Modern Lending Playbook: Module 3 - Local Marketing

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THE MODERN LENDING

PLAYBOOK A Retail Loan Consultant's Guide to Leveraging Digital Disruption, Developing Business AND Scaling Influence.

Local Marketing

03 MODULE

It’s more important than ever before for Loan Consultants to develop their local “muscle” to establish relationships, generate leads and grow their business.

Therefore, developing a local marketing plan needs to be the foundation of their business origination strategy. It not only serves as an un-duplicable model which an online lender cannot match, but also allows an opportunity to reach the customer first, grow strong business relationships and showcase tremendous value.

Your Foundation and Purpose

As a starting point for local marketing, a clear foundation and purpose have to exist to produce viable results.

People can sniff out inauthentic behavior and it simply won't resonate with them.

Where Do You Start?

There are millions of personalized efforts anyone can participate in to deepen local marketing efforts to create impact, gather potential customer information, and provide value. To develop this personal strategy you must spend time understanding what you care about, what gets you personally excited and where you can make an impact.

First decide…

What do you care about?

What does your local market care about?

How can you be of service?

From there, build a local marketing strategy with actionable activities to follow!

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Community Involvement What community events, activities, and efforts have you participated in?

Check all that apply: Local Meet-Ups

Yard/Garage Sales

Housewarmings

Community Clean Ups

Block Parties

Caravan Tours

Past Client Appreciation Nights

3rd Place Opportunities If your home is your 1st place and work is your 2nd place, then what is your 3rd? Is it a church, the gym, or perhaps a local bar that you always visit to watch the game?

Here are examples of real success stories of folks who have embraced their 3rd place.

Success Story:

LOAN CONSULTANT Hosts a Networking/Social Night at a Bar Sample Strategy Execution Steps: 1. Engage and meet the bar owner 2. Ask to host a networking or social night 3. Invite a group of people (networking groups, realtors, past clients, friends and family) 4. Incorporate fun marketing (banners, custom drink or appetizer) 5. Ask the owner to have standing marketing inside the venue (posters in restrooms, coasters, menu items named after you) 6. Engage in Direct Marketing & Gather Customer Contact 7. Turn this gathering into a quarterly networking event

Success Story:

LOAN CONSULTANT Sets up a Burger Station Sample Strategy Execution Steps: 1. Approached Five Guys Burgers (or other establishment) 2. Set up a station where Serviceman receive a free burger (11am-1pm) 3. Engage Servicemen in education on VA benefits while food is prepared (5-7 mins) 4. Engage in Direct Marketing & Gather Customer Contact

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Consumer Education Events Another way to stay relevant in your local community is to hold a neighborhood educational seminar. You can organize a seminar for first-time homebuyers or for the local realtors on our different types of products such as renovation. VA renovation products can be a value proposition to the local realtors as we are one of a few lenders who offer it.

Here are some ready-to-go presentations you can utilize to host these events: First Time Homebuyer

Renovation Lending

Veteran Home Loans

Training on Lead Capture App

More Local MARKETING EXAMPLES Educational Seminars

Community Events

• First-time Homebuyer (Down Payment Assistance if applicable)

• Hosting Local Community Clean Ups

• Reno

• Charity Events / Toy or Food Drives

• VA • Lunch 'N Learns • Rent versus Own

• Yard Sales

Local Branding Opportunities • LD Swag, Chairs, Umbrellas 3rd Place

Social Mixers • Networking Events • Think 'N Drink • Past Customer Appreciation

• Jeffres et al. (2009) listed the following types of environments as possible third places, considered in their research:

community centers, senior centers, coffee shops and cafes, bars and pubs, restaurants, shopping centers, stores, malls, markets, hair salons, barber and beauty shops, recreation centers, YM/WCA, pools, movie theaters, churches, schools, colleges and universities, clubs and organizations, libraries, parks and other places allowing for outdoor recreation, streets, neighbors’ yards, homes and apartments, and events like neighborhood parties, block parties, cookouts, barbecues, town meetings.

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Food For Thought Perform an internal audit of yourself as it pertains to how you currently utilize local marketing. Start by compiling a list of all current local marketing practices.

What are the local networking groups available to you? Both formal and informal.

Write those that you are involved in.

What are some of the businesses in your area that may be open to a collaboration?

Local Businesses , A Local Watering Hole, A Local Bank, or A Credit Union?

Check out these PROGRAMS:

TAKEAWAY

lenderExpress

loanAdvantage

Your local marketing strategy should…

• be done to serve, support, enhance, thank or connect people inside a community • be strategically branded so people KNOW exactly what you offer • consist of a clear way to capture contact information or ways for further follow-up

Ready to apply your knowledge? Take Module 3 Survey Assessment

Want to continue the conversation? Join Chatter Here

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