EVOLVE: DIGITAL MARKETING AND DIGITAL EXPERIENCE

March 15, 2018

© Finastra |

SPEAKERS

2February 22, 2018

Steve Hoke

VP, Product Management

Finastra

Steve Ryan

Founder & CEO

RyTech, LLC

David Lykken

Founder & Chief Transformational Officer

Transformational Mortgage Solutions

(Moderator)

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AGENDA

David Lykken

Introduction

Steve Ryan

Optimizing your digital marketing

Steve Hoke

Evolution of Digital Banking

Digital Home Buying Journey

David Lykken

Closing and Q&A

3

Subtitle if required

February 22, 2018

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OPTIMIZING YOUR DIGITAL MARKETINGSteve RyanFounder & CEORytech, LLC

4February 22, 2018

167 billionThe average number of searches conducted on the Internet per month.

Source: SearchEngineLand

3.4 millionThe average number of searches conducted on the Internet per month in the United States related to the

mortgage industry.

Source: Ahrefs

86%of consumers prefer more authentic and honest brand personality.

Source: Sprout Social

64%of people state they determine whether they will open an email based upon the subject line.

Source: Salesforce

85%will manage their relationship with a business without connecting with a human by 2020.

Source: Target Marketing

60%of organic searchers click on the first three results.

Source: Search Engine Watch

3.4%of searches resulted in click on a paid ad within search engine.

Source: MOZ

18%of local searches done on mobile devices lead to a sale within a day.

Source: Junto

Your Online Presence

First Impression

First (and perhaps only) chance

Digital Image

Online Persona

Why Digital Marketing?

● Push v. Pull Marketing Technique

● Attract New Clients

● Be Found Online

● Generate Exposure

● Expand the Reach of Your Message

● Engage Current Contacts

Client Success: Driving School

Goal: Fill Classes that are Under Enrolled

Proposed Solution:

● Facebook, Targeted Advertising Campaigns● On-Page Technical & Content SEO

Results:

● User Acquisition Grew by 32% with conversions growing by almost 20%

● Facebook Ads Delivered 25% CTR with 50% conversions

Attracting Traffic

Organic

Website Conversion

PPC

Ranking Factors to Consider

● Backlinks

● Content

● User Experience

● Technical Factors

● Page Speed

● Mobile Responsive

Top 10 Monthly Related SearchesMortgage calculator 2,240,000

Mortgage payment calculator 368,000

Mortgage rates 301,000

Mortgage interest rates 60,500

Mortgage payoff calculator 33,100

Mortgage amortization calculator 33,100

Mortgage loan 27,100

Mortgage definition 27,100

Mortgage insurance 22,200

Mortgage broker 22,200

Anatomy of Local Searches

"Mortgage Broker Near Me"

● PPC (Immediate)

● Local Pack (Geographic)

● Organic Results (Long Game)

Potential Costs Associated with PPC

● Mortgage Rate Change Calculator - $43+

● Mortgage v. Loan - $32+

● Online Mortgage - $30+

● Mortgage Interest Rate Comparison - $19+

● Mortgage Calculator - $2+

● Mortgage to Salary Ratio - $0.70+

● Line of Credit v. Mortgage - $0.84

Content is King - Tell Your Story

● Create shareable content.

● Participate within the social networks.

● Build connections and followers.

● Cross reference your platforms (without cross

posting your content)

● Remain active on a consistent basis.

Effective Ways to Connect with Content

● Include a clear call to action

● Be concise

● Use content that pertains to your business

● Don't make guarantees you cannot deliver

● Don't post just to post

Client Success: Community Bank

Goal: Market Awareness with New Branch Openings; Deposit Accounts

Proposed Solution:

● Develop Social Media Strategy● Manage Facebook, Twitter, LinkedIn, and Instagram accounts

Results:

● Increased impressions of social media channels by 482.5%● Increased engagement of targeted users by 504.3%

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EVOLUTION OF DIGITAL BANKINGSteve HokeVice President, Product Management Finastra

25February 22, 2018

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“Our industry does not respect tradition – it only respects innovation”Satya Nadella, CEO of Micorosft

26February 22, 2018

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A METHODICAL APPROACH TO DIGITAL ADOPTION

27February 22, 2018

Low

LowHigh

High

Volume

Co

mp

lexit

y

Account balance inquiry

Transfer money between accounts

Apply for a credit card

Apply for an auto loan

Mortgages

Commercial

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WINNING WITH TODAY’S CONSUMER

28

Institutions have to deliver on all fronts

February 22, 2018

Product breadth

Customer service

Local presence

Technology =

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THE RACE FOR THE CONSUMER

29

- Traditional lenders need to get better at technology

- Online competitors need to get better at product, service, and local

February 22, 2018

Product breadth

Customer service

Local presence

Technology

Product breadth

Customer service

Local presence

Technology

Online Lenders

Traditional Lenders

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WHAT DO THESE COMPANIES HAVE IN COMMON?

30February 22, 2018

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THEY’RE EXPANDING OFFLINE

31

In a bid to expand customer reach, well known brands are expanding off line

February 22, 2018

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DIGITAL HOME BUYING JOURNEY

32February 22, 2018

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THE DIGITAL MORTGAGE

33

What does it take to deliver?

February 22, 2018

Digital marketing and channel management

Best in class borrower experience with limited friction

Real time status between borrower & lender

Efficient exchange of data & documents

Integrations with mortgage service vendors

Digital closing

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HOME BUYING JOURNEY

34

The most popular mortgage-related search queries were variations on “How much mortgage can I afford?”

February 22, 2018

15.9%

57.3%

8.8% 8.8% 9.2%

Purchase Pre-Approvals Refinance Refinance with CashOut Home Equity

Route borrowers to the most cost effective channel to track marketing ROIs

• Digital can offer great line of sight to your marketing efforts.

• Watch borrowers as they flow through the application and underwriting process and see where critical fall out points are.

© Finastra |

MOBILE IS DRIVING ENGAGEMENT

35

Applicants want choice and engagement across devices

February 22, 2018

8%2%

90%

Device Application Submission

Mobile Cross Device Desktop

Mixed2% are starting on a mobile device and finishing on a desktop

Mobile8% of applicants are fully submitting applications through mobile devices.

Desktop90% are still using desktop browsers for application submission

2

1

3

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“Half the money I spend on advertising is wasted; the trouble is I don't know which half”John Wanamaker, Founder of Macy’s

36February 22, 2018

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FUNNEL CONVERSION RATES

37

Test, track, and measure

February 22, 2018

Application

U/W

Processing

Closing

Customer

Three ways to grow mortgage volume

1. Put more volume into your funnel, and covert at the same rate

2. Put the same volume into your funnel, but increase your conversion rate

3. Do both!

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QUESTIONS?

38February 22, 2018

@FinastraFS

Finastra LinkedIn

Finastra YouTube

Thank you