NMLS DECEMBER 2012 Flagstar Bank Triples Wholesale Customer Responses With E-mail Marketing Campaign
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DECEMBER 2012 IDAHO
MORTGAGE PROFESSIONAL MAGAZINE
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Flagstar Bank has announced that they have tripled wholesale customer service survey responses since January with marketing campaigns powered by global interactive marketing provider ExactTarget and Salesforce.com. Using ExactTarget’s seamless integration with Salesforce.com, Flagstar leverages data housed in Salesforce.com to automatically populate and send a series of automated, personalized ExactTarget-powered emails. “Our e-mails are much more than just open and click rates- it’s about managing, communicating and engaging with our customers,” said Charlie Johnson, vice president at Flagstar Bank and Salesforce.com administrator. “With ExactTarget and Salesforce, we are able to provide timely, relevant information allowing us to build relationships and gain new insight into other aspects of our customers’ businesses in order to serve them better.” Following an interaction on Flagstar Bank’s business-to-business Web site, the customer’s contact information is automatically logged in Salesforce.com. Using ExactTarget’s marketing automation capabilities integrated with Salesforce.com, Flagstar automatically creates and sends a series of seven ExactTarget-powered e-mails over 35 days focused on various topics including training, technology, regulatory licenses and a customer service survey. “In today’s hyper-connected world, marketers must provide consumers relevant, engaging content that drives consumer interaction,” said Tim Kopp ExactTarget’s chief marketing officer. “With ExactTarget, Flagstar Bank is unlocking the power of its data using Salesforce.com to create a new customer experience that provides highly relevant and effective interactive marketing.” A recent study from ExactTarget found more than 75 percent of consumers prefer to receive marketing messages via e-mail and 66 percent have made a purchase based on an email marketing message. Featured in ExactTarget’s 2012 Channel Preference Survey, the study surveyed nearly 1,500 Americans to understand how they pre-
fer to communicate with brands and with friends.
a la mode Steps Up With Hurricane Sandy Relief Efforts
As mortgage lender orders for disaster inspection reports surged to more than 200 times the normal level in the aftermath of Hurricane Sandy, technology provider a la mode inc. announced that its Mercury Network service will completely waive all fees related to gathering disaster reports in the affected areas. Mercury Network is a vendor management platform, handling millions of transactions each year for the nation’s largest lenders and appraisal management companies (AMCs). a la mode urged lenders, appraisers, and management companies should visit www.mercuryvmp.com/sandy for details on how to smoothly scale up disaster operations to meet the current crisis. Vendors and clients can be conducting transactions at no charge whatsoever within minutes of visiting the site. With more than 3,300 appraisers available in the affected areas, lenders can be assured that every property in their portfolio is within reach of a professional appraiser ready to provide the inspection reports, safety conditions permitting. “Our focus right now is to make sure lenders are able to immediately move forward on closings for unaffected properties, and get rapid assessments using the Catastrophic Disaster Area Inspection Report, or CDAIR, on those that have been impacted,” said Jennifer Miller, president of a la mode’s Mortgage Solutions Division. “We’re glad to be in a position to help the industry and the local area’s housing markets at a time when they need it the most. Our thoughts are with everyone affected by Hurricane Sandy, but especially our lenders, appraisers, management companies, and agents. It’s a real estate disaster which will alter their livelihoods for years to come.” a la mode will donate $10,000 to the “Young Families of Island Park Hurricane Relief,” a fund set up where qualified recipients will receive $1,000 to help pay for temporary housing in the aftermath of Superstorm Sandy. continued on page 19