Modern mortgage marketing in the Covid era requires creativity and that’s one of the specialties of Shannon Dolce-Winch. In this interview, Kelly Yale from Intent Marketing and Shannon discuss ways that loan officers can stay top-of-mind with their customers as well as their referral partners for the holidays and beyond. Experiential mortgage marketing is the next frontier! We share the transcripts below.
0:00:06.6 Kelly: Hey everybody, it’s Kelly from Intent. And I’m so excited today because our special guest is Shannon Winch. And not only have we been friends for a number of years and share a number of clients, but she is a phenomenal human being, in general, but certainly knows her stuff when it comes to staying relevant with the people in your database, as well as your realtors. So Shannon, I’m gonna let you introduce yourself and tell us a little bit about what you do.
0:00:32.7 Shannon Dolce-Winch: Thanks, Kelly. So everybody, thanks for having me on here. I am actually with Jack Nadel International, which is a promotional products and branding agency. And so my days are spent really working with my clients and helping them to find ways to brand themselves to stay relevant in their industries and to make sure that they are taking the opportunities in the marketplace to stay in front of their clients, to utilize creative products and methodologies in order to stay relevant.
0:01:14.8 Kelly: I know that you do a lot with personal branding because you have the ability to take someone’s personal brand or corporate brand and really put their logos on things that are super cool that people actually wanna use, that people actually want to receive. I think one of the coolest parts about really having a strong brand across mortgage companies is when folks have a strong logo and a strong brand identity. And then the people really get behind that, and are always taking pictures, and the shirts and the hats. That makes a big difference in really representing your brand.
0:01:49.7 SD: You bet, you bet. Culture is everything. And creating a culture for a client is something that really has to happen internal to them. So every company, every person has kind of their own thing. And taking that, working with them, getting to know them and finding ways to bring that to market with them is really fun. I think one of the things that I love about what I do and what Jack Nadel offers, in particular, is that there’s a lot of companies in the ad specialty industry or ASI, so promotional products, if you will. And anybody can take a pen, and you would slap a logo on a pen, or you’ve got a ChapStick, and you slap a logo on a ChapStick. And then you’d go to an event and you’re handing out your pens and you’re handing out your ChapSticks. The question is: When somebody goes to use that ChapStick, does it smell like something? Does it have a whole sense to it? Are we creating an experience with something as simple as a ChapStick? Or are we just throwing stuff out there thinking, “Okay, I spent $0.27 on this ChapStick, and I’m gonna hand it out to everybody that I know because it has my NMLS number, my name, my phone number, my email. People are gonna reach out to me because I gave them a ChapStick.” The reality is people experience something like a ChapStick or a… I should say lip balm because ChapStick is copyrighted. So there I go, doing something that I’m not supposed to do. [chuckle]
0:03:26.5 Kelly: Okay.
0:03:28.5 SD: But creating, so going into a particular season, we have the ability to work with our vendors to really create an experience. I’d like to say that we curate experiences for folks. So going into the holidays, we’re in October right now, and a lot of people don’t realize what it takes from a time standpoint, to really create a marketing campaign. And so I think that’s really one of the things that professionals like myself bring to the table, is that we can work with a client and say, “Plan ahead.” There are some real keystone pieces to how I like to work with clients and help them to approach their marketing. I’m always begging people, “Share your calendar with me. If you’ve got a golf tournament next July, don’t wait until July to tell me about it. Tell me about it now, because what I do and what my team does is we get that on our calendars. And so then, we’re setting reminders to reach out to people.” Most folks don’t understand that a great marketing campaign can take anywhere between six and eight weeks.
0:04:43.0 Kelly: Okay.
0:04:44.3 SD: From thought process to launch, you’re a good six to eight weeks into that. And that’s probably the biggest challenge, is helping to educate our clients on what all goes into everything. So in that six… If people would say, “Six to eight weeks. Why would it take that long?” Well, when you consider, we look at a date and then we back everything up. So if you consider four days for shipping, if you wanna ship ground, unless you really wanna pay expedited shipping, you figure two weeks production time, you figure two weeks for samples and confirmations and making decisions, and you can really figure about a week to get ideas and decks from our team for that particular event. So when you break all of that out and explain it to somebody, they’re like, “Oh, wow! Now, I get it. Now, I get it.” So I always say, I always feel like it’s important whether it’s if somebody’s working with me or they’re working with one of my colleagues, find somebody that you really connect with in terms of, from a brand perspective, somebody that you enjoy working with, because you’re gonna spend a lot of time with them. [chuckle]
0:06:00.5 Kelly: Yeah.
0:06:03.9 SD: And really plan. Plan out your year, plan out the season. If you need to go quarterly, go quarterly. But getting ahead of the game is probably the biggest piece that I can’t emphasize enough.
0:06:16.2 Kelly: Well, and that’s why I definitely wanted to talk to you right now. Because this is a time of year where all loan officers are thinking about, “What am I gonna do to thank my referral partners or thank my database? Or all my closed borrowers through the years, what can I do for them?” And our hands are very tied because of the current environment that we’re in. And so it’s not as simple as just going out and doing something. So I love sort of creating that experience, and I’ve seen some of the things that you do, and that’s, for me, the big thing. I think if you’re a subscriber of a FabFitFun Box or if you do those little boxes, the subscription boxes that you get, that moment is you read, you open it, and even if you don’t love everything inside of that box, you’re so tickled by this idea that someone had. Put this thing together, to use your word, curated, things that are perfect for you, but it’s like our days are so long. We don’t know what’s around the corner with COVID, and to be able to present a beautiful gift to someone that comes to their house, that speaks to how you do business and how you care about them. I think that’s everything. So what are you seeing in terms of trends for what people are doing for the holidays?
0:07:42.0 SD: Oh, my gosh! One of the biggest trends that we’re seeing, and something that we have implemented, is virtual events. People are really… It’s all over the place. And regardless of where you are, politically, the bottomline is that people are nervous about getting together. And I think we’ve seen just a lot of the ups and the downs over the last eight months, with, “Do we get together? Do we have a small group? Do we have a large group? Do we not get together at all?” And so we, at Jack Nadel, have put together a whole series of virtual events that our clients are taking advantage of. And so from soup to nuts, we take care of it. Helping to set up what we refer to as a microsite, which allows us to collect the data needed to send out a perfectly curated gift for that particular event. So if somebody decides that they want to do a virtual cooking event, or a tequila-tasting, or a honey-tasting, or a yoga class, or… There’s so many different things that we can do.
0:08:50.2 SD: And all of those kinds of events really can change from location to location. I’m based in Denver, so what we do here is very different than what folks are doing in the South. It’s very different from what folks are doing in Los Angeles. And so we really try to look at, “Who are we reaching out to?” And when I say we, it’s me and my team, and our client and their team looking at: Who do you wanna reach? What kind of an impact do you wanna have? So these virtual events have become a real thing. And I think even as we start to go back into the office and getting together more and more, I think we’re gonna see more of these kinds of virtual events, because my feeling is that people are more inclined to engage in those kinds of things when they don’t have to take time away from family.
0:09:47.3 Kelly: Right.
0:09:47.4 SD: So if we create… I’m working with a client right now, and we’re putting together, basically, a pizza party. And so we’ll send out, literally, a kit that will have everything that they need for this pizza. They’ll also have a list of things that they’ll need to have on hand before the webinar, namely, whatever toppings you wanna put on the pizza. But we had a request for gluten-free, so when we set up the microsite, people can go on there and say, “You know, I want a regular pizza,” or, “I want a gluten-free pizza.” This is not something that just the person… So if it’s a mortgage broker, loan officer, branch manager working with their real estate agents, it doesn’t have to just be your real estate agents. Their kids can take part in this.
0:10:41.5 Kelly: Oh, wow!
0:10:44.5 SD: Whoever’s in the house, and it’s crazy because you get this whole screen of people, and it’s all these different people who really maybe don’t interact with each other. So it’s an opportunity to network, it’s an opportunity for one realtor to meet another realtor, for industry people to come together in a way that’s much more meaningful, I think, than just, “Hey, we’re gonna meet at such and such bar and restaurant, and we’ll have cocktails and appetizers, and happy holidays!” It’s more about connection. And I think that is probably the key piece that we have seen, really, in the last seven months, is that people are connecting differently. We’ve gotten back to basics in our homes, those of us… Kelly, you and I with teenagers. Teenagers don’t wanna spend time with their moms, right?
0:11:43.0 Kelly: No.
0:11:44.3 SD: But the last eight months, we’ve spent time with our kids. We’ve had conversations that never would have happened if we weren’t all stuck in the house. And so things like… And they’re all controversial, but watch TikTok, get on social media and see what’s happening out there. I especially encourage people to get on Instagram, and the ads that come up and the different things that pop up. You were talking about FabFit, fab fun. I don’t subscribe to that one…
0:12:20.5 Kelly: Working from home? I don’t know…
0:12:22.9 SD: Oh, yeah, there you go. I locked mine upstairs because they have that big going ballistic.
0:12:28.8 Kelly: There it is, yup. So yeah, sorry about the dog, that’s just…
0:12:35.8 SD: Oh, no worries. [chuckle]
0:12:36.8 Kelly: That’s our life right now. Lou, stop. There’s, you can’t do anything about a doorbell and a dog anymore, I just am telling you.
0:12:42.9 SD: Definitely.
0:12:43.5 Kelly: So I love the fact… So I am so tickled by this concept of really curating these experiences because I preach and preach and preach and preach the concept to people, that you need to have a tribe of real estate agents around you.
0:13:00.1 SD: Oh, without a doubt.
0:13:00.2 Kelly: You need to have those people know one another. Be a group. And so getting a bunch of agents together and saying, “Hey, we’re gonna do a tequila-tasting on this day, and we’re all gonna get to know each other, and we’re going to… I’m gonna send this thing to your house.” That’s just an incredible thing. I love it, I love it so much.
0:13:16.1 SD: Inevitably, somebody’s dog’s gonna start barking. And some of the craziest stuff on these Zooms has happened, and you get a kid in their pajamas streak across behind you and you’re like, “Man! Don’t worry about that.” [chuckle]
0:13:30.0 Kelly: I feel like people are also so… We’re all… It’s very rare that you can find sort of a common denominator across all people. Everybody has different takes on life, and everybody has different experiences in industries they work in, and yet, we are all exactly the same in we are all doing this from home. We don’t know what’s gonna happen, we don’t know, we don’t… But there’s such a togetherness just in that part. So doorbell rings, dog barks, normally, you’d be like, “Oh, we gotta start this whole thing again,” but people are gonna be like, “Yeah, Zoom and quarantine. You just get it. No problem.” [chuckle]
0:14:05.3 SD: Roll with it. Perfect. No problem. Keep on rolling it.
0:14:07.9 Kelly: Just keep on rolling it. [chuckle]
0:14:09.1 SD: You bet, you bet.
0:14:10.3 Kelly: If people are interested in learning more about what you do, how can they get a hold of you? What do they do?
0:14:16.6 SD: Oh, my gosh! Super easy! I’m an email away.
0:14:19.2 Kelly: Okay.
0:14:20.9 SD: My email is shannon.dolce, D-O-L-C-E, which is my maiden name, and it’s been my professional contact for years. So shannon.dolce@madel, M-A-D-E-L, dot com. Super easy!
0:14:35.2 Kelly: Fabulous! I’m gonna put that at the end of the video as well. Thank you so much for your time today. I just, I’m so grateful for your friendship and your partnership over these years, and I just love you to pieces. So I’m just really grateful for you taking a few minutes today to talk to our community at large about what they can do to make an impact with their real estate agents and their database in a time where they can’t get out and actually network in person.
0:15:00.0 SD: Yes, you bet. I do wanna leave everybody with one little piece.
0:15:04.9 Kelly: Yes.
0:15:05.5 SD: So one little nugget. Gifting is a very personal thing. And what I would encourage people to do is, from a standard perspective, look at two to three basic things that you can put into a gift, and then use the acronym NYC. Everybody thinks that’s New York City. I look at that and it’s Notice Your Client. So here we are on a Zoom, and you can see things behind me. You can see what my world is behind me. Notice those things about your client. So notice your client, and in those gifting experiences, you’re gonna have a couple, two to three items that are gonna be real generic, real basic things that you can stock up on. And then look for items that you think that particular person might like, because you’ve noticed them, you’ve taken an interest in who they are, and what their life is. And any time that we can do something that’s meaningful to another human being, we’re creating a relationship that’s gonna last, and a loyalty that will carry over. So happy hunting, happy marketing, and thanks so much for having me.
0:16:23.0 Kelly: Alright, thank you, Shannon. We’ll talk to you soon.
0:16:25.5 SD: Alright, bye.[music]
Watch the entire video on experiential mortgage marketing below!
Kelly Yale from Intent Marketing had a virtual chat with superstar loan officer Ali Dubois from Atlantic Bay Mortgage on how she managed to make mortgage an approachable and fun process to clients and real estate agents alike. To watch the video, scroll on down!
0:00:06.5 Kelly: Hey, everybody is Kelly, At Intent, and I am more than delighted today to introduce to you Ali Dubois from Atlantic Bay Mortgage. I have known Ali for a long time, almost 10 years now I guess it’s really a long time.
0:00:21.8 Ali Dubois: I think seven years, yeah.
0:00:23.3 Kelly: Seven years.
0:00:23.8 AD: But basically 10.
0:00:25.7 Kelly: It’s been unbelievable to watch Ali’s success mostly because one of the things I admire so much about Ali is the way that she literally created her own path through her career, she has blazed her own trail, she knew who she wanted to be in the mortgage space and it’s just been so cool. So Ali, thank you so much for joining us, I’m delighted to talk to you today.
0:00:52.0 AD: Well, thank you for having me.
0:00:53.8 Kelly: Of course. Okay, so just to give people a little bit of background. So we’ve known each other for this length of time because we used to work together at Fairway and when I first met you, you were on your way for a successful loan officer who worked at Fairway.
0:01:06.1 AD: Yep.
0:01:07.0 Kelly: And you had the opportunity to basically be handed a book of business, and you were like, “No, I think I’m gonna blaze my own path. [chuckle]
0:01:19.6 AD: Well, yeah that, but also I was terrified to sell, I thought it was super scary to be in a loan officer role, I was happy being an assistant and I thought that it seemed like a very overwhelming and stressful job, so I didn’t feel ready for it. And then fast forward things changed and I felt ready and I was happy I was kinda able to do it my own way.
0:01:45.6 Kelly: But now what was interesting to me was that if I look back at your career five years ago I feel like the things that you were most nervous about were just things that you hadn’t really developed your own sense of style within. Does that make sense?
0:02:03.2 AD: For sure.
0:02:03.4 Kelly: You had mentors who showed you how they did it.
0:02:07.1 AD: Yes.
0:02:07.6 Kelly: Who were incredible mentors.
0:02:09.5 AD: Yes.
0:02:10.2 Kelly: But it wasn’t your way.
0:02:12.2 AD: Nailed it, yeah, yeah.
0:02:14.1 Kelly: So one of the things I love, and Ali is phenomenal to follow on Instagram, it’s Queen City lender, is that correct?
0:02:21.8 AD: Yeah.
0:02:22.4 Kelly: Agreed. Your Instagram for being a loan officer to me is absolutely phenomenal, because you have such a great way of not only teaching the people who are following you how they can buy a house, but also connecting with your real estate agents and promoting the things that they’re doing, but in a really fun way that’s relatable to people. Talk to me about how you exist within that Instagram world.
0:02:48.6 AD: Wow, thank you. So let’s be very honest, mortgages are boring, they’re not super exciting and it’s not something that the average person knows a lot about. And so I try to make my social media and my business in general very relatable and easy to understand, so that people feel like they are empowered to make smart decisions. I want people to feel comfortable and confident to reach out to me any time they have a question, and so I try and encourage that through fun social media and partnering with my real estate agents, to promote them and try and make… Especially the first time we realized that it is something that’s totally doable.
0:03:39.0 Kelly: Well, and one of the buzzwords for the last forever, especially the last five years is millennials, millennials, millennials, how to sell to millennials. And I’m like well, millennials are humans so we’re just selling to human beings who happen to be of a different age bracket, but I also see the pictures of your closings, I see who you sell to and all of those people are your age.
0:04:04.0 AD: Yeah.
0:04:04.7 Kelly: Do you think that that comes from a little bit of just… I think that it’s… And obviously I want your opinion, but it seems like people are able to relate to you and they’re not intimidated to ask you questions whereas they might be… They wanna feel like they’re going to mom and dad’s banker.
0:04:21.9 AD: Right, yeah, exactly. Yeah, I try very hard to explain things in a way that I would want things explained to me. Because before I got a mortgage, I didn’t like numbers very much, I didn’t find mortgages very interesting. But if you’re buying a house, is something that you need to be educated on, and so I pride myself in being able to explain it and make it something that everyone can understand. And also if humanly possible, make it fun, so that it’s not grandpas mortgage banker.
0:05:00.6 Kelly: And I think that that is an element that truly you embody but that people really need to grab a hold of, because that’s the key to relating to your audience. Obviously geographically in Charlotte you live in a place where a lot of younger people live, and it’s a different vibe, and it’s fun and it’s relaxed, and that’s what you wanna feel like, you wanna feel like you’re talking to somebody who’s really smart but somebody who really understands you.
0:05:27.1 AD: Yeah. Sometimes it’s scary to ask a question to someone who seems so much older and so experienced, because you don’t wanna feel like you’re asking them a stupid question. But if your mortgage banker is your age, then you can fire off a quick text and say, “Hey, this may be a silly question but just curious,” it’s just so much less intimidating, and I feel like that’s where I really relate with people of my own age.
0:05:53.1 Kelly: Would you say that the majority of business you do is first time home buyers?
0:05:57.1 AD: Yeah, I would say it’s a majority is first time home buyers or move-up buyers. So people that I helped with mortgages a couple of years ago are already ready to move into something else. It’s kind of my clients buy condos uptown and then they live in them for a couple of years and then they buy a dog or they get engaged and they need more space and then they move into a home in one of the neighborhoods that are surrounding uptown. So yeah, I’d say it’s majority first time buyers starting to buy one.
0:06:23.4 Kelly: And really from a loan officer’s perspective that’s gotta be the ideal, right? You’ve got people who are young and buying, who then three to five years they’re gonna move into a bigger place, refinance their places, refinance their place, move into a bigger place. And so that’s kind of a pipeline that as long as you are really respectful to the relationship that you have and you’re adding value to that relationship, that’s one that’s gonna go on forever.
0:06:46.7 AD: Yeah. I totally agree and that’s why it’s just so incredibly important to stay upfront for those people as they go through those life changes whether it be through CRM or gifts, or social media, whatever it is, that will allow me to be a part of all of their future changes and transitions.
0:07:07.8 Kelly: So, I actually interviewed Jenny Steiner, who we both know, I was talking to her about coaching. But the thing that I always, always believed, and she believes so strongly, is in this concept of having a realtor squad, a group of friends who are not afraid to be friends with other people who are in competition with them. And you are so amazing at truly forming friendships with the people who you respect in the industry, who you wanna work with, who you end up getting along with, can you speak to that a little bit?
0:07:43.4 AD: Yeah, it’s funny. My fiance Trey always says that all of my friends are realtors now, but a lot of them really are. I love my realtor partners. And so, yeah, I think I’ve been blessed to find people that are very like-minded, people that are similar in age, have similar interests, have similar ways of wanting to handle transactions, we’re all a little type A and we wanna make sure they’re perfect, and that our clients have an awesome experience. And in finding those people and forging friendships, they’ve all forged friendships with each other, and I just feel like we’ve got such an awesome community, of people who work together, not necessarily in competition, but in building each other up. I feel like it’s just such a blessing, everybody wants to support each other, not compete with each other.
0:08:36.9 Kelly: Absolutely, and there’s something… What you said, they were so smart. And I agree with that wholeheartedly. It’s not even so much about like, “Oh, I’m gonna refer you to one of the lenders that I work with.” When your real estate agents are referring their customers, not only do they trust the transaction is gonna go well with you, but they can relate to you so well, and have zero problem saying, “You can trust this person. I completely trust this person.” So, I really think that’s great. I know this will probably… I’m not sure it might be a little embarrassing, but hopefully not. One of the things that I always think about with you, and obviously we’re friends and you always know that… I don’t think I can point to anybody who’s a loan officer currently who I could be more proud of their journey. But it’s so amazing to me to think back to the first time we ever did video, and you were so nervous.
0:09:34.0 AD: Oh, yeah.
0:09:34.5 Kelly: And I was trying to convince you you were gonna be amazing, and you were like, “I don’t think so.” And then we turned the camera on and you were so great. And I was like, “Are you watching this?” And you were just like, “I don’t know.” And now, you are the queen of videos. So, tell me about how great video has been working for you.
0:09:51.1 AD: Yeah. So I am actually now a big proponent of video. I still get nervous, it’s uncomfortable for everybody to get on video. I don’t think anybody loves going on video, but I think it’s key, because I feel like when I’m putting videos out on social media, or I’ll send some videos to my referral partners with updates of what’s going on in the industry, I feel like every time that somebody sees my face, they feel like they know me, and in a sense they trust me. It feels like we’ve been on 10 meetings because you’ve seen me 10 times. You’ve heard me talk, it’s just so much more relatable than reading an email, or a text message, or even just talking on the phone. On the phone, you can at least hear a tone, but on a video, you can see someone’s face and really make a connection with them. And that has been super key for me. I can’t tell you how many times people will reach out and say, “Oh, my gosh, I actually know you from the video that you posted on Instagram, and my friend shared it.” And it just gives us a connection off the bat, where it feels like we’ve kinda had a little bit of friendship forged before we even met.
0:11:04.8 Kelly: Oh, yeah. One of the things we have always coached people up with is after you have that initial phone call, just turn your phone around and just do a quick video and be like, “Hey, here’s how you can put the name to the face. This is who I am, so excited to work with you. It’s gonna be an awesome transaction.” That move takes 60 seconds of your time. But then they really do get to see you, and exactly who you are, and it makes a huge difference when you send something like that. That’s absolutely true.
0:11:31.2 AD: Totally agree, 100%.
0:11:33.6 Kelly: Talk to me about Atlantic Bay. Why do you love it?
0:11:37.1 AD: Oh, wow. I love Atlantic Bay. So, I moved to Atlantic Bay in March of this year, and I would say my favorite thing about Atlantic Bay for me as a loan officer, is the culture. And all of my co-workers are such good people, but also supportive of each other. We are constantly in contact helping each other, if we run into a situation, which is all the time in mortgages, where we see something that we’re not quite sure how best to handle it, we send it out to everybody in the company and everyone chimes in with referrals and suggestions and opinions on how to help each other through situations. And it feels like for my clients, instead of just having one set of eyes, or one opinion on a situation, I’ve got the support of everybody in Atlantic Bay diving in to help me figure out how to best make the situation perfect for our clients and realtor partners.
0:12:37.6 Kelly: That’s awesome. And you have always had a very strong opinion about how your team works. And because you’ve got a great partner in Melinda, and talk to us a little bit about how your team dealt with Melinda.
0:12:56.3 AD: Yeah. So, Melinda has been doing mortgages for decades. Melinda’s got all of the knowledge and experience. She is so into problem solving, and she loves to be in the files, looking at the details, and I love being client-facing, and I love nurturing the clients and the referral partners and really being their liaison through this entire journey, like the liaison between the client and the mortgage company. I like to be a friend and helper to them and willing to do work in the files. And so, our partnership is perfect for us because when we have a new client apply with us, Melinda is in the background and she is pre-reviewing all of the documentation, scouting bank statements, looking at pay stubs and detail, reviewing tax returns, and making sure that we have very accurate numbers, so that when the client’s file goes into underwriting, it is polished and clean and perfect. And so underwriter loves our file, and the client has an easy experience because she reviewed everything in such detail in advance.
0:14:06.7 Kelly: And I just think that it’s… Not only is it really smart that you have formulated your team like that, but I also think it’s clearly been highly successful, I won’t ask you numbers because I’m sure that that’s rude, but let’s just say that it’s been highly successful because you’re a no joke loan officer. You put up some serious numbers now, and it is incredible, and you do that because of the heart that you bring, but the team that you build in the way that you guys work together, and now you have Atlantic Bay behind you, supporting that, and the sky for me with you, is obviously the sky is the limit for you.
0:14:44.0 AD: Alright, great, thank you so much. I appreciate it.
0:14:46.8 Kelly: So obviously, 2020 has been a weird year. Okay, it’s been weird. You basically started in Atlantic Bay when COVID made its debut here, it’s been a strange world. For the people who are thinking about buying their first home or think that they can’t, what advice would you give them if they’re thinking about it, right about now?
0:15:12.1 AD: Well, I would say now is an excellent time because of the fact that rates are the lowest that they’ve ever been. So, you can qualify for a lot more house and have a lot more affordable payment now than you would have just a couple of years ago, and who’s to say what’s gonna happen a year from now? There is also so much opportunity for people to list homes right now because inventory is pretty limited. There is so much competition for housing in Charlotte, which is a great reason to be a home owner because you’re building equity so rapidly. I mean, real estate is so hard to come by here that if you can own a piece of it, you have the opportunity to make so much money in equities so quickly. I would say that it is important to talk to a loan officer as early as you can in the process, so that you can get your docs in rule and then the loan officer can kinda guide you on when it probably makes most sense for you based on your financial situation. If you can do it now, it’s a fantastic time to get in on the rate.
0:16:15.8 Kelly: That’s been one of the most interesting things I think about. For me, having entered mortgage eight, nine years ago, from a marketing perspective, one of the things I never understood was how people went from the realtor to the loan officer, but also just how simple conversation can be when you’re not really sure what your goals are. So, if you’re living, if you’re renting a house, you’re renting a town house, whatever you’re renting right now, and you’re thinking to yourself, “I wanna make this move, but I don’t know how,” a conversation with a loan officer can change your life, right?
0:16:50.0 AD: Oh, for sure. And it’s like 10 minutes, in 10 minutes we can say, “Okay, hey, this is definitely an option for you, or not quite yet, but these are the steps that you can take to get where you need to be, so that when you’re ready to pull the trigger and buy a home, you’re in the best financial situation, and you’ve got the best credit possible, so that you get the best terms.”
0:17:10.3 Kelly: I think people are like, they feel like somehow, if they have that conversation, that they have to have awkward conversations about their credit score or whatever it is, but you don’t have to do that…[overlapping conversation]
0:17:25.2 AD: It’s just literally like a 10-minute intro call to just kinda figure out where you stand and answer your questions, and then if it sounds like you’re a candidate that should proceed with pre-approving, then you just do a little application again, it’s like 10 minutes super quick. And then you can figure out what your parameters are, what programs are available to you, what your max price is, more important than that, figuring out what price point you should shop in to have a payment that’s gonna be in your comfort zone, all those things. And whenever you talk to a loan officer, there’s not a commitment, there’s not a cost, it’s just, we’re paid to try and help you figure out how to get on the path to home ownership.
0:18:03.5 Kelly: Yeah, absolutely. Okay. So, I would love just to end with one question, which is, what would you say is your biggest personal win for 2020?
0:18:17.1 AD: I would say the biggest… It’s not work related?
0:18:19.4 Kelly: Not work-related.
0:18:22.7 AD: Oh, I feel like work has consumed my 2020 ’cause I’ve been so busy. Personal, I would say just keeping a positive attitude, despite all of the hurdles that we’ve been thrown through 2020, obviously it’s been such a weird year with a lot of uncertainty for people, related to the health and their finances, and the election, and just all of the things that are going on, I feel like my biggest win of 2020 is just being able to keep a general positive attitude throughout the whole process, and I’ve had a good year despite all of the craziness, I feel like it’s still been a good year. That’s a win for me.
0:19:03.9 Kelly: That’s awesome. Well, listen, I so appreciate you taking a little bit of time because I know there’s a lot of young people, young women who are thinking about going into the business or new to the business, who are trying to get their foot on the door, and trying to figure it out, in fact… And you’re just one of those people, we had dinner a couple of months ago with a young lady who is just an EVAC going out on her own, and you were so happy just to pour into her, and those are the kinds of situations that these videos are great for people who maybe don’t have those resources. And I think people just love to learn from people who have [0:19:36.0] ____ that have been really successful. And like I said, I just couldn’t be prouder. And if people wanna get a hold of you, they can always look you up @alidubois, you work for Atlantic Bay Mortgage, but tell us what your email address is.
0:19:48.6 AD: It’s email@example.com, or just DM me at the Queen City Lender on Instagram.
0:20:00.2 Kelly: And just follower Queen City lender, honestly, because it should give you a lot of tips on some really fun ways that you can make your audience interact with you about a topic that no one wants to talk about, because how can you make mortgages fun? I’m not really sure, we try our best, but I love when you ask a random question, you’re like, true or false, is this thing and I’ll answer false and it’s true, and I’m like, “Oh, I gotta quit my job. I didn’t know the answer to that.” That was true. Yeah, alright, from a… But making it fun, I love it. Alright, thanks so much, friend.
0:20:31.4 AD: Thank you, bye.
Approachable Mortgages – An Interview with Ali Dubois
Kelly Yale from Intent Marketing sat down with mortgage coach Jenny Stoner for a lighthearted, insightful conversation on the mortgage business/industry. We share the transcripts below. Want to watch the video? Scroll on down!
0:00:07.8 Kelly: Hey, everybody, this is Kelly from Intent. And I’m so delighted today to introduce you to Jenny Stoner who has not only been a dear friend of mine for almost a decade now but is truly an inspirational, just an inspirational human and inspirational coach for mortgage originators. And she has such a fascinating story about how she became a coach. And I’m just so delighted to welcome her. Jenny, thank you so much for joining us today.
0:00:36.4 Jenny Stoner: Thanks, friend. Thanks for having me.
0:00:38.4 Kelly: Can you tell me and tell us all a little bit about the journey of your career to this day?[chuckle]
0:00:46.2 JS: Yeah. So I started in the mortgage business in 1997, one day after I graduated from college, so like, as soon as I was an adult, I started doing mortgages. And I started in ops, started processing, led a processing team, and have been in mortgages ever since, with the exception of a few years where I went to go handle the finances for my church. When I came back to the business after that small stint, I decided to originate. So I’ve been originating loans since about 2000. And I did it wrong for a long time. [chuckle] I let the stress of the business get to me. That’s just the truth. It became my life, it began to run my life. And it wore me out. And over the course of that time, I developed rheumatoid arthritis, which kind of just took me down and I realized at that point something had to change. And so I had probably worked at five or six companies over in my mortgage career, all which taught me great things, and I’m very grateful for. But it wasn’t until about four years ago that I started seeking out professional help, that things really started to change for me. So I went from stressed out and chaotic to calm, cool, and collected. And it changed everything for me. So, yeah.
0:02:16.7 Kelly: I think it was an interesting thing to watch too. Because obviously, I knew you at the time, we worked together, and to see that transition even happen in you was so beautiful to watch that experience. You had always had such a heart for people and for helping people and for making… For your realtors, you were really the first person who said, “I am going to make these realtors a family, okay?” These are gonna be…
0:02:41.8 JS: Oh, they were. Yeah, I loved my agents. Brunches at my house, it was a great opportunity for me. I’m a lover of people, it’s just who I am. And so it was a great opportunity for me to take my business into my personal life and become a lover of my agents. So yeah.
0:03:00.0 Kelly: So for most… I think for most mortgage originators when they hear, all of my realtors are friends with one another. And we’re a tribe and we hang out on Facebook groups, and they come to my house for brunch, they’re like, “That seems crazy strange.” Right?
0:03:13.4 JS: Yeah. But it was natural for me because we set up an environment where they could be colleagues. They were from different brokerages, they were from different areas of town, and it was a safe place for them to come together and just talk about challenges and things that were working for them. And we would kind of present it as, “Tell us a challenge you’re going through and let the group help you.” It became a family. It really did.
0:03:47.5 Kelly: I was lucky enough to attend some of those brunches and I think what was always really meaningful to me was that this was a… I think when you’re… Most of the time it was females. And I feel like so often we all feel alone in our struggles. So like, I’m the only realtor who’s going through this. I’m the only loan officer going through this. And then you sit in a room full of very capable, intelligent humans, who say, “Gosh, I’m having that same problem.” And if it just… It’s so nice to have that camaraderie.
0:04:18.9 JS: Yeah, people wanna go there. They just need somebody to facilitate an environment to do that and invite them into that. And it was a beautiful thing for several years.
0:04:29.7 Kelly: Well, you currently are a coach, tell me about two things I’m interested in. One, the impact that coaching had on your career, and then what made you take a look at it and go, “I’m bringing this to other people?”
0:04:43.7 JS: Yeah. Oh, gosh, those are great questions. I can’t even begin to tell you how much it changed my life. I mean, you watched it right? So you saw it firsthand. I literally went from allowing the stress to put me in the emergency room, like legit in the emergency room, and they ran scans, and they ran tests, and I was in there for hours, and the doctor came to me and said, “Well, we got all the results back and Miss Stoner, you have a stress problem.” And I went like, “That’s all this is?” That was my response. I’m like, “Well, I’m in the mortgage business. Of course, I have a stress problem.” I thought it was an occupational hazard. That’s the truth. I thought the stress and the way of life that I was living was an occupational hazard. But when it started to affect my health that way, and I saw the possibility of it affecting my family. I’m like, “I gotta change something.” And so I just started looking around at different coaching companies, and they’re a lot out there. A lot of them get great results for tons of clients. I had to find the one that fit who I was. And that’s when I found DC Coaching, Sheira MacKenzie was a friend of mine, through you, actually. And she had been at Fairway, which is where I was right before I finished originating and they fit who I was.
0:06:05.0 JS: They were relationship-based coaches, they used a lot of social media and video, and I love that, and I’m like, “I can learn from these people.” And I’ll be honest, I went in thinking that they were gonna teach me about my business, and they did, but they taught me a lot more about life. They taught me a lot more about how to… I did not have the tools to handle the stress, I didn’t know they existed, and they taught me that. And slowly, not overnight, but slowly, I began to see changes in the way I was allowing things to affect me. I had a history of I could get business in the door, I never really had a big challenge with that before, but I could not handle the business that was coming in with excellence the way I wanted it to be handled without letting it stress me out. And so they taught me how to do that. And I could not seem to keep team members on my team, like we would hire somebody and we’d train them and I’d pour my heart and soul into them, we would call that mortgages with a little personal touch. We loved to love on our clients and our agents. And then the people that I’d hired which were great people would be like, “Jenny, I don’t wanna do this.” So it was starting all over again. And so they helped me figure out how to identify the right team members, how to become a leader that they wanted to follow. I had a lot to learn, [chuckle] and they helped me learn that.
0:07:29.9 JS: So I was a client of theirs for a little over three years. It changed my life and my business, it really did. And I began, about a year before I made the decision, I began to be like, “If I could help other people not do what I did, I would feel really fulfilled.” And the opportunity came about, they were hiring another coach, and they were like, “Jenny, we’re hiring somebody, we would love for you to consider it,” and at first I’m like, “Are you kidding me? I finally got my business like a well-oiled machine just like I wanted, I’m not walking away from it now.” But because Fairway is awesome and my team is awesome, they are still actually thriving, which is so fun for me to see, they’re still serving people with excellence, and then I’m able to spend a lot of my time helping other people. What I’m so passionate about is helping people build a business that provides margin for them to do the things they love with the people they love, whether that’s financial margin or time margin. People get in this business to have the freedom and flexibility, and then they don’t have it ’cause they don’t create it. And so I feel like I can help them create it. So, that was a lot. [laughter]
0:08:45.5 Kelly: No, it’s awesome. But it’s… Probably, I would say in my database alone, I have 14,000 loan officers across the country. In my social media platforms, I have probably another 10,000 to 15,000, and there’s obviously gonna be crossover there, but it is all I’ve heard, all I’ve seen, all I’ve read for the entire year of 2020. Do you even see your family? Is your spouse getting upset because of how much you’re working? Does anyone else feel like they’re under water? And it’s like you feel it. I stopped making videos for our customers at Intent, ’cause we used to make one every Monday, but nobody was opening those emails, nobody was watching them because everyone was just… Has just been so slammed. And it’s hard when the business comes at you, you know that, it’s hard when the business is there to not take another loan, to not do another thing, but it pushes into your life.
0:09:45.2 JS: It does, and one of the things we are telling our clients now is there is a capacity that you can… I mean, you’ve got a capacity. You gotta figure out what that is with the life that you wanna build. It is possible to systematize your business and fine-tune your processes and get efficient with those things. I love that part, like that’s my jam, I love to help people do that, but even with those, there is a capacity. And it’s like a restaurant, right? If you go to a really nice restaurant, they only have so many tables, and when they’re full, you either get on the waitlist or you go somewhere else. And there’s no hard feelings, it’s not a personal thing, and so few originators look at their business that way. They’re like, “I just gotta take it.” There’s this disease that you have to make hay while the sun shines.
0:10:34.0 Kelly: Yeah.
0:10:35.2 JS: Well, the sun’s probably gonna be shining for a while, so let’s make sure you don’t die [chuckle] while the sun’s shining. And so just helping people navigate through, “What is my capacity? Can I hire to handle the capacity that’s coming in? And how do I become a leader to these people? How do I systematize my business?” That’s huge right now. Most people aren’t having trouble getting business in the door, they’re having trouble handling the business that’s coming in the door, so it’s really fun for me to help people do that. Yeah, brings me a lot of joy.
0:11:07.0 Kelly: And you’ve been working with realtor groups too. Is that kind of a new thing you’re doing?
0:11:11.4 JS: Yeah, so when I started coaching, being a coaching client, I kept saying, “My agents need this. My agents… ” And I would start teaching my agents what I was learning in coaching. Our industries are so similar, the things we struggle with are really similar to what they struggle with. And so when I came onboard as a coach, we started a realtor division. And so we have two groups of realtors now that meet with us, and it has been… It’s been so fun to see the results they’re seeing. So often agents are just taught when somebody calls them and wants to go see a house, they’re like, “Awesome, what time works for you?” Well, that client’s gonna pick 8:00 PM on a Friday night, that what’s good for them, right? And just being able to show agents that you can show up and be like, “Awesome, I can’t wait to talk to you. Here’s a link to my calendar, pick a time that works for you guys, and we’ll go out and see those houses,” that transforms lives for agents, and it’s been really fun to see our agents kinda grow underneath our coaching umbrella. And I’ve always loved agents, so that made me really happy to be able to offer that to them.
0:12:25.3 Kelly: Well, it’s interesting ’cause you bring up something that you and I have obviously talked about with agents and with everyone for years, is that there is… There does seem to be something about these two industries, and boundaries, that it’s like, if my real estate agent calls me at 11:00 PM, I have to answer that ’cause it’s the real estate agent. And really being able to stop and say, you do have to have boundaries with your customers, with your referral partners, you have to have boundaries with everybody, and you have to save some space for yourself.
0:13:00.2 JS: Yeah, or you burn out. And it’s one of the things that we teach, that I call serving versus pleasing. As an originator, we are taught to do whatever we can do no matter what it takes to make the agent and the client happy, and that actually is not serving them, because what that means is, somebody texts me on a Saturday when I’m at the ball field trying to watch some sports happening, and, “Can you talk to this client? We’re out in the car right now, we need to make an offer.” They’re in a panic. I get in a panic, I go take the application on the sticky note in my car, I don’t get good information, I can’t give a good valuable pre-approval to them that I know is gonna be rock solid, and then I’m bitter, ’cause they took me away from my family and what I wanted to do, that’s pleasing, and that’s how 99% of realtors live. Serving would be, “Awesome, I can’t wait to talk to you. Here’s a link to my calendar, set up a time to chat with me Monday when I can give you my full attention.” And then I’ll take a full pre-approval on the phone, I’ll look at their documents, I’d give them a rock solid pre-approval that that agent can take to the bank, that’s serving them. And here’s the truth that I discovered, agents really appreciated that I live my life that way, because deep down they wanted to live that way too.
0:14:27.5 Kelly: Yeah. Oh, for sure.
0:14:28.6 JS: They also had kids on the soccer field that they felt like they were being pulled away from. And when I could show them that you could have a great life and a great business, and set up great boundaries and still give great service, they were like, “Ah, maybe I can do that too.”
0:14:43.2 Kelly: Then if you find somebody who says like, “Your boundaries don’t work for me,” then you know that that’s not a relationship that matches.
0:14:50.6 JS: Yeah, and you’re totally fine, that’s part of living in abundance, where I’m like, “That is totally okay.” For me, my Sundays were like, we had church, we had life group, I went back and served with the youth on Sunday night, it was hard to get me on a Sunday, and I would have agents that if they absolutely had to get a pre-approval on Sunday and they had not connected me with them before, they would call another lender; and I was totally fine with that, because I couldn’t serve them well anyway, I couldn’t take an application in between life group and youth group, that just, it doesn’t serve them. It’s learning how you really serve somebody with excellence, and being okay if they need to go somewhere else to get that service.
0:15:29.8 Kelly: We had, when we were working together in the Charlotte offices, we obviously had a very big competitor right down the street from us, and their business model was, “We’re gonna pay to be in offices of real estate agents,” and we as a collective group had decided, “You know what, we’re not doing this, we’re not buying leads and we’re not doing this, we are just gonna give the best possible customer service that exists.” And as a branch we did that, and we’re highly successful doing it. As a team you guys were the superstars, a shining example to the rest of everybody to say, like, “This is how you really can treat your realtors. This is really what we offer that’s very, very different, not only are we gonna close this loan, not only are we gonna make them so glad that they referred somebody over to us, but they’re our family.”
0:16:25.4 JS: Yeah. Oh yeah, they totally were. And we lived in a way where… And I got this from coaching, being a coach and client. We lived in a way where we actually attract the clients and we could give them to our agents, and that breeds so much more loyalty, in my opinion, than writing a check.
0:16:45.5 Kelly: I cannot say it enough every single day, and I truly think it’s such an interesting thing ’cause here we were eight years ago doing this, doing this process of just like, “We’re gonna wow these people, period, and we’re not gonna throw cash out the window,” and yet everyone got into that Zillow and Lead buying game, and yet now all I see are people who are like, “Oh wait, hold on a second, I have these leads I can give people,” and you’re like, “Yeah, you do, you guys have been building databases for years. You’ve set the bar for customers so high that it’s not a question of whether they’re gonna go to their bank to get a loan, they’re gonna call you,” and then you would handle the call.
0:17:24.0 JS: Yeah, yeah. Especially in environments like this. This is when rates are low. I hear from clients everyday, and I’m like, “The Stoner Venable Team is still closing loans.” Kim loves me and hates me all at the same time. [laughter] But yeah, that kind of relationship breeds loyalty. And that’s how I live my life, I just wanna do right by people, and it comes back around. It comes back around.
0:17:48.7 Kelly: I think that living karmically like that and really just investing in other people is the only way to do it. So if you had… Give me your top three little nuggets we can leave people with today, because as we’re… They’re gonna stay busy. Like you said, there’s not gonna be a lack of business here any time soon, it’s gonna stay busy, we’re about to face the holidays. What are three things that you can tell people as they’re rounding out Q4, and little nuggets you can give them?
0:18:22.0 JS: Gosh, three. You are in control of the way that you feel. Nobody and no thing can control that unless you give it permission, and unless you allow it to. If you remind yourself of that everyday, you’ll make it through this. No loan that doesn’t close, no appraisal that comes in low, no denial that you get when you’re expecting an approval can affect how you feel unless you allow it. That’s something I wish I would have learned really early on. So that’s my first nugget. Protect your peace. If you wake up and the first thing you do is pick up your cellphone from your night stand, you lose, you lose. Do whatever fills your soul in the morning, and that’s gonna be different for everybody, but some sort of devotion, some meditation. We have our clients write out the vision of who they wanna be and the life and business they wanna build, and we have them listen to it every morning, because the brain chases what you tell it to chase. And we call that protecting your peace. That way you can go in to work and you can respond, not react. Because, I’m not kidding, Kelly, and you saw me live it, I reacted for over a decade. And eventually y’all, that gets to you.
0:19:46.3 JS: This industry will eat you alive if you allow it, but you don’t have to allow it. It’s not an occupational hazard. There is a better way to do that. And then the third thing I think would be, surround yourself with community, whether our patron community or another community, find your people. Find people who are striving to be more, to do things better, to stay on the cutting edge, and surround yourself with them, because you cannot do this alone and if you do, you’ll go down faster. [chuckle] Surrounding yourself with community that can support you and encourage you is… It’s huge. Yeah, those are my three things. It’s hard to pick three.
0:20:30.3 Kelly: Those are awesome. I was so excited about it. And I have to do this, I’m kind of sorry, but I’m also kind of not sorry, because you are very intentional. The whole time I’ve known you and we are good friends. But the whole time I’ve known you, you’re like, “Look, my goal is I’m gonna have a beach house, okay? I’m gonna have a beach house and this is gonna be my thing.” You don’t have one beach house, you have two, but where are you right now?
0:21:00.8 JS: I’m at the second one. [chuckle]
0:21:01.5 Kelly: You’re at the second beach house. And how long have you been working from your beach house?
0:21:07.3 JS: Almost ever since school started back and Nathan’s virtual, so it has been really fun to… It’s part of creating a life and business you love, right?
0:21:16.0 Kelly: Right.
0:21:17.3 JS: Intentionally build what you want, and then live the life you want. And so, I’m here for three weeks right now, but I’ve been here for a month and a half so far, and it’s like really fun.
0:21:28.0 Kelly: So many people, instead of living so intentionally, it’s kind of like, “Oh, someday I’m gonna get to it or someday I’m gonna do it, or someday when I retire from originating loans or… ” I’m not really ever sure what the end game for people is, ’cause we know people who make a considerable amount of money, and it’s like there’s no new car, there’s no new something that’s gonna give you back the dream that you had and the intentions that you had. And you were like, “This is what I’m gonna do,” and then you did it.
0:22:00.8 JS: Yeah. A lot of it came…
0:22:01.3 Kelly: And now you do it with joy.
0:22:02.3 JS: I do, and a lot of it came from what I learned in coaching. A lot of it… I’m just tenacious and I just kinda decide what I wanna do and I go after it. But it’s also identifying that so often people are like, “If I have this next thing, I’ll be happy.” Right? I say be happy now. Be happy now, find out what it is that you want to build, go after it and live that now, because if you live like I did in my first 10 years of origination, you’re worn out and you don’t have any energy to enjoy whatever it is you’re waiting on. So yeah, build it now and go live it. It’s so fun to help encourage other people to do that now too.
0:22:49.3 Kelly: Well, I love that you are living your best life, and I love that…
0:22:54.0 JS: Thank you girl.
0:22:55.3 Kelly: That karmically, just always pouring blessings on other people, have brought blessings your way, and I just think it’s extraordinary. And I’m so proud of everything that you do.
0:23:06.8 JS: Thank you, friend.
0:23:07.5 Kelly: Just thank you so much for talking to our people today and…
0:23:10.0 JS: Thanks, thanks for having me.
0:23:11.8 Kelly: I’m gonna put your little… I’m gonna put your contact information here at the end.
0:23:15.0 JS: Awesome.
0:23:15.7 Kelly: Tell us one more time, how can people get a hold of you?
0:23:18.3 JS: Yeah, so you can find me on Facebook, Jenny Lewis Stoner, Instagram, @jennylstoner. Reach out to me if you’re interested in just chatting, whether cooking would be beneficial to you, I’ll just pop a link to my calendar in the chat when you reach out and we can connect just to explore whether what we teach and how we serve and support might help you. So I’d love that opportunity.
0:23:41.0 Kelly: Awesome, but thank you so much, friend, and we’ll talk to you very soon.
0:23:43.8 JS: Okay, honey, talk to you later.
0:23:45.0 Kelly: Bye.
0:23:45.1 JS: Bye.[music]
With 1.49 billion members worldwide and 22 billion ad clicks per year, Facebook is providing businesses with one of the largest mortgage marketing opportunities ever. The average cost per click on Facebook is $1.86, which is a fraction of what other online marketing channels cost. Once you’ve found an audience that converts, you can literally clone that audience using lookalike audiences to target other leads with similar properties.
Let’s break down the process to get your first Facebook mortgage marketing campaign up and going!
Step 1: Set up a business page
The first step to getting started with Facebook ads for mortgage is to create a business page from which you can advertise. To create a page, just click the + button in the top right corner and select “Page”.
Step 2: Create an ad
Open your business Page from your computer, and click the blue button on the lower left. Then choose what you want your ad to help you do. If you’re a loan officer and you want to get more people to check out on your website, you’d pick “Get More Website Visitors”. If you are looking to get more leads, choose “Get More Leads”.
Next, add images or videos and text for your ad. Facebook might suggest an image and text, but feel free to change them. For loan officers, a short educational video might be a good idea. Your text should be short, simple and catchy.
Step 3: Create an audience
This step is where you tell Facebook who you want to reach. Due to Facebook’s non-discriminatory policies, mortgage brokers and anyone in this line of business would fall under special categories (Credit, Employment or Housing). This means you cannot edit age, gender, or target audiences by ZIP code. Some demographic, behavior and interest options are also unavailable. Make sure to adhere to these guidelines or your ad may be rejected.
Step 4: Determine a budget
With Facebook ads, even a modest budget can go a long way. Tell Facebook how long you want your ad to run and how much you’d like to spend. You’ll never be charged more than the budget you choose, and you can even see an estimate of how many people your ad may reach. Then, pick how you want to pay.
Step 5: Review and publish
Once you complete your ad, it’ll go through a review process to check that it doesn’t violate any of their ad policies. If it’s approved, it should start running right away.
Once you see how your ad is performing, if you’re not happy with the results, you may be able to edit it or pause it.
Extra Step: Facebook Pixel
Whether you want to retarget or track your customers’ journey, it is a good idea to install a Facebook pixel. Pixel is a few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads for mortgage more relevant to your audience.
Before you begin, make sure you have a website and are able to update your website’s code. To create a Facebook pixel:
- Go to Facebook Events Manager > Pixels.
- Select Create a Pixel.
- Enter the name for your pixel and select Create to confirm.
- Choose your installation method
There are a wealth of mortgage marketing benefits that come with setting up a Facebook pixel, such as to deliver a campaign to reach people who visited a product page but didn’t complete a purchase to encourage them to go back to the website to do so. You can also create an audience of everyone who’s visited your website in the past 30 days.
Check out the video below to see how else you can benefit from Facebook ads for mortgage!
Instagram is the world’s fastest-growing social media platform. With over a billion people using the platform each month and an average time spent on the app hovering around 30 minutes a day, having a presence on this social media is imperative to boost your mortgage marketing efforts. If you are not convinced yet, however, below are more reasons to consider investing your time in it.
Connect with Realtors and expand your referral business
Find and connect with Realtors doing business in your area and demonstrate your value with great content and resources.
Reach today’s homebuyer demographic
68% of today’s homebuyers are under the age of 39 and 59% of 18-29 year-olds use Instagram.
Instagram’s features offer plenty of creative marketing options
With all the features available today, mortgage planners have the opportunity to showcase every aspect of their business creatively.
Now that we have your attention, let’s go through some of Instagram’s features that can make your mortgage marketing stand out and some creative examples you can follow.
Instagram Stories are images or videos that can be viewed for 24 hours after you post them.
- Walk them through your life: Let customers know what is happening in your world both professionally and personally. People are more likely to do business with someone when they feel connected to them.
- Share about your area and market: Talking about current events in the market or sharing stories of your successes (or failures) creates trust and value.
- Go through a real process: Put your co-workers and your customers in the video. Snippets of you and a buyer going through homes and exchanging real-time feedback will open the door for those who are intimidated by the process to see how easy it can be.
Instagram TV videos can be up to an hour long and they do not disappear unless you delete them. They’re displayed at the top of your Instagram profile, so they’re great for sharing longer, more informational content.
- What makes you the best lender: Explain your services and what sets you apart.
- How-tos and tips: How-to’s on filling out mortgage documents, tips to increase your credit score and save for a down payment.
- Interviews: Interview industry professionals and post the video on IGTV.
Reels is a new feature where users can make 15 second long videos (similar to TikTok).
- Updates: Quick market updates for buyers.
- Checklists: Checklists for homebuying and selling.
- Neighborhood highlights: Restaurants, parks, schools, stores.
- Loan programs
- Neighborhood info
- Credit tips
- Happy homebuyers
- Saving tips
In addition to all the cool features and tools available, make sure to follow these tips to achieve mortgage marketing success on Instagram.
Have a Business Instagram Account
Business accounts allow you to put a description of your company, your company website, phone number, email and other important information as well as give you access to analytics of views and engagement.
Tagging and Linking
Tag your business partners and companies that you love! Engaging with other industry professionals will prompt them to do the same.
Hashtags categorize your content and allow other to find it. Use hashtags specific to your area such as #AtlantaMortgage or #LAMortgageLender to promote local engagement.
As with any other social media platform, posting regularly is key to keeping followers coming back for more content.
Engage with and Respond to Others
Like, share and comment on content from other mortgage professionals as well as respond to comments and engagement on your own content.
There are many ways mortgage professionals can grow their network on LinkedIn to create business opportunities. Mortgage technology, for one, can come in handy when you need to sync up your connections with one single click. Just make sure you set some time aside to manage your account. For this effective LinkedIn engagement plan for mortgage, all you need is 15 minutes per day!
Importing Your Email Database
You can build your network by importing a list of your contacts you already know on LinkedIn. This will run a one-time upload of your address book contacts, as well as their detailed contact information.
To import email contacts from your address book click the “My Network” icon at the top of your LinkedIn homepage, then click “Connections,” then “Add More Contacts.”
Type your email address in the field provided, or choose a service provider from the list below the text box. If your email provider is not supported, you can still invite people to connect by email.
Click continue and you’ll be redirected to a list of your contacts who are already on LinkedIn. You can check the boxes next to contacts you want to invite and click “Add Connections” to send invitations.
Connecting with Real Estate Agents
Make it a priority to connect with 10 new agents per day. Search “real estate agent” combined with your geographical area and send out some connection requests. You can also check the “More suggestions for you” section on the “My Network” page. This is where LinkedIn offers suggestions of people you may know based on shared connections, groups or companies.
Intent’s LinkedIn connection tool
Intent’s LinkedIn connection tool can add information from a profile to your database. Once the contact syncs over to your mortgage technology platform, you can start building relationships and marketing efforts around a real person!
Your mortgage website and mortgage content have a profound impact on the perceived credibility and quality of your business. According to a 2017 study, 43% of homebuyers find their lender through an online search. Yet, mortgage sites are often cluttered, overwhelming, and dated. The same study on the online presence of mortgage professionals revealed that 64% of mortgage brokers listed incorrect addresses. Another 46% had errors in their businesses’ names. And a staggering 58% had no online presence at all.
The benefits of a great mortgage website are various:
- Provides a place for homebuyers to apply for a mortgage.
- Allows you to be found through an online search.
- Makes you look more professional.
- Serves as a place to educate buyers about homebuying.
- Lists all of your contact information in one place.
- Captures information from leads.
While the benefits of online presence are clear-cut, the features that make up a high-performing mortgage website should not be glossed over. Let’s take a look at a few:
Clean, professional design
Having a clean, professional design showcases how professional you are, too.
Contact information and about you
Providing contact information as well as some information about why you are in the mortgage business will help potential customers choose you to handle their financing needs.
Calculators that are interactive and easy to use will help prospective customers determine a potential mortgage payment.
Social proof helps people see why they should work with you over other mortgage companies. This could include testimonials, awards, and organizations you’re a part of.
A form to capture leads via quick contact or gated content will allow you to follow up with those who might be interested in a mortgage.
Having your application link in a clearly visible spot (ideally above the fold) is one of the most important pieces of your website!
Talk to your company’s compliance department to find out what legal disclaimers need to be on your website. This information generally goes in the website footer.
Search engine optimization is what will cause your website to show up in search engine results. The best way to achieve good SEO is through content and sharing that content across social media platforms! By sharing links to your content, you will drive traffic back to your website and encourage lead capture.
What types of content should you have on your website?
When it comes to content, let your creativity run wild. There are several ways to reach your target audience, including blogs, videos, podcasts, and more. Here are some ideas to get you on your way.
Writing blog articles is one of the best ways to put content on your website. Talk about loan programs, home buying, home selling, things happening in your area, events that your company has been involved in and more.
Loan program information
Add information about loan programs that you offer to provide education to your homebuyers as well as create content.
Videos and podcasts
Do you make videos or podcasts? Both of those things can be added to your mortgage website.
In addition to the above, it’s a good idea to display educational information about lending, such as a glossary or FAQ.
Do you have any questions? Reach out to Intent Marketing today! We specialize in providing personalized marketing across all communication channels and building beautifully designed, compliant mortgage websites.
Personalized mortgage marketing is when mortgage companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology. Personalization often means thinking of your product as secondary — and looking for the personal connection first.
Why is it important to mortgage marketing?
As personalized mortgage marketing addresses the needs of each individual customer, you are able to boost the odds of engagement and reap a host of benefits. Here are some benefits to targeting your audience:
- Improves customer experience.
- Increases brand loyalty.
- Creates consistent messaging across all platforms.
- Allows customer to see a reflection of themselves.
What is empathetic marketing?
Empathetic marketing is understanding your customer’s situation and experience and how you can better help them achieve their goals. Indeed, empathetic mortgage marketing is important for a number of reasons:
- Making personal connections.
- Showing customers that you understand them.
- Customers are more likely to do business with someone who they feel understands their needs.
In fact, first impressions are a big driver of sales, as 73% of leads are won by the first point of contact – so make sure that first point of contact is personal.
Market to your database correctly
Marketing to your database requires segmenting your audiences appropriately and creating individual messaging plans for each segment. Mortgage marketing strategies often try to cast too wide of a net. As a result, the message doesn’t resonate with the target recipient because you cannot speak to a past customer, potential customer and referral partner the same way.
To avoid that, know your audience and segment them to create individualized emails or texting marketing personalized to people and their homebuying situation. This tactic will help you show that you are listening to and engaging the contact. In addition, using database intelligence provides insights about your customer, such as credit scores, home equity, home listings.
Know your borrower’s preferred channel of communication
Most mortgage professionals already work across many communication platforms (phone, email, text, social media, app, video). Thus, communicating across a customer’s preferred channels makes the loan process easier and can boost repeat business and future referrals.
Let tech help!
Messages should be personalized with the contact’s name, their goals and your combined strategy. The messages should also be automated so you can close loans instead of having to worry about follow-up.
Whether you love to connect with friends and acquaintances or use social media solely to engage customers and build your brand, chances are you’ve heard about Clubhouse. The app has attracted celebrities like Oprah Winfrey, Ashton Kutcher, Chris Rock, and Jared Leto. It has over 180 investors and has raised $100 million, promising to become Silicon Valley’s latest cash cow. Don’t pass up the chance to capitalize on Clubhouse for mortgage as well!
What is it?
Clubhouse is an audio-chat social networking app that allows users to speak to others or listen to their conversations about various topics. According to The New York Times, the app “works by letting people join pop-up audio chat rooms that disappear when they end. Once in the rooms, users are segmented into tiers determined by moderators. Users can join any chat room, see who is speaking or listening, click into a profile page and follow others.” The focus is on high-brow conversations that mimic real life interactions.
How can it benefit your mortgage business?
Clubhouse gives users the option to follow other users, join rooms, follow topics and start rooms of their own. As the app gains more popularity, you can expect to find more mortgage and real estate experts creating conversations.
In addition to learning about what other industry leaders are doing in real estate, the app is a great space for networking with other industry professionals.
How to get an invite?
The Clubhouse app is still in beta, so it is currently Apple-only and invite-only. While the developers plan to make it available more widely, there are currently two ways to receive an invitation. An active user of the app can invite you via their main menu. Or you can download the app and notify your connections, who may be able to add you to the platform.
What to do once you’re in it?
Now that you are in, you will need to build your profile.
- Upload a clear and crisp profile photo.
- Write a bio that quickly gives users insight into who you are and the value you could offer in conversations. Use emojis in your bio. Unlike any other social media app, Clubhouse allows users to search by emoji.
- Link your Instagram and/or Twitter account for people to easily connect with you.
How to navigate the hallway?
After your bio is set up, you’ll enter the hallway, which is the name for Clubhouse’s main feed. There you can:
- Enter any active public chat room to listen in or take part in the conversation.
- Start a private chatroom with any of your friends if you swipe (right to left) in the hallway.
- See upcoming discussions based on clubs you’ve followed or scheduled rooms
- Review notifications to see who has followed you, when someone you follow is speaking in a room, invitations to join a room, and when someone you follow has scheduled a room to open.
- Search the member directory.
What happens when you enter a room?
When you enter a room you’ll join in as a listener with no microphone access. Make sure to listen to the conversation and get a feel for the tone and topic. If you would like to contribute to the discussion, click the hand icon and the moderators can choose to “bring you up to the stage”.
Using Clubhouse for mortgage
To make the most of Clubhouse for your mortgage business, start chat rooms to share your mortgage expertise and network with other professionals. Just remember to schedule your room in advance with a catchy headline and topic summary.
A great idea is to start referral rooms to focus on making referral connections outside of your own market. You can also host regularly scheduled chats for consumers where you answer questions how the mortgage process works or interview local business leaders.
While you may think of TikTok as a platform for younger generations, 62% of users are age 20 or older. These users are the next crowd of homebuyers, so showing up where they’re currently spending time is the first step to leveraging TikTok for mortgage and building a relationship.
If you aren’t familiar with TikTok yet, here’s the scoop. TikTok is a video creation app that provides users filters, effects music and soundbites to create videos ranging in length from 15 – 60 seconds. The app currently has over 14 million active users a month in the U.S. who spend an average time of 47 minutes on the app during each use. Average users range from 18-44 and 37% of users have a household income exceeding $100,000.
TikTok for mortgage planners has seen significant growth in the past few months with more people being home and using the platform. As a result, older prospects are beginning to show up on TikTok more often. As a loan officer, make yourself familiar with what others are posting so you can then take those ideas and apply them to mortgage.
Successful TikToks are most often ones that feature songs, sounds or effects that are popular on the app at the time they are posted. We rounded up some tips to help you elevate your mortgage marketing on the platform.
Make educational videos
Go through each type of individual: buyer, seller, first-time homeowner, and brainstorm what they would want to know. But make it short and break up talking points into more digestable 15-second videos.
Know your audience
Think about your target audience. If your goal is to target first-time homebuyers, you could make a video to highlight 4 things to do to purchase a home in your 20s.
Consistency is key
Just like any other social media platform, to generate the best results you will need to be consistent. Create a content calendar and aim to post a few times per week.
Link to other platforms
One powerful feature of the app is the fact that it allows you to link out to Instagram and YouTube. If you have a lot of engagement on your Instagram, linking it to TikTok will help people discover you organically.
Just like other social media platforms, hashtags on TikTok help users find posts that they are looking for. Adding relative hashtags to your posts will create traffic. If you are using a song or trend, be sure to use the related hashtag.
Challenges are an essential feature of TikTok’s community. TikTok’s users love taking up a challenge and making and uploading videos accordingly. These challenges are usually given a #-tag name, to make them both memorable and easy-to-find.
Answer questions your clients frequently ask
Try using a TikTok trend or simply you can simply film yourself answering a question, add the appropriate tags and some music to the background, and post it to TikTok.