐ 5 ☐ 4 ☐ 3 ☐ 2 ☐ 1
8. Additional Comments
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________