MARKETING CAMPAIGN GENERATES 60 MILLION DOLLARS IN ANNUAL SALES

Update: 36 New Purchase Loans in July 2003
Sales Case Study

Client: Washington Mutual Mortgage Banking

Challenge: One of Washington Mutual’s leading national loan consultants was in the top 1% of refinance sales, but new mortgage loans from agents virtually did not exist . Further, despite continuous marketing to realtors, via traditional means, results we re unfavorable . Additionally, the loan officer was challenged by the constraints of his responsibilities—being tied to the desk and phone—and thus identifying a method which would foster and facilitate relationship development within his targeted revenue generating contacts.

Objective: Implement a measurable marketing/advertising program specifically directed to well-established and influential realtors throughout Ventura County, CA.This is an outcome driven program whose core component is branding the Washington Mutual Loan Officer’s presence, and expertise, driving relationship development, and thus allowing for new business realization. The principle aspect of the program is the “call to action” initiative for the targeted recipient–managed by the loan officer.

Program: The loan consultant launched a formal program to 100 area realtors. Each month FreshSuccess shipped a customized and personalized (powerful advertising) package to each of the targeted agents. For example, Ju ly ’s message wa s ; “Let’s have an explosive Ju ly”. The shipments were scheduled for 25 per week, thus allowing the c o n s u l t a n t to plan and execute his sales call follow-up with each realtor.The program focuses on message, reach,and frequency, utilizing a highly differentiated and effective communication platform.

Process: He simply supplied The FreshSuccess Corporate Services Network with his target contact data and a monthly message.Any changes to the data were e-mailed to FreshSuccess for edits to the database.The Corporate services network took it from there, coordinating weekly shipments, scheduling rotating fruit varieties, inserting the customized and branded monthly message and providing shipment details to the loan consultant for pro-active sales call follow-up.

Results:

• 1600% monthly returns on investment.
• 100% hit rate. Every targeted customer willingly received the follow-up sales call.
• $5 million dollars in new mortgage loans per month, $60 million dollars annual.
• Substantial increase in personal compensation.

Client Quote: “I’ve always allocated dollars to marketing my business and have tried many different campaigns, but the FreshSuccess Corporate Services Network Business Development Program produced the greatest response and largest return, by a very wide margin. It’s an outstanding program.”

Conclusion: FreshSuccess’ impact on this loan officers’ production was impressive due to the fact that transaction frequencies—realtors driving consumers to the loan officer — exponentially increased.Branding Washington Mutual,as well as, the loan officer, was instrumental in delivering an expertise that was visible and constant over time. Further, the dynamics of influencing and subsequently cultivating loyalty to Washington Mutual, was additionally facilitated by the “real-time” personalized follow up by the loan officer. FreshSuccess delivers the results for which our clients are investing.

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