marketing matters | the importance of database marketing | september, 2014

- P a g e -

MARKETINGMATTERS Volume 1 / Issue 2

SUCCESS STORY

Marla Knauss plugged into the

LoanStar Marketing System in

2014. Now her business is

booming!

Marla Knauss, Principal Broker at .

Equity Oregon in Portland, Oregon .

S E P T E M B E R | 2 0 1 4

The importance of

DATABASE

MARKETING

- P a g e 2 -

CONTACTS | Phone 503.597.6702 | Email [email protected]

Kenn Bartley | SVP Marketing & Business Development | [email protected]

Adrian Khaki | Regional Marketing Manager | [email protected]

Matt Houston | Regional Marketing Manager | [email protected]

Nick Long | CRM Manager | [email protected]

Kayla Bowker | Marketing Administration | [email protected]

Sheri Kramer | Marketing Administration | [email protected]

Matt Houston | Business Development Manager | [email protected]

Emily Eastburn | Marketing Administration | [email protected]

Lauran Woodruff | Marketing Administration | [email protected]

Julie Farrell | Business Development Manager | [email protected]

MM

MARKETINGMATTERS “Design is not just what it looks like

and feels like Design is how it works”

STEVE JOBS

(1955—2011)

Marketing Matter s i s p r ov ided to e ver yone at LoanS tar Hom e Lend in g t o use , shar e and l aunch . The sta ff w el -

comes comments and ideas and a lthough we st r ive for per fection, we are wel l aware that we won’t p lease

- P a g e 3 -

Database Marketing Breathes Fire Into Your Business

UNLEASH THE

DRAGON by Kenn Bartley, SVP Marketing & Business Development

Database marketing is, has and always will be the best form of

activity any originator can do to create a long-term, sustainable

business. Keeping “top-of-mind” to everyone you know – forev-

er – is what it’s all about.

At LoanStar, originators get foundational database marketing

provided for them. As long as the database provided to the mar-

keting department is solid (see “What is a Database”), the 25

annual drip system will churn out repeat business and referrals

month after month.

We also provide foundational database marketing to our referral

partners. As badly as originators need turn-key support, so do

our Realtor® and builder associates.

WHY DATABASE MARKETING

Everyone you know – your family, your friends, your alumni, net-

work groups, Facebook friends, LinkedIn contacts, doctors, law-

yers, accountants – and of course your past clients and more all

will need or know someone that will need your services some-

time before you retire. And as much as you would like to think

they will contact you when that need arises, chances are they

will have forgotten what you do, where you do it, or if you are

still doing it – unless you constantly and consistently remind

them that you are in the industry and how to contact you.

The National Association of Realtors® 2013 survey found that

84% of home buyers would use their agent again. That’s fantas-

tic! However, only 12% did use the same agent as the time be-

fore. Why? Because agents, like loan officers, have not been

consistently and constantly dripping on their database. Couple

that with another statistic – the average time between home

purchases has increased from six years in 2006 to nine years in

2013, and now you can see why agents, and likely the loan offic-

ers, has been forgotten and they go with the first referral that

comes to them.

WHAT IS A DATABASE

Originators, Realtors® and builders should be engaging in a foun-

dational database marketing program and never stop. But just

who are the contacts that should be engaged into a campaign?

It’s as simple as this: If you call a contact and they answer “Hi,

how are you!” then that is a person to keep your name and con-

tact information in front of for the rest of time. Conversely, if they

answer “Who is this?” then that contact is simply an opt-out

waiting to happen. So add more of the former and never the latter

and over time you’ll have a great shot at more business.

Occasionally - no often really - originators and agents will say to

me that they don’t have a database. My challenge to that is to

look around. Do you have family? Of course you do and they

should get a loan from you, but will they remember that you are in

the business and where you work many years from now if you

don’t constantly let them know? Besides family you likely have

friends, classmates, former co-workers, and networking groups

that you can add to your database. Professionals you use in your

daily lives should know what you do so add your dentist, doctor,

attorney, accountant, financial planner, mechanic, pet groomer -

you get the point – all these people need or know someone that

needs you, you just don’t know when so keep in front of them al-

ways!

SHINEY NEW TECHNOLOGY GAGETS

What about blogs, apps, rate blasts, market watch, MBS tickers,

videos, and the latest technology du jour? Yes and no, but for the

most part these can be effective but add to - not replace - data-

base marketing.

So unleash the dragon! Get your database contacts engaged with

LoanStar marketing systems today.

- P a g e 4 -

As Easy as 1 – 2 – 3 – LAUNCH!

Please note: To satisfy RESPA requirements, business partners are invoiced for the costs of third party expenses. See your L oanStar representative for more

information about RESPA compliance.

Meet with our Marketing Team to develop your plan uti-lizing our LoanStar business partner marketing campaigns.

Approve copy and artwork and send your database information to the LoanStar Marketing De-partment.

We launch your campaigns for you! You receive referrals, phone calls and leads from YOUR data base of customers and friends!

How to get started

LoanStar Marketing

Your Marketing Concierge

LoanStar Home Lending is designed to handle all marketing needs for our team, including business partners. The

LoanStar Marketing Department’s organizational structure is designed in a concierge manor, assigning each region

an individual Marketing Specialists for which LoanStar Home Lending operates.

Adrian Khaki

Regional Marketing Manager California

Arizona/New Mexico Texas

Matt Houston

Regional Marketing Manager Portland Everett

Bellevue

Kayla Bowker

Marketing Concierge Portland

Clackamas Vancouver

Matt Houston

Marketing/ Business Development

Sheri Kramer

Marketing Flyers

Kenn Bartley

SVP Marketing/ Business Development

Nick Long

CRM Manager

Julie Farrell

Marketing/ Business Development

Power Behind The Scenes

Andy Jaeger

Marketing Concierge Everett

Lauran Woodruff

Marketing Concierge Portland

- P a g e 5 -

Marketing Success Story Marla Knauss, Principal Broker at Equity Oregon, plugged into the LoanStar’s Marketing System in 2014. Now her business is booming! Database Marketing The secret behind Database Marketing and the importance of an organized database unleashed. Re-engagement Campaign Re-engage your database and get their most up to date con-tact information with our market-tested Re-engagement Cam-paign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many do, and you get instant leads!

Annual Review Keep in touch with your database by using our Annual Review Campaign. Your clients will receive an Annual Review in the mail, as well as a follow up phone call from you! Being there for your past clients is one of the most important things you can do.

Monthly Emails/ News-letters We manage a Monthly Email sent out to your database with helpful market information, seasonal information, or just to remind them

you’re available if they ever need you! Stay in front of your database by a 4-page Monthly Newsletter sent out the first of every month! Our newsletters are a great way to stay in touch with your contacts and keep them informed with the most recent market conditions. It’s “old-school” direct mail, but it works!

Moving Promotion Impress your customers and referral partners with our compli-

mentary Moving Package as a closing gift! Every borrower receives a Gift Certificate to a local moving company that sup-

plies enough boxes, tape, marker, labor and moving truck to kick-start their move to their new home – compliments of you

and LoanStar Home Lending! Promotional materials for your referral partners are ready to go as well!

Finance Options & Open House Marketing

Impress future prospects with high quality Open House Flyers! Give visitors detailed information on the house they are vis-

iting, as well as financing options so they can have an idea of affordability, get excited, call for an appointment, and get

approved to buy! Combine with our co-branded Moving Promotion marketing

materials and capture more buyers and sellers!

Custom Campaigns We offer customized marketing to all of our Business Part-

ners! We want to help you build your business in any way pos-sible. Our marketing department will work with you on mar-

keting to specific farms, personalized postcards and just listed or just sold flyers!

5

8

10

12

14

18

22

24

- P a g e 6 -

MARKETING SUCCESS STORY Marla Knauss plugged into the

LoanStar Marketing System in

2014. Now her business is boom-

ing!

Portland agent Marla Knauss, Principal Broker at Equity

Oregon Real Estate, has accumulated many contacts over

the years. She has always wanted to use marketing tactics,

but was looking for unique and strategic ways to reach out

to her past client database.

After meeting with Jon Kurahara, a Senior Loan Officer at

LoanStar Home Lending, and Matt Houston, one of

LoanStar’s Marketing Managers, “We told her we could

create a campaign to reach out and clean up her database,

and then plug it into a systematic marketing program that

would keep her in front of her contacts and top-of-mind,”

said Houston.

Kurahara and Houston showed Knauss the 25-Touch sys-

tem that started with a “Re-Engagement Campaign” and

she was hooked!

- P a g e 7 -

After their intense marketing overview meeting,

Knauss hurried back to her office, grabbed a thumb-

drive containing her database and handed it off to Ku-

rahara and the marketing team.

The LoanStar marketing team consists of ten dedicated

marketing professionals ready to help LoanStar origi-

nators and their realtor business partners with their

marketing. The team took Knauss’ raw data, filtered

through it and created a useable

database to launch a solid market-

ing campaign.

“Her database seemed to be well

organized when we received it,

onlt little tweaks were needed to

be made. Our team was ready,

hands on deck, for a cart full of

cards and old purchase agree-

ments to compile for her” said

Houston.

For RESPA compliance, Knauss pays for all third party

expenses, such as postage, gifts, printing and subscrip-

tions. A LoanStar Originator—Kurahara in this case—

is co-branded throughout the campaigns. The value is

in LoanStar’s dedicated marketing staff to handle it all

on-time and in compliant fashion.

Knauss’ database marketing system was and is cur-

rently completely handled by our marketing team.

Step one began with a three month “Re-Engagement

Campaign” that energized her long-forgotten contacts

and “re-engaged” them into her business. She got in-

stant leads and renewed relationships with her con-

tacts. This is partially due to her contest offering a

Starbucks or ColdStone gift card for returning updated

database information. The returned info also entered

her contacts into a drawing for an iPad mini!

“We get up to a 30% return on direct mail re-

engagement campaigns,” said Houston. LoanStar stats

find that less than 2% of the email version of the same

re-engagement campaign are returned. “I’m really

glad we went about the campaign through direct mail

rather than email,” mentioned Kurahara.

The re-engagement campaign also cleaned up her da-

tabase, so that going forward the names, addresses,

emails, etc. were accurate, saving hundreds of dollars in

future print and postage.

Step two was starting a once-a-month drip campaign by

direct mail newsletter and an email message. Step three

is a once-a-year “Annual Review” that begins with direct

mail, followed by a warm phone call.

LoanStar and Knauss also co-brand listing fliers, open

houses, post cards and more.

“Working with Matt Houston and Jon Kurahara was

fantastic from the start!” Knauss said. “Matt and Jon

have great ideas, are so supportive and most importantly

go the extra mile time after time.” Knauss enjoyed the

time spent brainstorming and really felt LoanStar and

their team helped her from the start, “...they are great

lenders, know their business and are extremely respon-

sive and informed. The three of us got together when I

first moved over to Keller Williams (KW) at the begin-

ning of 2014. Matt and Jon had a re-engagement cam-

paign idea to give away an iPad Mini in exchange for

updated information. I collected a lot of emails (free

marketing – love that) and got reconnected with all of

my clients and friends - plus updated my mailing list

(Jon calls this a scrub). The give-away was a huge suc-

cess and my IPAD winner, Joey Olsen of West Linn, OR

was thrilled! I immediately saw the benefit with in-

creased business and referrals. Thank you Matt and Jon

for the great idea, great execution AND great support!”

Knauss said.

To learn more about how LoanStar marketing can work

for you, please contact your loan star for a presentation

and how we can become your marketing team!

“I immediately saw the

benefit with increased

business and referrals!”

- P a g e 8 -

Rolodex

Find

YOUR

Database!

The most effective and efficient long-

term marketing is to have a system

that creates and maintains Top-of-

Mind awareness of what you do and

how to reach you. The LoanStar

Marketing System is designed to do

that with a minimum of 25 touches a

year to your database. The system

has been tested, tried and targeted

for over 20 years and is effective and

produces results. And now it is also

available to help LoanStar Origina-

tors assist their referral partners to

establish a long-term database mar-

keting plan as well – a true “Win-

Win” program that cements a rela-

tionship.

Where do I get my database?

Everyone has a database whether

they know it or not! The LoanStar

Marketing Team will take your data,

in any format from business cards to

a zip drive, and organize it to launch

your database marketing.

Why Database

© 2014 LoanStar Home Lending. For internal use only. Do not copy or distribute without express written permission from an officer at LoanStar Home Lending, LLC.

- P a g e 9 -

Marketing.

Sources of Data:

You have one – get it to us and we’ll format it for

you! Here is where you can find contacts:

Facebook Friends and Family

LinkedIn Contacts

Business Card Rolodex

Personal Address Book

Past Client Lists (electronic or paper)

Your Mobile Phone Contact List

“Junk Drawer” – add contact infor-

mation on anyone that knows you to

your database!

Formatting Your Data

Like Terry Foster, an agent with Realty Edge

Better Homes & Gardens in Portland, Oregon

(see August 2014 issue) who brought in a hand

truck of file boxes containing his “database,”

our marketing team is designed to take your

data, in whatever form, and create a useable

database to launch and maintain your own

personal marketing campaigns.

We’re engineered to shine. For more infor-

mation contact the LoanStar Marketing Team

at [email protected].

Our marketing team is designed to take your data, in

whatever form, and create a useable database to launch

and maintain your own personal marketing campaigns.

- P a g e 1 0 -

Re-engagement Campaign

WHAT

Re-engage your database and get their most up to date contact information with our market-tested Re-engagement Campaign! Your clients will have the opportunity to enter to win a prize of your choice by sending in their updated information. Many do, and you get instant leads!

HOW

Contact your LoanStar Business Partner to order your personalized copy.

COST

Free to design and email; nominal direct mail costs may apply.

Also Available as an E-Mail Blast

WHAT

This is an online version of the highly successful direct mail piece, the Re-Engagement Campaign. This fill-

form survey is attached to the email and is to capture updated data, leads, choose their participation gift

card, and enter them to win the giveaway prize. The addition of the fill-form may help improve database

engagement.

Note: Responses to direct mail average 30% return rate. Email return rate has been less than 2%.

HOW


EMAIL RECIPIENTS

Initial Database

COST

Gift cards and grand prize.

- P a g e 1 1 -

- P a g e 1 2 -

Annual Real Estate Review

WHAT

Keep in touch with your database by using our Annual Review Campaign. Your clients will re-ceive an Annual Review in the mail, as well as a follow up phone call from you! Being there for your past clients is one of the most important things you can do.

HOW


COST

Free to design; nominal printing and direct mail costs may apply.

- P a g e 1 3 -

- P a g e 1 4 -

Monthly Emails/ News-Letters

WHAT

Keep in touch with your database by using our Monthly Emails/ News-Letters. Your clients will receive a monthly email! Being there for your past clients is one of the most important things you can do.

HOW


COST


- P a g e 1 5 -

Monthly E-Mail Blast

Monthly News-Letter

Guy Evoniuk Senior Loan Officer NMLS# 114811

Direct: 503.341.0240

[email protected]

LoanStar Home Lending 9020 SW Washington Square Road, Suite 350 Portland, OR 97223

Terry Foster Broker Direct: 503.890.9504

[email protected]

Realty Edge- Better Homes &Gardens Realty Partners 12550 SE 93rd Ave, Suite 200 Clackamas, OR 97015

Terry Foster Broker Direct: 503.890.9504

[email protected]

Realty Edge- Better Homes &Gardens Realty Partners 12550 SE 93rd Ave, Suite 200 Clackamas, OR 97015

- P a g e 1 6 -

“Downsizing Flyer”

WHAT

Use to show prospects that you have all the bases covered when it comes time to sell and

buy a smaller home.

HOW


WHO

Clients and prospects.

COST


- P a g e 1 7 -

- P a g e 1 8 -

“Let us Move You!”

WHAT

Our moving promotion is a great added value that can help you not only get more clients.

Partner up with your LoanStar Business Partner and use this email blast to promote this

awesome promotion to everyone!

HOW


COST

Free!

- P a g e 1 9 -

- P a g e 2 0 -

“Moving Gift Certificate/14 Day Close” Flyer

WHAT

Impress your customers and referral partners with our complimentary Moving Package as a

closing gift! Every borrower receives a Gift Certificate to a local moving company that sup-

plies enough boxes, tape, marker, labor and moving truck to kick-start their move to their

new home – compliments of you and LoanStar Home Lending! Promotional materials for

your referral partners are ready to go as well!

HOW

Order from your LoanStar Business Partner! Not intended for eBlast at this time. Will be

printed on heavy stock with envelopes printed with “MOVING GIFT CERTIFICATE ENCLOSED”

on them.

COST

Free to design and email; nominal direct mail and printing costs may apply.

- P a g e 2 1 -

- P a g e 2 2 -

“Open House/Financing Flier” for luxury homes

WHAT

Re-designed Financing Option Flier for upper end homes. Can be used for any price range.

HOW

Call your LoanStar Business Partner to order and specify Standard or Luxury style format. To

ensure delivery, allow 48 hours to produce and delivery you a .pdf to print.

COST

Free to design and email; nominal printing costs may apply.

- P a g e 2 3 -

- P a g e 2 4 -

“Neighborhood Open House Flyer”

WHAT

This is an example of an open house email that was featured all the Open Houses in a neigh-

borhood. This event has been proven to be successful and has created leads for the LoanStar

and agents.

HOW

Marketing can create the Flyer and Contact your LoanStar Business Partner to get it emailed

to your targeted database.

EMAIL RECIPIENT

Clients and Associates

COST


- P a g e 2 5 -

- P a g e 2 6 -

Open House Promotion

WHAT

Partner up with your LoanStar Business Partner to help promote and drive traffic to your

upcoming open house.

HOW

Contact your LoanStar Business Partner for more information.

COST

No Cost! But your legwork is required!

- P a g e 2 7 -

- P a g e 2 8 -

Direct Mail

WHAT

Custom and personalized co-branded postcards. Let your imagination run and coordinate

with your LoanStar Business Partner on an outstanding co-branded postcard.

HOW

Contact your LoanStar Business Partner to start the design process today.

COST

Free to design and email; nominal printing and direct mail costs may apply.

- P a g e 2 9 -

- P a g e 3 0 -

“Rent Vs. Buy Two”

WHAT

A version of the Rent vs. Buy Flyer that works well targeting rental databases.

HOW


EMAIL RECIPIENT

Renters

COST


- P a g e 3 1 -

- P a g e 3 2 -

Contact your loan officer to schedule an appointment

to design your personal marketing campaign!

marketing matters | the importance of database marketing | september, 2014

Documents

loanstar marketing system

s e p t e

shar e

repeat business

sustainable business

p lease p

marketing matter s i

g e marketingmatters