Strategy Digital Technology Operations. Accenture Mortgage Cadence Guide for Marketing Mortgages to Millennials

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1 Strategy Digital Technology Operations Accenture Mortgage Cadence Guide for Marketing Mortgages to Millennials

2 Overview What if everything you knew about mortgage marketing was about to change? 86 million new adults - the millennial generation - are permanently shifting the financial, technological, and marketing landscapes. This presents unique challenges. With great challenge comes great opportunity. The Accenture Mortgage Cadence Millennial Marketing Guide helps you target the largest generation since the Baby Boomers. Millennials at-a-glance: 86 million millennials in the US High volume of student loan debt Well-educated but with challenging career prospects Born between 1980 and % are unemployed

3 Millennials, Mortgages, and Marketing With uniquely challenging job prospects and large student loans, millennials need encouragement and education to make sound decisions when it comes to homeownership. Afraid and unsure of what the mortgage process entails, they need your help to become comfortable with the idea of financing and owning a home. Meet millennial borrowers where they spend their time on their phones, tablets, and computers. Millennials are less accessible via traditional channels. You must be connected, innovative, engaging, and social. Millennials need transparency into the mortgage process. Advanced lending technology that takes you closer to a paperless, all-electronic process can help. From the initial application, to documentation and e-signature, investing in new technologies will help you attract and retain millennial business. Read on to learn how you can refine your millennial mortgage marketing efforts.

4 Advertise and Engage Via the Web Social media is at your fingertips. It s the millennial medium of choice. Ignore at your own peril. Be engaging, consistent, and conversational. Beyond social media, also consider the following advertising strategies: Print advertising is out. Search engine optimization (SEO) is in. In addition, opt for search engine advertising. Both will get you in front of millennials first when they search for mortgage-related information. Radio advertising is out. Cloud-streaming music service advertising is in. Traditional marketing is out. Guerrilla marketing is in. Get creative. Experiment with new campaigns, keeping an eye on trends to ensure you are present on relevant platforms.

5 Social Media: Beyond Self-Promotion Facebook Gain traction through Facebook s advertising opportunities, such as sponsored posts and ads. Stay visible with relevant, educational, and interesting content. Great traction takes more than selfpromotion. Regularly post relevant, educational, and interesting content to stay visible do more than just self-promote via this platform. Instagram and Pinterest Instagram and Pinterest are a way for millennials to glimpse into your business culture. This is a way to genuinely engage with your potential millennial customers, meeting them where they frequent. YouTube Post short, engaging videos on mortgage-related topics. Invest in promo videos showing why you are the best mortgage lender. Show your story via this platform. Advertise on YouTube to improve your brand familiarity. Twitter Fast-moving, Twitter is best for information sharing. Keep the conversation two-way. Engage with your followers. Post relevant mortgage news and trends.

6 Improve Borrower Education Millennials saw the 2007 market crash firsthand. Most were still in high school or college, hearing horror stories from friends and family about losing their homes. Millennials are weary as a result. You must educate them before they even apply for a mortgage.

7 Millennials want short, digestible information that is mobile-friendly and available immediately. Offer online educational content, especially via social media and your website, including: Videos Short articles Infographics Webinars

8 Offer Powerful, Easy-To-Use Technologies The millennial is aware of your business and is ready to apply. What happens next? Keep the loan application process easy, simple, and accessible via the internet.

9 1. Web portal. Millennials want to apply quickly and easily. 2. Online tools. Offer calculators and concise educational information for borrowers. 3. Mobile. Millennials are always on the go. Allow them to take a photo and upload necessary documentation from their phone. 4. e-sign. Give borrowers the option to electronically sign documents whenever possible. 5. Proactive communication. Follow up quickly and stay proactive throughout the process.

10 Closing Highlights Create Targeted and Engaging Advertising Educate Potential Borrowers Advance Your Lending Technology

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12 About Accenture Accenture is a global management consulting, technology services and outsourcing company, with more than 305,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, Its home page is Accenture Mortgage Cadence has been helping the mortgage industry since 1999 through our enterprise lending solutions designed for forward and reverse mortgage lending processes from origination through funding. In a time when efficiency, speed and the customer experience are paramount to the success of lenders, Accenture Mortgage Cadence offers improved speed-to-market, cycle time, productivity and reduced costs. Its home page is Disclaimer Consult your compliance professionals as the social media engagement referenced in this guide may constitute advertisements under state and federal law depending on the context. Copyright 2015 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture