- Page - MARKETINGMATTERS Volume 1 / Issue 2 SUCCESS STORY Marla Knauss plugged into the LoanStar Marketing System in 2014. Now her business is booming! Marla Knauss, Principal Broker at . Equity Oregon in Portland, Oregon . SEPTEMBER | 2014 The importance of DATABASE MARKETING
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MARKETING MATTERS | The Importance of Database Marketing | September, 2014
Volume 1 / Issue 1 Internal monthly marketing newsletters to business partners of LoanStar Home Lending. Business Partners will find helpful articles and best practices, see what new marketing programs were released the previous month, and scan a library of marketing programs to order for personal, co-branded use. Not for external distribution. 2014 LoanStar Home Lending. For more information, contact [email protected].
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MARKETINGMATTERS “Design is not just what it looks like
and feels like Design is how it works”
STEVE JOBS
(1955—2011)
Marketing Matter s i s p r ov ided to e ver yone at LoanS tar Hom e Lend in g t o use , shar e and l aunch . The sta ff w el -
comes comments and ideas and a lthough we st r ive for per fection, we are wel l aware that we won’t p lease
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Database Marketing Breathes Fire Into Your Business
UNLEASH THE
DRAGON by Kenn Bartley, SVP Marketing & Business Development
Database marketing is, has and always will be the best form of
activity any originator can do to create a long-term, sustainable
business. Keeping “top-of-mind” to everyone you know – forev-
er – is what it’s all about.
At LoanStar, originators get foundational database marketing
provided for them. As long as the database provided to the mar-
keting department is solid (see “What is a Database”), the 25
annual drip system will churn out repeat business and referrals
month after month.
We also provide foundational database marketing to our referral
partners. As badly as originators need turn-key support, so do
our Realtor® and builder associates.
WHY DATABASE MARKETING
Everyone you know – your family, your friends, your alumni, net-
work groups, Facebook friends, LinkedIn contacts, doctors, law-
yers, accountants – and of course your past clients and more all
will need or know someone that will need your services some-
time before you retire. And as much as you would like to think
they will contact you when that need arises, chances are they
will have forgotten what you do, where you do it, or if you are
still doing it – unless you constantly and consistently remind
them that you are in the industry and how to contact you.
The National Association of Realtors® 2013 survey found that
84% of home buyers would use their agent again. That’s fantas-
tic! However, only 12% did use the same agent as the time be-
fore. Why? Because agents, like loan officers, have not been
consistently and constantly dripping on their database. Couple
that with another statistic – the average time between home
purchases has increased from six years in 2006 to nine years in
2013, and now you can see why agents, and likely the loan offic-
ers, has been forgotten and they go with the first referral that
comes to them.
WHAT IS A DATABASE
Originators, Realtors® and builders should be engaging in a foun-
dational database marketing program and never stop. But just
who are the contacts that should be engaged into a campaign?
It’s as simple as this: If you call a contact and they answer “Hi,
how are you!” then that is a person to keep your name and con-
tact information in front of for the rest of time. Conversely, if they
answer “Who is this?” then that contact is simply an opt-out
waiting to happen. So add more of the former and never the latter
and over time you’ll have a great shot at more business.
Occasionally - no often really - originators and agents will say to
me that they don’t have a database. My challenge to that is to
look around. Do you have family? Of course you do and they
should get a loan from you, but will they remember that you are in
the business and where you work many years from now if you
don’t constantly let them know? Besides family you likely have
friends, classmates, former co-workers, and networking groups
that you can add to your database. Professionals you use in your
daily lives should know what you do so add your dentist, doctor,
attorney, accountant, financial planner, mechanic, pet groomer -
you get the point – all these people need or know someone that
needs you, you just don’t know when so keep in front of them al-
ways!
SHINEY NEW TECHNOLOGY GAGETS
What about blogs, apps, rate blasts, market watch, MBS tickers,
videos, and the latest technology du jour? Yes and no, but for the
most part these can be effective but add to - not replace - data-
base marketing.
So unleash the dragon! Get your database contacts engaged with
LoanStar marketing systems today.
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As Easy as 1 – 2 – 3 – LAUNCH!
Please note: To satisfy RESPA requirements, business partners are invoiced for the costs of third party expenses. See your L oanStar representative for more
information about RESPA compliance.
Meet with our Marketing Team to develop your plan uti-lizing our LoanStar business partner marketing campaigns.
Approve copy and artwork and send your database information to the LoanStar Marketing De-partment.
We launch your campaigns for you! You receive referrals, phone calls and leads from YOUR data base of customers and friends!
How to get started
LoanStar Marketing
Your Marketing Concierge
LoanStar Home Lending is designed to handle all marketing needs for our team, including business partners. The
LoanStar Marketing Department’s organizational structure is designed in a concierge manor, assigning each region
an individual Marketing Specialists for which LoanStar Home Lending operates.
Adrian Khaki
Regional Marketing Manager California
Arizona/New Mexico Texas
Matt Houston
Regional Marketing Manager Portland Everett
Bellevue
Kayla Bowker
Marketing Concierge Portland
Clackamas Vancouver
Matt Houston
Marketing/ Business Development
Sheri Kramer
Marketing Flyers
Kenn Bartley
SVP Marketing/ Business Development
Nick Long
CRM Manager
Julie Farrell
Marketing/ Business Development
Power Behind The Scenes
Andy Jaeger
Marketing Concierge Everett
Lauran Woodruff
Marketing Concierge Portland
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Marketing Success Story Marla Knauss, Principal Broker at Equity Oregon, plugged into the LoanStar’s Marketing System in 2014. Now her business is booming! Database Marketing The secret behind Database Marketing and the importance of an organized database unleashed. Re-engagement Campaign Re-engage your database and get their most up to date con-tact information with our market-tested Re-engagement Cam-paign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many do, and you get instant leads!
Annual Review Keep in touch with your database by using our Annual Review Campaign. Your clients will receive an Annual Review in the mail, as well as a follow up phone call from you! Being there for your past clients is one of the most important things you can do.
Monthly Emails/ News-letters We manage a Monthly Email sent out to your database with helpful market information, seasonal information, or just to remind them
you’re available if they ever need you! Stay in front of your database by a 4-page Monthly Newsletter sent out the first of every month! Our newsletters are a great way to stay in touch with your contacts and keep them informed with the most recent market conditions. It’s “old-school” direct mail, but it works!
Moving Promotion Impress your customers and referral partners with our compli-
mentary Moving Package as a closing gift! Every borrower receives a Gift Certificate to a local moving company that sup-
plies enough boxes, tape, marker, labor and moving truck to kick-start their move to their new home – compliments of you
and LoanStar Home Lending! Promotional materials for your referral partners are ready to go as well!
Finance Options & Open House Marketing
Impress future prospects with high quality Open House Flyers! Give visitors detailed information on the house they are vis-
iting, as well as financing options so they can have an idea of affordability, get excited, call for an appointment, and get
approved to buy! Combine with our co-branded Moving Promotion marketing
materials and capture more buyers and sellers!
Custom Campaigns We offer customized marketing to all of our Business Part-
ners! We want to help you build your business in any way pos-sible. Our marketing department will work with you on mar-
keting to specific farms, personalized postcards and just listed or just sold flyers!
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MARKETING SUCCESS STORY Marla Knauss plugged into the
LoanStar Marketing System in
2014. Now her business is boom-
ing!
Portland agent Marla Knauss, Principal Broker at Equity
Oregon Real Estate, has accumulated many contacts over
the years. She has always wanted to use marketing tactics,
but was looking for unique and strategic ways to reach out
to her past client database.
After meeting with Jon Kurahara, a Senior Loan Officer at
LoanStar Home Lending, and Matt Houston, one of
LoanStar’s Marketing Managers, “We told her we could
create a campaign to reach out and clean up her database,
and then plug it into a systematic marketing program that
would keep her in front of her contacts and top-of-mind,”
said Houston.
Kurahara and Houston showed Knauss the 25-Touch sys-
tem that started with a “Re-Engagement Campaign” and
she was hooked!
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After their intense marketing overview meeting,
Knauss hurried back to her office, grabbed a thumb-
drive containing her database and handed it off to Ku-
rahara and the marketing team.
The LoanStar marketing team consists of ten dedicated
marketing professionals ready to help LoanStar origi-
nators and their realtor business partners with their
marketing. The team took Knauss’ raw data, filtered
through it and created a useable
database to launch a solid market-
ing campaign.
“Her database seemed to be well
organized when we received it,
onlt little tweaks were needed to
be made. Our team was ready,
hands on deck, for a cart full of
cards and old purchase agree-
ments to compile for her” said
Houston.
For RESPA compliance, Knauss pays for all third party
expenses, such as postage, gifts, printing and subscrip-
tions. A LoanStar Originator—Kurahara in this case—
is co-branded throughout the campaigns. The value is
in LoanStar’s dedicated marketing staff to handle it all
on-time and in compliant fashion.
Knauss’ database marketing system was and is cur-
rently completely handled by our marketing team.
Step one began with a three month “Re-Engagement
Campaign” that energized her long-forgotten contacts
and “re-engaged” them into her business. She got in-
stant leads and renewed relationships with her con-
tacts. This is partially due to her contest offering a
Starbucks or ColdStone gift card for returning updated
database information. The returned info also entered
her contacts into a drawing for an iPad mini!
“We get up to a 30% return on direct mail re-
engagement campaigns,” said Houston. LoanStar stats
find that less than 2% of the email version of the same
re-engagement campaign are returned. “I’m really
glad we went about the campaign through direct mail
rather than email,” mentioned Kurahara.
The re-engagement campaign also cleaned up her da-
tabase, so that going forward the names, addresses,
emails, etc. were accurate, saving hundreds of dollars in
future print and postage.
Step two was starting a once-a-month drip campaign by
direct mail newsletter and an email message. Step three
is a once-a-year “Annual Review” that begins with direct
mail, followed by a warm phone call.
LoanStar and Knauss also co-brand listing fliers, open
houses, post cards and more.
“Working with Matt Houston and Jon Kurahara was
fantastic from the start!” Knauss said. “Matt and Jon
have great ideas, are so supportive and most importantly
go the extra mile time after time.” Knauss enjoyed the
time spent brainstorming and really felt LoanStar and
their team helped her from the start, “...they are great
lenders, know their business and are extremely respon-
sive and informed. The three of us got together when I
first moved over to Keller Williams (KW) at the begin-
ning of 2014. Matt and Jon had a re-engagement cam-
paign idea to give away an iPad Mini in exchange for
updated information. I collected a lot of emails (free
marketing – love that) and got reconnected with all of
my clients and friends - plus updated my mailing list
(Jon calls this a scrub). The give-away was a huge suc-
cess and my IPAD winner, Joey Olsen of West Linn, OR
was thrilled! I immediately saw the benefit with in-
creased business and referrals. Thank you Matt and Jon
for the great idea, great execution AND great support!”
Knauss said.
To learn more about how LoanStar marketing can work
for you, please contact your loan star for a presentation
Our marketing team is designed to take your data, in
whatever form, and create a useable database to launch
and maintain your own personal marketing campaigns.
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Re-engagement Campaign
WHAT
Re-engage your database and get their most up to date contact information with our market-tested Re-engagement Campaign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many do, and you get instant leads!
HOW
Contact your LoanStar Business Partner to order your personalized copy.
COST
Free to design and email; nominal direct mail costs may apply.
Also Available as an E-Mail Blast
WHAT
This is an online version of the highly successful direct mail piece, the Re-Engagement Campaign. This fill-
form survey is attached to the email and is 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 your LoanStar Business Partner to order your personalized copy.
EMAIL RECIPIENTS
Initial Database
COST
Gift cards and grand prize.
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Annual Real Estate Review
WHAT
Keep in touch with your database by using our Annual Review Campaign. Your clients will re-ceive an Annual Review in the mail, as well as a follow up phone call from you! Being there for your past clients is one of the most important things you can do.
HOW
Contact your LoanStar Business Partner to order your personalized copy.
COST
Free to design; nominal printing and direct mail costs may apply.
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Monthly Emails/ News-Letters
WHAT
Keep in touch with your database by using our Monthly Emails/ News-Letters. Your clients will receive a monthly email! Being there for your past clients is one of the most important things you can do.
HOW
Contact your LoanStar Business Partner to order your personalized copy.
COST
Free to design; nominal printing and direct mail costs may apply.