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In 2021, when face-to-face interaction is limited, personalization has become a key component of every successful mortgage presentation and proposal. We are in an environment where technology is advancing at a rapid pace forcing mortgage operations, marketing, & loan officer teams to evaluate current processes and adopt digital-first strategies.
Using CRM data to customize lending presentations is a seamless way to gain attention of prospects. According to Tenfold, “businesses that utilize new technologies to increase personalization report a 21 percent stronger lead acceptance rate and a 26 percent higher conversion rate than businesses who do not.” Let those numbers speak for themselves. Relationships are more likely to grow at a more efficient rate when personalization is used during key conversations with stakeholders. This article will discuss using your CRM and sales presentation tools to target specific audiences, curate customized content, and personalize the entire experience from mortgage lead generation all the way to close.
Effectively Target Specific Audiences
Producing a highly effective presentation requires collecting user data and compiling segmented lists. These lists could be segmented by loan terms, credit score, income, product interest, or based on their buying habits. Tracking and managing this data effectively provides tremendous insights on who your prospects are and how to target them specifically.
Regardless, how your team uses segmentation within your CRM, it is critical to create your lending presentations accordingly. Potential buyers that are viewing mortgage or loan proposals will be more engaged when it is tailored to their challenges, values, and the benefit they will receive. Below is an example of how to configure your sales presentations to effectively target specific audiences.
Location
When targeting prospects in a specific region or state, it is important to do research on the location. Understanding the specific challenges your audiences face in that location will give them the confidence you genuinely understand the needs they are facing. If you are a Loan Officer and attempting to secure a buyer for a home in Minnesota, understanding state laws and regulations regarding homeownership is important. You do not want to showcase a home with a walk-out pool if the county does not allow pools where this buyer is searching. Utilizing relevant content based on the buyer’s needs and wants will ensure trust and confidence that you are valuing them
Enhanced Content
By utilizing not only your CRM, but also interactive presentation software, you can enhance your outcome by incorporating higher quality content that reflects the buyer you are presenting to. Mortgages are often tied to big purchasing decisions (such as buying a house) so it is critical to overcome objections, “wow” your audience with dynamic content, and build a level of trust with your prospects that they feel confident in their purchase decision.
When looking at personalization within content, it can be as little as adding their first name into the presentation or as extreme as providing a multitude of loan and rate options based on the buyer’s credit score, income, debt, and downpayment. The idea of creating personalized content is endless. Here are a few examples of personalized content created to target your specific audiences.
To add an emotional tie to your presentation, consider using dream home imagery in real-life scenarios immediately connecting your audience to the idea of their dream home which will be powered by your product or service. This will not only set you apart from competitors, but it will also empower the buyer to view their dream home reality in a digital environment.
As simple as it may sound, using a first name (and spelling it correctly) in your content, can drive engagement from the beginning of a presentation. According to a 2020 study done by Hubspot, emails utilizing a first name in the subject line have a 50% higher open rate compared to emails without personalization. This goes to show, using a first name intrigues buyers to view your content more.
Clients that use Salesforce, Hubspot, or other CRMs in-tandem with DIGIDECK are capable of automatically pulling prospects’ first names straight from their CRM and inserting that information automatically into their DIGIDECK. Now not only will the emails sent through your CRM / marketing automation platform now be personalized, the entire marketing process will be automated for a streamlined process.
Incorporating data that is valuable to the viewer is important. Within your CRM and marketing automation platform you are able to pull open opportunity fields including revenue as well as items such as email open rates and click through rates. Both of these fields are numbers oriented, but speak to two completely different types of measurements. Making sure that your content is customized with the accurate data to buyer roles is critical to keep the audience engaged.
