This document outlines a homeownership strategy and loan growth plan presented by Talysys, LLC to the New Hampshire Homeownership Authority. It proposes using a Lead Collection and Distribution System (LCDS) and data analytics to increase marketing effectiveness, loan outcomes, and homeownership. Key elements include implementing the LCDS to track leads from marketing to loan outcomes, refining marketing based on analytics, and distributing qualified leads to mortgage loan originators. The goal is to make the HFA loan programs the preferred choice for homebuyers and lenders through an integrated strategic, analytical, and technological approach.

1. More Homeowners. More HFA Loans. More Mission.
New Hampshire Homeownership Strategy
Presented by: Talysys, LLC
March 28, 2018

2. The 5 Primary Points of Homeownership Strategy
Operations
Finance
BusinessDevelopment
Products
Marketing
Single Family Homeownership Program
Increasing Homeownership & HFA Loans
FOUNDATION: Strategy & Analytics

3. Homeowner
(Outcomes)
Talysys Points of Strategic Implementation
Marketing
Organic, Paid
Advertising &
Outreach
Website
Communicate,
Inform, Track
(Analytics)
MLO Partners
Close,
Communicate &
Guide
(Generally) out of scope:
• Lender incentive structure
• Top level product line
• HFA staffing and
technology
• Loan processing /
documentation
• Strategic policy and legal
framework
Marketing & Business Development Products, Operations & Finance

4. Strategy is the Organizing Principle
Strategy is the “how” and “why” a homebuyer chooses
to participate in an HFA program.
▪ It defines the reason for first engagement
▪ It describes the problem that the homebuyer is trying to solve and presents a
coherent set of resources and decision points that make the HFA program the
best pathway to solving it
▪ It shapes the brand and purpose of the HFA and its loan products
▪ It provides a fixed point against which decisions about products, activities and
resources can be developed and deployed
▪ It ensures discipline and efficiency in the use of resources
▪ It challenges the status quo and prevents things from happening for no reason
POTENTIAL HOMEBUYERS LOAN OUTCOMES

5. 3 Strategic Models of HFA Mission & Loan Growth
These are not mutually exclusive options, however it makes sense to
prioritize one strategy at a time.
Objective:
Make the decision
about using the
HFA loan programs
easy for lenders as
they determine
financing options
for their clients.
Objective:
Get in front of the
homebuyer as close
to the moment of
decision (on
financing) as
possible.
Objective:
Homebuyers seek
an HFA program
loan instead of
generic financing.
Point of SaleJourney Lender-Driven

6. Analytics drives improvement
Continuously creating new products, chasing the market, and making educated guesses
about what prospective homebuyers want and need is the old way of doing things.
Properly-implemented analytics across the entire homebuyer journey will tell you what
you need to know to succeed.
Execute
Campaign
Measure &
Analyze
Implement /
Improve
Iterate
Stop Guessing. Start Doing.

7. Overview of Service Scope & Pricing
Option A – LCDS Only
➢$4,250/month ($50,000/year)
Development and deployment of NH LCDS in alignment with existing infrastructure and
customized to preferred procedures and policies.
– Day-to-day management of LCDS, including compliance monitoring
– Counseling, removal & replacements of MLOs as per policy
– Communications to Lender community in partnership with NHHFA staff
– Weekly / Monthly reporting and analytics  strategic recommendations
Option B – Loan Growth Strategy
➢$10,200/month ($120,000/year)
Development and oversight of strategic plan to increase loan outcomes through marketing,
website management and implementation of LCDS
– Full development and deployment of NH LCDS, as described in Option A
– Quarterly implementation of advertising, outreach and social media plans
– Email marketing and homebuyer re-engagement
– Realtor community partnership strategy

8. Putting in place the LCDS is like turning a house into a “smart home”.
• Security
• Sound &
entertainment
• Energy use
• Smart reminders
• Automation
• … and more
What the home actually does depends on the
objectives of the homeowner.

9. LCDS – Making Connection Throughout the Journey
Homeowner
Marketing
Organic, Paid
Advertising &
Outreach
Website
Communicate,
Inform, Track
(Analytics)
MLO Partners
Close,
Communicate &
Guide
Marketing, advertising, business development, and outreach
efforts can be tracked via “UTM” parameters that are passed
through to both the HFA website and the database of record
for incoming prospective homebuyer leads. These leads are
distributed to MLO partners.
Google Analytics tracks activity on the HFA website from all marketing
efforts. Completed forms are tied to marketing initiatives, establishing
key performance indicator (KPI) of “Cost per Lead” (CPL).
LEVER 1: Marketing iteration & improvement, lower CPL via medium
selection, audience targeting, messaging, creative, etc.
Marketing campaign parameters are passed to the database of incoming
leads – feedback from MLO partners then ties marketing efforts to closed
loans and provides a specific return on investment (ROI) metric of marketing
efforts. This is the true measure of marketing and operational success.
LEVER 2: Refined marketing iteration & Improvement, higher ROI via medium
selection, audience targeting, messaging, creative, etc.
LEVER 3: Internal analytics provides a mechanism for tracking and expanding
MLO partner compliance, best practices, process improvements, and
accountability tracking (i.e. – pushing referrals into non-HFA products?)

10. Lead Collection & Distribution System (LCDS) – Detail View
The view below summarizes the architecture of the LCDS and includes an overview of what mortgage loan
originators (MLOs) see when new inquiries are made by prospective homebuyers.
Data View (MLOs)
County 2
Master/Admin
Sheet … County 24
Admin
(25 Spreadsheets)
MLO 1
MLO Partners
(18 Spreadsheets)
MLO 2
County 1
… MLO 18
Locked (Admin Only)
Partner-Editable
Selections & Free-form Text

11. Lead Collection & Distribution System (LCDS) – Analytics Dashboard
Dashboards can be based on specific
objectives. Potential examples:
• Lower Cost Per Lead (CPL) – Marketing
• More Leads & Conversions in Select County –
Marketing + Partner Performance
• Lower Cost Per Conversion – Marketing +
Partner Performance
• Higher Conversion Rate by MLO – Partner
Performance
Comparisons can be made
from week to week, month
over month and, after
sufficient time has passed,
year over year.

12. What are the next steps?
Strategy Engagement
• Standard discovery and scoping / NDA
• Determination of strategic direction & priorities
• Development of SMART goals
• Implementation plan
LCDS
• On-site pilot
• Determination of policies and custom specs
• Onboarding and implementation