STRATEGIC MARKETING CONCEPT

for

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Regardless of the media, traditional marketing typically involves “pushing” a company’s message out to prospects and clients.

Prospects and clients are bombarded by incoming messages being pushed at them every day.

Rarely do these messages carry enough value for the recipient, to stand out from the crowd and get noticed. Rarer still, are these messages ever passed from the original recipient to their sphere-of-in� uence.

Too often, our messages are focused entirely on what “we” want the recipient to hear, without much consideration for what “they” want to hear, or the “value” our message brings them.

In other words, “We know our message is important. We know we can help the prospect...if only they’d just listen and pay attention to us.”

So, the traditional method of “pushing” the message out has a Value Flow like this:

1. Mr. Prospect, please take your attention away from the important task you’re currently engaged in.

2. Pay attention to our message about me, my company and how great we are.

3. Forget about the busienss relationships you currently enjoy, and take a chance with us.

4. Only after you take the chance will you receive value from us.

This proposal is about � ipping that � ow around and developing a marketing strategy based on building relationships, and bringing value to the prospect � rst.

1. Bring value to prospect

2. Earn goodwill and trust

3. Goodwill and trust leads to relationship

4. Relationship leads to business.

overview

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“All of these media are conduits - Telephone, Email, eFAX, Web, Social Media, they are tools that human beings use to waste time, or to communicate, or to calculate, or to engage, or to learn. Behind each of these tools is a PERSON. Do you have a story to tell that person? An engagement, or a bene� t to o� er them?

Figure out the PEOPLE part, and the technology gets a whole lot simpler.”

- Seth Godin, Marketing Guru

Let’s develop our “People Strategies” instead of our “Marketing Strategies”.

The primary question I hope this strategic plan will address is, “How is Paci� c Funding Group touching its “audience” each day that is deepening the relationship?”

Instead of placing the focus on simply developing “marketing” strategies, our goal is to develop “People Strategies.”

our “business” is relationship building

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1. Build a solid, and constantly growing source of Realtor referral business by establishing solid relationships with industry in� uencers.

2. Capture “Preferred” or “In-house” lender status with developers.

3. Increase market share of direct retail/consumer business, both new loans and re� nancing.

4. Attract top producing loan o� cers and mortgage consultants.

goals

1. Direct Mail Magazine

2. WordPress / Blogging

3. Social Media: Facebook, Linkedin, Google+, Twitter

4. Telemarketing

5. Personal touch

channels / tools

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The markeing strategy that most busiensses employ, including mortgage companies, is to push messages about THEIR business out into the marketplace, because that is what is most important to THEM...THEIR BUSINESS.

Our strategy will be to push the messages that are most important to our Realtor Clients & Prospects out into the marketplace. We will push messages out about THEIR business and about THEM.

Yes, we will push messages out about OUR business, but only about 15% or so of the messages will be speci� cally dedicated to PFG.

85%, or more, of the messages generated will be about the top producing Realtors, o� ces and developers we currently do business with and want to do business with. However, we will “weave” PFG’s message into each of those messages.

By focusing our e� orts and messages on what’s important to our Realtor Clients and Prospects, in essence THEM, we will acheive several important goals.

• We dramatically increase the likelihood our messages will be read.

• We dramatically increase the likelihood our messages will be shared and go “viral”

• We create goodwill. Who doesn’t appreciate free PR for their business?

• We bring VALUE to that client/prospect because we are promoting their business to THEIR clients and prospects. We make those who do business with PFG more competitive and more successful.

• With linkback from our site to theirs, we aid them in Search Engine Optimization (SEO) and increase their ranking and exposure on search engines like Google.

• By posting recent and relevent information about their business, we have a positive impact on their Online Reputation Management.

strategy, or how we’ll use our tools

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Direct Mail Magazine

We push the PFG message out directly to the community.

We create a powerful, e� ective and desireable marketing tool for referring Realtors

We create a valuable “reward” for referring business. A “reward” Realtors will pursue.

Acts as an additional incentive for Developers to select PFG as Preferred Lender.

Readers will naturally assume PFG is Preferred Lender for all properties appearing in publication.

We have a variety of methods to communicate PFG messages: Articles about lending issues Letter from Anthony or Robert each issue Articles about developments, agents, o� ces, etc...

Online Blogging & Social Media

So, beyond all the value we bring our clients and prospects through our marketing strategy, what’s in it for PFG?

Every time we make a post about a client, prospect their business, a listing, etc., we increase our own SEO for search terms associated with that agent, o� ce, listing, development, etc.

In other words, when anyone “Googles” names and terms associated with the people and businesses we blog about, what will appear will be:

• PFG’s Blogs• PFG’s Website• PFG’s Messages

the strategy, behind the strategy

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Paci� c Funding Group Magazine

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Paci� c Funding Group Magazine – Digital Edition

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Paci� c Funding Group Magazine

Total Households Mailed To: ~20,000 every two issues.

11,000 magazines printed per issue, 10,000 magazines mailed per issue

HomeFolio Media & Impress Publishing can implement and manage on an ongoing basis:

Production, layout, design of 16 page, direct mail, private label magazine.

Mailing list management & postage

Total Reimbursement to HomeFolio/Impress Publishing: $10,000

Production costs could be o� set with “a� liate” advertising e.g. carpet cleaners, insurance agents, title companies, etc.

Suggest $1,000 per A� liate Sponsor Page and $500 per A� liate Sponsor Half-page

Initially, selling 6 A� liate Sponsor Pages reduces total cost to $4,000 and you have 10 pages, including the cover, to use for agents and PFG.

implementation

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Paci� c Funding Group Blog & Social Media

HomeFolio Media / Impress Publishing can implement and manage the content generation and posting of that content on PFG website blog and social media sites.

HomeFolio can also assist in setting up the social media channels on Facebook, Google+, LinkedIn, and Twitter.

Develop editorial calendar for magazine and blogsite.

Price to be determined based on PFG needs.

Options:

• Flat monthly fee/Salary

• Hourly

• Bring In-house

• Price per piece / article based on wordcount

implementation