Case
Studies
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Case Study: Consumer
Direct Marketing
Objective: To generate
loan opportunities using consumer direct marketing vehicles.
General: Danielle Rowland,
Branch Manager, Waterfield Mortgage, Grand Rapids, MI. Waterfield
Financial Services has been in business since 1928 and services
over 17 billion in loans. Waterfield Mortgage has been a Powerline
subscriber since 1997.
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Strategy and Action: Danielle
believes strongly that whoever reaches the prospective buyer first
controls the relationship and ultimately the transaction. Her goal
was to establish contact with leads in the early stage of the purchase
process, work this pipeline of business and insulate herself from
market trends.
Initially, Waterfield Mortgage relied solely upon the Realtor©
alliances to generate business. Danielle learned about the consumer
direct approach after being coached by Bob Williamson, an Arch strategic
alliance, who suggested a more balanced business approach.
Danielle advertises "informational" reports in her Sunday
paper in the "Residences" section. She requires that the
prospect call her Powerline™ system to receive the reports.
Danielle used the information report templates offered to her in
the Powerline™ business building package. She makes sure that
the ad conveys that the report is "free", the message
is "recorded" and that it's available "24 hours."
Most of her offers are targeting buyers either in the early stages
of the home purchasing process or re-locators. "The most important
aspect of the program is follow-up" says Danielle. She uses
strategies created by Bob Williamson focusing on offering the prospect
value and education first and then asks for the appointment. Danielle
says about two out of five leads eventually result in a transaction.
Key to her success is the use of the pager which notifies her of
a real time lead. "You have to be willing to react quickly,
while they're hot." Danielle believes.
"I've seen a dramatic and positive shift in our business
since implementing Arch technologies."
-Danielle Rowland
Result: Currently Waterfield
Mortgage manages over 100 listings, 15 Realtors® and weekly
consumer direct ads using Powerline™.
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