NMP - April 2017 - 49

49

NationalMortgageProfessional.com

refer their client to you or to another
bank. If anything goes wrong in the
loan process, it's the financial
institution's fault and that
jeopardizes future referrals. This
scenario quickly changes when you
have the Millennial profile. The
financial institution has the leverage.
The financial institution decides
which Real estate agent to use, not
the other way around.
What if you could use lifestyle
data to network in the
community to increase
relationships and retention of
your current bank customers?
If you knew which consumers
golfed, worked out, traveled, or
were looking to fix up their house,

you could use these profiles to
build rapport and industry
relationships to better cross serve
your customers and gain new
customers.
Are you ensuring that you are
CRA compliant in your
marketing efforts?
Are you doing your due diligence
to make sure that marketing

campaigns are fair and
appropriate? Are you blindly
sending out mass marketing
collateral pieces?
Maybe now is the time to
consider the use of audience
modeling and data to increase
profitability, gain trust, build
relationships, ensure better
marketing efforts and grow your
customer base.

Leah Roling is director of product development for
Morelity. Leah is an accomplished sales/product executive
with 20-plus years of experience driving profitability and
market share for the largest collegiate publishers. Leah is
excited to get started in her new role at GOOI Global as
director of Product Development.

n National Mortgage Professional Magazine n APRIL 2017

How are you currently
marketing to specific
demographics?
Do you market to Millennials in the
same way that you do 35- to 50year-olds? If so-you most likely are
not seeing the results you would
hope for! Millennials consume
information in a much different way,
shouldn't your campaigns reflect
this? What if you could leverage data
to provide audience profiles of
Millennials that are ready and
qualified to buy? How would that
change the relationship dynamic
between your financial institution and
the real estate agents you work
with? From conversations I have
had, the real estate agents run the
show. They determine whether to



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