On Q Financial Database Marketing Playbook
Post on 22-Jul-2016
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MARKETING TO YOUR DATABASE HAS NEVER BEEN THIS EASYEvery available marketing email in each unique campaign has been created behind the scenes by your On Q Marketing Team and meticulously reviewed and approved by Compliance Marketing.
ALL YOU NEED TO DO: Enter your database of borrowers, referral partners, and contacts
Set It! Opt in to some or all campaigns
Forget It! The system emails your database with relevant and timely marketing material
It is 5 Times More Costly to Attract a New Customer
than it is to retain an Existing Customer
ON QS LIN
EUP OF C
AMPAIGNS
01 NEW LEADS
Purchase and Refi Lea
ds entered into Vantag
e
02 PROSPECTS
New Files Started in En
compass
03 LOANS IN PROCE
SS* From Loan
Set-up through Funded
04 CLOSED LOANS
From Funding through
Year 1
05 CLIENT RETENTIO
N Past Borrow
ers Loans more tha
n 1 year old
06 CONTACTS
New Hire Contacts and
Encompass Contacts/P
rospects
07 REFERRAL PART
NERS** Realtor Cam
paign; Builder, Financ
ial Planner materials a
vailable
*: Currently in d
evelopment. Loa
n Q is
currently availa
ble for transacti
onal communic
ation.
**: Materials cur
rently available
for
ad-hoc emailin
g in marketing
library.
Are you ready f
or the big leagu
es?
On Q has deve
loped several u
nique
campaigns with
over 50 pieces
of
fresh, new conte
nt that will hit a
home run with y
our contacts. St
ep
up to the plate
and engage you
r
audience from n
ew leads to Rea
ltor
referral partners
with marketing
that plays hardb
all. Set your line
up
and swing for th
e fences!
ITS A WH
OLE
NEW BAL
L GAME
STAY CONNECTED TO Y
OUR FANS THROUGH
INNING AUDIENCE BASE HIT DOUBLE TRIPLE HOME RUN
1 NEW LEADS - PURCHASEAd Hoc Emails to
New Leads; No Opt Ins to Campaigns
Opt In to On Q Drip Campaign
Customize Existing On Q Drip Campaigns
Create your own Purchase Campaign.
Include videos and additional photos
2 NEW LEADS - REFINANCEAd Hoc Emails to
New Leads; No Opt Ins to Campaigns
Opt In to On Q Drip Campaign
Customize Existing On Q Drip Campaigns
Create your own Refi Campaign. Include videos
and additional photos
3 PROSPECTS Opt In to On Q Drip CampaignCustomize Existing
On Q DripCampaigns
Create your own email campaign
Create a Video Email campaign
4 LOANS IN PROCESS Utilize Loan Q (instead of Vantage)Opt In to On Q Drip Campaign
(Cannot use Loan Q)
Customize Existing On Q Drip Campaigns
Create your own personal emails and/or a
Video email campaign
5 POST CLOSING Opt In to On Q Drip CampaignUpgrade to VIP Borrower to get Address Stamper and quarterly post cards
to Borrowers
Customize Existing On Q Drip Campaigns
Create your own personal emails and/or a
Video email campaign
6 CLIENT RETENTIONOpt In to On Q Drip Campaign
Upgrade to VIP Client Campaign to include quarterly post cards
Customize Existing On Q Drip Campaigns
Custom custom content or create campaigns
based upon loan type or customer demographics;
Send custom items.
7 CONTACTS Opt In to On Q Drip CampaignUpgrade to VIP Client Campaign to include quarterly post cards
Customize Existing On Q Drip Campaigns
Custom custom content or create campaigns
based upon loan type or customer demographics
8 REFERRAL PARTNERSEnter all referral partners into Vantage and Opt In to On Q Referral Partner Campaign
Upgrade to VIP Realtor Campaign to
include quarterly post cards; Add MMG
Ad hoc or custom Campaigns for Builders,
CPAs or Attorneys using materials in the
marketing library
Create your own custom referral partner campaign
or materials. Include videos and photos
9 CUSTOMChoose from Marketing
Library and send Ad Hoc emails
Customize Existing On Q Marketing Library Materials
Create your own email campaign
Custom content or create campaigns based
upon loan type or customer demographics;
Send custom items.
INNING AUDIENCE BASE HIT DOUBLE TRIPLE HOME RUN
1 NEW LEADS - PURCHASEAd Hoc Emails to
New Leads; No Opt Ins to Campaigns
Opt In to On Q Drip Campaign
Customize Existing On Q Drip Campaigns
Create your own Purchase Campaign.
Include videos and additional photos
2 NEW LEADS - REFINANCEAd Hoc Emails to
New Leads; No Opt Ins to Campaigns
Opt In to On Q Drip Campaign
Customize Existing On Q Drip Campaigns
Create your own Refi Campaign. Include videos
and additional photos
3 PROSPECTS Opt In to On Q Drip CampaignCustomize Existing
On Q DripCampaigns
Create your own email campaign
Create a Video Email campaign
4 LOANS IN PROCESS Utilize Loan Q (instead of Vantage)Opt In to On Q Drip Campaign
(Cannot use Loan Q)
Customize Existing On Q Drip Campaigns
Create your own personal emails and/or a
Video email campaign
5 POST CLOSING Opt In to On Q Drip CampaignUpgrade to VIP Borrower to get Address Stamper and quarterly post cards
to Borrowers
Customize Existing On Q Drip Campaigns
Create your own personal emails and/or a
Video email campaign
6 CLIENT RETENTIONOpt In to On Q Drip Campaign
Upgrade to VIP Client Campaign to include quarterly post cards
Customize Existing On Q Drip Campaigns
Custom custom content or create campaigns
based upon loan type or customer demographics;
Send custom items.
7 CONTACTS Opt In to On Q Drip CampaignUpgrade to VIP Client Campaign to include quarterly post cards
Customize Existing On Q Drip Campaigns
Custom custom content or create campaigns
based upon loan type or customer demographics
8 REFERRAL PARTNERSEnter all referral partners into Vantage and Opt In to On Q Referral Partner Campaign
Upgrade to VIP Realtor Campaign to
include quarterly post cards; Add MMG
Ad hoc or custom Campaigns for Builders,
CPAs or Attorneys using materials in the
marketing library
Create your own custom referral partner campaign
or materials. Include videos and photos
9 CUSTOMChoose from Marketing
Library and send Ad Hoc emails
Customize Existing On Q Marketing Library Materials
Create your own email campaign
Custom content or create campaigns based
upon loan type or customer demographics;
Send custom items.
when lead is entered into Vantage with Loan Purpose of "Purchase" or has no loan purpose specifiedSTARTS
STOPS when lead is exported to Encompass
refinance campaign
refinance campaign
refinance campaign
refinance campaign
when lead is entered into Vantage with Loan Purpose of Refinance
STARTS
when lead is exported to Encompassand loan file is started
STOPS
prospects campaign
Next Steps
prospects campaign
when lead is entered into Encompass with a File Started Milestone
STARTSwhen loan hits Loan Set-up Milestone in Encompass
STOPS
Merry Christmas
On
refinance campaign
refinance campaign refinance campaign
touchpoints
12-20 FIRST YEAR
+MMG (IF OPTED
IN)
1 On Q Refer
ral Partner email p
er month
Holiday/Birth
day emails
Real Insight Q
uarterly eMagazin
e
Mortgage Ma
rket Guide (Weekly
Industry Update O
ption)
OPTION
VIP Referral
Partners also rec
eive quarterly po
st cards
TRIGGERS
refinance campaign
refinance campaign refinance campaign refinance campaign
Compliance Marketing- it will make sure youre safe!Regulation often feels like an overbearing and complicated machine that drowns out any creativity in digital marketing. As a Mortgage Consultant, you may feel like you live between a rock and a hard place;
you have a desire to stay connected to your database of contacts but may be afraid of current regulatory conditions. Fear not! Everything in Vantage is Compliance reviewed and approved.
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