2005 Existing Client Marketing Plan

2005 EXISTING CLIENT MARKETING PLAN

“Our marketing needs to be outwardly focused NOT inwardly-focused”

PART 1: Client Categories and Objectives

PART 2: Client Marketing Calendar

PART 3: CAP Mailings

PART 4: Weekly Call Activities

PART 5: Annual Mortgage Review

PART 6: Winter Client Appreciation Party

PART 7: Summer Client Appreciation Party

PART 8: Fall VIP Client Party

PART 9: VIP Client Gifts

PART 10: Preferred Client Gifts

PART 11: Client Appreciation Gifts

PART 12: Referral Directory

PART 13: Holiday “Letter from the Heart”

“Our focus will be building critical mass with our VIP, Preferred, and 1st-year clients within our database”

“Every human being wants someone to take a personal interest in them”

PART 1: CLIENT CATEGORIES AND OBJECTIVES

“The most important things we can give our top clients is out TIME”

CLIENT (VIP):Clients who have provided multiple referrals that have closed in the past 2 years

CLIENT (PREFERRED):Clients who have provided at least 1 referral at any point in time

CLIENT (1st YEAR):New clients who are either working with us right now or who have secured a loan with me within the past 12 months. (Treated as a Preferred Client)

CLIENT (2nd YEAR):Clients who have secured a loan with me within over 1 year ago but less than 2 years who have not yet provided any referrals or conducted any repeat business (Treated as a Repeat Client)

CLIENT (REPEAT):Clients who have secured more than 1 loan with me over time but have not yet provided any referrals

CLIENT:Clients who have secured only 1 loan with me but have never

Provided any referrals

CURRENT DATABASE COUNT

CLIENT CATEGORY / START OF 2005 / END OF 2005
CLIENT (VIP) / 21
CLIENT (PREFERRED) / 76
CLIENT (1stand 2ndYEAR) / 83
CLIENT (REPEAT) / 107
CLIENT / 202

DATABASE OBJECTIVES

Increase the focus on VIP’s and lay out the “Royal Carpet” treatment. Turn my service level up to its highest notch in serving these clients:

Try to turn preferred clients into VIP’s though a more intentional approach. There are clients who have recognized the service excellence we provide and have shown a willingness to refer. Given greater service and attention there are clients (aside from 1st year clients) who are the most likely to become VIP’s

Make all efforts to convert a 1st year and 2ndclient into a preferred or VIP before the end of the 1st and 2ndyears. Conversion of 1st year clients to at LEAST preferred status should be no less than 75%

Work with the Repeat clients to make them a preferred client. These people feel good enough about working with me that they came back at some point in time. These people simply need to be told that I do my business by referral and that I need their help

Clients need to be educated as well as to how I do business. Given the size of my database I don’t want to spend too much time here, but the call and communication need to be focused on educating them how I do business. Ultimately maintain contact here but not over the top. I need to mayor campaign these people in 2005 and decide whether to establish them as a CLIENT status or a Client SUSPEND status.

PART II: CLIENT MARKETING CALENDAR

Client / Current Count / CAP Mailings / Calls / AMR / Winter
Client
Party with f/u letter / Summer
Client
Party with f/u letter / Fall
Client
Party with f/u letters / VIP Gift ($55) with Pop-By / Preferred
Client
Gift
($10)
Mailed / Referral Directory / Holiday Letter
VIP / 21 / Month / 6 / Y / Y / Y / Y / Y / Y / Y
1st yr and 2nd year / 83 / Month / 6 / Y / Y / Y / Y / Y / Y / Y
Preferred / 76 / Month / 4 / Y / Y / Y / Y / Y / Y
Repeat / 107 / Every 2 / 3 / Y / Y / Y / Y / Y
Client / 202 / quarterly / 2 / Y

PART III: CAP MAILINGS

Client Appreciation Monthly “CAP” Item mailings will be sent out to all clients per the following schedule on a regular basis. 100 of these CAP items will be received from Providence Systems. The remaining count will be ordered from Minuteman Press.

Month / Recipients / Approximate Count / Additional Needed from Minuteman Press
Jan / VIP, 1st Year, Preferred, Repeat, Client / 489 / 400
Feb / VIP, 1st Year, Preferred / 180 / 100
March / VIP, 1st Year, Preferred, Repeat / 287 / 200
April / VIP, 1st Year, Preferred,Client / 382 / 300
May / VIP, 1st Year, Preferred,Repeat / 287 / 200
June / VIP, 1st Year, Preferred / 180 / 100
July / VIP, 1st Year, Preferred, Repeat, Client / 489 / 389
August / VIP, 1st Year, Preferred / 180 / 100
Sept / VIP, 1st Year, Preferred,Repeat / 282 / 200
Oct / VIP, 1st Year, Preferred, Client / 382 / 300
Nov / VIP, 1st Year, Preferred,Repeat / 287 / 200
Dec / VIP, 1st Year, Preferred / 180 / 100

“Our database is a list of relationships NOT a mailing list”

“Acknowledge, appreciate and ask again”

The daily call activity series is the cornerstone of the referral-marketing business model. These calls will be made on a daily basis between 9:00 – 10:00 AM without fail. The only exception to this call series will be on the 1st Thursday of each month (Funding Corp Meetings) and the 2nd Thursday of each month (Club Net meetings). On those days these calls will be made between 1:00 – 2:00 PM.

Initial Call through database to include:

Mortgage Planning entry into ACT!
Entry into MRA fields, send email or letter, set up in MRA
Pend a PMI review date
Pend an ARM renewal date
Ensure inclusion in CAP
Verify names and salutations in ACT!
Enter AMR date

Subsequent Calls will include:

Discover a differentiator
Update something new they would appreciate knowing
Verification of a current email address
Confirmation that the current rate is advantageous
Appreciation for their business
Ask for referrals

Each phone call will be followed-up with a personal note as well as a brief entry in the ACT! Database indicating any new differentiators, etc. that may have been discussed

Additionally, the CCC will make daily birthday calls to all database members on behalf of the team

Weekly / M / T / W / Th / F
VIP / 2 / 1 / 0 / 1 / 0 / 0
1st Year / 10 / 2 / 2 / 2 / 2 / 2
Preferred / 5 / 1 / 1 / 1 / 1 / 1
Repeat / 6 / 1 / 1 / 1 / 1 / 1
Client / 8 / 1 / 2 / 1 / 2 / 2
TOTALS / 30 / 6 / 6 / 6 / 6 / 6

SECTION 5: ANNUAL MORTGAGE REVIEW

PLAN IN PROGRESS

SECTION 6: WINTER CLIENT PARTY

“Look to build a sense of community within the database of clients”

Our winter Client Party will be held at the PettitCenteron Saturday, February 19thand will include all clients excluding “Client” and “Old Client” categories.

A mailer will go out to all clients

A follow-up call and personal note will be made from either MP or CCC

A follow-up letter with photos will be sent to clients included with a thank-you from our team

SECTION 7: SUMMER CLIENT PARTY

“Look to build a sense of community within the database of clients”

DETAILS TO BE DETERMINED IN SPRING 2005

Brewer game with Tailgate party?

SECTION 8: FALL VIP AND PREFEREED CLIENT PARTY

“Look to build a sense of community within the database of clients”

DETAILS TO BE DETERMINED IN SPRING 2005

A dinner party with entertainment?

SECTION 9: VIP GIFT

Brian to look for differentiators throughout the course of the year with VIP’s – For 2005 this gift will be a hand painted watercolor from Tim Collins. Brian to select 2 VIP’s on a monthly basis and hand-deliver the gift to VIP clients.

Tim Collins to be notified the month prior of the 2 clients we will be working with. CCC to assist in this effort.

SECTION 10: PREFERRED CLIENT GIFTS

Brian to send out a gift card on a monthly basis to 10 clients per month. Team to think up possible ideas for gift (Robert’s Frozen Custard certificates, Hollywood Video cards, etc.)

CCC to assist with these events

SECTION 11: CLIENT APPRECIATION GIFTS

We will periodically send out a $10 gift card as a Client Appreciation gift.

SECTION 11: REFERRAL DIRECTORY

This project requires a fait amount of planning. CCC to assist in this project. On hold Until Further Notice

SECTION 12: HOLIDAY FROM THE HEART LETTER

Brian to mail out a holiday letter in early November to all clients. This will include pertinent info from the families, team members, photos, client appreciation party pictures, etc.

CCC to assist in these efforts