arabera Bill Hillestad 4 years ago
504
Nicole Rueth
One potential approach to simplify compliance in marketing activities is to restrict the involvement of loan officers (LOs) to tasks such as handling pre-qualifications and lead follow-up.
arabera Bill Hillestad 4 years ago
504
Honelako gehiago
Suggest evaluating all content for repurposing practicality with estimates of what is need to repurpose each piece. That would then be plugged into a master content plan to identify what content is needed. All "needed" content would be prioritized and development effort & costs should be estimated.
In a perfect world the modeling and agreements will allow for the monetization strategy to be shifted and adapted between any combination of the following:
Initial thought is that LO's could cover 50% if it was truly coop which would apply to personal agents. If the fee was $X for the service, it could be covered 100% by the LO as long as the Agent had to spend a minimum of the same amount on ads which would be ideal.
This is a phased question as initially it will be personal production but the goal would be fee collection and eventually real estate commissions could dwarf the rest.
It would actually be easier to maintain compliance if the LO's were not involved in any of the marketing per se. If they were only handling pre qualifications and lead followup there would be nothing for compliance to have to review. The question would then be what can they pay for? Ad space is one solution in that if the had ads that were fixed simple fixed copy that was assuredly compliant (sort of like a directory listing) it would just be a matter of making sure the fee was appropriate. This needs more thought.
This is a huge item as nobody can be allowed to create a bad experience for a consumer with Nicole's name tied to it. Some of the positioning could create a degree of separation but there should be specific protections called out in the partner agreements at the very least.
Opportunity Management
Looking Good on Paper - Documentation
Income & Ratios
Savings / Cash
Credit
Since this is primarily buyer focused, having mortgage involvement is an obvious advantage, the question is how formalized is it? Is it required and, if so, at what level of participation (financial - training - branding)?
This would be independent originators who could not pay based on results so they would have to be allowed to participate with the agents. This would also have to be made available to Fairway LO's so caution must be exercised so as to not make the other program undesirable.
This would be internal to Fairway only and could be extended members of Nicoles team earning an in house split or...
The success of the program overall and for each partner individually will be greatly determined by their promotional budget so a minimum budget needs to be encourage at the very least.
If a certain level of service is called out, using more of the services could be an additional charge or accessed in a larger package or higher tier. Having 3 tiers to an offering is the norm as it allows a lower barrier to entry but typically drives 80% of users to the middle offering. The top offering is for serious power users and is usually more geared towards making the middle offering look like a bargain.
Charging a monthly fixed fee is the easiest but alone, it doesn't address value derived, service utilization, costs or audience size.
Each agent could be branded individually as a partnership with Nicole. This is a subtle difference from branding them as one of countless buyers of a service.
The question is, what about the branding would appeal to partners? It is a name that they could be proud to associate with. It feeds their ego while allowing them to lean on Nicoles brand without being to subordinate.
Nicole would be the public figure behind a brand that represented the mission and purpose but lent itself to being co-branded with the partner.
The same audiences would be built on a national level which could then be localized for each partner
Content is the biggest challenge in Facebook marketing so that ould be addressed by the shared content libraries.
One central support group could exist in which all of the partners personal prospects could be served centrally rather than each one of them having to do this individually. The partners could all be required to participate in the support functions but none would have the pressure of doing it all alone. Poaching other clients would have to be strictly forbidden.
Walking through various live scenarios is the one of the best teaching methods and it is work that has to be done anyway.
Mixed emotions but this could be good for group
A Facebook group or similar forum where people can access support from a community 24/7. It keeps success manageable but feels more real time to the partners and it doesn't matterr who the answers come from.
Open Q&A times so people don't need 1 on 1 support.
Exactly what partners are required, expected or encouraged to do needs to be clearly called out to keep them on track and on message. Thought needs to be given to how their compliance can be monitored and ensured. One way would be requiring surveys to be conducted with each of their clients.
Because partners could come on board at any time, the majority of their training needs to be deliverable when they need it so it could be pre-recorded. This content would ideally include some sort of comprehension assessment (it doesn't need to be full on testing).
Partners agree that all materials, lists, etc will not be useable in the event they leave the program.
Instead of exclusivity, the thought would be to commit to a certain saturation level that would be exceeded such as 1 partner per 100,000 in population.
All apt-ins are harvested and nurtured via email on behalf of the partner
Doing live events with every partner would be impossible so the idea is to do regular live events from well attended locations and to simulcast that event to every partner who wanted to host their own live event. The partner would have time slots to speak and deliver choreographed messages (typically and open and a close) which would blended with Nicole's simulcast presentation.
The following types of content would be provided and it's creation supported.
Using stories is the best way to sell or educate so a strong emphasis could be placed on case study videos praising clients who took action and found success. The sharing and tagging opportunity these videos offer make them extraordinarily valuable.
This is content that is not necessarily real estate related but serves to make the partner more likeable and memorable such as community info, charitable support or client gratitude/praise videos.
This is the regular educational content for prospects and could serve to educate as well as to grow or nurture the partners personal network.
This is the Top of Funnel content that either generates opt-ins or engagement audiences.
The partner should not have to create any content in order to start the program but would be encouraged and supported to create content in the following formats.
Every post or video that is worth emulating would be shared to a library as examples the partners would be encouraged to emulate. These could be highlighted during periodic trainings along with coach on their production. This would be an excellent opportunity to offer positive reinforcement to partners by interviewing them about the post's creation as part of the training.
The idea is to give partners content that is ready to go except that small parts, such as introductions, need to be shot by them so that they are in the videos for branding purposes.
If partners want to create their own content, that would be encouraged as long as it is on message and in accordance with the mission and purpose of the group.
Partners will be able to use content as is or to recreate the content using the same materials, messaging etc. The recreated videos would be editing and posted on their behalf. THe idea is to have the ones that can, shoot their own videos, but not have to in order to be successful.
Each partner would have their own FB page specifically for this program. One question is if they could participate using their own page to house all the content?
