The Magazine for the National Association of Mortgage Brokers JUNE 2022
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RECOGNITION AWARDS 2022 NOW!
editrix BY JILLY MacDOWELL
Pride – In Your Business What does Pride Month mean to you and your business? Like some, you may be celebrating with highly visible, rainbow-hued company merch. Others may acknowledge it more passively. No matter how loud our proud is, we can take time to examine our own practices and habits, to learn and improve how we commune with others. Pride invites everyone, of every gender, of any sexual orientation, to participate. Pride month opens the door for companies to address diversity, equality and inclusion within their organizations. If you're looking for a starting point, it's education. Read up on the history of Pride Month. Start from the Stonewall Riots in 1969. Understand what intersectionalism is, and how we can connect the germination of outward sexual freedom in the ’60s to the DEI training in your office next month. Share these links with your team, and talk about how it impacts them at your next meeting. We can't be afraid of these conversations if we aspire to equality, but sometimes it's hard to speak up in a meeting. Break the ice: Invite them on a team outing to the Pride parade – dates run through the month and into July. How about sponsoring a fundraiser for a local org, i.e, single moms’ food supplement, LGBTQIA+ youth center, a city kids' summer outdoor camp? Where and what could it be? Who and how can you help as a team? Being associated with diverse and inclusive organizations says your business knows what's up. It says we are thinking and moving forward. We care about people. Our doors are open to all. So it's also just good business. But what about your own team? Is it balanced? Every team benefits from multiple perspectives, whether they be gender, race or age. Sustainability should be top of mind if you're managing a team -- who's going to run with your baton? It may be someone very different from
contents JUNE 2022
~ IN THIS ISSUE From the LRC Podium... 4 by Valerie Saunders
Branding: It’s Personal... 6 by Sarah Shriber
NAMB Awards... 7 compiled by NAMB Staff
Got Video Game?... 12 by Ginger Bell
Closing Statements... 14
The National Association of Mortgage Brokers is the voice of the mortgage industry, representing the interests of mortgage professionals and homebuyers since 1973.
ADVERTISERS PreApp1003... 2 Fund Loans... 5 Fairway... 11 Lender Price... 11 Arlo... 14
NAMB STAFF SALES:
Valerie Saunders MARKETING:
Jilly MacDowell MEMBERSHIP:
Hunter Higginbotham OPERATIONS:
Brandie Starks
COVER PHOTO BY KRYSTAL BLACK ON UNSPLASH.
you; it may require someone with a divergent journey from yours. What about your office (if you have one)? Are the bathrooms inclusive? Could they be genderless? Ensuring your staff and clients feel safe and welcome is best practice in 2022. More than all of these individually? Show support yearround! Pride month is necessary to keep a foot on the gas pedal toward equity, but from July through May, the marathon continues. NC In this issue, we introduce the NAMB Awards! We get expert advice from Ginger Bell on marketing yourself using video; a great companion is Sarah Shriber’s personal branding “listicle.” And NAMB makes another push for future leaders: particularly women, people of color and LGBTQIA+. #NAMBforAll June 2022
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LRC WRAP-UP BY VALERIE SAUNDERS, CRMS
More than 20 people earned their Certified Veterans Lending Specialist (CVLS) certification and leaders from across the country participated in NAMB's committee, board and leadership meetings – this year's LRC was a rousing success! Following is a review of our iconic speaker sessions. (Then) FHFA Acting Director Sandra Thompson: Ms. Thompson kicked off as keynote speaker, reviewing LLPAs (especially the increases on second homes), adjusting Home Ready and Home Possible LMI to 80 percent (from the current 100) and the temporary guidelines with condos, such as the 40-year study requirement. She also fielded questions on creditscoring overhauls and initiatives for low-to-moderate income homebuyers. Julienne Joseph, Deputy Assistant Secretary, U.S. Department of Housing and Urban Development’s FHA: Ms. Joseph oversees the FHA insurance-in-force portfolio of more than eight million loans with an unpaid principal balance of more than $1.2 trillion. She addressed the possibility of removing the life of loan MI
Follow the Leader! BY LINDA McCOY NAMB is looking for leaders and we’re willing to train! We’ve got a program if you want to get involved: Future Leaders. We have a great group of volunteers to help lead the association, but we need more. I wanted to serve because I have passion. I believe NAMB is the best mortgage industry association out there. I’m honored that I was nominated. Leading NAMB has been an investment for the future. As the sole owner of Mortgage Team 1, Inc., I’ve seen many changes in the industry since my first loan app in 1993. I joined NAMB because I needed education – and ended up becoming an instructor myself! 4 4
March 2022 June 2022
requirement on FHA loans and adopting the conventional loan model of dropping off after the LTV has reached 80%, condo approval and the plan for student loans after forebearance is no longer in place.
John E. Bell III, Acting Executive Director, Loan Guaranty – LGY: Mr. Bell recapped a hearing entitled “Removing Barriers to Veteran Homeownership,” conducted by the House Committee on Veterans’ Affairs Subcommittee on Economic Opportunity, Dec. 8, 2021. He also discussed the Blue Water Navy Act, statistics reflecting the strength of veteran homebuyers, VA appraisal data and significant upgrades to WebLGY. Click to access John E. Bell III's presentation. Freddie Mac's Equitable Housing Team including Angie Wilen and Tamela Thurman: The pair’s presentation reflected that a substantial gap in homeownership rate exists. Despite that, many potential borrowers exhibit certain credit characteristics that could qualify them for a mortgage, i.e., low down-payment products (Home Possible, HomeOne). There is substantial population, too, that is “Near Mortgage Ready,” who can benefit from counseling and financial literacy programs. With the current severe shortage of affordable housing stock, Freddie Mac products such as CHOICEHome and CHOICERenovation can offer solutions. Click here to access Freddie Mac’s presentation. NC Val is NAMB’s Vice President and chair of NAMB’s Awards, Certification and Government Affairs committees. She is the CEO of RE Financial Services, Inc., in Jacksonville FL.
I’m so excited that NAMB has chosen to be a leader in education. I want to help originators increase their knowledge by giving them the tools to become a quality originator through certifications. My vision for NAMB besides growth is to make sure that we are viewed by our members, our congressmen and the general public as the best association in the mortgage profession. I’m proud to have played a small role in NAMB’s almost 50 years. My job isn’t finished so please, young mortgage professional, tell me why you would like to serve? NAMB has a class waiting for you. Let’s make the best even better. NC Linda is NAMB’s President and CEO of Mortgage Team 1, Inc., in Mobile AL. Apply to be a Future Leader at namb.org/FutureLeaders.
Brand AID BY SARAH SHRIBER
3. Tell a story. Think written content and social media stories. If it’s framed in your authentic voice and targeted to your audience, you’ve got the best approach. 4. Be consistent. Your audience, your customers and their customers will trust you if you tell the same story to everyone.
Do Take It Personally NAMBCentral readers – stop me if you’ve heard this one, but times are indeed changing. How we connect and stay connected matters more now than ever. Every industry, trade and profession is looking at ways to be relevant and grow their respective networks. What does that have to do with you? It’s all about you. Because, if it isn’t personal, then what is it at all really? The community at PersonalBrand.com defines personal brand as a “widely-recognized and largely-uniform perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.” Looking at my own personal brand, I see why it has taken the shape it has. I worked in & with corporations, nonprofits & media, sold & bought millions of dollars in advertising, worked with children & families, and advocated for child & family issues on Capitol Hill. This isn’t my confession, but rather a testament to something made clear to me by interacting with lots of different personalities in many different positions: Your personal brand matters. I also have gathered that if something (or someone) feels off, it’s likely because it is inauthentic. Goldie Chan (@GoldieChan), personal branding expert and contributor at Forbes Magazine, says there are 10 golden rules to personal branding: 1. Have a focus. Decide who you are, what you are saying and be consistent. Be as narrow as you can with the focus so you can speak to your target audience and fish where the fish are biting. In sales & marketing, you’d call those qualified leads. 2. Be genuine. Be authentic to your voice and expertise. Master your craft, then you can share how and why you are tops. 6
June 2022
5. Be ready to fail. It’s just the truth, and offers you opportunity for renewed focus on your personal brand when you bounce back. 6. Create a positive impact. Like your grandma told you, it's the golden rule. It can only strengthen your brand when you are good for the greater good.
“Narrow your target audience and fish where the fish are biting. In sales & marketing, you’d call those qualified leads.” 7. Follow a successful example. Maybe this is your grandma, too. Market your personal brand by following the path and experiences of your contemporaries and other experts. No greater tool than social media for free inspiration! 8. Live your brand. Remember this isn’t just the operations of what you do, like mortgage documents and marketing, it is the principles that guide your work, like leadership and making an impact on your community. 9. Let other people tell your story. PR is another (mostly) free tool to share your brand. Make compelling content with other people in your industry around trends or forecasts, for example. If they say something great about your personal brand it will have more impact than if you do all the talking. 10. Leave a legacy. A personal brand is a lasting project. It evolves and shifts as the world does around us. What endures is authenticity, integrity and kindness. Because your personal brand matters, you’ll be the person other agents, brokers, contractors and industry leaders trust. Because your personal brand matters, you’ll score more referrals. And, bonus, you’ll be an example for those you mentor going forward. NC Sarah lives in Pittsburgh PA with her husband Doug and son Nathaniel. She has worked in marketing & PR for more than two decades.
Feeling like the best is the best feeling!
AWARDS
RECOGNITION AWARDS 2022
Be a NAMB member, apply for a NAMB Award, and win! We can’t wait to learn more about the great work that you do!
NAMBAWARDS.ORG Applications are open June 27-Aug. 15, 2022. Winners will be announced Sept. 1, 2022. See next pages for more!
RECOGNITION AWARDS 2022 RECOGNITION on our NAMB
Awards website, on namb.org awards tab and in NAMB Central, our monthly digital magazine. FREE ADMISSION for up to five
at NAMB National 2022, NAMB Focus 2023 and NAMB Legislative & Regulatory Conference 2023.
Mortgage Broker of the Year
Ten awards: Fewer than 25 employees, or 25 or more, in 5 regions (Northeast, Southeast, Midwest, Southwest, Western) This award celebrates the most outstanding Mortgage Brokerage Companies in each of our five regions and by size who have demonstrated, over the past 12 months, excellence within their respective regional market while delivering an exceptional experience for their clients.
NAMBAWARDS.ORG MARKETING MATERIALS to
proudly display on your website, available for purchase. AWARDS GALA PLAQUE PRESENTATION to our top 25
winners in each category! Sun., Oct. 9, 2022 at NAMB Nat’l, including photo opportunities.
New Broker of the Year
Five regional awards: Licensed less than 24 months This award recognizes individual loan originators who have obtained their intial MLO license within the last 24 months. Honoring originators in each of our five regions, individuals should be prepared to provide information including date of initial licensure, education, philanthropy, overall customer service, and marketing including website and social media (Facebook, Instagram, etc.).
Service Partner of the Year Six categories: Software/Technology, Appraisal Management, Compliance, Title, Insurance, Training/Education
This award honors the service provider that adds the most value to its customers' businesses. Eligible service providers include but are not limited to software and technology, compliance, training and education, insurance and appraisal management companies. Award recipients will show evidence of their value proposition, commitment to their customers and customer service.
PAID MEMBER BENEFITS
Join NAMB for a year for FREE! Enjoy some of the benefits of paid membership for a year – we’re sure you’ll stick around!
COURTESY ASSOCIATE BENEFITS
All winners will be recognized at NAMB National on Oct. 9, 2022, with the top 25 winners of each category and region receiving a plaque and photo opportunity at our Awards Gala! We’ll also announce the winners via social media and membership emails.
COURTESY ASSOCIATE MEMBERSHIP
PAID MEMBER BENEFITS
RECOGNITION AWARDS 2022
Discounted rates to NAMB conferences Discounted rates to NAMB educational certifications (CVLS, CCS, CRMS, etc.) Discounted NMLA-approved continuing education NAMB Toolbox benefits Access to educational webinars Profile on NAMB.org Exclusive NAMB membersonly emails Access to the members-only NAMB official Linked In group Opportunity to donate to NAMBPAC Access to NAMB's health plan Access to NAMB+ endorsed provider discounts on products & services Exclusive discounts with EC purchasing & NAMB member travel discount program
namb.org/joinNAMB
THANK YOU TO OUR
industry partners
Your Company & NAMB: Better Together Our Industry Partners help NAMB fulfill its mission to represent the interests of mortgage professionals and homebuyers. NAMB continues to develop custom industry partnerships for likeminded companieswith similar goals & objective.s We’ve developed a list of proven, successful tools and created an annual strategy with a customized approach. The immediate results will be: • Increased success/ROI • Reduced costs for the products • Effective engagement opportunities within NAMB • Branding your company to the NAMB membership
Levels range from $25,000$150,000, and may include press release, social media, e-blasts to members and to prospects, magazine ads, trade show booths & signage, partner listings & logos across namb.org, webinars and corporate memberships. NC Contact Valerie Saunders to learn more about partnering with NAMB.valsaun@namb.org
Partner with NAMB! Email valsaun@namb.org. 10 June 2022
We had an extremely successful auction for NAMB's voluntary, non-partisan Political Action Committee at LRC. Money contributed to NAMBPAC supports those federal legislative candidates whose voting record & vision reflect the interests of our industry.
Click to learn more about NAMBPAC.
LIGHTS, CAMERA, Action! BY GINGER G. BELL you buy your first home. Keep it simple and be consistent. If you don’t have time to write your own content or develop your own video, then share an article or guideline update.
But First, Write! The most important part of creating videos happens before you hit record. Many originators set out to add video to their marketing strategy without having a clear idea of the process or how much it's going to cost. Planning what you’re going to talk about is really where most of the magic happens. In the mortgage industry, we offer a lot of different products, so knowing who you are targeting as your audience is critical. We have first-time homebuyers, investors, veterans and retirees. There are those who want to refinance a home and those who want to buy a home. You can create content for consumers or real estate agents. Don’t fall into the trap of assuming that all consumers want to see the same content. Too often, video campaigns are built to include everyone but result in interesting no one. Dialing into a specific audience for your video is critical. If you are struggling to figure out your video audience, answer these questions: 1. What are their challenges? 2. What are their fears? 3. What are their questions? 4. What are their goals? Find out what will interest them, answer their questions and position yourself as the expert.
Consumers are looking for information and your post or video could be what they're looking for! We also see many educational videos shared, over and over again. You never know who is watching you on social media and valuable content gets shared. Second, try to entertain -- think of fun short videos you can do, i.e., what someone thinks happens when you get a mortgage vs what really happens. Ken Perry with the Knowledge Coop does an incredible job creating entertaining continuing education content. Get creative because mortgages don’t always have to be serious. Feel free to make people laugh. (Always be sure to be sensitive to others so that you don’t offend anyone.)
“Dialing into a specific audience for your video is critical. You never know who is watching you on social media and valuable content gets shared.” Third, create enlightening content, which can really mean two things: to inform or inspire. To be informative may be debunking the misconceptions of the VA home loan process, or explaining the difference between pre-approved and pre-qualified. Informative enlightening content is meant to raise awareness or bring attention to something in a positive way.
Lead from a mix of valuable content that educates, entertains or enlightens, or what I call The Three E’s of Content Marketing. (It’s not rocket science, but it is surprising how many people don’t do it.) Now, you may be able to combine all three into one message, but usually you can pick one.
The other meaning of enlightening content is to inspire – you know, the Oprah Winfrey stuff. You may think you don’t have anything enlightening to deliver, but tell me the last time you had someone in tears in your office because they were getting into their first home? What about the single parent you were able to get qualified when no one else could? These are some of the best stories!
First, there are plenty of things you can educate on in the mortgage industry. Down payment options? What is MI? Or the top three things you need to do before
Make a list of some of your clients who where inspired by what you did for them. It takes time but an inspiring message resonates with consumers.
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CONT’D FROM PAGE 12
While the importance of knowing your audience and narrowing down a target market is critical to creating great content, clearly defining your message is just as important. In other words, don’t try to cram everything into a single explainer video! Don’t try to detail what your company does, and every program you offer, and the great service you provide all in the same video. Plan a series of 1-2 minute bites. For example, you might create: • An explainer video to review basic consumer application process • A more complex video overview of VA Home Loan Benefit qualifications • A TED Talk-type message from your CEO Determine your audience. For example, you have people who want to buy a home and people who want to refinance a home. In the “people who want to buy a home” segment, you have people who have never bought a home, want to buy a second home, want to buy an investment property, want to buy a condo, want to buy using their VA entitlement. You get the picture. Then, write first, shoot second. Have a plan! Write out your content before you shoot your video. You wouldn’t go on vacation without knowing where you’re going, making plans, visiting the place online, maybe creating an entire itinerary. The same holds true for shooting video. Even if it’s just an outline, writing will help you stay on topic. I like using “the top three things you should know” as a starting point. This helps you stay focused. Shorter content delivered over time is much more effective! Attention spans are short so stay tight on your message and get crystal clear for your audience. NC This is abridged from the Edumarketing blog, written by CEO & founder Ginger Bell. An 8-time best-selling author, Emmy and Telly award-winning producer, speaker & marketing specialist, Ginger founded Edumarketing in 2019 to provide educational marketing services to the mortgage industry. A sought-after speaker and published author to audiences nationwide, Ginger has been named as one of Mortgage Banking’s Most Powerful Women, 50 Most Connected Professionals and Elite Women of Lending. Reach her at ginger@edumarketing or visit edumarketing.com.
Shooting for golf sponsorship? valsaun@namb.org
Closing STATEMENTS
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MEDIA KIT EMAIL
NAMB Future Leaders Program Needs You BY NAMB STAFF NAMB Future Leaders is designed to bring individuals forward to participate as new NAMB Board Members. Spearheaded by NAMB President Linda McCoy, this engaging and immersive program is designed to build participants' skill set no matter how new or seasoned they may be. Director Stacy Eads leads the cohort through a 6-month series of projects, activities and webinars with a customized, approved curriculum. Eads got her start educating future leaders a decade ago as a committee chair for the Mortgage Bankers Association of Alabama.
Email is still the most powerful marketing tool NAMB can offer on a daily basis.
Classes are online sessions which are required to receive a certificate of achievement. Eads will direct the classes with the help of volunteer speakers pertinent to the segment. The curriculum begins with defining goals, both short- and long-term, a writing and sharing exercise.
Reach our diligently vetted database of members and nonmembers and/or industry prospects. See real-time stats & reporting.
Continuing with webinars, participants will define personality types, get insight to the inner workings of a lender, and create pathways to success in the business environment.
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Next, the course heads into the “real world.” This will be a great opportunity to incorporate social media into the program -- after all, this is where our future leaders are doing business! The final section of the course is unknown -- because it will be determined by the class itself! They'll discuss and determine as a group what they have to share. NC Apply now at namb.org/futureleaders! Requirements: at least 2 years in the mortgage industry, a resume or LinkedIn, a reference letter, NAMB membership, and a completed application. Applications must be submitted by Aug. 1, 2022.
Sponsorships & advertising opportunities! valsaun@namb.org
