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neighborhood 1st quarter 2014 retail magazine

p r e m i e r n at i o n w i d e l e n d i n g


Quarterly Thoughts from Brad I cannot wait until March 20th, the first day of SPRING! The only thing that depresses me more than regulation is cold weather, especially since nothing slows the home buying process down like winter time. Regulation is here to stay so everyone must embrace it or find another line of work. Our goal at Premier is to take care of the majority of the new regulations so our producers can do what they do best, sell, sell, sell! Don't get me wrong, I believe everyone must understand the regs inside and out if they want to be successful in our new world. Knowledge is king. Now that the new regs are in place, our focus is on educating our realtors, builders, and title companies in all our markets. If you have not been part of one of our seminars, please contact one of our sales people or management in order to set one up. Here are just a few testimonials from the seminar attendees... I think the seminar last week was a huge success. I heard agents say it was the most informative information they had received in a very long time. Kim is an excellent Speaker and really knows her stuff and John was without doubt the icing on the cake. His knowledge and insight are exactly what people are looking for. He had humor and a way of drawing in the audience and keeping them intrigued. I would highly recommend you offer this seminar in other areas of the DFW area! –Mona I want to thank Premier Nationwide Lending, Freedom Title and Farmers Insurance for collaborating together to provide the Mortgage Qualifying Event which took place February 6th, 2014. The speakers Kim Lewis and John Hudson were extremely knowledgeable and informative. As a realtor, more specifically a buyer’s agent, it is my main objective to assist clients in the home buying process which originates with financing. The information that was presented such as Down Payment Assistant Programs, Mortgage Credit Certificates, Income Tax Recapture Provision and Governmental Regulations that do and will impact our industry were not only professionally delivered but conveyed in a comprehensible and clear manner. This information will assist me to cultivate my real estate business in 2014. Thank you Premier Nationwide Lending, Freedom Title, and Farmers Insurance, –Dawn Montgomery

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There’s A

COM

PREMIER app for that!

ING

SOO

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Premier Mortgage App Premier has invested in a mobile mortgage app that will improve day-today productivity for our loan officers, their customers and real estate partners. It allows for communication and interaction throughout the loan process for all participants. It provides important loan information including loan status, important dates, in app chat, downloadable documents, and much more. It will be available at no cost to the Premier team.

Hudson of Premier Nationwide Lending Named to NMP Magazines 40 Under 40

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Flower Mound, Texas – Premier Nationwide Lending (PNL) is excited to announce the naming of John H. P. Hudson, Vice President of Regulatory Affairs, National Mortgage Professional Magazine’s 40 Under 40 list for 2013. This list recognizes the 40 most influential mortgage professionals under age 40. John was chosen by his peers and is recognized as exemplifying professionalism and top production in today’s housing market. John became a residential loan officer in 1998, and has spent the past eight years serving mortgage brokers and loan originators as area manager in San Antonio and southern Texas with Premier Nationwide Lending, a Texas-based mortgage bank. John was recently promoted to the position of PNL VP of Regulatory Affairs. He served as the 2012-2013 Government Affairs Chair for NAMB – The Association of Mortgage Professionals, working with lobbyists, regulators, legislators and other trade associations to shape the future of the mortgage market. He now serves as NAMB’s Communications Chair. He was awarded the distinguished NAMB “Volunteer of the Year” Award in 2012. Additionally, John was recently named one of the “top 25 Most Connected Mortgage Professionals” by National Mortgage Professional Magazine. “We are very proud of John, his professional accomplishments and his dedication to serving not just Premier Nationwide Lending, but our industry as well,” said Brad Sullivan, PNL President/CEO. “He embodies our high standards of quality and service and is considered a mentor to many at PNL.” John graduated from Texas Christian University – MJ Neeley School of Business in 1999. John, his wife, Darinka and their daughter live in the San Antonio area. He can be reached at jhudson@pnlending.com or 817-247-4766.

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8 Steps to Marketing Success for Mortgage Industry Marketers Next time you’re on an airplane, waiting to takeoff, you can be confident that your pilot is going through a pre-flight checklist to ensure all is set for a successful flight. While s/he has flown perhaps hundreds of times before, that does not excuse them from a pre-flight check. The FAA requires it, their employer requires it and professionally they require it of themselves. If you apply that same discipline to each new marketing campaign, you can be confident, barring any unforeseen “turbulence”, your marketing flight will successfully land with a bucketful of profits for your efforts. Here is a recommended checklist for marketing success:

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1. CONDUCT A SWOTT ANALYSIS OF YOUR MORTGAGE INDUSTRY PRODUCT OR SERVICE. Step one is to take a cold, hard look at the product or service you want to take to market via a SWOTT: Strengths, Weaknesses, Opportunities, Threats and Trends analysis. Carefully analyze how your product or service stacks up in each of these categories. Be honest in that evaluation and do it together with your best thinkers who will be honest with themselves and you regarding its success. The result may mean tweaking your product or service to ensure you play off its strengths, minimize the weaknesses, vet out the best opportunities and be realistic about the threats and trends that may affect your success. This is the stage to make the final adjustments before going to market. 2. IDENTIFY THE CORE COMPONENT OF YOUR CAMPAIGN. While it may seem obvious, narrowly define what exactly you are marketing and focus exclusively on that component. Is it a product or service, a feature of a product or service, reinforcement of your brand positioning, a new location, or? People can remember one message very well, they do alright with 2 but once you try to insert 3 or more messages into a campaign they will lose focus and not really understand what exactly you are trying to market. And, they grow impatient quickly and move on. So identify and focus on the core to ensure the reader/listener/viewer quickly understands what you want to communicate. 3. TRANSLATE THAT CORE TO A BENEFIT. Mortgage companies don’t buy loan origination software rather they buy efficiency, streamlined lending operations, process simplification and reliability to name a few. Real estate agents that refer their buyers aren’t “buying” a lender because they offer a low rate or loan programs rather they’re “buying” peace of mind, reliability…they trust that lender to get the job done well because of what it means to their own personal brands and certainly their income. Translate your core component to a benefit and focus your messaging on that benefit….not the feature. You will be making it much easier for your prospect to understand why they want and perhaps need your product or service. 4. MAKE SURE YOUR BENEFIT IS UNIQUE AND CAN BE PROVEN. Fact is, it is all in the presentation. Once you have defined your benefit, be sure you are not representing it in the same way as your competitor. Shop your product or service on-line, discover how others are marketing it and focus on making yours unique. You want it to stand out and provide clarity as to why choosing your product or service is the best choice. Then set out to prove that it is; perhaps with a testimonial from a customer or an example of why it is bigger, better, faster, easier…. you name it, then own it with proof in your marketing. Stay away from implying “cheaper” as once you go down that slope it becomes very slippery and is difficult to walk back up to profitability. 5. NARROWLY PROFILE WHO IS MOST LIKELY TO BUY FROM YOU. Create a demographic profile of who you wish to market to. Age, sex, income, geographic location, if B2C. If B2B consider, type of business, size

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of business (gross sales/origination volume, number of employees) title of person you need to reach, geographic location. Also know what keeps your prospect awake at night…know their biggest concerns so you know you are speaking to them. Identify all of the characteristics you can of the typical “buyer” to ensure you don’t waste effort with marginal prospects. 6. SELECT THE BEST COMMUNICATION VEHICLE(S). Today there is panoply of options that need to be prioritized and coordinated to effectively reach your prospects, from traditional media to a continually expanding variety of social media channels. Developing the right communications mix is critical to maximize ROI. Here is where your effort in profiling really pays off. If your prospect list is narrow consider direct mail, email marketing and social media venues your target is likely to participate within. If broad, consider appropriate traditional media plus influencing them through PR and social media activity as well. A balance of traditional with an active PR and social media outreach can influence and motivate your prospects to want to learn more about you. And the first place they are likely to go to learn more is your website…so be sure that your website is inviting, informational and makes it easy for visitors to learn more and contact you. 7. TEST YOUR CREATIVE AGAIN AND AGAIN. Major marketers, the ones who spend millions on marketing would never think of rolling out a campaign without thorough testing. This is especially true for broadcast and direct marketing tactics. They will use focus groups, test marketing to a small market, conduct A/B testing of different creative approaches and conduct research to ensure their messaging stands apart. 8. DON’T FORGET THE METRICS. You have put a lot of time and money into your campaign so be sure to monitor the results from each vehicle. It is easier now more than ever. For example, you can set up a landing page to test the effectiveness of billboards, television ads, radio ads and more. To measure online and content marketing programs, you would measure email opens, clickthrough rates and form conversions by time of day and day of week. You can even measure the effectiveness of awareness campaigns with benchmark studies. There’s a lot that can be measured, especially in this day and age.

What you measure, how you measure it and goal setting should fall within the realm of expertise of any good communications firm. The information you gather is critical to the success and viability of future efforts. That’s it, follow this “pre-flight” checklist and your campaign has a great chance of success. As you launch it, watch how it reacts in “real-time” by determining which components are working best. Then be prepared to make subtle changes to maximize its success.

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ARE YOU

READY

for the QM, ATR, and other regulations?

We Are!

We will take care of the busy work so you can stay busy building your business!! Compliance is a top priority in 2014. Don’t let regulations overwhelm you. We offer unparalleled support to handle the back office duties so you can do what you do best ‌ ORIGINATE LOANS!

PNL is a production company run by Producers, for Producers.

We want producers working on their business, not in it. Let us handle HMDA and compliance processing so you can go get the next loan!

WWW.PNLENDING.COM Programs, rates, terms and conditions subject to change without notice. All financing subject to credit and income approval. This is not a commitment to lend. Rates can change daily. Other restrictions may apply. Premier Nationwide Lending is an equal housing lender. Sponsored by NTFN Inc. 2901 Dallas Parkway-Ste. 120 - Plano, TX 75093 NTFN NMLS 75333

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Why YOU Should Have a Financial Plan Laura Shin, Forbes.com

Only 31% of financial decision makers in families say they have created a comprehensive financial plan either on their own or with professional help, according to the 2012 Household Financial Planning Survey conducted by the Certified Financial Planner Board of Standards. The Board defines a comprehensive financial plan as one that covers savings and investments, planning for retirement, education, emergencies, major purchases and other financial goals, and insurance needs. But few people have plans in place to cover even a part of their finances. The same study showed only 35% of people have a plan to save for emergencies, retirement, a child’s education or a down payment on a house. Here are 10 reasons to get a comprehensive financial plan if you don’t have one yourself: 1. It will help you define your financial goals One of the first questions to be answered in preparing a plan is “What are your financial goals?” 2. It will help you see whether your goals are realistic, especially for your timeline After setting your goals, how do you get there? Are your goals attainable? Is the timeline realistic? 3. It will help you see how you can bring your spending in line with your goals Once you know where you’re headed and how long it will take to get there, then you can look at your cash flow to find out if you’re spending more money than you’re taking in. 4. It will show you what money mistakes you’re currently making Aside from spending too much, a plan sometimes exposes mistakes and easy fixes. 5. It will allow you to measure your progress on your goals Once the plan is in place, you can set up measureable goals, such as regularly contributing to a specific amount of money toward either savings or debt over a period of time.

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6. It will help you find new ways to maximize your money Having a financial plan might reveal opportunities to make or save money that you hadn’t thought of. For example, should you be taking advantage of a flexible spending plan at work or contributing to the company 401K? 7. It will help you identify risks you hadn’t thought of Part of a financial plan is looking at risk capacity. What is your risk of becoming disabled and being unable to support yourself or your family, or dying early and saddling your family with an unmanageable mortgage payment? 8. It will make you more confident with your money According to the CFP Board survey, 52% of those with a plan feel “very confident” about managing money, savings and investments, while just 30% of those without do. 9. It will help you build wealth The CFP Board survey showed that those with a plan also have more money saved and are more likely to pay their credit card bills in full. 10. It will help you live more comfortably Those with a plan are also more likely to say they are living comfortably-48% to 22%-according to the CFP Board survey.

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Getting To Know...

Brad Sullivan CEO

Brad began his mortgage career in 1992 as

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Kim Campbell

National Operations Manager Kim joined Premier Nationwide Lending in 2002

a Customer Service Representative and Loan

when Brad decided to launch the company. She

Nationwide Lending, and it is with his leadership

from Underwriting, Customer Service, Wholesale

in the state of Texas. His business philosophy

She is also responsible for operations on a National

others as though they were family…and you

and attending Regulatory Affair Conferences to keep

It is this business philosophy that has made him

HUD announcement, or guideline change you can

consider employees and customers our family.

She is always an email or phone call away!

Officer. In 2002 he decided to launch Premier

works closely with the daily operations in all facets

he has formed the largest lending operations

and Retail files, Closing, Funding, and Compliance.

is simple, “You do the right thing…you treat

Level working with all the retail/net branches (23 total)

take care of your employees and their families.”

everyone updated. If there is an industry change,

successful. At Premier Nationwide Lending we

count on her to relay that information to everyone.

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12 TIPS FOR SHOPPING ON A BUDGET By Chef Cordell – Jetmag.com

In today’s fast-paced society, food, especially of the healthy nature, tends to become an afterthought of a busy day. Because of the convenience and accessibility of, and to, fast food restaurants, some people have become subject to avoiding groceries stores as well as cooking to recapture the one thing we all wish we had more of: TIME. However, there are things that we can do in our everyday lives to maximize our time, save a few dollars, make our grocery store trips more efficient, and provide our families with healthier food options.

Here are a few “Shopping on a Budget” tips that can lead you in the right direction:

1. Plan ahead- By planning what you want to eat a week ahead of time, it helps you “zero in” on what to look for on your grocery store trip, versus going “off the cuff” and aimlessly filling up your cart. 2. Check sales papers, clip coupons, and try to only buy what’s on saleHey, everyone could stand to save a few bucks. When buying what’s on sale (especially if it’s a clearance item), ensure that you check the expiration dates, as sometimes stores place certain items on sale because they are on their “way out” aka about to lose their freshness.

5. Shop by yourself -Friends and children can lead to distractions, consequently increasing chances of impulse buying.
 6. Bring your own bags - Some stores give discounts to customers who bring their own bags, and some charge you extra to provide plastic bags.
 7. Buy and experiment with generic brands (sometimes!) - A lot of generic brands are very comparable in quality, and cheaper, than a lot of national brands. The key is to DO YOUR RESEARCH!! 
8. Read the unit price - Most stores have the unit price (generally price per ounce) written next to the price tag. While comparing items of different brands, etc., read this to get a better idea of how far your money is going.
 9. Buy food in season - When you do this, not only do you get food that is at its peak (and generally locally), it’s generally cheaper than when not in season.
 10. Stock up and INVEST IN A DEEP FREEZER - When items that you really like are on sale, take advantage of the price by stocking up. A deep freezer can save you LOADS of money by filling it up with these sale items. Ensure that before you put items in the freezer that you portion them off according to how you eat/family size, put the items in a freezer bag, not a storage bag, and put the date on it.


3. Shop more often for perishables -If you are only shopping once per week, some perishable items can go bad in that time. I’d suggest that you shop once per 11. Get a store card - Most stores week or so for your main items (including some perishable items), and make a have a “Preferred/Loyalty” customer card quick extra trip mid-week for the rest.
 that will save you more money than not having one (plus they are typically free).
 4. Eat before you shop -There are 12. Buy beans - Look around you: See few things (including Waka Flocka albums) that are worse than shopping any obese people? (Admit it, you do.) As on an empty stomach, as you will be a country, we eat WAAAAAAY too much more tempted to fit EVERYTHING in your red meat. Beans are a great substitute cart to satisfy your immediate hunger.
 for meat, providing our bodies with the protein we seek from meat, and also providing us with a good amount of fiber. around the neighborhood

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BBQ Shrimp and Grits

By Tim Dugas AE RMLO Lake Charles, LA

2 Pounds 21-25 Gulf Shrimp in their shell ­– peel and reserve removed shells 2 tablespoons olive oil 4 tablespoons butter ½ cup chopped onions 2 tablespoons minced garlic 3 bay leaves 3 lemons peeled and sectioned 2 cups of water ½ cup worcestershire sauce ¼ cup dry white wine ¼ teaspoon salt 2 cups heavy cream Season shrimp with creole seasoning and cracked black pepper. Heat 1 tablespoon of oil and butter in a large pot over high heat. When oil and butter is hot add the onions and garlic and saute for 1-2 minutes.

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Add the reserved shrimp shells, season with creole seasoning about a tablespoon, bay leaves, lemons, water, worcestershire, wine, salt and some cracked black pepper. Stir well until it comes to a boil. Reduce heat and simmer for 30 minutes. Remove from heat and let cool for 15 minutes and strain into small sauce pan. Should have about a cup and a half left. Place small sauce pan on high heat and stir until thick and syrupy dark brown. Heat remaining oil and 1 tablespoon of butter in large skillet over high heat – add the seasoned shrimp and saute them about 2 minutes shaking the skillet. Add the cream and all the BBQ base you made. Stir and simmer about 3 minutes. Remove shrimp to platter with tongs and whisk the remaining 2 tablespoons of butter into the sauce. Remove from heat. Spoon already made grits into the center of bowl/plate. Place shrimp around and spoon the sauce over the shrimp and around the plate. Garnish with some chopped green onions Creamy Grits Make your favorite grits according to bag or box – when done according to recipe remove from heat stir grated white cheddar (16 oz) and 2 tablespoons of butter.

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“Let’s Go to the Movies” Trivia Quiz

1. American actor Eddie Murphy portrayed “Dr. Dolittle” with a little different twist in the 1998 film. Which English actor was featured for the role in the original 1967 musical film? a. Jonathan Hyde b. Trevor Haydn c. Rex Harrison d. Anthony Higgins 2. In what 1978 movie did Olivia Newton-John and John Travolta claim “Your’re the One That I Want”? a. Grease b. Xanadu c. Saturday Night Fever d. Grease 2 3. Which movie about the All-American sport links Madonna, Tom Hanks and Rosie O’Donnell? a. Field of Dreams b. A League of Their Own c. Desperately Seeking Susan d. Big 4. A 5th element, a 6th sense, 9 yards, 10 yards, 12 monkeys and 16 blocks – this unusual collection of items is linked to what actor, who can always be counted on at the box office? a. Tom Hanks b. Harrison Ford c. Brad Pitt d. Bruce Willis 5. After spending a million dollars in legal fees, for which 2001 war film did producers agree to protect the natural habitat of Hawaii before filming? a. Pearl Harbor b. Operation Pacific c. Pacific Sabotage d. From Here to Eternity

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6. Which of the following movies is NOT based on a novel by John Grisham? a. The Shining b. A Time to Kill c. The Pelican Brief d. The Rainmaker 7. Which movie franchise has titles including “The Wrath of Khan”, “Generations” and “First Contact”? a. Star Trek b. Pirates of the Caribbean c. Star Wars d. James Bond 8. What was the name of the 1973 Michael Crichton futuristic western movie that starred Yul Brynner as a rogue robot gunslinger? a. The Good, The Bad and The Ugly b. The Magnificent Seven c. Westworld d. True Grit 9. In the 1978 film “Superman: The Movie”, who played the title role? a. Gene Hackman b. Adam West c. Warren Beatty d. Christopher Reeve 10. “True Grit”, “Stagecoach”, and “Rio Bravo” all had which iconic actor in the lead role? a. Clint Eastwood b. John Wayne c. James Stewart d. Burt Lancaster Answers located on previous page.

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Around The Neighborhood - Premier Nationwide Lending