NMP - February 2018 - 16

✒

Leverage
Your Voices
By Scott Harris

E

FEBRUARY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

16

veryone expects a loan to close fast. With
technology today, it's not hard to meet that
demand. So, how are you different? What are
you or your company doing to get noticed,
capture leads and retain customers? Are you
following everybody else, chasing consumers
across channels, getting buried trying to create more
content? Are you getting lost trying to measure data, or
calculating the ROI from your latest digital marketing effort?
Why are you working so hard?
Let the service you give your customer do the work. If
you're doing it right, you're doing it different. You're doing it
the way only you can. You're connecting with your customers,
because you know exactly what they need. A quick and
accurate loan. Sure. But, more than that, a personalized
service that anticipates their needs, because you have their
dream in mind. And, you know how to get it done.
But-they are the key, not you.
It's their voice that truly matters. It's the best ROI you can
get. And, it's the best lead generation that money can't buy.
Did you know that 87 percent of people trust online reviews
as much as referrals from friends? Did you know that 78
percent of consumers read reviews before making a buying
decision? Those are big numbers.
If this frightens you, it's not because of you. It's because of
that one customer who didn't quite work out. Low ratings and
low review volume is a drag. What's worse, it's affecting your
bottom line, and, it's making you work harder in the wrong
places.
People are already going online and looking you up. Make
sure they see the best of you. At SocialSurvey, we have a
solution that amplifies the true voice of your customers. One
hundred percent of respondents are shared everywhere (no
cherry picking). Now, don't get scared again! We asked nearly
400,000 verified customers to give us feedback on the quality
of their loan service, and more than 96 percent reported a
great experience. The dreams are getting made, and nearly all
of them in the right way. In your way, make the voices-not
just the data-work for you.

"The most important thing you can do for your
business right now is to generate good, organic,
high-star reviews from the people that you're
serving. It'll develop the trust you so desperately
need to seek in developing your own personal
brand online."
-Rick Arvielo, CEO, New American Funding

Scott Harris, CEO at SocialSurvey. For 20+ years
Scott has delivered more than a dozen software
solution for lenders. His SocialSurvey platform
empowers WOW performances in the mortgage
industry.

SPONSORED EDITORIAL

nmp news flash

continued from page 15

the overall borrower experience."
DocMagic reports significant
volume increases for
SmartCLOSE and Total eClose,
two technologies that enable
lenders to comply with TRID and
UCD (Uniform Closing Dataset)
guidelines.
"A lot of existing DocMagic
customers adopted our eSign
technology because it's so much
easier to access and use than
other platforms," said Iannitti.
"We were already integrated with
the vast majority of LOS systems,
so providing eSigning
functionality was a logical
extension of our service. We also
added new integrations, which
brought onboard new eSigning
customers. Having an eSign
technology that can draw new
customers while expanding use
among existing customers shows
the ubiquitous need for the
functionality DocMagic's
technology provides."
Millennials Give More Focus
to Refinancing

Refinances accounted for 15
percent of all closed loans for
Millennial borrowers during
December, according to new
data from Ellie Mae. This
represents the highest
percentage of refinances for this
demographic since the 17
percent level set in February
2017. On the flip side, the
percentage of closed purchase
loans for Millennials remained at
84 percent, decreasing from June
2017's peak of 90 percent.
Among loan types, Millennials
were most refinancing
conventional loans (19 percent)
rather than FHA refinancing (six
percent). The percentage of
conventional purchase and FHA
purchase loans were unchanged
from November to December at
80 and 94 percent, respectively.
"With seasonality and low
inventory levels at the end of the
year, Millennial borrowers
continued to take advantage of
refinance options during the
fourth quarter," said Joe Tyrrell,
Executive Vice President of
Corporate Strategy at Ellie Mae.
"Many may have been driven by
a desire to take advantage of low
interest rates given uncertainty

about potential rate hikes in the
new year."
Ellie Mae also reported that
the average time to close all
loans held at 44 days in
December, while the average
time to close a refinance held at
45 days and the time to close a
purchase also held at 42 days.
Average FICO scores for all
closed loans fell one point from
the month prior to 722.
PRMI Volunteers Serve
Meals to Homeless Utah
Youth

Primary Residential Mortgage
Inc. (PRMI) employees recently
volunteered at the Utah
Volunteers of America (VOA)
Youth Resource Center,
providing a much-needed service
to youth who are at risk of or
currently experiencing
homelessness. The PRMI Giving
Network, a service initiative
created by PRMI, donated nearly
50 team member hours preparing
and serving meals for the youth.
"We are grateful to PRMI and
all volunteers who become
deeply involved in the success of
our programs," said Jayme
Anderson, Director of Volunteer
Services for VOA. "By providing
and serving a meal to our Youth
at our Youth Resource Center,
our Youth experience the feeling
of a community wanting to help
and engage in their success."
Volunteers of America Utah
works to break down barriers
that have kept youth on the
streets. Through donations of
money, materials, and volunteer
labor, Utah's VOA Youth
Resource Center serves 800
teens each year. They provide a
bridge of self-reliance and health
for those struggling with
homelessness, addiction, and
mental illness. They offer
programs dedicated to
education, job training, and
counseling, as well as emergency
shelter beds, 24/7 assistance,
and providing three meals a day.
The organization provides more
than 75,000 meals to homeless
or at-risk Utahns each year.
"Two of the PRMI Giving
continued on page 20


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Table of Contents for the Digital Edition of NMP - February 2018

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NMP - February 2018 - Cover1
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NMP - February 2018 - 1
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