EVOLVE: DIGITAL MARKETING AND DIGITAL EXPERIENCE. March 15, 2018

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1 EVOLVE: DIGITAL MARKETING AND DIGITAL EXPERIENCE March 15, 2018

2 SPEAKERS Steve Hoke VP, Product Management Finastra Steve Ryan Founder & CEO RyTech, LLC David Lykken Founder & Chief Transformational Officer Transformational Mortgage Solutions (Moderator) Finastra February 22,

3 AGENDA Subtitle if required David Lykken Introduction Steve Ryan Optimizing your digital marketing Steve Hoke Evolution of Digital Banking Digital Home Buying Journey David Lykken Closing and Q&A Finastra February 22,

4 OPTIMIZING YOUR DIGITAL MARKETING Steve Ryan Founder & CEO Rytech, LLC Finastra February 22,

5

6 167 billion The average number of searches conducted on the Internet per month. Source: SearchEngineLand

7 3.4 million The average number of searches conducted on the Internet per month in the United States related to the mortgage industry. Source: Ahrefs

8 86% of consumers prefer more authentic and honest brand personality. Source: Sprout Social

9 64% of people state they determine whether they will open an based upon the subject line. Source: Salesforce

10 85% will manage their relationship with a business without connecting with a human by Source: Target Marketing

11 60% of organic searchers click on the first three results. Source: Search Engine Watch

12 3.4% of searches resulted in click on a paid ad within search engine. Source: MOZ

13 18% of local searches done on mobile devices lead to a sale within a day. Source: Junto

14 Your Online Presence First Impression First (and perhaps only) chance Digital Image Online Persona

15 Why Digital Marketing? Push v. Pull Marketing Technique Attract New Clients Be Found Online Generate Exposure Expand the Reach of Your Message Engage Current Contacts

16 Client Success: Driving School Goal: Fill Classes that are Under Enrolled Proposed Solution: Facebook, Targeted Advertising Campaigns On-Page Technical & Content SEO Results: User Acquisition Grew by 32% with conversions growing by almost 20% Facebook Ads Delivered 25% CTR with 50% conversions

17 Attracting Traffic Organic Website Conversion PPC

18 Ranking Factors to Consider Backlinks Content User Experience Technical Factors Page Speed Mobile Responsive

19 Top 10 Monthly Related Searches Mortgage calculator 2,240,000 Mortgage payment calculator 368,000 Mortgage rates 301,000 Mortgage interest rates 60,500 Mortgage payoff calculator 33,100 Mortgage amortization calculator 33,100 Mortgage loan 27,100 Mortgage definition 27,100 Mortgage insurance 22,200 Mortgage broker 22,200

20 Anatomy of Local Searches "Mortgage Broker Near Me" PPC (Immediate) Local Pack (Geographic) Organic Results (Long Game)

21 Potential Costs Associated with PPC Mortgage Rate Change Calculator - $43+ Mortgage v. Loan - $32+ Online Mortgage - $30+ Mortgage Interest Rate Comparison - $19+ Mortgage Calculator - $2+ Mortgage to Salary Ratio - $0.70+ Line of Credit v. Mortgage - $0.84

22 Content is King - Tell Your Story Create shareable content. Participate within the social networks. Build connections and followers. Cross reference your platforms (without cross posting your content) Remain active on a consistent basis.

23 Effective Ways to Connect with Content Include a clear call to action Be concise Use content that pertains to your business Don't make guarantees you cannot deliver Don't post just to post

24 Client Success: Community Bank Goal: Market Awareness with New Branch Openings; Deposit Accounts Proposed Solution: Develop Social Media Strategy Manage Facebook, Twitter, LinkedIn, and Instagram accounts Results: Increased impressions of social media channels by 482.5% Increased engagement of targeted users by 504.3%

25 EVOLUTION OF DIGITAL BANKING Steve Hoke Vice President, Product Management Finastra Finastra February 22,

26 Our industry does not respect tradition it only respects innovation Satya Nadella, CEO of Micorosft Finastra February 22,

27 Complexity A METHODICAL APPROACH TO DIGITAL ADOPTION High Commercial Mortgages Low Account balance inquiry Transfer money between accounts Apply for a credit card Apply for an auto loan High Volume Low Finastra February 22,

28 WINNING WITH TODAY S CONSUMER Institutions have to deliver on all fronts Product breadth Customer service Local presence Technology = Finastra February 22,

29 THE RACE FOR THE CONSUMER - Traditional lenders need to get better at technology - Online competitors need to get better at product, service, and local Traditional Lenders Product breadth Customer service Local presence Technology Online Lenders Product breadth Customer service Local presence Technology Finastra February 22,

30 WHAT DO THESE COMPANIES HAVE IN COMMON? Finastra February 22,

31 THEY RE EXPANDING OFFLINE In a bid to expand customer reach, well known brands are expanding off line Finastra February 22,

32 DIGITAL HOME BUYING JOURNEY Finastra February 22,

33 THE DIGITAL MORTGAGE What does it take to deliver? Digital marketing and channel management Best in class borrower experience with limited friction Real time status between borrower & lender Efficient exchange of data & documents Integrations with mortgage service vendors Digital closing Finastra February 22,

34 HOME BUYING JOURNEY The most popular mortgage-related search queries were variations on How much mortgage can I afford? Route borrowers to the most cost effective channel to track marketing ROIs Digital can offer great line of sight to your marketing efforts. 57.3% Watch borrowers as they flow through the application and underwriting process and see where critical fall out points are. 15.9% 8.8% 8.8% 9.2% Purchase Pre-Approvals Refinance Refinance with CashOut Home Equity Finastra February 22,

35 MOBILE IS DRIVING ENGAGEMENT Applicants want choice and engagement across devices 1 Mobile 8% of applicants are fully submitting applications through mobile devices. Device Application Submission 8% 2% 2 Mixed 2% are starting on a mobile device and finishing on a desktop 3 Desktop 90% are still using desktop browsers for application submission 90% Mobile Cross Device Desktop Finastra February 22,

36 Half the money I spend on advertising is wasted; the trouble is I don't know which half John Wanamaker, Founder of Macy s Finastra February 22,

37 FUNNEL CONVERSION RATES Test, track, and measure Three ways to grow mortgage volume Application 1. Put more volume into your funnel, and covert at the same rate U/W 2. Put the same volume into your funnel, but increase your conversion rate Processing 3. Do both! Closing Customer Finastra February 22,

38 QUESTIONS? Finastra February 22,

39 Thank Finastra LinkedIn Finastra YouTube