2020 has presented as many opportunities as challenges for the world of mortgage origination, but the need for the industry to take an even greater shift into the digital landscape and explore new mortgage marketing technology comes as news to no one. Digital applications, POS systems, CRMs, CDPs, lead generation tools and digital marketing adoption require full immersion into training, however. With some loan officers struggling to handle the influx of refinance applications all while providing excellent customer care to homebuyers, it can seem like there aren’t enough hours in the day — even if there weren’t multiple new mortgage marketing technologies to master.
Mortgage marketing technology in the mortgage space creates automation for mundane tasks and offers the homebuyer a more streamlined experience, but it also requires the originator to truly understand the meeting place between human connection and the need for good tech. The truth is that on virtually every originator’s desk right now sits a legal pad full of handwritten notes about each buyer, and the buyer’s cell phone number remains their most important tool. But there is a world of business building that can be achieved by using advanced marketing, simpler applications and mobile technology if time can be made to learn their basic functionality.
How can a loan officer keep up? It’s easy to suggest time blocking 30 minutes for tech each day, but it’s harder to figure out where that half hour can be budgeted. If adapting to the digital landscape is a priority, consider using the following tools:
- Don’t panic. Of course, that’s easier said than done. Tech is hard. It’s often confusing, even for those in your company with a clear understanding of the benefits. Take it slow and ask a lot of questions.
- Give yourself 30 minutes per day to look through your tech stack. For most mortgage originators, that will include Encompass, a CRM, online lead gen and a mobile application tool. Scheduling or time blocking just a half hour to stay on top of tech will put you ahead of the game.
- Don’t be tempted to put out fires. There are always going to be distractions but try to keep focused. Turn your email and phone off and just concentrate on the task at hand.
- Use the resources. Most mortgage marketing technology companies will have plenty of training on their website for basic functionality. Master the intro videos first. If you don’t have a product owner in your own company who can answer questions, reach out to the tech company to schedule a training with the support team.
- Team up with your branch or colleagues. Working together makes a difference. Even though many people are working from home right now, create a Zoom meeting to tackle one piece of the platform at a time. If it’s your CRM, first learn what the system does and then learn what it offers before beginning to customize things to work best for you.
- Keep going. It will be overwhelming but you are soon going to have a much better understanding of each platform. Dedicate yourself to learning one platform at a time but be consistent with your 30 minutes by learning more.
- Show your success. If you can lead by example and see the rewards of using a platform, empower others to do the same with your words and actions.
For more information about mastering mortgage marketing technology in 30 minutes each day, click here.