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“In a Competitive Market, Leveraging Your Membership to Build Realtor Relationships”

“In a Competitive Market, Leveraging Your Membership to Build Realtor Relationships”. ACUMA 2011 Fall Conference Deborah Atherton VP Real Estate Lending Anheuser-Busch Employees’ Credit Union and its Division American Eagle Credit Union. Who is Anheuser-Busch Employees’ Credit Union (ABECU)?.

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“In a Competitive Market, Leveraging Your Membership to Build Realtor Relationships”

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  1. “In a Competitive Market, Leveraging Your Membership to Build Realtor Relationships” ACUMA 2011 Fall Conference Deborah Atherton VP Real Estate Lending Anheuser-Busch Employees’ Credit Union and its Division American Eagle Credit Union

  2. Who is Anheuser-Busch Employees’ Credit Union (ABECU)? • 1939 ANHEUSER-BUSCH EMPLOYEES’ CU ESTABLISHED • EMPLOYEES & RETIREES, WHOLLY OWNED SUBSIDIARIES, DISTRIBUTORS, FAMILY MEMBERS • 270 MEMBERS AND $13,000 IN ASSETS • AVERAGE COST OF A NEW HOME - $4,075 • AVERAGE WAGES - $1,750

  3. Who is American Eagle Credit Union (AECU)? • ABECU EXPANDS WITH A DIVISION OF ANHEUSER-BUSCH EMPLOYEES’ CREDIT UNION • ESTABLISHED IN 2005 • ST. LOUIS CITY/COUNTIES/ILLINOIS – 2 COUNTIES/TEXAS AND SELECT EMPLOYEE GROUPS AND FAMILY MEMBERS • UNDERSERVED AND LOW INCOME • MERGER WITH SMALLER COMMUNITY CREDIT UNION • LIVE OR WORK IN CITY/COUNTY/ZIP CODES

  4. Who is ABECU/AECU Today? • “TOP 150” CREDIT UNIONS IN THE U.S. • $1.3 BILLION IN ASSETS & 104,754 MEMBERS • AVERAGE COST OF A NEW HOME $272,000 • AVERAGE WAGES $40,712 • PORTFOLIO/FANNIE MAE SELLER/SERVICER • 4438 LOANS - $511,783,042 • GOAL - #ONE CU MORTGAGE LENDER IN MISSOURI

  5. LEVERAGING MEMBERSHIP • On-line application – Work your pre-approvals before the Realtor • Monthly Marketing Meetings – Increasing member awareness activities • “Resources” Newsletters – Statement Inserts • Cross Sell From Credit Report – Payoff Requests • Success Sharing/Incentives for staff referrals • Business Services & Life Plan Referrals • Referral of existing loans – default management & loss mitigation • Balance – Credit Counseling

  6. WHERE DO YOU FIND YOUR MEMBERS? • FAMILY MEMBERS & FRIENDS – SOCIAL FUNCTIONS • FACEBOOK - PERSONAL AND BUSINESS (AEMortgageForum) OMG! You will not believe how low mortgage rates are right now!  Call me if you want to refi and I will help you out!” • CHURCH – CHARITABLE EVENTS • ADVERTISING – BUSINESS JOURNAL – NEWS ARTICLES – ADD LINKS TO FB • INTERNATIONAL INSTITUTE – EDUCATIONAL OPPORTUNITIES • NEIGHBORHOOD ORGANIZATIONS/NEIGHBORHOOD STABILIZATION PROGRAMS • DISASTER ASSISTANCE • HOME FOR OUR TROOPS • SPONSOR REALTOR EVENTS – SLAR, Expos, WCR, YPN, Softball Teams

  7. BUILDING RELATIONSHIPS • DISCOUNT PRICING WITH CHECKING AND OTHER LOAN SERVICES STRENGTHENING THE MEMBERS’ RELATIONSHIP WITH CREDIT UNION • PERSONAL THANK YOU NOTES – FOLLOW UP PHONE CALLS – PERSONAL TOUCH • BUSINESS CARDS – PHOTOS – QR CODE - FB • “ASK FOR A REFERRAL” • AVAILABLE TO MEMBER 24/7 – CELL PHONE, EMAIL, TEXT • TESTIMONIALS – WRITTEN/VIDEO • KNOWLEDGEABLE STAFF IN BRANCH LOCATIONS – PURCHASE APPLICATIONS INCREASED 28% • BRING THE REALTOR INTO YOUR OFFICE

  8. CUREN • Realtor Panel – Ask the Realtor what they are looking for in a lender. • “Can I design a loan product that’s right for your borrower?” • “If AECU is able to be so nimble and versatile while working with a non-traditional buyer, imagine what they can do for everyone else?” (quote from SLAR President)

  9. REALTOR ON DUTY • Partner Realtor, Branch Manager & CU Staff • Advertise on website • Direct Marketing • Premiums • Consistency – Days/Times

  10. WORKSHOPS/SEMINARS/REALTOR SUPPORT • HOMEBUYER SEMINARS • REALTOR/CU WORKSHOPS/TRAINING • SPONSOR NEW REALTOR TRAINING • AGENT OPEN HOUSES • FIND NICHE IN SMALLER REALTOR OFFICES OR PROPERTY TYPES OR OCCUPATIONAL GROUPS • JOIN COMMITTEES

  11. TITLE COMPANIES • ATTEND CLOSINGS • CHECK IN AT TITLE COMPANIES ON FB • VIDEO TESTIMONIALS AT CLOSING • ASK FOR REFERRALS • PERSONAL THANK YOU NOTES • PREMIUMS • BUSINESS CARDS • ENSURE SMOOTH CLOSINGS WITH TITLE COMPANIES (Great referral source and spokespersons for your credit union)

  12. PARTNERSHIP BUILDING • TECHNOLOGY – ELECTRONIC LOAN FILES • “ASK FOR WHAT YOU NEED” - CONSISTENT CONTACT WITH ACCOUNT MANAGERS - CUSO’S – STAFFING AND PRODUCT RESOURCES - APPRAISERS - MORTGAGE INSURANCE - TITLE COMPANIES • ATTEND ACUMA, CUREN AND REGIONAL MEETINGS • KEEP ABREAST OF YOUR COMPETITION – SHARE MARKETING MATERIALS YOU PERSONALLY RECEIVE

  13. EMPLOYEES • PROVIDE CONSISTENT AND ON-GOING TRAINING • PROVIDE CONSISTENT AND ON-GOING ACKNOWLEDGEMENT OF THEIR ACHIEVEMENTS • SHARE SUCCESS STORIES • BUILD THEIR KNOWLEDGE AND CONFIDENCE TO GROW MEMBER MORTGAGE RELATIONSHIPS AS THEIR TRUSTED ADVISOR

  14. THANK YOU! datherton@abecu.org www.facebook.com/AEMortgageForum

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