2. 2
COMPREHENSIVE
MARKETING
PLATFORM
Real estate experts say that only a dismal 17 percent of homeowners actually use their real estate agent
again after a first transaction. What is the primary reason they do not rehire their agent? They simply cannot
remember their agent’s name.
At Academy Mortgage, we understand that maintaining relationships with “closed” clients is a full-time job in itself.
So with your need to always be on the go meeting the demands of your current clients, Academy and I offer you an
industry-leading comprehensive marketing platform to help you stay top of mind with your clients long after the
“For Sale” sign in the front yard has been removed.
It’s a team effort with mutual benefits. As a real estate agent and a mortgage loan originator, we team together
to make a homebuyer’s first loan happen. But the first transaction is only the beginning of our long-term
commitment to the homebuyer. Academy’s unique marketing platform will help ensure we are successful in
meeting this commitment and in generating future opportunity for both of us.
The Academy Marketing Platform (AMP) includes: traditional mediums, like flyers and postcards; digital email
campaigns; and mobile and social media solutions to deliver relevant, real-time, and personalized information.
Please consider these tools added value to your partnership with me and Academy. I look forward to working with
you to build and nurture strong relationships with our clients to last for many years to come.
Statistic shared by a consumer panel at Real Estate Connect San Francisco in July 2014.
2
Tom Smith, Branch Manager Producing | NMLS #251122
14800 Galaxie Avenue, Suite #303
Apple Valley, MN 55124
Direct: (612) 386-7672
tom.smith@academymortgage.com
www.omsi.biz
State Lic MN #MN-MLO-251122, WI #251122 | Corp State Lic MN #MN-MO-40125689,
WI #3113BA | Corp NMLS #3113 | MAC0415-1122660236
3. 3
ACADEMY
MARKETING
PLATFORM (AMP)
The Academy Marketing Platform (AMP) is a full-feature client-relationship management system. It enables
me as your Loan Officer to be in complete control of our partnership’s marketing needs on demand.
AMP includes:
• Co-branded flyers and postcards
• Co-branded guide to buying a home
• Co-branded email blast templates, including homebuyer education pieces and product-specific
informational pieces
AMP also provides innovative automated systems which simplify communication to both
active, prospective, and closed clients.
These systems include:
• Mortgage Prep 101 campaign
• Leads campaign
• Pre-qualified homebuyers campaign
• Post-close campaigns
• Milestone Marketing Videos
• Weekly partner newsletters: “Marketing Trends” and “Markets in a Minute”
• Co-branded customer emails: “Rate Alerts” and “1st
CHOICE News Briefs”
• Bi-annual mortgage alerts
• “Listing Alerts” when past clients list their homes for sale
• Mobile solutions: MobilityRE
• Social media platform: Hearsay Social
3
4. MORTGAGE
PREP 101
CAMPAIGN
4
To help encourage our prospective clients to get mortgage-ready, Academy’s Mortgage Prep 101 campaign
delivers mini-lessons on several mortgage-related topics. Each of the emails is co-branded with both of our
contact information and covers short, basic, easy-to-understand information about applying for a mortgage.
This digital campaign includes 8 touch points throughout a 4-month period.
• Introduction: Some initial mortgage calculations
• Credit scores: The basics
• Credit scores: Dealing with negatives
• Credit scores: How to improve your score
• Create a budget
• Organize your financial documents
• Get pre-qualified
• Choose a loan and a house
(The 3 lessons on credit scores note that Academy and its Loan Officers do
not provide credit counseling or credit repair.)
5. 5
LEADS CAMPAIGN
Academy’s Leads campaign captures the attention of prospective clients with informative, fun, and catchy
emails to keep them engaged as they begin the home buying process. The Leads campaign is automatically
sent to all clients in “Lead” status.
This digital campaign includes 9 touch points throughout a 4-month period
• All about Academy
• What to expect during the loan process
• Home inspection vs. home appraisal: What’s the difference?
• Tips for a simple loan approval
• Enjoy the benefits of working with a direct lender
• Academy ranks among the best
• Your home loan can help save the world
• Spread the word about Academy
• Realize the advantages of homeownership
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6. 6
Academy offers an engaging and informative email
campaign for homebuyers who are pre-qualified for
a mortgage but have yet to take the next steps in the
home buying process. The campaign addresses “Top
5” lists of reasons they may be delaying buying a
home, tips for working with real estate agents,
and expectations for the home buying process.
I will manually designate which of our clients should
receive this campaign and remove clients when they
move beyond pre-qualified status.
This digital campaign includes 12 touch
points throughout a 7-month period.
• 5 Reasons to Be Glad You’re Pre-Qualified for a Mortgage
• 5 Reasons Why Now Is the Time to Buy
• 5 Reasons Why Homeownership May Be Better Than Renting
• 5 Reasons Homebuyers Should Work With a Real Estate Agent
• 5 Questions You Should Ask Your Real Estate Agent When Buying a Home
• 5 Tips to Help Sell Your House Quickly
• 5 Videos to Help You Understand the Home Buying Process
• 5 Factors Underwriters Look at When Approving a Home Loan
• 5 Tips to Improve Your Credit Score
• 5 Reasons Why Academy’s Loan Programs Will Work for You
• 5 Reasons Why It May Be Time to Move to a Larger Home
• 5 Reasons Why You Should Contact Your Loan Officer Today
PRE-QUALIFIED
HOMEBUYERS
CAMPAIGN
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7. 7
POST-CLOSE
CAMPAIGNS
Academy has developed completely automated, customized post-close campaigns that include up to 40
touch points throughout a 5-year period. These campaigns consist of engaging emails, professionally
designed greeting cards (delivered by first-class mail), and personalized gifts, in addition to a customer
satisfaction survey after the completion of the loan transaction.
If we decide as a team to utilize campaigns including printed greeting cards and gifts,
Academy has production and delivery systems in place to execute these tactics.
Post-Close Campaign Schedule:
Borrower’s Name
924 Aubrey St.
Dexter, UT 52976
5-Year Post-Close Email Campaign (17 Touch Points)
• Thank you email to borrower with Customer
Satisfaction Survey
• Email reminder about settlement statement, sent on
February 5, year 1
• Mortgage check-up email, sent on Loan Anniversary,
years 1–5
• Independence Day email greeting, sent on July 4,
years 1–5
• Thanksgiving Day email greeting, sent on Thanksgiving,
years 1–5
5-Year Birthday Email Campaign (10 Touch Points)
• Birthday email greeting to borrower, sent on Birthday,
years 1–5
• Birthday email greeting to co-borrower, sent on Birthday,
years 1–5
5-Year Holiday Email Campaign (10 Touch Points)
• New Year’s email greeting, sent on January 1, years 1–5
• Season’s Greetings email, sent on December 15,
years 1–5
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8. 8
Academy has created five highly customized and dynamic videos that are sent at specific milestones
throughout the loan process to educate the homebuyer on what is involved with each particular step. The
response from our Partners and homebuyers to these videos has been overwhelmingly positive:
Academy’s Milestone Marketing Video Series
1. Documentation Video: The first video in the series details the initial steps of the loan process, starting
with documentation needs.
2. Appraisal Video: The second video in the series communicates to the homebuyer that an appraisal has
been ordered, along with details of what the home appraisal process entails.
3. Underwriting Video: The third video in the series notifies the homebuyer that the file has been submitted
to an underwriter, along with details about the underwriting process.
4. Clear to Close Video: The fourth video in the series informs the homebuyer that the loan has cleared the
underwriting phase and is in a “clear to close” status.
5. Congratulations Video: The fifth (and last) video in the series congratulates the homebuyer on the
completion of the loan process at closing/funding.
MILESTONE
MARKETING
VIDEOS
“I really liked the videos that were sent to my client who happened to be a first-time
homebuyer. The videos and my Academy Loan Officer provided my client with the perfect
information to keep him comfortable all the way to the closing table.”—Kim C., Partner
“I can’t be more satisfied with the level of professionalism and prompt and knowledgeable
representatives I have worked with at Academy. The videos are extremely helpful, and I
couldn’t be a happier person with the process.”—Alfredia A., Homebuyer
1 2 3 4 5
“ “
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9. 9
WEEKLY PARTNER
NEWSLETTERS
Academy and I offer you the best and most timely information about our business through weekly emails.
These communication pieces highlight what is happening and what is hot in the industry.
Marketing Trends
Our weekly newsletter “Marketing Trends” provides useful information on any developments in the mortgage
industry and housing market, as well as helpful sales tips and announcements about the newest products
on the market.
Markets in a Minute
“Markets in a Minute” is a quick-read email sent on Fridays updating you on the week’s news in the housing
and financial markets.
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10. 10
CO-BRANDED
CUSTOMER
EMAILS
Keeping clients informed about current market conditions can be difficult and time-consuming for you as
their real estate agent. Academy and I take the time and effort out of you having to hunt for this information
by providing it for you, directly by email to your clients and branded with both of our contact information.
Rate Alerts
Through Academy, I have access to
real-time trading data that affects
mortgage rates. I am alerted by email and
text message when market movement
may affect your buyer’s rate. By
immediately relaying this information to
your buyers, I can protect them from unexpected changes in
the interest rate environment that could cost them their home and cost you the transaction.
1st CHOICE News Briefs
Academy distributes a monthly customer newsletter,
“1st CHOICE News Brief,” via email with: articles on
hot topics currently impacting the mortgage industry
and housing market, helpful tips for prospective
homebuyers and current homeowners, and the latest
news at Academy.
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BI-ANNUAL
MORTGAGE
UPDATES
Twice a year, Academy conducts an analysis for each of our customers on how his or her mortgage is
performing against current market conditions. I then communicate the results to my clients in an easy-to-
understand summary. This valuable service is provided free of charge.
Mortgage Check-Up Alert
Your clients will never have to guess if they’re in the right loan again. Academy establishes a preset rate and
payment savings target for each customer. If mortgage rates drop unexpectedly, I will notify your clients
immediately with an action plan that’s right for them.
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12. 12
LISTING ALERTS
There are few things more frustrating to a real estate agent than closing a deal with a client only to see that
client list his or her home for sale a few years later with another agent. Academy and I want to help prevent
this from happening to you.
Our Listing Alerts do just that; alert you when your past clients have listed their home for sale. We monitor
the Internet for listings as they appear. We look at search engines, “For Sale by Owner” (FSBO) sites, and
other industry-specific sites for new listings with addresses that match someone in your database. I will then
alert you when any of your past clients list their home for sale.
In FSBO situations, this alert may give you the opportunity to contact your clients and re-educate them on the
benefits of using a real estate agent to sell their home. If your clients have already contracted with an agent,
this alert may give you the chance to discover the reasons why they didn’t choose to use your services again
and to see if they have a real estate agent to help them find a new home.
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MOBILITYRE
How would it be as a real estate agent to become THE contact agent for EVERY listing on the Multiple Listing
Service (MLS)? Academy offers an app for that! Our Partners are generating thousands of buyer inquiries
with Academy’s powerful, custom-branded mobile solution for buyers to search for homes on the go—
MobilityRE.
MobilityRE is an all-in-one mobile real estate technology package which combines the best mobile
solutions into a single cloud-based platform.
The Benefits of MobilityRE to You as a Real Estate Agent
• You get your own custom-branded MLS app. Every listing on the MLS becomes branded to you with
your contact info.
• Your buyers are able to search for homes on the MLS using your app.
• You can track your buyers’ activity and interests and follow-up using the data the app stores.
• You can send the app directly to your buyers to assist with their house hunting.
• The app uses the most accurate MLS data feed.
• You will generate more leads and increase your pipeline.
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14. HEARSAY SOCIAL
14
The challenge that exists in using social media for business purposes is that it takes time—lots of it. Given the
challenges that come with managing all of the forms of social media, Academy has simplified it for our Partners.
Academy offers a platform that allows our Partners to spend 15–30 minutes one day a
week and post across all of their social media profiles at once. Through this platform,
provided by Hearsay Social, you can do the following:
• Access Academy’s content library. We do 90% of the work for you by writing posts that set you apart as an expert
and trusted advisor.
• Schedule posts throughout the week. We will even tell you the best day and time to post.
• Link your social media profiles and post across all of them at the same time. Our platform supports Facebook,
LinkedIn, Twitter, and Google+ pages.
• Generate your own custom posts and schedule them across all of your profiles with a few easy clicks.
• Review your dashboard which pulls statistics and insights from all of your profiles into one place.
• Utilize “Social Signals” that tell you when someone has a major life event, i.e., marriage, birth of a baby, job
change, etc. As you know, these events typically drive real estate transactions!
• Receive tips, coaching, and campaign ideas throughout the year.
Academy has negotiated special terms of use with Hearsay Social. In addition, Academy has developed a Social Media
Pocket Guide with tips and tricks on how to set up profiles and put social media into action.
Let’s get you social!
15. 15
The ultimate goal of this marketing platform is to support you in deepening your relationships with
your clients. Through the home buying process, your clients become our clients and we become
a team—a team we hope these clients return to and refer their family and friends to for all of their
housing and mortgage needs.
Equipped with these tools and backed by the support teams at Academy Mortgage,
you and I will work seamlessly together to ensure each homebuyer feels as valued
five years from now as they do today.
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16. 16
Tom Smith, Branch Manager Producing | NMLS #251122
14800 Galaxie Avenue, Suite #303
Apple Valley, MN 55124
Direct: (612) 386-7672
tom.smith@academymortgage.com
www.omsi.biz
State Lic MN #MN-MLO-251122, WI #251122 | Corp State Lic MN #MN-MO-40125689,
WI #3113BA | Corp NMLS #3113 | MAC0415-1122660236
