Below you will find some example case studies:

Mortgage Banking
Cast Study 5

“Mortgage has always been truly one of challenging and re-warding
markets. The MarkeTouch Media system of voice messaging has
proven effective in meeting the special challenges of the mortgage
industry, increasing value while helping drive our customers success.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading mortgage bank had experienced a downturn in business, and was facing the prospect of a possible closure. The majority of their marketing budget had been spent on a direct mail campaign that had proven unproductive.This bank’s immediate goal was to:
• Dramatically increase sales volume in a 2 week timeframe

STRATEGY
Revamped target marketing campaign focused on gaining response from pre-approved home equity prospects in a high LTV market.

ACTION PLAN
Developed multiple waves of voice messages geared toward dramatically increasing response rates. New campaign was centered around the offer of a pre-approved loan that the prospect could use for home improve-ment, debt consolidation, or cash. Recruiting and training programs were also instituted to increase the employee knowledge base.

BENEFITS/RESULTS
With this new campaign utilizing MarkeTouch Media’s system, this client saw a 3% response rate, with a 25% initial conversion rate. After completion of the MarkeTouch Media training, the conversion rate increased to
50%. The bank’s Vice President stated, “Voice messaging single-handedly saved our company.”

Mortgage Banking Case Study 5

Finance/ Home Equity
Case Study 14

OVERVIEW
A leading bank was looking for a cost effective way to drive existing customers back into their inbound call center, in order to effectively enhance their marketing efforts, and sell a new home equity loan offer. The goals for this program were to:
• Lower acquisition costs
• Increase response rates
• Increase home equity loan application rate

STRATEGY
The strategy for this campaign was a voice messaging campaign focused on increasing customer response and sales activity. MarkeTouch Media consulted with the bank staff to identify training issues and develop a program centered on the bank’s $50,000 pre-approved home equity loan offer. The MarkeTouch Media inbound program would be tested against the bank’s outbound telemarketing staff.

ACTION PLAN
MarkeTouch Media developed a campaign utilizing multiple scripts that included “pre-emptive” messaging, and referencing the customer’s current relationship with the bank. The scripts also provided suggestions for ways the recipient could use their home equity loan, outlining the ease of the program, and asking the recipient to call back. The inbound call center received specialized MarkeTouch Media training for handling these inbound calls. After some initial testing, it was discovered that one specific script featuring the most benefits was generating the largest response. The campaign was modified around this script, which had produced the highest conversion rate in the call center.

BENEFITS/RESULTS
This Marketouch Media campaign significantly improved this bank’s gross response rate, and as the cost per actual loan was calculated, this bank found that the cost per real estate loan with the MarkeTouch Media system and training was approximately 65% less than the cost per loan for their outbound telemarketing staff. Based on this success, this client is looking to implement a monthly MarkeTouch Media program.

Finance Home Equity Case Study 14

Mortgage Banking
Case Study 15
“Mortgage has always been truly one of challenging and rewarding
markets. The MarkeTouch Media system of voice messaging has proven effec-tive
in meeting the special challenges of the mortgage industry, increasing
value while helping drive our customers success.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading regional lender had entered the highly competitive sub-prime market just after the collapse of the “125” market. This mortgage company had a strong direct marketing program, but with a stagnant response rate and a relatively high capture cost. This lender’s goals were to:
• Increase sales lead activity
• Increase response rate 20-25%
• Increase list penetration
• Reduce overall capture cost by 10%
• Create a “scalable” marketing program

STRATEGY
The strategy for this client was a MarkeTouch Media campaign focused on increasing customer response and closing sales as part of the overall direct marketing effort. MarkeTouch Media developed a program around the lender’s ongoing activity and growing sales staff.

ACTION PLAN
Developed a wave campaign of multiple voice messages aimed at dramatically increas-ing response rates over a 8 week period. Each of the subsequent 3 messages was geared towards building relationship and trust, since the prospect group had previously been “turned down” for a mortgage. This new campaign was centered around the client’s existing direct mail and advertising program and message, targeting a database that hadpreviously been mailed to 6 times.

BENEFITS/RESULTS
This client gained a 100% increase in response rate over the initial 8 week period, with a reduction in capture cost of over 18%. Based on these results, this client suspended all other direct marketing programs. They now use MarkeTouch Media as their main form of marketing and telemarket only to the “live answer” numbers passed though the voice messaging system.

Mortgage Banking Case Study 15.1

Mortgage Banking Case Study 15.2

Mortgage Banking Case Study 15.3

Mortgage Banking
Case Study 21

OVERVIEW
A major national Mortgage Bank had recently acquired thousands of home loans from another institution and wanted to migrate these accounts to their new “EZ Pay” plan. Convincing these customers to switch to EZ Pay, although difficult, would ensure that their mortgage accounts would remain current and would also increase customer loyalty and retention. This lender already had a consistently strong direct mail campaign and was
simply “testing” voice messaging as a medium. The client wanted to see if the medium would really work for them and if it would lift their current response rate while lowering their cost to acquire. The client’s main goal for this Q2 campaign was to have 9% of accounts converted to EZ Pay by year-end.

STRATEGY
The strategy for this client was a MarkeTouch Media voice messaging campaign focused on dramatically increasing response rate by enticing customers to call back to a call center. The sales reps would then “close” the customer on EZ Pay. Working in tandem with the client’s direct mail campaign, MarkeTouch Media developed two “test” messages in order to track which tactic drove the best response.

ACTION PLAN
Two different voice messaging strategies were created to send to the client’s segmented database to test the pull of each message. The first strategy was a “Big Net” ™ message. This type of voice messaging drives an extreme response rate to the call center where trained call center agents follow an inbound script developed during training. The second strategy was a “Specific Offering” message. This type of voice messaging drives a lower response rate than the “Big Net” strategy; however, these customers are easier to convert to sale because they have responded to a specific offer.

BENEFITS/RESULTS
After several days of measuring message response, the client chose the winning strategy and completed the campaign using only that message. This MarkeTouch Media campaign was such a success that the client received a 5% response rate! Of those responders, 40% actually converted to the EZ Pay plan. The client was so surprised by the extreme response rate they experienced, and pleased with the MarkeTouch Media process and campaign, that they broadened their use of voice messaging to multiple divisions within their national company.

Mortgage Banking Case Study 21.1

Mortgage Banking Case Study 21.2

Mortgage Banking
Case Study 23

“Mortgage has always been truly one of the most challenging and rewarding markets. The MarkeTouch
Media system of voice messaging has proven effective in meeting the special challenges of the mortgage
industry, increasing value while helping drive our customers’ success.”
- Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading regional lender wanted to target the highly competitive sub-prime mortgage market nationally in an effort to increase sales lead activity. The people who comprise this sub-prime demographic typically are not financially solvent or savvy. Because they have been turned down for a loan by everyone, they are not quick to respond to banking “offers”, nor is their interest peaked by such offers. This target is difficult to tap into and even more difficult to close.

STRATEGY
The strategy for this client was a MarkeTouch Media voice messaging Wave campaign. The campaign focused on increasing response rates by enticing prospects to call the client’s call center. MarkeTouch Media also recommended training for a select group of 10-15 in-bound call center agents. Training ensures higher conversion rates by providing a smooth transition from voice message response to sale. This transition helps eliminate confusion, creates a positive customer experience and demonstrates the professionalism of our client to their prospective customer.

ACTION PLAN
MarkeTouch Media developed a voice messaging campaign focused on increasing sub-prime sales leads by designing messages to appeal to the target on a personal level. Since the prospect group had a sub-prime credit rating, was probably not credit savvy and had most likely been “turned down” for a loan, the messages were geared toward building trust and a genuine relationship with the customer. The nature, tone and theme of the messages remained static, but the words and sense of urgency differed to keep the messages fresh and interesting. Even with these variables, the main idea and “everyman” sensibility of the messages remained constant. The call center reps received, over a two year period, customized training and coaching by the MarkeTouch Media trainers as well as refresher courses and monthly training tips. The trained call center coupled with a perpetually updated database (approximately 400,000 records, weekly), allowed the client to consistently call and successfully close potential mortgage customers.

BENEFITS/RESULTS
After three years of marketing, MarkeTouch Media voice messages continue to produce a staggering 1% response rate for this client! Given the demographics of their target, that kind of response was simply unheard of up to that point. Based on the success of voice messaging campaigns, the client lowered their capture cost by 50% and now uses voice messaging as their sole form of marketing. This was definitely a business partnership that was a “win-win” for both parties.

Mortgage Banking Case Study 23