goal setting... · 2017-06-25 · tactics strategy: where do you want to “play” so to speak?...
TRANSCRIPT
Genworth Mortgage Insurance Corporation ©2015 Genworth Financial, Inc. All rights reserved.
Goal Setting
December 2016
2Goal Setting
Setting Goals
Make Them Motivational to You
Make Them SMART
Specific
Measurable
Attainable / Achievable
Rewarding / Relevant
Time Bound
Write Your Goals Down
Share Your Goals
Create a Plan
Stick With It
Celebrate Milestones
Work Backwards
3Goal Setting
Make Them Motivational to You
?What Do You Want
– I want to make a lot of money!!
Make Them Motivational to You
4Goal Setting
?Do you know your monthly expenses
?How about
– Vacations
– Private School Tuition
– Your Retirement
– Dream Car
– Vacation Home
– Savings Portfolio
– Higher Education
– …
5Goal Setting
Make Them SMART
Specific
Measurable
Attainable / Achievable
Rewarding / Relevant
Time Bound
Make Them SMART
6
Specific
Example-
I need to earn $75,000 a year in commissions
An Average Loan Size is $150,000
My Commission Rate is .70%
Typical Fallout for Withdrawals & Declines is 10%
Goal Setting
Make Them SMART
7
Specific
Example-
How Can I Make $75,000
A $150,000 Loan @ .70= $1,050 commission per closed loan.
At $1,050 per loan I would need to Close 72 loans
With Withdrawals & Declines I need to Originate 80 loans. 20 loans per quarter. Only 1.5
loans per week!!!!!
Goal Setting
Local Data on the Web
www.city-data.com
www.mybestsegments.com
Goal Setting 8
12Goal Setting
https://www.claritas.com/MyBestSegments/Default.jsp?ID=20#
13Goal Setting
14Goal Setting
Make Them SMART
Measurable
– Understand your MLO Compensation Policy
– Review your Commission Statements
15Goal Setting
Make Them SMART
Attainable / Achievable
– Understand and Track the Market
https://www.mba.org/2015-press-releases/october/mba-projects-purchase-originations-increasing-ten-
percent-in-2016
Make Them SMART
16Goal Setting
Make Them SMART
17Goal Setting
18Goal Setting
Make Them SMART
Rewarding / Relevant
– Motivational
19Goal Setting
Make Them SMART
Time Bound
Write Your Goals Down
20Goal Setting
21Goal Setting
Share Your Goals
Make Them Public
Create a Plan
22Goal Setting
Create a Plan
23Goal Setting
24Goal Setting
Stick With It
Celebrate Milestones
– Acknowledge Your Success
– Thank Your Business Partners
– Thank those that Support You
• Disclosure Desk
• Opener
• Assistant
• Processor
• Underwriter
• Closer
• Management
• Everyone!!
25Goal Setting
Work Backwards
No Place to Start Like Where You Are
Self-Assessment - Strengths
26
My Company’s StrengthsMy Strengths
• Decent Pricing
• Great Turn Around Time
• Excellent Processing
• Excellent Location
• Strong Capital Position
Goal Setting
• Know the Conventional and FHA
Programs
• Short Sale Expert
• Excellent Negotiator
• Strong Network
• Organized
• Establish Relationships Quickly
Self-Assessment - Challenges
27
• Available 24/7
• Slow Typist
• Not into new technology
• No affinity base
My Company’s ChallengesMy Challenges
• Limited Online Presence
• Clear to close takes forever
• Tough on appraisals
• Low capture rate with Realtor Partners
Goal Setting
What Types of Loans Have I Done?
28
Total # of Loans
Total $ Amount
Purchase %
Refi %
1st Time Homebuyers
2nd Homes
+700 FICO Score
FHA
Conventional
Affordable Housing
Short Sales
Investment Property
ARMs
Goal Setting
Segmenting - Example
GROW PROTECT
STRATEGIZE IMPROVE
Pro
fit/
Ea
se
Volume
First Time
Home Buyers
Refinance
Credit-Challenged
Customers
Senior Homebuyers
Goal Setting 29
My Game Plan
30
PIGS Game Plan
Total # of Loans
Total $ Amount
Purchase %
Refi %
1st Time Homebuyers
2nd Homes
+700 FICO Score
FHA
Conventional
Affordable Housing
Short Sales
Investment Property
ARMs
PIGS:
Protect
Improve
Grow
Strategize
Goal Setting
Where Do They Come From?
31
Source Number
Customers Referrals
Realtors
Affinity
Social Media
Leads from My Company
Leads Group
Goal Setting
Segmenting: After the Game Plan
GROW PROTECT
STRATEGIZE IMPROVE
Pro
fit/
Ea
se
Volume
Customers
from
ABC Realtors
Bankruptcy
Attorney
Leads Group
Goal Setting 32
Where Do They Come From?
33
Source Number PIGS Game Plan
Customers
Referrals
Realtors
Affinity
Social Media
Leads from My
Company
Leads Group
Goal Setting
Strategies
Goals
Measurements
Strategy-Tactics
Tactics
Strategy: Where do you want to “play” so to speak? You want to grow your
Referral Business? Add more Affinity Partners? Maybe find a way to gain a larger
share with that single/renter population? These are all strategies you can use to
grow your business.
Goals: In a way, you set the goal when you envisioned your desired customer
mix. You decided that you want to increase your Referral Base to 20% - that
becomes your goal statement. You could also base a goal around one of your
weaknesses.
Measurements: If a goal can’t be measured in some way, it’s really hard to
keep it on track and make adjustments. For each strategy/goal combination, you
will need to figure out a measurement. Depending on how much work you need
to do on each strategy/tactic, the measurements may be incremental, up to the
goal vision you had.
Tactics: These are the specific plans you will put into place to achieve your goal.
Goal Setting 34
Strategies
Goals
Measurements
Strategy-Tactics Alignment - Example
Tactics
Goal Setting 35
Social MediaCharitable
Marketing
Campaign
Improve Realtor
RelationshipsStrategies
Goals
Measurements
Build Better Business
Tactics
Goal Setting 36
“Social MediaStrategies
Goals
Measurements
Build Better Business
Tactics
1. Establish a Facebook page, a LinkedIn page and a blog
2. Search for existing customers on the sites
3. Set up page appropriately
4. Create a post to help friends save money
5. Thank people for doing business with me
1. Measure # of social media applicants
2. Measure # of closed loans from social media
3. Number of friends on Facebook
Get 50 new inquiries through social media
Close 10 new loans acquired through social media
Create a database of at least 100 potential customers
Maintain contact with database using social media
Don’t limit yourself to the size of the box!
Goal Setting 37
Charitable MarketingStrategies
Goals
Measurements
Strategy –
Tactics1. Host a Habitat for Humanity event for my Realtor partners and consumers
2. Host a guest bartender event for Bright Side of the Road Foundation
1. Event Accomplished
2. Track Money made for Bright Side
Host one charitable event for my customers
Raise $5,000 for Bright Side of the Road Foundation
Goal Setting 38
Improve Relationships with RealtorStrategies
Goals
Measurements
Strategy –
Tactics1. Host community event in partnership with Realtors/Consumers
2. Present programs to help Realtors build their business
1. Track Loan Generation Database
2. Track Loan by Realtor and Real Estate Office
50% of all closed loans are from Realtor referral
Goal Setting 39
41Goal Setting
42Goal Setting
Genworth Resources
43Goal Setting
mi.genworth.com/LenderServices/Underwriting
44Goal Setting
Training Tools and Information
45Goal Setting
Monthly Webinar
Calendars
Course Catalog
Calculation Tools
46Goal Setting
Monthly Webinar Calendars
Course Catalog
Genworth Rate Express® Updated!
Goal Setting 47
Genworth Rate Express
48Goal Setting
49Goal Setting
GENWORTH RESOURCES
ActionCenter®: 800 444.5664
Your Local Genworth Underwriting Manager
Your Genworth Account Executive or Manager
50Goal Setting
Legal Disclaimer Genworth Mortgage Insurance is happy to provide you with these training materials. While we strive
for accuracy, we also know that any discussion of laws and their application to particular facts is
subject to individual interpretation, change, and other uncertainties. Our training is not intended as
legal advice, and is not a substitute for advice of counsel. You should always check with your own
legal advisors for interpretations of legal and compliance principles applicable to your business.
,GENWORTH EXPRESSLY DISCLAIMS ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED
INCLUDING WITHOUT LIMITATION WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A
PARTICULAR PURPOSE, WITH RESPECT TO THESE MATERIALS AND THE RELATED TRAINING. IN
NO EVENT SHALL GENWORTH BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL, PUNITIVE,
OR CONSEQUENTIAL DAMAGES OF ANY KIND WHATSOEVER WITH RESPECT TO THE TRAINING
AND THE MATERIALS.
Genworth Mortgage Insurance Offers A Comprehensive Suite Of Training
Opportunities To Boost Your Know-How, Benefit Your Bottom Line, And Serve Your
Borrowers Better. Visit mi.genworth.com To Learn More.
Collateral Underwriter®
or CU, Home Ready®
and Desktop Underwriter®
or DU are registered Trademarks of Fannie Mae
Home Value Explorer (HVE) is a registered Trademark of Freddie Mac
Loan Product AdvisorSM and Loan Collateral AdvisorSM are registered Service Marks of Freddie Mac
ActionCenter® and Rate Express® are registered Trademarks of Genworth Mortgage Insurance
Simply UnderwriteSM is a registered Service Mark of Genworth Mortgage Insurance