This document discusses emerging trends in online, mobile, and social media and their implications for mortgage business leaders. It summarizes a panel discussion on these topics featuring speakers from TowerGroup, RGA, and Mount Olympus Mortgage. The panel addressed how social media is affecting business, the effect of mobile devices, and opportunities provided by evolving information technology. The document provides information on MBA social media initiatives and outlines strategies for leveraging online lending, mobile technologies, and social networks in financial services.

1. Online, Mobile and Social Media: The Emerging Trends

2. Future of Technology – The Emerging Trends
SPEAKERS
• Craig Focardi, Sr. Research Director, TowerGroup
• Rick Grant, Principal, RGA
• Joe Dahleen, Chief Strategy Officer,
Mount Olympus Mortgage
TOPICS
• What are the emerging trends and what do they mean for my business?
• How is Social Media affecting business?
• What effect will Mobile Devices have on business practices?
• Evolving IT provides opportunity for companies to rethink their business model
• What does this mean for mortgage business leaders?
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3. The Mortgage Bankers Association and Social Media
• MBA Social Media Initiatives
• Hashtag – pull on a column on Tweet deck
• Tweet us a question
• Hashtag for today’s presentation: #MBAsocial
• Twitter Username: @MBAMortgage
• Hashtag for this conference: #MBAAnnual11
• For more information after the conference, contact:
• Alicia Roundy, Director of Marketing
• Mortgage Bankers Association
• aroundy@mortgagebankers.org
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4. Online Lending, Mobile and Social
Media in Financial Services
Craig Focardi, CMB
Senior Research Director
4

5. Key Questions
• What are consumer preferences for shopping
and buying financial products online?
• How is the rise of mobile devices impacting
banking and lending transactions?
• Who is using social media in society and
lending, and how are they using it? Blackberry PlayBook and Kindle Fire
• Is online lending a friend or foe of the mortgage
loan officer?
• How can I link my branch, loan officer, online,
mobile and social media channels?
5

6. Watching the shift to Self-Service: Online
learning and buying have gone mainstream
•Preference to learn about financial products and services in the United States
18-34 30 45 4 6 6 8
35-54 42 37 1 4 8 8
55+ 47 24 1 4 15 9
0% 20% 40% 60% 80% 100%
•Preference to purchase financial products and services in the United States
18-34 48 30 3 6 5 9
35-54 63 18 2 4 1 11
55+ 73 10 03 3 12
Bars for Personal …
Petrol Stations…
0% Personal20%for…
Restaurants
Travel
Hotels for 40% 60% 80% 100%
0% 50% 100%
In person, face-to-face Online (website) Mobile app Phone Mail Unsure
Source: CEB Financial Services Customer Experience Survey (2010) 6

7. Customer satisfaction declines as mortgage
processing time increases (2008-2010)
(Days From Loan Application
To Loan Closing)
70 Customer Satisfaction
Rating (1)
60
52.1 Application to Close
50 46.9
Approval to Close
40 24.6 Application to Approval
30 26.9
30
20
27.5
10 20.0
• Rating: 826 (2010)
0 • 78% of all loans closed
2008 2009 2010 in 28 days or less
Source: JD Power , TowerGroup analysis
(1) Scale of 1 to 1000, based on survey of consumers for each calendar year
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8. Mobile makes online mortgage lending
more desirable and useful
• Mobile
• Expands online lending definition
• Fast boot-up, ‘always on’
• Mobile makes online lending accessible
anywhere, anytime
• rate alerts
• Benefits
• loan status
• Better service, real time communications, • document needs
higher lead conversion, decrease cycle time • approvals
• milestones
• Mobile email, phone, and web access helps
integrate channels for consumer and loan officer
8

9. Loan officers and branches are preferred retail
channels, but online is growing
Share of Retail Channels, Share of All Channels,
Banks and Credit Unions (2010) Large Lenders (2006-10)
(Percent) (Percent)
80% 80%
71%
70% 70%
Banks (all sizes)
60% 55% 60%
Credit Unions
50% 50%
40% 40%
30% 30%
22%
20% 20%
12%10% 12%13%
10% 5% 10%
0% 0%
Loan Officers Branch Service Online/ Call Mail, Realtor, 2006 2008 2010
Personnel Center Other
Online/Call Center Branch
Source: MortgageBot LLC/Lieberman Research Group (All size lenders) Source: MBA/STRATMOR Peer Group Survey 9
(large lenders)

10. Loan applicants are online all day, therefore
loan officers need to be mobile too
Loan Applicant
10 PM
Another meeting is
Time to get ready running late
for work, but first: • Check mortgage
I should be • Good thing I can
• check Facebook web site (Loan
working, BUT: check loan status
approved received!)
• are rates down? •Was my loan • tell my spouse the
• update FB status
• 10 LinkedIn approved? Closing is on Friday
to HomeOwner!
requests • Check Facebook • call for late day care
• LinkedIn: apply for
•Should I lock? • is appraisal in? •Dinner reservations!
new job to pay
Smartphone
mortgage
63MM users 10+ MM units sold
10

11. Loan Officers Are already online and mobile;
they need online Social Networks & Lead Gen
Loan Officer
I have a half hour
10 PM
between meetings.
Time to work out, Good thing I can see
This Tablet computer
but first let’s see Face-to-face my new leads, check
makes checking my
selling is still core loan status, and tell
• what the market pipeline and replying
to closing many Applicant the Closing
is doing and to Applicants easier
of my deals is on Friday without
• where rates are while watching the
going back to office
headed ballgame
Source: TowerGroup 11

12. (How) will online, mobility and social media
transform lead generation and lending?
Will the New Kids on the Block (and Survivors) Have Better Luck
Than the Last Bunch (or Get Kicked Off the Island)?
2001 2001 2011
 AppOnline.com  LoanGenie  Survivors
 Creditland.com  LoanShark  Lending Tree
 eJumbo  Microsoft HomeAdvisor  Quicken
 mortgage.com
Loans
 E-LOAN
 New
 Homeshark  Mortgage IT
 FaceBook
 Homespace.com?  Mortgagebid
 Google
 iOwn  Priceline
 Zillow
 LendingTree
Source: TowerGroup 12

13. Conclusions and Recommendations
• Consumer tech is has caught up with
consumer desires to buy mortgages online
• Low volume and cost pressures make
online and mobile lending attractive
$64,000 Question:
• Social media cannot be a “Field of Dreams” “If you build it, will they come?”
• Link corporate marketing with branches
• Must increase shopper-lead-app ratios
• Analyze and measure results using new analytics
from other CPG industries (ex. – Proctor&Gamble,
J&J, GM, VISA and Citi using Fractal Analytics.
Also Adobe SocialAnalytics, Claritics, Google, SAS
13

14. Craig Focardi, CMB
Sr. Research Director
 Thank you!
 For more information, visit www.towergroup.com.
 LinkedIn: Craig.Focardi
 Email: cfocardi@towergroup.com
 Twitter: @CFocardi
14

15. New Technologies, Social
Media and Mortgage Lending
•Rick Grant, Principal, RGA
15

16. Answering the other key questions
Craig told us WHY
Now for the other 4 key questions:
Where? How?
Who? When?
16

17. Why: Social Networking Is becoming ubiquitous
and is where more online consumers will be
Social Networking Usage in the United States
Percentage of by Age Category (2008–13P)
US Population
100% 93% 98% 99%
86% 83% 89%
90%
75% 76%
80% 72%
67% 67% 68%
70% 59%
60% 53% 69%
47%
50%
35% 53%
40%
27% 40%
30%
20% 11% 26%
10% 15%
0% 7%
2008 2009 2010 2011P 2012P 2013P
18–29 30–49 50–64 65+
• Source: Pew Internet and American Life Project, TowerGroup 17

18. Why: There are many reasons you should
already be leveraging Social Media tools
WHY I use Social Media
• To be seen as a thought leader
• To know what my competitors are saying
• To know what my clients are saying
• To track hot industry topics
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19. Where: Leading social media web sites
Number of
Users Unique Draw and Viral Effect Bank’s Potential Play
75 million(1) Personal professional network linking Effective targeted marketing ;
individuals based primarily on recruiting
business ties
110 million(1) Short messaging and links to Real-time product/marketing
external media; approximately 55 updates; customer service.
million tweets per day
Not available User-generated video content; 2 Community and educational
billion average views per day information; marketing
500 million (1) Primarily personal content; linkage Social-based community;
and viewability of much of the neighborhood announcements;
information requires permission philanthropic efforts
3.75 million(2) Alerts others to current location; 1 Location-based marketing;
million check-ins in one day contests; special offers
Source: Company Web sites, TowerGroup (1) As of Sept. 2010. (2) As of October 2010.
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20. How: Setting up your Twitter account
20

21. How: Using Twitter to ask a question.
21

22. How: Setting up your LinkedIn account
22

23. How: Setting up your Facebook account
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24. How: Setting up your First Blog
24

25. Who: Where will the responsibility lie for
making your Social Media efforts pay off?
Now that you’ve built them
Who will manage them?
• Benefits of a technologist
• Benefits of a New Media pro
• Benefits of an executive
• Risks of a marketing person
• Risks of a committee
25

26. When: Busy executives must find a way to
build these new responsibilities into their lives
Finding Time for Social Media
• How I load Twitter
• How I use Twitter
• When I post to LinkedIn
• How I run my blog
• Wiring it all together
26

27. It doesn’t really matter where you start, but start
you must. Here are good examples to follow
Some Good Mortgage Industry Examples
• The Nationwide Title Clearing Blog
• Michael Detwiler’s Blog
• The Equi-Trax Facebook Page
• The Ernst Publishing Twitter stream
• Financial Literacy Solutions video widgets
• Mortgage Originator Dan Green
27

28. ROI: Will Social Media really pay off?
“Those who master it will find it the single largest source
of quality leads”
But will it lead to more closed loans?
• More than $1T in mortgage business will be closed in 2012
• Borrowers will seek out someone they can trust
• Consumers don’t trust mortgage lenders very much
• CFPB, by it’s very nature, will make them trust you less
• Social Media is the way trust is built online
• If you don’t get there now, some other originator will
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29. Rick Grant, Principal, RGA
 Thank you.
 For more information, visit www.rga-pr.com.
 LinkedIn: www.linkedin.com/in/rickgrant

 Email: rick.grant@rga-pr.com
 Twitter: @nyrickgrant
29

30. New Technologies and the
Mortgage Lender
Joe Dahleen, Chief Strategy Officer,
Mount Olympus Mortgage
30

31. Getting started with a Social Media Strategy
• Develop a Social Media policy
• Set the rules Up Front
• Agree on guidelines for use of social media and who can use it.
• Get those signed agreements back from Sales Personal (biggest violators)
• Agree on a strategy from the beginning
• Get executive level buy in – ALIGN with top management
• Question: How many companies have a social media Policy already in place?
• Build Phase
• Build your website with all of the most important tools and landing pages. Lay a good foundation for lead capture.
Maintain control over websites content and maintain compliance upfront.
• Build your brand & Consumer Friendly Design
• Build social media identities (Business Facebook page, twitter accounts, Linked In Company Page, You Tube
Channel, Foursquare ) Others?
• Build your Blog and get your content set up.
• Decisions: In house or outsource?
• What type of content? Content is KING.
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32. Don’t get disconnected with the
origination strategy
• Origination Strategy
• What is your strategy? Paperless with eSign & eNotes?
• Leverage your consumer facing interface – It’s easy to apply, or it’s easy to view rates?
• What if you don’t have a good consumer facing interface?
• Then get a good Live Chat Help Desk set up to take in all of the different areas that leads will come from in your social
strategy
• Live Chat with Co-browser – consumers want instant response – you should offer it - builds a good reputation.
• Have the ability for the consumer to offer feedback, comments or take an simple 3 question survey. This you can use
again and again.
• Offer Live Rates so that the consumer knows your transparent. It’s too easy to shop now a days and if they leave your
site they could never come back.
• Channel of Business
• Which Channel of business will respond to your social media strategy? Do you have an online channel? Do you
have a call center? Do you have a high touch customer response? Remember about those landing pages – Very
Important.
• Follow up, Follow up, Follow up – these leads are high touch leads that need immediate response.
• Failure on this step is way too costly in today comment heavy environment.
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33. Social Foundation is set – it’s time to
Market your company
• Leverage Online Media
• Mobile Ads: iAds, CityGrid, Google Mobile Ads,
• Text messaging Strategies: first time home buyers and Eco-boomers love text
messaging.
• Localized Banner Ads, Video Banner Ads that syndicate
• Leverage Organic SEO
• Your website is key in this area – Remember those landing page?
• Sales specific websites – one for each sales person. Individual loan officer websites.
• Linked In, Facebook , YouTube Channel and Twitter will all help you promote in
Google
• Leverage SEM (Search Engine Marketing) – Careful – this can be
expensive.
• Google Comparison Ads (need strong PPE)
• Bank Rate and other lead providers. (this list is huge)
• Leverage SMM (Social Media Marketing)
• Linked In Ads
• Twitter Promotional ads - NEW – Twitter Social Analytics Tool
• Facebook Ads
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34. Social Foundation is set – it’s time to
Market your company (continued)
• Leverage Online Market Place – Go where the eyeballs
are:
• Zillow Mortgage Marketplace (Auto Quoting), Zillow Banner Ads,
• Google Comparison Ads
• Trulia if your working with Realtors
• FrontDoor - HGTV – Scripps Network Digital
• Leverage Facebook:
• Your website inside of a Website – How it works, How to Promote
your page, How to run Ads, How to get Fans.
• What is a welcome page – why is it important?
• What type of leads are your trying to capture?
• Leverage Free Stuff:
• QR Codes with unique landing pages (Huge with Realtors)
• Linked In Discussions
• Zillow Advice Area
• Trulia Answers
34

35. Leverage your company content over
multi social media identities
Streams & RSS
Feeds
Provides updated
blog topics that
feed all of your
Social
Identities.
35

36. Leverage your company content over multi social media
identities expanded over your employees = big opportunity
Manage huge branch
networks and teams of
Loan Officer websites
nationwide with the
right technology is
easy.
Joe Dahleen interview with Mark Wayman, Social Gears 36

37. Live Demo – Text message to 206-499-4888
 Thank you.
 For more information,
visit my Social Business
card
http://momco.me/joe
 Loan Officer Website
example:
http://momco.com/joe
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38. What should I do when I get back to the office
on Thursday?
ONE PAGE SOCIAL MEDIA ACTION PLAN
Quick Start Guide Full User Guide
 Assign part-time social media  Outline a strategy
responsibilities to Marketing & IT
 Establish a budget
 Outline a basic short-term strategy
 Hire a social media director, or ½
 Establish a small budget marketing position
 Consider hiring a consultant  Outline a short-term and long-term
phased strategy
 Pick a Media (ex. - Linked-In)
 Plan and implement a multi-media
 Take an afternoon and create a
presence
company presence
 Build on it; refresh content;
 Build on it; refresh content;
measure results
measure results
 Lead tracking, conversion, ROI
 Create a Facebook page next
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39. Online, Mobile and Social Media: The Emerging Trends