Cartus Network Affinity Specialist 2012 New Agent “Boot Camp” Training 2012-13 Certified Agent...
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Transcript of Cartus Network Affinity Specialist 2012 New Agent “Boot Camp” Training 2012-13 Certified Agent...
Cartus Network Affinity Specialist2012 New Agent “Boot Camp” Training
2012
-13
Certi
fied
Agen
t Adv
anta
geClick icon to add picture
Cartus Network Affinity Specialist2013 New Agent “Boot Camp” Training
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Objective
The objective of this training is to ensure the alignment of Cartus and Cartus Broker Network principals, relocation departments and A-Team agents in the seamless delivery of world class service to Cartus clients, members, and customers in the affinity business segment.
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Agenda What is an affinity program
– Referral based program– Value to Network members– Mortgage based programs– Cartus Affinity Services
Standard Operating Procedures & Activity ReportingKey client review
– USAA– NFCU– Discover
Service Evaluation process Agent Generated Referrals Social Media Guidelines 2013 Goals Q&A
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Affinity Real Estate Assistance Program A no cost nationwide Real Estate Assistance Service (not
available in Iowa) Customer receives a recommendation of a select Real
Estate company and a specially trained / certified “A” Team Agent (Cartus Broker Network)
Guidance and advocacy during the entire home event process from a (Cartus) Coordinator
Customer receives a cash bonus in most states as a “thank you” for using the program
miles/gift card/credit at closing Paid within 3 weeks of closing
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A Referral-Based Program
The Agent SHOULD NEVER DISCUSS referral fee / split amounts with the
customer. This is a confidential business agreement between the real estate company and the “A” team Agent.
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A Referral-Based ProgramQ: How should Agent respond if the member asks how much the referral fee is?
A: The appropriate response is:“The referral fee amount is based upon a contractual arrangement between my broker and (insert the client program name). Referral fees are very common in the real estate industry and will not affect your ability to successfully buy/sell your home or the service you will receive from me and my firm.”
Q: Can a real estate firm charge ancillary fees, administration or processing fees of any kind on a Cartus customer’s transaction?
A: No. As an additional benefit to the customer, charging these types of fees to the customer is contractually prohibited.
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Referral Fee Distribution
Cartus Client
HEM/ Broker Center
Real Estate Coordinator
Phone System
Welcome Kit / Letters
School/Area Information
Member Cash Bonus/Incentive
Marketing Program Mgmt.
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Value to Network Brokers
Primary recipient of all Affinity leads
Increased Referrals = increased market share
Leads are pre-screened/qualified
Your credentials and capabilities are pre-sold
Affinity Real Estate Coordinators (RECs) support your conversion through follow-up and advocacy
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
110000
120000
4649
1484716722 1671223353
26667
3870044200
5095759480 58201
60902
6324168296
69560 70,78381,81985,535
96,320
Affinity Referrals to Broker Network
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2012 Business Composition
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2012 Affinity Services Results
2012 YOY
Referrals to Network 96,320 15.9%
Total Closings 40,516 17.9%
Broker Pipeline 30,787 18.8%
Total Sales Volume $9.3 billion 21.1%
Total Cash Back Paid to Customers $39 million 20.4%
Recommend Rate 89.5% flat
Broker Action Commission Paid $265 million 20.8%
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The Company We Keep: Partial Affinity Client List
Financial Organizations
MembershipOrganizations
Corporations / Employee Perk
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Remember without our mortgage partners…there would be limited Affinity referral
business!
Mortgage Conversion
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Think of the Preferred Mortgage lender first and last
Pre-qualify member for mortgage prior to “house hunting” (pre-qualification is highly suggested but not required for HH trip)
Re-direct member back to mortgage if member has “shopped around”
Always use Agent Help Desk (client specific)
Utilize the specific mortgage forms when needed‒ Contract Cover Sheet – USAA‒ Updated Price Quote - USAA‒ Reconsideration of Value Form - USAA‒ Mortgage Acknowledgement Form – HES & USAA
Mortgage: Agent Responsibilities
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Due to privacy laws, Agent should remind customer to give their approval to the mortgage provider so they can share information with Agent regarding the customer’s loan closing.
Agent to pro-actively and periodically remind customer to fulfill any open loan conditions/contingencies to ensure home closes on scheduled closing date.
If a mortgage processing problem or service problem occurs, Agent must contact the Help Desk. If unsuccessful, Agent to notify Relocation Department and request additional assistance.
Mortgage Best Practices
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“A” Team Agents – RESPECT Mortgage PartnerReview who the client’s mortgage provider is
Educate the customer
Save the Deal when necessary
Promote the features and benefits of the client’s mortgage provider
Encourage the customer
Contact the Client Relations Team or Loan Officer if needed
Turn in the completed mortgage acknowledgement form
….The source of the Lead
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USAA Federal Savings Bank
MoversAdvantage®
Affinity Services
Home Event Services: Financial Institutions
Navy Federal Credit Union JPMorgan Chase Discover Home Loans
Membership Organizations American Airlines Amway
Employee Perk Program (Home & Move)
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Cartus Affinity ServicesWho and Where We Are
180 + employees in Irving, TX facility Real Estate Coordinators
MoversAdvantage® Real Estate Coordinators Home Event Services Real Estate Coordinators
Team Administrators Internet team Broker Follow-up team
Senior Coordinators and Team Leaders Account Management Quality Assurance Broker Services
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Service through the Eyes of the CustomerExpectations Your firm and its Agents are an extension of the Affinity organization!
Every action you (firm/Agents) take and every communication you make is a direct reflection on the client (i.e., USAA or NFCU) and the quality of the products and services offered
The Affinity organization expects that your firm and Agents will uphold their values!
KNOW the customer
UNDERSTAND their needs
PROVIDE appropriate solutions
COMMUNICATE by following up and following thru
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Service through the Eyes of the CustomerExpectations Your firm and its Agents are an extension of the Affinity organization!
Every action you (firm/Agents) take and every communication you make is a direct reflection on the client (i.e., USAA or NFCU) and the quality of the products and services offered
The Affinity organization expects that your firm and Agents will uphold their values!
KNOW the customer
UNDERSTAND their needs
PROVIDE appropriate solutions
COMMUNICATE by following up and following thru
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Role of Coordinator - Single Point of Coordination
Identifies customer's needs
Counsels on buy / sell process (offers ancillary services as needed)
Immediately notifies broker for same day Agent contact
Sets expectations for next steps
Performs 7-9 proactive follow up calls
Performs mortgage cross-sell via warm handoff & redirects to Mortgage
Acts as advocate for the customer and resolves issues when needed
Real Estate Coordinator• Is a Cartus employee• Incented on service performance
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When accepting a referral regardless of the client...the Agent will:
Adhere to the standard practices in the HF and LST Referral Guides
Use program required paperwork/forms Establish a communication plan with the customer and
follow up via Agent activity reporting Ensure the customer placed with you is educated on the
benefits of using our Affinity program’s preferred mortgage provider and if needed allow the lender the ability to “Save the Deal” with the customer.
Affinity Referral Process Expectations
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Standard Operating Procedures
Agent to: Contact the customer within 4 business hours of referral
receipt Always refer to the program name Properly address member using rank if provided Clarify member needs Know the Preferred Mortgage Lender Establish communication plan Clarify expectations and confirm next steps
Relocation to: Assign CNAS certified agent that best meets member criteria Send Welcome Package using the appropriate program
Welcome Letter
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Provide monthly activity report updates to the relocation department
Notify relocation department with in 24 hours of fully executed contract
Utilize the Referral Incentive Disclosure
Communicate status updates to customer every week from contract to close (or mutually agreed upon schedule)
Attend closing with member
Notify relocation department immediately upon closing
Standard Operating Procedures
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Why Activity Reporting?
Remember…..The Coordinator generated the lead and sold your
services, so not only is it critical to keep the Coordinator up to date as to the progress of the referral but it is also
out of courtesy for their efforts.
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Agent Activity Reporting
When providing activity reports
Paint a complete picture of what’s happening with the customer
Inform the Coordinator of all mortgage information/status (Homefinding)
Keep the Coordinator notified by any potential issues or service concerns by the member
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Activity Reports: Homefinding
Initial Contact (24 hours of receipt of referral regardless of contact)
↓ Monthly (every 30 days - until purchase contract is
ratified)↓
Bi-Weekly Pending to Close (every other week until transaction has closed)
↓ Post Closing Activity Report (7 calendar days after closing)
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Initial Contact (24 hours of receipt of referral regardless of contact)
↓ Monthly (every other week- until purchase contract is
ratified)↓
Bi-Weekly Pending to Close (every other week until transaction has closed)
↓ Post Closing Activity Report (7 calendar days after
closing)
Activity Reports: Listing
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Example of a GOOD Initial Contact Update:
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Example of a GOOD Pending to Close Update:
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Example of a NOT SO GOOD Monthly Homefinding Update:
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Client Updates
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In 1922, when 25 Army officers met in San Antonio, Texas, and decided to insure each other's vehicles, they could not have imagined that their tiny organization would one day serve 7.7 million members and become one of the only fully integrated financial services companies in America.
USAA (United States Automobile Association) has remained true to their founding values of service, loyalty, honesty and integrity.
USAA provides a full range of highly competitive financial products and services to the military and their families. And their world-class employees are personally committed to delivering excellent service and great advice.
USAA's mission is to facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.
A BRIEF HISTORY OF USAA
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USAA members expect that you will always demonstrate USAA’s core values.
To USAA members, you, as a MoversAdvantage® service provider are an extension of USAA!
Service Loyalty Honesty Integrity
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Members Services Received 127K 9.3%*Placements to Network 94.8K 16.6%*Pipeline of Services Placed 25.9K 15.9%*Closings 35.5K 14.2%* AGR closings 3,795 18.0%*Member Satisfaction 82.1% 1% Mortgage Closings 15K 4.1%
2012 Year End Key Results
*All Time Record
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USAA Mortgage Services The Certified Cash Buyer program otherwise known as
a CCB is a conditional credit pre-approval so you have the advantages of a cash buyer– Valid for up to 90 days before closing on conventional loans – VA loans are valid for 120 days for existing homes, and
extended to 180 days for new construction. Over 50% of the MoversAdvantage referrals originate
through the USAA mortgage department. Members are told that they do not need to sign up for
MoversAdvantage® to get a loan with USAA. Likewise, members do not need to get a loan product in order to sign up for MoversAdvantage®.
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USAA Mortgage Process
Submit contract to USAA using the USAA Contract Cover Sheet
If VA, follow VA documentation guidelines 3 step process – convert CCB to Mortgage
Loan ApplicationUse Updated Price Quote process as
necessary USAA Agent Portal
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USAA Updated Quote Request
When to UseThis procedure is required (not optional) for all USAA MoversAdvantage® referrals. If your member indicates they may not be using USAA Mortgage or are shopping rates, notify member that a USAA specialist will reach out to them for a complimentary mortgage comparison to ensure they are obtaining the best product to meet their needs.
Remember, as an “A” Team agent, when you accept a USAA MoversAdvantage referral, the expectation is that you will make every
effort to promote and assist in the member’s consideration of USAA Mortgage for the loan financing.
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USAA Updated Quote Request
Procedure:
Send completed template via email to:[email protected] and copy your Relocation Department. Subject line of the email should read:REQUEST FOR A MORTGAGE COMPARISON
Your email should contain the following key components:
USAA Member name(s) Member number
USAA Mortgage loan number (if available) Estimated close date Details of offer from other lender (if
available) The best contact # to reach the Member
USAA BUSINESS DEVELOPMENT UPDATED QUOTE REQUEST
Date:
MoversAdvantage® File #:
MoversAdvantage®
Assigned Agent: Agent Phone:
Office Name: Property Address:
Member Name:
USAA Mtg. Loan #: (if available)
Member#*: Best contact # to reach Member:
Estimated Close Date:
Loan Type preferred (please circle one): Conventional VA FHA Other (please explain):
Details of offer from other lender (include name of lender):
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USAA Contract Cover sheet: USAA & MFHL
New look!
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Mortgage Escalation Process Always check the USAA mortgage portal for status updates Contact processor
If they cannot reach the processor they can press 0 (zero) to reach a Senior
Agent Helpdesk 800-914-9691 Still need help? Agent should contact Relocation Department Relocation department process
Email [email protected] with a cc to [email protected]. The email must contain the following:
Member name, File #, Member #, and loan # if available.
Your email will be forwarded to USAA, so please make sure it contains facts and try to eliminate agent’s comments about USAA. We will escalate the issue and keep you posted on status when it is provided by USAA.
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Continue to deliver exceptional service
Improve conversion rates
Make members aware of USAA products and services
USAA Mortgage UPQ “Speed to Lead”
Use Agent Portal
Sales Contracts Speed up the process- contract reporting time
Your Role
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Helpful USAA Information
Agent Help Desk 1-800-914-9691
Loan Origination 1-800-531-8722 or online at USAA.com
Contract Fax Number 1-866-384-8867
Updated Quote Request [email protected]
Homeowner’s Insurance 1-800-531-8722
Cartus Agent Line 972-870-7999
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Navy Federal Credit Union
Bill TessierAsst. Vice PresidentReal Estate LendingNavy Federal Credit Union
Founded in 19334.4 Million Members as of 2012
Ranked number 56 on Fortune's 100 Best Companies to Work For list in 2012
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Program Name & Logo:
Customer Type: Member
Participating Lender: Navy Federal Mortgage
Incentive:Cash Bonus (deposited into member share savings account)
Closings since 1993: 34,270
Program Results
Member Placements: 10,277 Up 45% YOY Closings: 3,986 Goal 4,000 Up 45.6% YOY Average Sales Price: $ 239,931
2013 Opportunities up 32% YOY Goal is 5,000 ClosingsService Excellence:
Program Overall : 88% Real Estate Agent Overall: 91% Satisfaction: 91%
Navy Federal Credit Union RealtyPlus
REALTYPLUS – 2012-Another Record Year!
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Sources of Business
Source Percent of Business
Members introduced by Navy Call Centers 50%
Members Call 800# 16%
Internet 14%
Navy Branch Leads 14%
Agent Generated (2013 goal is 12%) 6%
In 2012 NFCU welcomed 600,000+ new members
Branch visibility! Currently 225+ branches worldwide and RealtyPlus leads received from over 684 Branch employees up 58% YOY
9 New Branch openings in 2012 – FL / TX / GA / CA / MD
Navy has 3 Call Center Locations: Winchester, VA, Vienna, VA (Navy’s headquarters), Pensacola, FL (350+ call center employees )
An active broker pipeline averages 4,000 members
Did you know? There are 5 primary sources of members reaching Realty Plus
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A Variety of Mortgage Programs
Some benefits members receive: Closing costs up to $2,500* Personal guidance from first call to closing, 7 days a week No application fee* Competitive interest rates and points, including a no-point option No fees for underwriting, document preparation, notary service or document copying No PMI on most conventional loans No hidden fees or surprises at closing Navy Federal service for the life of your loan Rate lock options Bi-weekly payment plans No prepayment penalties Loans available nationwide
Need Mortgage Assistance? Contact Local Navy Federal Team Members
* Limited time offer
Including : Conventional, FHA, VA, 100% Buyer’s Choice®, & Active Duty Choice® Mortgages
Banner NFO Web Offerings
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Navy Agent Help Desk
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Discover Home Loans: Real Estate Rewards
Customer Type: Customers
Participating Lender: Discover Home Loans
Incentive: Cash Rewards
Customers 30+ Million Credit Card holders
Discover Employees
Mortgage Bankers(contact info provided w/referral)
(may have direct contact with Agents)
Mortgage Escalation To the Cartus Coordinator
and/or Mortgage Banker
Discover Home Loans and The Real Estate Rewards program launched October 2012
In KS and TN Discover Gift Card Offered
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Discover’s Lending Promise
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Service: Customers want RESPECT
Our members look for a Real Estate Agent to highlight their commitment to outstanding service
through….
Rigorous attention to detail Effective communication Seamless deliveries Professionalism Efficiency Courtesy Trustworthiness
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“Always do more than is required of you”– General George S. Patton
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USAA – Survey Introduction Letter
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Survey is from USAA and subject line of email :USAA MoversAdvantage ® Satisfaction Survey
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USAA – Program Overall Question63
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USAA – Agent specific Questions
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Agent Name is referencedIn the question!
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USAA Email Surveys – Key Points
Member “may” receive a survey Due to spam issues
There is no survey example to show member as in the past Remind member to update their contact information on usaa.com including
their email address within 2 weeks of closing Especially on military emails
Members will receive the survey 17 days after closing Members who drop from the program will receive the survey 5 days after their
file is closed There is no ability to re-send the survey What if member states one of the following: 1) I haven’t received the survey?
2) I accidently deleted the survey?
1) Ask the member if they informed USAA of their new email address within 2 weeks of closing. 2) Unfortunately, USAA cannot re-trigger MAP email surveys. Members are always welcome to contact usaa.com to provide feedback
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HES: Service Through the Eyes of the Customer
Program Rating = Question #11
Agent Rating = Question #10
Top 2 Blocks are referred to as“Top Block”
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Service Evaluation Process
Q: When is the service evaluation completed and by whom?
A: The customer has the opportunity to provide feedback on Homefinding/Listing Services separately. The USAA service evaluation is emailed to the member approximately 17 days after closing. Surveys for HES are emailed 1 week later.
Q: How does the team (REC and Agent) get the customer to rate the program as Excellent?
A: The team can achieve an Excellent rating through pro-active and consistent communication with the customer along with coordination and feedback between the REC, the Relocation Department, and the Agent.
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Service Evaluation
Q: Can the Agent or Relocation Department contact the customer after closing, if the customer provided less than favorable comments or rating on the service evaluation?
A: No. All evaluations and their comments are considered confidential. Failure to keep this confidential will cause removal of either the Agent from the “A” Team or prohibit the firm from receiving future Affinity client referrals.
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Agent Generated Referrals
Q: What is the definition of an Agent Generated Referral?
A: An Agent Generated Referral is a lead generated in your local marketplace that does not have another real estate firm or benefits program attached to it as the referring source. The customer must be a member of any one of the Cartus Affinity organizations / associations, such as USAA and Navy Federal Credit Union.
Q: How do you recognize a potential AGR?
A: Ask the simple questions when first meeting with a client. “Are you part of any organization that offers you a real estate benefit?” “Have you or any member of your family served in the military? Are you part of any military organization that offers a real estate benefit?” If they say yes, you have an AGR! Another key question is- Where you planning to secure financing? Or – you are doing a competitive listing presentation and upon touring the home, you notice military memorabilia. Consider mentioning your association with one of the military affinity programs and secure the listing!
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Agent Generated Referrals
Q: How do you submit an AGR?
A: First, instruct the customer NOT to call the program such as USAA or Navy directly to register. Explain to them that someone from the program will be contacting them.
In order to submit an AGR, you will need all customer contact informationAffinity Program Customer NameAddressAll contact informationBest time of day to reach themMember Number – this is mandatory for all USAA referrals
Your Relocation Department will submit your customer to Cartus for enrollment into the Affinity Program.
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Social Media Guidelines
A reminder to all Agents that social networking comments are public domain and can be a poor reflection on your organization.
Ensure that all affinity customers and Cartus employees are removed from your personal distribution lists.
Don’t send [email protected] an invitation to join Facebook or LinkedIn.
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New Goals for 2013
Goal
Home Event ServicesSales Conversion - Homefinding 38%
Sales Conversion – Listing 25%
Top Block (excellent only) - Program 89%
Top Block (excellent only) - Agent 89%
USAA MoversAdvantage®
Sales Conversion- Homefinding 46%
Sales Conversion - Listing 25%
Exceptional Experience(Blocks 9&10) – Program overall 85%
Exceptional Experience(Blocks 9&10) – Agent 85%
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Cartus Affinity Services
