"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." ~ Steuart H Britt
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MORTGAGE BEST PRACTICES:
The first thing you want to do is make sure you are familiar with the”compliance tips for text marketing” and TCPA and update your contracts/terms/conditions to allow for the use of texting on a cell phone. The good news is that mortgage clients when they fill out a loan application give permission for the loan officer to contact them (yay-for once it's easy to market as a mortgage professional!) Only text people that you know. The idea of the product is to build relationships over time so that they remember you and trust you with their business or references. You have to earn a spot in a customers’ cell phone, and once you do you have a major leg up on the competition. Be patient.
I cannot emphasize "patience" enough. This is a drip campaign. You can get a lot of opportunities very quickly using Texting Base, but the idea here is to slowly build trust and keep in touch so you get first crack at all repeat business AND referrals. You don't get there by spamming people.
If you close one employee for a job or one extra loan/year, the ROI is significant. With the average homeowner moving or refinancing every 5-7 years, you should have a lot more opportunities when you keep in touch with everyone.
Here is an article on ”how to make more money as a loan originator.”
Here are some common uses for Texting Base:
-Compliance-controlling the text messages and owning the data for the company
-Asking for Referrals-after loan has closed
-Birthday Texts-building the relationships
-Holiday Texts-building the relationships
-Recruiting Loan Officers for Employment
-Meeting reminders for the sales team
-Communicating urgent changes/weather updates
-Retention of Key Employees-helping them close more loans keeps them happy
-Recruiting Realtors-weekly messages asking if they need help? Sending updates
-Conditions-texting the realtor and borrowers conditions to get them in quicker
-Text Rider-using your Texting Base number as a real estate rider to get leads
-Open Houses-partnering with agents to market their open houses (geo groups in TB)
-Anniversary Texts-every year
-Market Updates-for customers who opt in for them
-Collecting Loan Apps-sending out links to interested customers
-Building a Database-use your TB number for marketing so people can text you
RULE #1 FOR TEXTING:
Text as if you're texting someone you know well.
-Use this tool to recruit new loan officers and retain them…they don’t leave when closing loans.
-Use “My Contact Backup” APP to pull numbers off of a cellular phone and email the contacts.
-Have new hires use the system right away…the low hanging fruit will come from people they know.
-Compliance-making sure communications are controlled and not sent out randomly by cell phones.
-Risk management-corporate needs to own all customer communication in case there is a lawsuit.
-Spend extra time organizing data in the spreadsheet(s) to make sure it is perfect. It is easier to manipulate in Excel or CSV than in our system.
-If you can export data by relationship type into separate spreadsheets, it’s easier. ---Download current loans closed, realtors, prospects and upload each separately so you can “select all” and move directly into a group once in Texting Base.
-First name, last name and cellular phone are mandatory. Select birthdays, zip codes and states if you can so you can map it into Texting Base.
THE FIRST MESSAGE
-A compliance message goes out concurrently with your first message, which announces your name AND your company name with an opt-out. You do not have to put an email together specifically with your name and company, that would be redundant.
-Do not try and sell on your first campaign. If you can start on a holiday, that is ideal.
-Wishing a happy holiday is a great way to warm a cooled relationship. Your goal is to get them to add you and your company name into their phone. Be patient.
TIP-grab old leads and start them on a major holiday to warm them back up.
-Be prepared for wrong numbers, changed numbers, "please don't text me" and some data cleanup on the first campaign...maybe even some "colorful language."
-Choose a time to start that falls at an odd time (like 12:11) so it’s not obviously going out at exactly noon. You want this to feel personal and natural.
-Make sure you “text base” with everyone at least 6 times a year and possibly more (one referral text/year). You do not want to spam people. You want your name and “mortgage” to be fresh on their brain all year long.
-The system will not log you out. You can keep the browser open and check messages a few times a day.
-If you have a campaign going out, try and monitor responses more often. Texting is personal, and people will expect a response more quickly than email. You do have more room to respond slower on holidays, so spend the time with your family and enjoy (not on Texting Base all day).
LOAN FILE TIP
-Use Texting Base to send outstanding conditions to realtors and borrowers. Realtors will love you.
-When a loan closes schedule an individual text to that borrower a year from the closing date reminding them that it’s been a year since the loan closed, and thanking them for the business.
-Use the “geo locate groups” feature when helping with open houses, throwing events or traveling.
ABOUT THE AUTHOR:
Eric Beans is CEO of Texting Base, Inc., out of Orlando, Florida. Texting Base is a cloud-based ”SMS Marketing Automation Platform” which allows entities to personalize group text messages.
Prior to Texting Base, Eric was the first US employee of TechSpan which became Headstrong. Headstrong sold for $550M to GenPact.
With a group of partners in 2005, Eric started Premier Mortgage Capital, Inc., a nationwide state charted Mortgage Company that grew to over 2B/Year in originations.
Eric is the author of "Changing The World Through Texting Software" and writes the entrepreneur section of "LA Style Magazine." Eric is an inventor, investor, and longtime entrepreneur.
Texting Base does not offer legal advice-please consult an attorney before starting to text for business purposes.