We have all learned from the earliest days of school to rely on fundamental strategies for success. Yet when it comes to the mortgage industry, only a small percentage of executives and development initiatives. As a result, the average mortgage entity has become accustomed to 20 percent of loan officers producing 80 percent of the business. This is something that can be (and should be) avoided.
The first step is to take ownership of best practices for the benefit of the entire organization. Relationship-centric businesses thrive on retention-marketing methodologies that consistently engage customers, partners, and prospects with high-impact, targeted communications. E-mail, direct mail, telephone campaigns, intelligent alerts—all are integral to the equation. And when specific brand, privacy, compliance, and personalization attributes can be integrated into the framework, a pivotal turning point is reached that yields substantial levels of enterprise-wide production.
So what does it take to prepare an organization for retention marketing? The key ingredient is clean and centralized databases for each loan officer’s contacts and historical closed loan activity. When loan officers can rely on secure ‘anywhere, anytime’ access to their up-to-date books of business—as well as actionable alerts that segment immediate sales opportunities—it is pretty simple to calculate how effective it will be in both the short- and long-term. And with exceptional advancements in the mortgage industry’s service-based marketing platforms and products, the ability to quickly and effectively implement retention strategies is within reach.
Take the time to learn more about the specifics of retention marketing and the impact that powerful methodologies can have on your business. Not only will it substantially improve production levels, more importantly, it will allow you to successfully recruit and retain top-producing loan officers that can continuously realize their full potential. Too often, organizations neglect the core elements required to foster (and maintain) a dynamic work environment & infrastructure. If you stick to the basics, the results will speak for themselves.
Mary Beth Doyle is founder of LoyaltyExpress and continues to lead all aspects of creative and sales initiatives at the company. Her critical eye for detail, analytics, and design steers the direction of new product offerings, services, and corporate relationships. Nationally, Mary Beth has been recognized by Executive Women International as a top achiever in business. Previously, she held several executive-level positions for major data mining and business intelligence companies (internationally) as well as owning and operating start-up and consulting companies in the print and fashion industries.
