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MARKETING MATTERS Volume 1 / Issue 4 Internal weekly marketing newsletters to employees of LoanStar Home Lending. Originators can find helpful articles and best practices, see what new marketing programs were released the previous week, and scan a library of marketing programs to order for personal use. Not for external distribution. 2014 LoanStar Home Lending. For more information, contact [email protected].
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MARKETINGMATTERSVolume 1 / Issue 4
A P R I L 2 8 | 2 0 1 4
Winning the LoanStar Springstakes PromotionHOW TO BUILD LEADS AND A CONTACT DATABASE –FOR YOU AND YOUR AGENTS
inside
Best Practices
What’s New
Weekly Features
MARKETINGMATTERSVolume 1 / Issue 4
Market ing Matters i s prov ided to everyone at LoanStar Home Lending to use, share and launch. The staf f welcomes comments and ideas and although we s tr ive for per fect ion, we are wel l aware that we won’t p lease everyone.
CONTACTS | Phone 503.597.6702 | Email [email protected]
Kenn Bartley | SVP Marketing & Business Development | [email protected]
Mikayla Morgan | Regional Marketing Manager | [email protected]
Nick Long | CRM Manager | [email protected]
Kayla Bowker | Marketing Administration | [email protected]
Sheri Kramer | Marketing Administration | [email protected]
MM
HOW TO BUILD LEADS AND A CONTACT DATABASE –FOR YOU AND YOUR AGENTS
by Kenn Bartley, SVP Marketing & Business Development
LoanStar Originators that are participating in the current “Springstakes”promotion are building their database and capturing leads for new prospects. And at the same time they are providing leads and fueling their referral partner databases. Here is how it’s done:
OPT-IN CONTEST. The “Springstakes”is designed as an opt-in, enter-to-win contest that is open to all LoanStar originators to engage with the public. Rules are compliant and posted on promotional materials and online. The contest will be a drawing among all entries received by June 30, 2014. A winner will then be chosen and an Apple iPad 4 will be given to a lucky winner.
HOW TO ENGAGE. There are many ways to engage the promotion with your current marketing. The goal is to collect as many entries as you can. These entries become prospects and increase your database to market to going forward. They also can be handed off to your referral partners, building a stronger bond and deeper relationship.
Here are some ways to employ the “Springstakes”into your marketing activities:• OPEN HOUSES: Use the “Springstakes”headlines to draw
people to come to the open house and enter to win. At
the
the open house, enter guests on a laptop app or use an old-fashioned enter-to-win form. After the event, use the new data to thank them from coming, gage interest in buying (and selling), and then enter into your CRM. Share the data with your agent so you can both follow up and create new business.
• WAKE UP YOUR DATABASE: If your initial database “Re-Engagement Campaign”is more than a year old, this is agreat promotion to wake up your database again. On average 30% of your database entered to win an iPad when you joined LoanStar, and in doing so you got leads for loans and referrals for your agents. They’ll do it again, and you should expect some leads and loans –again!
• SPRING EVENTS: It’s Home & Garden Show season. Get a booth and share with your agents and others in your branch. Collect leads at the event with the easy to understand contest.
• NETWORKING GROUPS: You should be involved in one or more networking groups, all of who are prospects or sources of referrals. Invite your networking group members to enter to win and in doing so you will get more data on them than just contact information and likely, a lead for a loan.
GET STARTED. LoanStar is covering the cost of the iPad to give away. You have to provide the initiative and energy to put it to work. Contact marketing to design and launch one or more “Springstakes”promotions today!
OPEN HOUSE/LISTING FLIERS
BY THE NUMBERS
The number of LoanStar Originators as of April 25, 2014.
Goal for Open House co-branded financing fliers is one per LO per week.
The number of Open House fliers ordered for the weekend of April 25, 2014.
Great Job!
Order Open House Financing Fliers every week from [email protected]. Normal turn-time is 24 hours for a .pdf, 72 hours for printed copies at your desk.
GREAT JOB PROMOTERS!
Regina Stoll | Portland Main | 1Jon Kurahara | Bridgeport | 2Guy Evoniuk | Portland Main | 1Amy Powell | Portland Main | 2Justin Therien | Portland II | 2Tony Brouhard | Vancouver | 1James Pruitte | Portland Main | 1Mark Eastburn | Portland Eastburn | 1Eric Baldwin | Portland Eastburn | 1
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 [email protected].
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!
(( LO CONTACT SIGNATURE/DISCLAIMERS ))
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.
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
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.
IN THE NEWSLoanStar 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 [email protected] 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 [email protected]. LoanStar Home Lending CEO Mike Baldwin has assembled a proverbial all-star team out west to grow the company. LoanStar leaders include Les Bedford ([email protected]) 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 ([email protected]) 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 ([email protected]) 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!"
COMING SOON
LoanStar in the News will be added to our main website.
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.
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 [email protected].
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 [email protected] 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 [email protected] 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 [email protected] 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 [email protected] 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 [email protected] 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 [email protected] to order yours today!
COST
No charge to you! Normal charges for printing and postage, if any, may apply.
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 LendingNMLS# 1094582 Office: (503) 597-6703Cell: (503) 381-8900 E-Mail: [email protected]
Website: www.themanciagroup.com
In This Issue
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 [email protected] to order yours today!
COST
No charge to you!
CAMPAIGN
“MMG Weekly”& “MMG Monthly”
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
([email protected]) 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
“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 ([email protected]) for
more details
EMAIL RECIPIENT
Weekly Realtors
COST
$499.95 a year OR $49.95 a month
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
([email protected]) 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
APRIL 2014 EMAIL BLAST
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 ([email protected])
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 ([email protected])
EMAIL RECIPIENT
Clients
COST
Free
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 [email protected] 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 [email protected].
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 one-
sheet 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 [email protected] 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.
calendarW1W3YR
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.
C O D A
A little humor to end this newsletter and start another successful week
