STMplaybookRickHennenTeam by makehomehappen

touchdown Southern Trust playbook

coaches corner

Welcome to the Southern Trust Coach’s Corner! Today, we’re diving into how Southern Trust Mortgage (STM) excels in the mortgage arena, offering a winning playbook for a top-notch buyer experience. Whether it’s crafting the perfect offensive strategy to secure your dream home or implementing solid defensive moves to protect your investment, STM has the expertise and tools to lead you to victory.

Get ready to explore how STM’s seasoned team can help you navigate the mortgage game with confidence and success!

Starting Line Up:

Kick-Off- Your Buyers Journey

1st Down- After Ratified Contract

2nd Down- Driving the Field

3rd Down- End Zone Pass

Touchdown- Victory Closing

Moving the Chains: Marketing Playbook

Huddle Experts: Special Teams at STM

Kick-off

your buyers mortgage journey

Just as a football game begins with a high-energy kickoff, your path to homeownership starts with a dynamic and efficient process. From the moment you submit your application and undergo a thorough credit review, Southern Trust Mortgage is on the move. Our team’s commitment to rapid, 24-hour priority approval ensures you’re not just in the game but leading from the front. We’re here to help you navigate every play with precision, setting you up for a successful drive toward securing your new home. Get ready to make your home-buying game-winning and smooth from the very first whistle!

Get ready to score big with Southern Trust Mortgage’s Priority Approval! Just like a game-changing touchdown, our process can take your clients from application to approval in under 24 hours. We’re talking a game-winning Credit Underwriting decision based on AUS income and asset documentation, ensuring a swift and accurate review.

All we need is the minimum documentation: a disclosed loan (with property identified or TBD), income documentation per AUS, and asset documentation per AUS.

With Southern Trust Mortgage on your team, you’re set for a quick and decisive victory on the homebuying field!

First Down

Heismann trophy financing

We break down the game film, analyzing every detail to ensure your financing strategy is as precise and effective as a perfectly executed play. Just like securing that crucial 1st down- STM coaches your buyer on the right programs and rate driving them toward victory.

First Down Financing:

Secure the right loan program to drive your homeownership goals forward.

• FHA up to 101.50%

• FHA 203k Renovation

• VA 100%

• VA Renovation and Construction

• USDA

• Manufactured Housing

• MD | NC | SC | VA Bond Programs

• FHLB | MCC | Local Grants

• Dr. Program to 95% No MI

• 12mth Construction only to 95%

• Construction to Perm to 90%

• Interest only options

• Loan amounts up to $3.5MM

• Fixed & ARMs

• 10% Down Second Homes

• Loan Amounts to $3MM

“Your talent determines what you can do. Your motivation determines how much you are willing to do. Your attitude determines how well you do it.”

~Lou Holtz

second down driving the field to closing victory

In the game of home buying, every step is crucial, much like driving the football down the field toward a winning touchdown. After contract ratification, our team takes possession and the momentum begins to build. Gaining that crucial 2nd down is all about maintaining clear communication and ensuring every process is executed flawlessly.

With the contract in place, our next play focuses on the appraisal. Just like advancing the ball, we ensure the appraisal is promptly received and meticulously reviewed. We leave no room for surprises, keeping everything transparent for our clients. This step is akin to making sure the pass is complete, gaining valuable yardage toward our goal.

As we approach the end zone, the closing disclosure review is our final push. Delivered seven days before closing, this document is carefully reviewed with the client, ensuring there are no last-minute blitzes that could derail the process. We take the time to explain every detail, making sure the client understands all the terms, costs, and what to expect on closing day.

With these key steps, we confidently drive the field, turning each down into progress toward that ultimate closing victory. The goal is always the same: to get our clients into their new home smoothly, efficiently, and with the confidence that they’ve made the best play possible.

APPLICATION

DOCUMENTATION REVIEW

APPROVAL SENT

CONTRACT RATIFIED PROGRAM

LOAN AMOUNT RATE

REVIEW & DISCLOSE

IN-PROCESS

APPRAISAL ORDERED

VERIFY EMPLOYMENT

APPRAISAL REVIEW

TITLE ORDERED

CLOSING DOCS PREP

stopping the fumble

• DON’T DEPOSIT CASH

Don’t deposit any cash or money into your accounts other than funds that can be documented, such as pay checks or gift checks.

• DON’T CLOSE CREDIT CARD ACCOUNTS

If you close credit card accounts, it can affect your ratio of debt to available credit, which has a 30% impact on your credit score. If you really want to close an account, do it after you close your mortgage loan.

• DON’T APPLY FOR NEW CREDIT OF ANY KIND

If you receive invitations to apply for new lines of credit, don’t respond. If you do, that company will pull your credit and this will have an adverse effect on your credit score. Likewise, don’t establish new lines of credit for furniture, appliances, computers, etc.

• DON’T FAIL TO DISCLOSE FINANCIAL / CREDIT INFORMATION

Surprises during the loan process can make it difficult for the lender to approve your loan. Disclosure to the loan officer up front allows time to work on potential problems.

• DON’T CHANGE YOUR JOB

If you change jobs before or during the loan process it can create real problems in qualifying for a home loan, particularly if your new job is in a different line of work or at a lower rate of pay. It can also create time delays as the new job will need to be verified.

• DON’T CHANGE BANKS OR MOVE YOUR MONEY

Moving your money to a new bank interferes with the verification process. It is best to leave your money where it is until your loan closes, unless otherwise recommended by your loan officer.

• DON’T MAKE ANY MAJOR PURCHASES

Many borrowers make the mistake of buying a new car or making another major purchase without realizing the impact it can have on their ability to buy a home. A new monthly payment can affect the amount you can qualify for and actually make it difficult to get your loan approved.

third down

moving the chains closer to closing

You’re in the home stretch now! The move is almost complete, and just like a crucial third down in football, this is the time to push through and keep the momentum going. Focus on the final details that will help you cross the goal line:

Final Play Call: Double-check that all essential items are packed and ready to go. Make a quick sweep of your old home to ensure nothing is left behind.

Offensive Line (Protection): Secure valuable items and important documents in a safe place during the move to prevent any last-minute fumbles.

Audible: Be ready to respond quickly to any last-minute documentation requests required to close on your new home. This is key to ensuring a smooth final push to the end zone.

Special Teams (Final Moves): Handle any last-minute tasks, like coordinating with movers or ensuring utilities are turned on in the new home.

As you push through this last “third down,” you’ll soon find yourself in the end zone, celebrating a successful move into your new home! Keep your eye on the goal and remember: you’re just a few plays away from closing this chapter and starting fresh in your new space.

touch down!

enjoy the victory dance at closing

Game Plan (Pre-Move Preparation)

Draft Your Team: Assemble your moving team. Decide if you’ll hire professional movers, use a moving truck, or recruit friends and family.

Scout the Field: During home inspection and other opportunities when at your future home, measure spaces and plan furniture placement.

Kickoff (Packing)

Quarterback the Boxes: Label boxes by room and priority (e.g., kitchen, bedroom

Huddle Up: Assign tasks to each family member.

Tackle the Tough Stuff: Pack fragile items carefully with padding. Use bubble wrap, newspaper, or towels for protection.

Halftime (Mid-Move)

Halftime Snack: Prepare a “moving day” meal plan or order take-out to stay energized without interrupting the move.

Special Teams: Designate a person to handle utilities, internet setup, and address changes.

Second Half (Moving Day)

Kickoff: Start early! Get the moving truck or car loaded with the essentials.

Red Zone: Unload priority items first, like kitchen supplies, bedding, and toiletries.

Field Goal: Assemble furniture & hang curtains.

End Zone (Post-Move)

Touchdown: Plan a house-warming party or special night to mark the adventure of your new home.

Review the Tape: Check out what is still needed to make your home feel cozy.

Final Whistle: Plan a favorite team watch party & get to know your new neighbors.

Overtime (Settling In)

Game Film: Ensure all utilities and services are up and running.

Locker Room Setup: Organize closets, cabinets, and storage spaces.

moving the chains marketing playbook for

Creating the GameDay Buzz

Playbook Design: Created custom-branded buyer and listing presentations.

Game Day Posts: Custom designs prepared in Canva for you to create and share for Listings, Open Houses and More!

Scoreboard Updates: Infographics that track market trends and trends in your market.

Touchdown Flyers: Product & property flyers created for the Win!

Becoming the Franchise Agent

Animated Play-by-Play: Animated videos that break down the home-buying process for web & social sharing.

Highlight Reel Testimonials: Testimonial templates that showcase client success stories.

Coach’s Corner Tips: Reel Templates designed to develop quick tips for social.

Game Day Countdown: Strategy planning for upcoming events and content creation for social branding awareness.

chains champions

Special Teams Delivery with Digital

First Down FB Ads: Launch targeted ads that grab attention.

End Zone Retargeting: Utilize retargeting strategies to re-engage potential clients who have visited your site or interacted with your content.

Goal Line Lead Gen: Run lead generation campaigns on Meta offering resources like “Homebuyer Playbooks”.

Game Plan Google Ads: Optimize search ads with themed language like “Get in the Game with Expert Home Buying Advice.”

Successful Line Up

Weekly Play Calls: Share a weekly post that offers strategic advice for homebuyers.

Fan Polls and Quizzes: Engage followers with polls and quizzes for engagement.

Locker Room Insight: Post behind-the-scenes content that shows your team at work.

Milestone Celebrations: Highlight key client milestones and describe the experiernce.

Game Film Recaps: Share recaps of recent successes.

Scan to schedule a marketing strategy session.

Cover of Madden Marketing

Touchdown Postcards: Direct mail with CTA and content purpose.

Yard Sign Blitz: Yard signs that emphasize your brand and buying a new home, with co-branded logos.

Victory Lap Letters: Mail out personalized letters after successful closings, framing the journey as a hard-fought game that ended in victory for the client.