Ask the Experts: Tips & Tricks

Transcription

1 Ask the Experts: Tips & Tricks Consumer Engagement Track

2 Why Consumer Engagement? Margins continue to tighten Interest rates continue to fluctuate There are fewer borrowers and less inventory High cost of customer acquisition 2

3 Nurture s Content Marketing Referral Marketing Mailers Advertising Social Automated Lead Distribution & Prioritization Lead Scoring Instant, Multi-Channel Communication ( , Phone, Text) Online Application Borrower Portal Automated Status Updates (LO, Borrower, Partner) Financial Advice Secure Document Upload econsent & esign Credit Reporting Asset Verification Post-Close Nurture s Lead Scoring Performance Analysis Annual Mortgage Review Loan Comparison & Pricing 3

4 Karen Currey Kim Cassara Anand Nimbalkar Tom Lyons Senior Product Manager Ellie Mae Senior Product Manager Ellie Mae Director, Product Management Ellie Mae Manager of Solutions Engineering Ellie Mae 2018 Ellie Mae. All rights reserved.

5 Tim Kenny Director of Mortgage Services, Vice President Arvest Bank Brandon Durham Product Support Manager Homeowners Financial Group Brad Sikes Encompass Ambassador, Senior Business Systems Analyst City Bank DBA CapWest Home Loans 2018 Ellie Mae. All rights reserved.

6 Kim s Top Tips & Tricks = Encompass CRM 1. Leverage Marketing Automation Rules 2. Automate your customer experience 6

7 Kim s Top Tips & Tricks = Encompass CRM Leverage Marketing Automation Rules to ensure your marketing efforts are on auto pilot Select your campaign and record type Set your customer segment 7

8 Kim s Top Tips & Tricks = Encompass CRM Automate your customer experience Leads from Consumer Connect Outbound Sales Contact strategy through Velocify LeadManager Lead Nurture Campaign from ECRM In Process Marketing from ECRM Customer Retention Marketing from ECRM 8

9 Tim s Top Tips & Tricks = Encompass CRM Staying in touch with New Apps & Pre-quals Following up with New Customers 9

10 Staying in touch with New Apps & Pre-quals 10

11 Staying in touch with New Apps & Pre-quals 11

12 Tim s Top Tips & Tricks = Encompass CRM Following up with New Customers: Some MLO teams are using the Advanced Search function to find loans that closed (or whatever their number is) days ago to place a thank you phone call, and ask for referrals and/or additional bank business. A side note to this particular activity is that once they ve queued that customer, the MR file also shows the selling and the buying realtors, if they want to thank them as well, either by phone or we have a pre-approved template. 12

13 Questions? 13

14 Anand s Tips & Tricks Encompass Consumer Connect 1. Leverage theming to extend your brand presence and differentiate yourself from competition 2. Make sure your website, loan application and borrower portal follow accessibility standards 3. Leverage multiple loan application workflows (long/short app. Lead gen app, etc.) 14

15 Tips & Tricks Encompass Consumer Connect Leverage theming to extend your brand presence and differentiate yourself from competition 15

16 Tips & Tricks Encompass Consumer Connect Make sure your website, loan app. and borrower portal follow accessibility(ada) standards 16

17 Tips & Tricks Encompass Consumer Connect Leverage multiple loan application workflows (long/short app. Lead gen app, etc.) 17

18 Brandon s Top Tips & Tricks = Encompass Consumer Connect 1. Always keep the average consumer in mind Stay away from Industry jargon and don t over design 2. Borrower Lookup Tool - Critical for Sales and issue resolution 18

19 Questions? 19

20 Karen s Top Tips & Tricks = Velocify 1. Use Pre-Recorded Voic s 2. Create a complete journey map for the borrower 3. Enable Priority Info Bars 20

21 Pre-Recorded Voic s 1. Use Pre-Recorded Voic s Creates consistent experience for your borrowers and ensures every voic sets the right tone. This is Karen from Best Mortgage Company responding to your inquiry into mortgage rates. You can call me back at Allows for upload of company voic to prepare the lead for potential reassignment. This is Best Mortgage Company calling to discuss your current loan options. Call us back at Allows you to pre-record disclaimer or disclosure information to ensure it s being delivered exactly the right way every time. 21

22 Leaving a Pre-Recorded Voic 22

23 Karen s Top Tips & Tricks = Velocify 1. Use Pre-Recorded Voic s 2. Create a complete journey map for the borrower Most consider only the ideal journey the borrower will take with their company, which means they re underutilizing what Velocify can do. What happens if the borrower doesn t text you back? What happens if the borrower doesn t show up for your appointment? What happens if the borrower goes with another lender? 23

24 Karen s Top Tips & Tricks = Velocify 1. Use Pre-Recorded Voic s Creates consistent experience for your borrowers and ensures every voic sets the right tone. Allows for upload of company voic to prepare the lead for potential reassignment. 2. Create a complete journey map for the borrower Most consider only the ideal journey the borrower will take with their company, which means they re underutilizing what Velocify can do. 24

25 Priority Info Bars 1. Use Pre-Recorded Voic s 2. Create a complete journey map for the borrower 3. Enable Priority Info Bars Created from direct user feedback Provides context to loan officers about why a record is a priority Helps with nurturing lost or old closed leads 25

26 Without Priority Info Bars 26

27 Enable in Client Settings 27

28 With Priority Info Bars 28

29 Brad s Top Tips & Tricks = Velocify 1. Create scoring models (Lead and Engagement) 2. Use Velocify web services to liberate your data 3. Turn on and use SMS service 29

30 Create Lead Scoring Models Lead Score - Create scoring models that will apply right when the lead comes in. Engagement Score - Create scoring models that will apply after you have gathered more data i.e. once they fill out the app. *NOTE: Web services can bring back data from Encompass to help with this. Try to avoid using Lead Source as scoring criteria so not to breed lead bias among your sales staff. Letter grading by category. 30

31 Lead Scoring 31

32 Lead Scoring 32

33 Use Web Services to Liberate your Data Feed disparate data sources into a central location, data warehouse, BI tool, etc... Set automatic triggers to update your tables to get near real-time data from Velocify. Once you have the data in your in your central location you can: Run true "cradle-to-grave" analysis on your leads from one spot. You can also run queries and send date back to Velocify via the ModifyLeads webservice. Other capabilities of the web services include: A way to batch update leads based off of lead ID as opposed to needing Campaign (Lead Source) and another field when using the "Import Leads" feature on the site. As a bonus, the web service is usually quicker than the "Import Leads" method too. 33

34 Velocify - Web Services 34

35 Turn on and use SMS service Check the language your lead providers use when it comes to SMS messaging (by completing this form you are authorizing ). If default for the lead source is the lead must Opt-in use templates to get lead consent. If default is the lead must Opt-out then set up SMS template(s) to go out immediately. 35

36 Questions? 36

37 Tom s Top Tips & Tricks = Encompass Product & Pricing Services 1. Dedicate an office to Consumer Connect pricing only Create two users; production and admin 2. Limit to one rate at zero points 3. Hide special programs (HomeReady, Home Possible etc.) 4. See the end of the ECC Setup Guide 5. Try the TRACE option 37

38 Limit Rates to Zero Points Show only one rate at Par Two rules Set Minimum and Maximum Price at

39 EPPS Rule Definition Set Minimum and Maximum Price at 100 Special Case: Price rounds to zero points (100) 39

40 Consumer Connect Admin User Run test loans Check output Number of rates, check margin (not shown in ECC) Have you tried the Trace option? 40

41 Trace Function Shows Rules Firing Enable Trace for Admin user Manager Rights Section Shows each rule manager rule firing Check values, versions 41

42 Questions? 42