Incenter Marketing’s Katrina Orlando: Embracing Digital Tools To Strengthen Customer Relationships

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Katrina Orlando is Vice President of Sales Engagement at Incenter Marketing. With a career spanning over two decades in the mortgage industry, she is a fervent advocate for integrating digital technology to strengthen customer relationships. She specializes in utilizing video messaging, social media and AI-driven tools to elevate the customer experience in mortgage lending.

In the rapidly evolving mortgage lending sector, the emergence of digital technology has significantly transformed the way professionals engage with their clients.

Today, a newly defined “Sales Engagement” practice harnesses a wide variety of innovative digital tools to establish a more direct “me and you” level of relationship building. Just as important, these tools are scalable, easy for even “non-technical” salespeople to embrace, and don’t require much time.

How can mortgage professionals tap Sales Engagement best practices to differentiate themselves and gain a competitive advantage? Let’s dive in:

Include An Updated Headshot Everywhere

Headshots are an absolute must in digital environments. Just as a professional appearance is important with in-person meetings, headshots establish that important first impression, which immediately builds trust and sparks connections. No need to spend time and big expense with a traditional professional photographer. Studio-standard, online virtual headshots are quick and affordable via such platforms as Capturely.

Become A Video Guru – Film Degree Not Required

The value of video content in sales and marketing continues to be irrefutable. In fact, a recent LinkedIn article confirmed that 80% of people prefer video over written text. It’s used for marketing by 87% of businesses today because it convinces 88% of consumers to purchase products and services.

For mortgage lenders, the power of video lies in its ability to simulate a face-to-face interaction, establishing the same strong connection and sense of trust they would gain from in-person meetings. Whether it’s introducing services to leads, explaining intricate loan programs, or providing milestone updates, video messages deliver more memorable and personable messages. In short: Video helps build the strong rapport that’s crucial in the nuanced world of mortgage lending.

And gone are the days of big-budget video productions. In social media, customers prefer low-fidelity video for its more authentic content. A smartphone, a video messaging software tool, and a relatable story are all that’s required to develop best-in-class videos that will attract customers and potential customers.

There are many easy-to-use and affordable video software tools available. Find one that offers all-in-one capabilities and ideally offers options that cater to the mortgage industry. Platforms to consider: BombBomb, Vidyard, Loom, and Covideo.

Use Video To Become An Active And Relevant Social Media Participant

Social platforms provide a vast stage for loan officers to share informative video content. By developing compelling storylines, mortgage lenders can significantly enhance their client relationships and foster a more informed and connected community.

The tips outlined below can help mortgage lenders create differentiating videos that command attention and keep customers coming back for more:

To maximize impact, videos should not only educate but also answer the most frequently asked questions from both mortgage customers and potential clients. This personalizes the content, making it more relatable and valuable to the audience.

Curate a list of common inquiries, using them as a foundation for social content strategy. This proactive approach ensures that the content is directly addressing the needs and curiosities of their audience.

Provide regular market updates and customer testimonials to cement a mortgage lenders’ reputation as a trustworthy expert. For instance, a well-structured video series focusing on key mortgage topics can serve as an ongoing resource, encouraging viewers to return for new insights and updates – even sharing the videos with family and friends.

Additionally, it’s impossible to overstate the importance of active engagement on social media. It’s crucial for loan officers to not just post content but also to interact with their audience. Connecting through comments and direct messages creates two-way conversations that strengthens relationships. This level of participation demonstrates that loan officers are not only knowledgeable but also genuinely interested in addressing their clients’ needs and concerns. Ultimately, such interactions can transform passive viewers into hand-raising customers.

Insist On Subtitles To Maximize Reach and Accessibility

Subtitling is a critical best practice that enhances video content accessibility by catering to the usage needs of mortgage customers who are either hearing impaired or simply in an environment where the sound must be muted. Good editing tools that include subtitle capabilities include CapCut, Kapwing, Captions, and Opus Pro.

Provide QR Codes To Enable User-Friendly Access To Detailed Information.

The use of Quick Response (QR) codes exploded during the pandemic. Their value as an easy means for delivering more customer information and serving as a dynamic Call To Action cuts across every industry. Anyone with a smartphone can point on a QR code, click, and automatically be served relevant content. For mortgage lenders, QR codes provide another digital means of boosting client relationships by using them to expand on the information they’re sharing customers and prospects.

Consider these examples:

Link to a v-card, so the user can save the loan officer as a contact in their phone.

Link to your mortgage application page.

Many free QR code generating platforms such as QRCode Monkey exist – and they’re as easy to create as they are to use. Mortgage lenders can even include their name and organization’s logo in the QR code graphic to enable greater brand visibility.

Advance Personalization In Client Relationships With AI-Driven CRM

The implementation of AI-driven Customer Relationship Management (CRM) systems represents a transformational stride in personalizing client relationships. They’re a win-win for everyone involved:

Loan officers gain easier access to timely, tailored information to clients, such as identifying refinancing opportunities, potential PMI removal savings, or alerting them about clients who recently listed their home or had a credit inquiry.

Borrowers benefit by receiving personalized financial advice and solutions from their loan officers that align with their unique circumstances, keeping them better informed about the best financial opportunities available to them. This could help them save money through a well-timed refinance, better understand the benefits of PMI removal, or receive guidance during major events like listing a home.

AI-driven CRM enables a breadth of proactive solutions and advice that reinforce the mortgage lender’s perception as a trusted mortgage advisor. Its ability to address clients’ needs quickly and accurately also leads to increased customer satisfaction, more referrals, and greater success in a mortgage professional’s career.

Many mortgage lending organizations have a CRM platform within their Marketing or User Experience department. Check out Total Expert.

In summary: The mortgage industry’s digital evolution is not about replacing the human element but enhancing it. Tools like the ones shared in this article help mortgage professionals deepen personal connections with clients in a scalable way.

Embracing these digital tools can transform how mortgage professionals interact with clients, making every digital interaction feel as personal and meaningful as a handshake.

(Views expressed in this article do not necessarily reflect policies of the Mortgage Bankers Association, nor do they connote an MBA endorsement of a specific company, product or service. MBA NewsLink welcomes your submissions. Inquiries can be sent to Editor Michael Tucker or Editorial Manager Anneliese Mahoney.)