27 Jul 2017

Welcome back, class! Yes, we know it’s still a bit early, and the 2017-2018 school session doesn’t start for another few weeks, but we like you to be prepared as we finish up summer and get ready for fall.

At the beginning of the calendar year, there were a lot of predictions for what 2017 would bring to our industry. Housing prices, mortgage rates, lending standard relaxations…those were all the “hot and new” trends everyone was hearing about. But what you may not have heard about were the trends predicted for lead generation and nurturing campaigns.

So, sharpen your pencils! We’ve put together a back-to-school checklist to help you see at a flash how you’re doing compared with all the other kids—er, competitors—in your grade. Let’s get started!

Email capabilities, check. Telephone, check. Mobile-friendly and SMS capabilities…??? Gone are the days where one-channel engagement was the thing. These days, your messages, landing pages and contact means need to be everywhere and anywhere your consumers are. Just look at the numbers: there were 2.6 billion smartphone users across the globe last year, and by 2020 it’s estimated that number will explode up to 6.1 billion.1 In the US alone, at least two-thirds of individuals access the Internet through their smartphones.2

That’s why it’s so important for all aspects of your marketing, including your lead marketing campaigns, to be fully capable of being interacted with via mobile, tablet, desktop or wherever else your customers are receiving their information. (Bonus points if you tie in social media sites Facebook, Twitter or Instagram to reach customers!) That’s also why SoftVu ensures that all the touchpoints of our clients’ campaigns play nice with all channels and all devices—and when the hottest, newest technology comes along? We’ll adapt technologies right along with it.

Any kid (or parent) will tell you that Crayola crayons are way superior to the cheapies you buy at the dollar store. That’s because high-quality items produce high-quality results—and the same is true for the content you produce. Customers these days are savvy, and traditional advertising goes in one ear and out the other. Good quality content, however—information that they find meaningful, entertaining or helpful—is the trendy (and successful) way to reach them and show them your company is the one for them.

For each of our clients, SoftVu develops a customized CRM campaign that includes a plethora of high-quality content. Our team of creative wizards can whip up anything and everything that works for you and your brand, whether that’s an article about why pre-approvals are so important to a list of the best home features to look for or anything in-between. Our goal is to convert your leads into customers for life, which means positioning you as helpful experts before, during and after their mortgage loan experience with you.

Keeping with the crayon metaphor, is your lead generation strategy a color-by-numbers campaign or has it been designed with your business and your differentiators in mind? Giving your leads a personalized experience from the very first touchpoint will make them feel like you “know them” and give them more reason to interact with you.

We like your leads to see you as interesting and fun and hip—in other words, relevant. If you think your lead marketing strategy needs a little freshening for the new school year, we can add quizzes, videos, calculators, newsletters and more to make you stand out and attract attention in a good way.

Knowledge is power! And knowing how your campaign is performing can help you figure out if you’re on top or need to hit the books. SoftVu uses detailed analytics to get information on how our clients’ campaigns are performing in real time. Tracking all pieces of the puzzle can help us course-correct quickly to help improve open rates and other forms of engagement to keep leads alert and interested in learning (about you).

When there are a lot of details to take care of, it’s easy for some things to slip through the cracks when you’re doing it all yourself. After all, you’re only human! But that also means you may be missing out on a lot of opportunities if you’re not incredibly careful.

SoftVu uses automation software to handle the stuff that requires more busywork than brainpower. As soon as a lead drops into the pipeline, the machine goes to work, sending out messages at the right time and compiling relevant information so it’s at your fingertips right when you need it. Doing this enables us to take items off our clients’ plates so they can focus on what they’re really good at, which is helping you’re your prospects and converting them into clients.

So how’d you and your campaign do? If you’ve gone through and weren’t able to check off all the boxes listed above, perhaps it’s time to give your marketing campaign a makeover. Getting everything in apple-pie order is a great way to “make the grade” for the rest of 2017 and have you graduating with top honors.

In The News: Dodd-Frank Update

On June 8, 2017, the House voted to pass the Financial Choice Act, a bill meant to dismantle the Dodd-Frank act financial reform law. Now, the Act will go to the Senate to be voted upon. Currently, Chairman Mike Crapo (R-) is working with members of both parties to craft a bipartisan approach that will enable the act to clear the 60-vote threshold needed to pass. A date for the vote has not yet been set.

Keep reading The Vu for any future Dodd-Frank updates!



[2] http://www.kpcb.com/internet-trends