Alvaro Moreira is director of strategic
growth at Mortgage Right, where he has
helped many mortgage producers sig-
nificantly increase their income. Moreira
helps branch managers and loan originators reach their
true potential by helping them grow their businesses with
marketing, recruiting and increased efficiency. If you’ve
been considering making a change, and you’re looking
for someone who can help you reach your goals while
overcoming obstacles, contact Moreira. Reach him at
(404) 808-4842 or firstname.lastname@example.org.
From rising interest rates to the pressures of a housing shortage, even the most suc- cessful industry players are feeling the heat. Only those businesses that find a way to
create more time to spend on marketing and busi-
ness development will steadily weather the storm.
The good news is it’s not only feasible, but it’s
even easier than many realize. There are a number of
tools that are easy to use, inexpensive and remarkably effective at streamlining day-to-day operations,
maximizing efficiency and bringing productivity to
a whole new level in the mortgage business. Once
implemented, these tools can make a measurable
impact almost immediately on mortgage originators
and their companies. E-MAIL TRACKING
A great deal of time is wasted by mortgage professionals each and every day simply tracking down
e-mails. With an automated e-mail tracking tool,
such as Yesware, every message sent out — whether it’s from Gmail, Outlook or a branded platform
— can be automatically tracked.
This technology provides a real-time glimpse
into when e-mails are opened, when attachments
are viewed, etc. This is a massive indicator of interest and allows mortgage professionals to follow
With e-mail tracking, mortgage originators
can identify exactly where prospects are in the
borrowing process. This enables them to better tailor the timing and content of messages
so that they’re more impactful. Furthermore,
e-mail tracking provides valuable insights,
such as whether people are viewing pre-approval letters, looking at documents or
forwarding messages to others.
Knowing exactly when messages have
been opened can be a huge time saver. No more
waiting around for a reply or wondering blindly
whether something urgent is being tended to, such
as with a processor or an underwriter.
E-mail tracking also can help to optimize the sales
and prospecting effort. Metrics such as delivery
rates, open rates and click counts, for example, can
help determine areas where improvements could
be made for better results. The e-mail-tracking tool
also has a function that gives users the ability to create templates and plug them into Outlook or Gmail.
<< Tools continued from Page 55
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sionals to maintain a more organized business operation by categorizing and classifying messages and
contacts appropriately. Tags and lists can be utilized
to segment and prioritize prospects, for example,
enabling more targeted messaging. The cost of an
e-mail tracking tool is about $15 per month.
VIRTUAL CALL CENTER
There’s nothing worse than knowing that for all of
the time you spent marketing, a phone call came in
and no one answered it. That’s wasted time, money and energy and can do some serious damage to
your referral partners.
As everyone knows, calls are like gold. Calls to
businesses are 10 to 15 times more likely to generate
successful follow-up activity or a sale than digital
communications, according to marketing company
BIA/Kelsey. Simply put, a good portion of today’s
clients still prefer making calls over sending e-mails
or submitting web forms.
The problem is most branch managers or mortgage originators operate on limited resources, which
means having a dedicated receptionist on the payroll
isn’t always an option. Thanks to cloud technology
and advances in telecommunications, however, even
a one-person-show can enjoy the benefits of having
their own receptionist.
Employing a virtual call-center service such as
PatLive may be your answer. Here’s how it works:
If a call isn’t answered immediately by you or one
of your team members, it then flows over to a
call-answering service where well-trained agents
answer your missed incoming calls.
The agents follow a script with answers to some
frequently asked question that you provide to them.
Instead of training one receptionist how to handle
your incoming calls, you’re essentially training a
powerful team of people.
After taking the call, the answering-service agent
fills out some general information and then sends
that information to you. This is an excellent tool for
offering after-hours customer service, as well as making sure that your clients always get a live person, no
matter when they call or where you are located.