CMG HOA Marketing the HOA

Home Ownership AcceleratorHome Ownership Accelerator

CMG Home Ownership AcceleratorCMG Home Ownership Accelerator®®Sales TechniquesSales Techniques

Marketing the HOAMarketing the HOA

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Copyright 2005-2010, CMG Mortgage, Inc. All rights reserved. Home Ownership Accelerator , the yellow flying house logo, and other marks are registered trademarks of CMG Financial Services, Inc. Content and concepts presented here are proprietary information which is made available for the sole purpose of training and educating CMG-approved agents, and is non-transferrable, non-distributable, and may not be copied or repurposed. Any other use outside CMG=approved educational efforts is unauthorized, except with the express written permission of CMG Mortgage Inc.


OverviewOverview

• Who is the Accelerator client?• What do I say to them?• What tools do I have available?• Sample marketing plan

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Review: HOA Client DemographicsReview: HOA Client Demographics

• Average age: 45-55• FICO: 750-775• DTI: 28%-30%• HH Income: $200-$250K• Non-RE Assets: $400-600K• Net worth: $1+ M• Average line: $500K• Average utilization: 85% draw• 1/3 small business owners; 1/3

middle/upper mgt.3


HOA Client BehaviorHOA Client Behavior

• Already refinanced - - usually good fixed-rate loan.– Probably not calling you.

• Uses resources (or needs resources)– Financial advisor– CPA– Life insurance agent– Investment advisor / stockbroker

• Professional organizations• Family/community/religious

organizations & activities• Career/job “peers”

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The SituationThe Situation

• They’ve pretty much got it together.

• They don’t need you right now.

• They don’t know about this.

• They won’t call you about this.

• Nothing will happen, unless YOU do something.

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Home Ownership Accelerator

General Plan: Expand OutwardGeneral Plan: Expand Outward

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Building Your StrategyBuilding Your Strategy

• Who is your TARGET?• What do you want to TELL them?• What ACTION do you want them to take?• Other considerations:

– Budget/scope– Timing– Legal/disclaimer– Mechanism for response etc.

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Sample Messaging: Current/Past ClientsSample Messaging: Current/Past Clients

• You recently refinanced (probably)• It’s my duty to alert you to new

developments• HOA Benefits:

– Could save you tens/hundreds of thousands in interest

– and enable you to pay off earlier, – without changing your spending habits.

• I’d like to show you how it works– One-on-one– Group (seminar)

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Sample Messaging: Financial AdvisorsSample Messaging: Financial Advisors

• HOA enables client to save interest.

– Frees up resources that would otherwise be used.– Options: early payoff OR more investable funds OR both

• HOA replaces client’s traditional source of liquidity.

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Before After


Sample Messaging: Non-ClientsSample Messaging: Non-Clients

• We’re excited to be able to offer a revolutionary new home loan.

• Could save you tens/hundreds of thousands in interest, and enable you to pay off earlier, without changing your spending habits.

• Offer Support/Proof: Instead of parking your paycheck in a checking account, you deposit it in your HOA, reducing your loan balance, saving you interest while your money is idle. When you need funds for expenses, it works just like a checking account.

• Contact us today to find out how much interest you could save and how fast you could pay off your home.

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Key Marketing ConsiderationsKey Marketing Considerations

• Plan for multiple “touches”.– Repetitive marketing efforts: Frequency vs Reach

• HOA prospects are web-savvy and suspicious.– Will vet you on the web, before calling/contacting.– Have a professional, no-hype website!– Link to www.HomeOwnershipAccelerator.net– And/Or link to

• www.hoamovie.com • www.hoasimulator.com


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Key Marketing ConsiderationsKey Marketing Considerations

• “Could” vs “Will”• “May” vs “Will”

• Don’t get caught over-promising!


Conversion PlanConversion Plan

• In person: One-on-one / kitchen table format.– Show how it works– Simulator example (hypothetical)– Simulator with the client’s numbers

• In person: Seminar– 5-15 people (can be larger, but use caution).– Mid-week, 6:30pm– Schedule multiple events simultaneously

• Tuesday one week• Thursday the next week

– Team up with referral source and both speak to group

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Toolbox TourToolbox Tour

• Build your own marketing pieces• Use ours:

www.homeownershipaccelerator.com– Flyers– Direct mail pieces– Presentations– Door hangers– Advertising copy– Letters– News & views articles, video, etc.– And more!

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Intro LetterIntro Letter

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Postcard MailerPostcard Mailer

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Sample Marketing PlanSample Marketing Plan

• Existing clients (low-hanging fruit!)– Channel clients to seminar – 4 weeks out / 6 wks /

8 wks• Intro letter, rolling

– Est. $0.50-$0.60 (1st class)– Mail 10 per day = 50/week = 200/mo. – Phone followups 1 week after letter, 10 per day– Target 1 attendee, each day– Gather 3 weeks rolling attendees to seminar in 4th week.– Convert any to apps as possible– Option: Lettershop (i.e., A-Plus Letter)

• Postcard mailer (every other week).– Expect about $0.60+/-

• Email version of letter as filler, sent weekly– Constant Contact / Vertical Response

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Thank you!Thank you!

Economy & Finance

CMG HOA Marketing the HOA