Concept

The concept behind the Bullet Proof Mortgage Marketing Plan is to completely dominate the client acquisition side of the business via cutting edge search engine placement to compliment any offline marketing you may be engaged in. And to separate your mortgage company from the competition with effective, valuable and automated marketing tools during the sales cycle and after funding the loan, earning coveted repeat and referral business by utilizing award winning customer loyalty tools.

• Create a network of 15 top 5 positioned, highly optimized, web sites focused on customer acquisition and exclusive lead generation through major search engines Google, Yahoo, AOL and MSN.
  
• Brand and bullet proof your business by capturing leads in the mortgage product space, such as refinance and debt consolidation, and in the real estate product space such as purchase leads and home sellers leads via several competitive sites all featuring your mortgage Company.
  
• Nurture and improve your return on every marketing dollar spent by inserting every contact into an automated email drip marketing system ensuring that you never lose a lead due to lack of follow-up.
  
• Guarantee repeat business by communicating with your customer base with valuable monthly content and taking note of their special occasions and automated refinance communication triggered by date and delivered via email.

Objectives

The business objectives include:

• Generate more than 10,000 customer contacts via the web monthly
• Generate more than 300 leads monthly
• Generate more qualified, truly exclusive leads via your network
• Reduce marketing expenses
• Nurture repeat business
• Brand your company to consumers and Realtors
• Create loyal purchase business from Realtors
• Increase loan originations to (depends on your current volume) monthly within 18 months

Lead Gen Sites

The Bullet Proof plan includes both Mortgage and Real Estate lead generation sites designed as derivatives of a master custom site. Each site launched will target 180 keywords per local market, per industry.

Mortgage Lead Gen Sites

Each site to be modeled after the most successful mortgage sites on the net

• www.Eloan.com
  
• www.DiTech.com
  
• www.Ameriquest.com
  
• www.MyCountrywide.com
  
  

Real Estate Lead Gen Sites

Each site to feature lead generation systems for your business so that you

• Control the process with the borrower
  
• Breed Realtor’s loyalty by bringing them the leads
  
• Build a database of borrower’s to refinance
  
• Brand your company
  
  

Custom Master Site Design and Hosting

• Unique Content Acquisition
  
• Custom Marketing Messaging
  
• Calyx Compatible Secure 1003
  
• Quick Quote form
  
• Mini-application
  
• Real Time Rates
  
• Daily Market update/snapshot
  
• Realtor Networking System
  
• Realtor Directory
  
• MLS Listings on site
  
• System for listings emailed to prospects and other realtors daily
  
• CMA – Real Time House Values Lead Form
  
• 15 Mortgage Calculators
  
• Live Online Chat Support – Software for in house, Outsource optional
  
• Fresh mortgage articles monthly
  
• 180 Content Pages

Customer Loyalty Systems

• Stand out from the competition by communicating valuable information consistently via email in the first few days after your customer inquires online or offline.
  
• Consistently follow up with useful information over 8 weeks or until the customer does business with you.
  
• Create loyalty among your customer base by automatically following up on important occasions and prior to refinance periods.
  
• 100% automated.

Email Drip Marketing System

• Refinance - an automated 8 to 12 week email campaign delivering valuable information ensuring that each refinance lead is followed up on in a timely, professional manner.
  
• Purchase - knowing that it may take 3 months for a qualified borrower to find a home to purchase, this system will keep your mortgage company on the prospects mind keeping them engaged with your brand for a period of 8 to 12 weeks ensuring that you win the business and not the bank or the Realtors buddy. Win every time.
  
• Real Estate Buying / Selling - Capture the leads first, turn the tides and create dependence from the Realtors and offer your prospects a series of real estate buying and selling information while branding your business and asking for referral business before, during and after the sales cycle.

CRM Email system

• Date triggered - power of technology and marketing minds at it's finest, set dates over the course of several years for your customers to receive timely, targeted and content rich communications.
  
• Product triggered - combine the date triggered email follow up system feature and combine it with premier repeat business products such as the sub-prime 2/28 or 5/1or 7/1 ARMs and 15/1 balloon payment programs and know confidently that your clients will receive refinance communications from your automatically starting 90 days before their fixed rate expires.
  
• Anniversary - you have the data on the application, use it to your advantage.
  
• Holiday - not just the holiday season, don't forget Mothers day - win her over year after year and count the refinance and referral commissions.
  
• Birthday - kids birthdays? Beating the competition isn't enough, crush them with your rapport building tools.

Process

The success of the Bullet Proof plan is process driven. To achieve the end objective of driving tens of thousands of visitors to your network of sites is a moving target. 12 sites may be enough, it may take 20, the goal is the end results of increased leads, originations, monthly profits and reduced marketing expenses. This is best created by strictly adhering to the process outlined below, a proven, successful process for generating you hundreds of exclusive, and more qualified leads.

1. Research of top 15 markets (see example report)
   
2. Purchase of Domain names related to each market
   
3. Set-up of “placeholder sites” to begin seo in each territory
   
4. Design, program, content build and launch of main site
   
5. Integration and training for CRM email system
   
6. Integration and training for Live Support system
   
7. Submission of main site to directories and lead generation sources
   
8. Customization and search engine optimization for 1 site a month
   
   1. Design, programming, content build and launch
      
   2. Submission to directories
      
   3. Purchase of back links
      
9. Monthly edits of ‘fresh, unique and search engine friendly content”
   
10. Monthly search engine edits and client CRM support

 

ROI

These assumptions are based on research found in the top markets report.

Search Engine Monthly Traffic Assumptions & ROI

• 59,000 monthly searches - The available amount of average monthly searches for your market can be produced for you by a sales and marketing representative. In this example, last month there were 59,000 searches for mortgage and real estate related terms in Google, Yahoo, MSN and AOL as a group.
  
• Growth in traffic of 1% monthly starting month 3 - this means that in this example you receive 1% of the available traffic in month 3, 2% in month 4, 3% in month 5, etc.
  
• 3% Conversion of traffic into leads - this means that 3% of the web site visitors complete a lead form and submit it, 3 out of every 100 visitors, a very low expectation.
  
• 10% Conversion of leads into sales - this means that 10% of the 3% turn into sales, again a very reasonable number considering this plan is targeted motivated buyers already looking for your product.
  
• Average sale price of 2 points on a $450,000.00 loan.
  
  

Graph 1 – Monthly traffic

Graph 2 – Monthly leads

Graph 3 – Monthly sales

Graph 4 – Monthly ROI