Category: Recruitment

4 Marketing Tips, Borrowed from Psychology


No matter what industry you’re in or where you are, there are certain things that we as people and consumers all have in common. We have the same basic needs and often the same impulses. And if we apply some of the principles of marketing to that idea, we can get some very powerful results, especially in the mortgage industry. 

On first glance, the mortgage industry may seem dull, but in reality, it’s wrapped up in emotion, hope and excitement. And that’s the perfect angle for marketing.

Here are a few things to keep in mind when thinking about marketing to potential buyers:

  1. People are impulsive. You may not think that buying a home could ever be an impulsive activity since it’s such a big purchase, but we all know that you don’t really need a 20% down payment to buy a home. So make sure that your website has the tools to take your visitors to the next step.
  2. Pictures are more powerful than words. If you can find powerful, telling images, be sure to use them.
  3. If someone says, “yes” to something, even if it’s something small, you’ve got your foot in the door. Act accordingly.
  4. Shopping, even for loan officers, is all about comparison. If you’re the first loan officer or yours is the first website someone sees, you’re in a strong position.

Marketing is a vital part of closing loans. Great marketing helps potential borrowers find you and allows you to earn their trust, even before they talk to you. That’s why we take marketing so seriously at Skyline. Give me a call or shoot me an email to learn about all our proven and effective marketing programs that are helping our loan officers double their production.


How Skyline Loan Officers Make Our Buyers More Competitive

It’s no secret that housing inventory is low right now. For buyers trying to enter the market, the shortage poses a huge problem. Buyers look at dozens of homes before moving forward and often times, biding wars occur.

That’s not good for buyers OR loan officers.

When all buyers want to do is live happily ever after in their new homes, getting constantly outbid can be really discouraging. So what can lenders do to make our buyers more competitive?

Here are just a few things:

  1. Reputation matters. Referral partners won’t send you referrals if you’ve had problems delivering in the past. And the reputation of your company matters too. Some companies like Skyline are known throughout the industry for closing loans quickly with high customer satisfaction. And buyers who work with reputable lenders get taken seriously.
  2. We make sure that everything is good to go during the pre-approval process. Homebuyers know what price range is realistic and realtors know that working with Skyline means everyone is prepared.
  3. We work with our borrowers to make their offers as good as cash.
  4. Our loan officers help people erase contingencies, making them more attractive buyers.
  5. We make sure our loan officers are in control of the situation from start to finish, and since everything is done in house, the close on time promise is much easier to fulfill.

Skyline’s loan officers go above and beyond, and that’s why they close more loans, and they close them faster than the industry standard. That translates to more money, more leads, more satisfied customers, and more repeat business. It’s the ultimate win win.

If you want to learn more about how we help borrowers get their dream homes, give me a call or shoot me an email.


Getting the Most Out of Social Media

It’s apparent that social media isn’t going anywhere. It’s become an important piece of the marketing and branding puzzle. After all, when someone Googles you (and they will), why would they work with you if they can’t find much information about you?

A strong social media presence can benefit you in a myriad of ways. It can remind followers of your expertise, it allows you to advertise to targeted audiences, it can improve your search engine optimization, and so much more.

So here’s how to get the most out of social media in the mortgage industry:

  1. Build your following. No matter what you post, if no one sees it, it won’t make a difference. Ask your friends to like your page and spend time every day building your following.
  2. Post. It seems obvious, but not everyone posts. You don’t have to post every day, but post consistently so people have something to see and read when they visit your page. The more you post, the bigger your digital footprint will be.
  3. Use humor. So many people use social media as a distraction, and what’s a more fun distraction than humor? If you could tie your brand of humor to the mortgage industry, then all the better!
  4. Interact. Comment, like, reply. Think of a social media platform as the facilitator for conversation. The overall purpose of social media is to connect people, so by all means, connect.
  5. Call to action. Some of your content should be driving people to do something, such as comment, like, click, apply, etc.

Social media can help you generate leads and grow your brand, but you get out of it what you put into it. To learn how Skyline can help you with social media marketing, give me a call or shoot me an email.



How to Write an Email That Actually Gets Read

We’ve all been there: you send out this great email with plenty of useful information, but the open rate is much lower than expected. What happened?

Don’t worry. Creating a powerful email that resonates with people isn’t easy, but we’ve got some tricks that will help you knock it out of the park every time. 

  1. Present your email like an exclusive offer that is only available to a select few. Think about how successful American Express offers pre-sale tickets to events for cardholders; you can translate that same special feeling to the mortgage industry. Any potential homebuyer would love to have information that could make them more competitive buyers, especially in today’s market.
  2. Tailor your message, and particularly your subject line, to what your consumers are concerned about. And of course, offer a solution.
  3. If possible, segment your email list. There’s no way your entire list serve will benefit from the same email. And receiving too many irrelevant emails can mean getting blocked or at least ignored.
  4. Consider sending regular emails that your subscribers will come to expect, like the last Friday of every month or every Tuesday at 10 am.
  5. Be very clear about what you want your recipients to do. Include a call to action, especially when you’re moving potential borrowers through the sales funnel. Make sure that whoever you’re emailing knows what to do next.

Always remember that everyone wants to feel special and that people can spot a mass email from a mile away. So personalize your emails as often as possible.

Skyline has plenty of tips and tricks to make your marketing efforts go further. Give me a call or shoot me an email to discuss.


How to Do You Stand Out in the Mortgage Industry? Speed, Simplicity, and Control.

At Skyline, we have redesigned the application process to fit what modern day consumers want and expect.

Fortunately, these tech savvy borrowers want the same thing as loan officers: speed and efficiency. It’s a classic win win. Borrowers get a hassle free funding process and loan officers close more loans.

One of our loan officers outlined the exact timeline that a borrower goes through to apply for a loan. 

Here’s how it goes:

2pm Initial phone call with a prospective borrower.

2:15pm The borrower uses a mobile phone to enter application, pulls his or her own credit report and uploads pictures of basic documentation taken on their smartphone or we have the option of pulling digital data. 

2:30pm The loan officer does a quick QC of the app, generates side by side estimates based on dialogue with borrower and has the borrower review them in the same system that they did the app. And then the loan officer explains each. The borrower then decides which estimate suits them best.  

2:50pm The loan officer runs AUS in 2 clicks from the digital LOS and the system generates a borrower’s needs list. 

2:55pm The loan officer generates disclosures and has them delivered electronically. 

3:15pm The borrower electronically signs them, orders his or her own appraisal (WAIT-WHAT!?) and takes pictures of required documentation with their smartphone and uploads them in the same system where they completed the app. 

3:30pm The loan officer submits file for QC.

4:00pm File submitted to underwriting.

4:00pm The next day, the file is approved by an underwriter with conditions. Boom! Just over 24 hours from hello to approval without a rush! Wonder what Millennials want? Speed, simplicity and control.   

Want to learn more about the benefits of such a smooth process? Give me a call or shoot me an email.

Efficiency and User Experience in the Lending Process

Every person working in the mortgage industry and every mortgage consumer has at some point thought, “I wish this process were faster.” If the closing process were sped up, everyone would benefit. But there have been lots of obstacles like compliance and antiquated technology that slow things down. 

And a confusing interface that makes borrowers feel frustrated certainly doesn’t help.

But neither of these problems is without a solution. And we know, because we’ve been successfully working on these problems for the better part of a decade.

The industry-wide average for closing a loan is nearly a month and a half. That’s a long time, and when you’re a homebuyer who desperately wants to get financing taken care of, it feels like an eternity.

At Skyline, our average is significantly faster, and that means a whole lot more peace of mind.

And we’ve managed to do all that with a sleek user interface and plenty of support for borrowers. Our borrowers benefit from the transparency of our process as well as efficiency of our technology. It’s a classic win-win.

Click here to read about industry trends and the tug of war between user experience and efficiency written by one of the creators of Skyline’s state of the art technology.

How to Change the Mortgage Industry From the Inside

We constantly talk about regulations, compliance, and technology, among other things. But a mortgage is intended for a person whose sole function isn’t to spend days faxing documents.

Improving the user experience benefits everyone, from the borrower to the originator. One idea is to change the way that things are done behind the scenes, starting with the underwriting process. And that’s exactly what cloudvirga, Skyline’s sister company, has been doing.

Recently, National Mortgage News published an article about how cloudvirga and others are changing the process. Click here to view the article to see what’s being done and what the future will look like.

Equifax Hack and How to Protect Yourself

Internet connectivity has brought many benefits to modern society, but one of the drawbacks is that internet users and companies are vulnerable to information breaches.

Recently, credit bureau Equifax was hacked with 143 million people potentially affected by the data breach. Many details about the hack aren’t available, and though this news is unfortunate, there are things that can be done to safeguard your credit.

First thing’s first, check to see if you were affected by the hack. Click on the link below to get a step-by-step guide.

Whether you were affected or not, it’s a good idea to protect yourself. Many things can happen that may put you at risk.

Here are a few steps that you could take to keep your credit safe: 

  • Set up alerts with the three big credit reporting agencies to see if someone is using your credit. Same goes for credit and debit cards. You can even have push notifications set up.
  • Look into freezing your credit so that new companies that you don’t currently work with will not be able to access your credit.
  • Keep an eye on your credit history.
  • Consider a credit monitoring service. Right now, Equifax is offering a year of credit monitoring for free, but make sure you look into the fine print.


Source: New York Times, Sept 10, 2017