NMP - May 2018 - 4
Volume 10 * Number 5
Making marketing magic
They say nothing happens in business until someone sells something. Every successful executive
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working in our industry today knows this. Whether we are selling a first-time homebuyer on our
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ability to help them get financing or selling a real estate agent on why we are the perfect partner for
Web site: NationalMortgageProfessional.com
them, sales is a critical part of the work we do as mortgage professionals.
Eric C. Peck
Joel M. Berman
But before we can sell anything, we have to do the often difficult work of marketing. Students
Publisher - CEO
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often have a hard time separating sales from marketing. It's not always easy to see. In fact, the
most common definition of marketing actually includes sales: "The action or business of promoting
and selling products or services, including market research and advertising." It can be confusing,
VP-Sales & Marketing
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but when done well, it can look like magic.
This month, we focus on what it means to excel at marketing in our industry, but first, I want to
VP of Operations
tell you about a few special features in this May edition.
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First, Andy W. Harris launches a new column in this issue. You know him from his popular
column. In this issue, Andy starts down a new path that he calls "BrokerNATION," a
Social Media Ambassador
new series of articles and interviews with independent Mortgage Brokers. This new monthly piece
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will cover a variety of topics all around the wholesale lending channel and independent origination
in the primary mortgage market today.
Special Reports Editor
In our Legends of Lending feature, we profile Angel Oak on page 32, as Phil Hall gives us a
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deeper look into the company by interviewing five execs. Atlanta-based Angel Oak just celebrated
its 10-year anniversary and originated more than $1.1 billion in non-QM mortgages in 2017.
To receive any information regarding advertising rates, deadlines and requirements, please contact
Finally, lest we forget that effective sales and marketing does not end when the application is
VP-Sales & Marketing Beverly Bolnick at (516) 409-5555, ext. 316 or e-mail beverlyb@mortgagereceived.
We focus on the servicing side in our profile of NMP's Mortgage Professional of the
Month, Kyle Gunderlock, President and Chief Operating Officer at Citadel Servicing Corporation,
ARTICLE SUBMISSIONS/PRESS RELEASES
To submit any material, including articles and press releases, please contact Editor-in-Chief Eric C. Peck
beginning on page 26.
at (516) 409-5555, ext. 312 or e-mail firstname.lastname@example.org. The deadline for submissions
But now ... back to marketing. Effective marketing involves both identifying the market your
is the first of the month prior to the target issue.
company should be serving and proving to that market that you are the preferred partner. In this
To receive subscription information, please call (516) 409-5555, ext. 301; e-mail orders@mortgageissue we'll give you all of the information you need to master both sides of the marketing equation.
newsnetwork.com or visit www.nationalmortgageprofessional.com. Any subscription changes may be
made to the attention of "Circulation" via fax to (516) 409-4600.
We start with a great lineup of articles focusing on key marketing concepts. I consider these the
Statements, articles and opinions in National Mortgage Professional Magazine are the responsibility of the
basic blocking and tackling skills you need to succeed, but you'll find nothing basic about these
authors alone and do not imply the opinion or endorsement of Mortgage News Network Inc., or the offigreat pieces. Consider starting with "The Importance of Strategic Partnerships" from Erica
cers or members of National Association of Mortgage Brokers and its State Affiliates (NAMB), National
Association of Professional Mortgage Women (NAPMW), National Consumer Reporting Association (NCRA)
LaCentra, Director of Marketing at RCN Capital. Then read "Combine Direct Mail and Digital
and/or other state mortgage trade associations.
Participation in NAMB, NAPMW, NCRA, and/or other state mortgage trade associations events, activMarketing Campaigns for Maximum Response," by Michelle B. Peel, Marketing and Corporate
ities and/or publications is available on a non-discriminatory basis and does not reflect the endorsement
Communications Manager at IWCO Direct.
of the product and/or services by Mortgage News Network Inc., NAMB, NAPMW, NCRA, and other state
mortgage trade associations.
Our material isn't just focused on supporting the C-suite. If you're a working Loan Officer, don't
National Mortgage Professional Magazine, NAMB, NAPMW, NCRA, and/or other state mortgage
miss "Five Mortgage Marketing Tips to Help Loan Officers Win" from Raymond Bartreau, Founder
trade associations do not make any misrepresentations or warranties concerning the regulatory and/or
compliance aspects of advertisers, products or services and/or the editorial content contained in Mortgage
and SVP of Lending Partnerships for Best Rate Referrals, and "The Self-Promoter: Marketing
News Network Inc. publications. National Mortgage Professional Magazine and Mortgage News Network
Inc. reserve the right to edit, reject and/or postpone the publication of any articles, information or data.
Strategies to Help You Stand Out in a Crowded Market" by Casey Cunningham, CEO and Founder
of XINNIX. But also check out "Personal Branding is Great, But Lenders Need Guardrails" by Joe
Welu, Founder and CEO of Total Expert for a quick reality check.
Many are wondering today whether they should go all in on the new Millennial borrower or continue to support the Baby Boomer crowd they probably
built their business around. For really focused firms, it could come down to a one or the other decision. For help, read "Baby Boomer vs. Millennial: A Tale
of Two Generations of Mortgage Marketing" by Betsy Boggia, New England Regional Marketing Director at Fairway Independent Mortgage Corporation &
Marina Kowaleski, Digital Marketing Specialist for Fairway Independent Mortgage's New England Region.
No marketing section would be complete without a detailed exploration of social media marketing. This is the Wild West of the marketing world, and
while there are risks here, there is also a lot of opportunity. To help you navigate these waters, we offer a number of great articles this month.
Start with "Social Media and Its Connection to the Customer and the Community" by Andrew Smith, CEO of Towne Mortgage Company. Then read
"The Intersection of Social Media & Mortgage Professionals" by Michael Lewis, retired business executive and personal finance columnist.
Then, for more specifics, see "How to Get Quality Mortgage Borrowers Calling You From Facebook Advertising" by Chris Johnstone, CEO of
Connection Inc. and "Rules of Engagement: Making the Most of Your Social Media Presence" by Deborah Speed, Marketing Communications and Public
Relations Manager and Connor Snyder, Social Media Strategist for Castle & Cooke Mortgage.
And finally, we get to what is fast-becoming the marketing battlefield for this industry, the digital realm. We offer "Leveraging Today's Digital Mortgage:
Using SEO to Close More Loans" by Kelcey Brown, Chief Strategy Officer and EVP at WebMax and "Five Practical Tips to Get Old-School Professionals
on the Digital Marketing Track" by Tuan Pham, SVP, Head of Marketing at CoreVest Finance.
Taking our business online has resulted in some real marketing benefits, not just from our own social media efforts, but also from those of our
customers. Online reviews and recommendations can mean more work. They can also lead to problems in the form of bad reviews. Turn those into
opportunities by reading "Why a Negative Review Can Be a Marketing Opportunity" by Andrea Obston, President of Andrea Obston Marketing
Communications. Then, get more business by reading "Validating Referral Marketing" by Tom Pasckvale, Managing Partner at Top Vine Mortgage.
Marketing done right looks like magic and it makes sales, whether you define that as another loan application in the pipeline, another closed loan or
another excited business referral partner, much easier to accomplish. It is our hope that this issue will benefit you in your marketing efforts.
Joel M. Berman, Publisher-CEO
Mortgage News Network Inc.
National Mortgage Professional Magazine is published monthly by Mortgage News Network Inc. * Copyright © 2018 Mortgage News Network Inc.