By Devon Kinkead

In a recent conversation with Collin Daily, Vice President and Operations Systems Manager at First Nebraska Bank, it became evident just how powerful Micronotes is in solving real-world marketing challenges for community financial institutions. Collin shared his experiences with our platform, offering valuable insights into how Micronotes has significantly impacted their operations.

The Challenge: Reaching the Right Customers

When asked about the problem they were facing before discovering Micronotes, Collin didn’t hold back:

“We were struggling the most with reaching out to our current customers and getting them the knowledge they need about our products and services.”

Traditional direct-to-consumer marketing, Collin explained, was not only time-consuming but also not cost-effective. The frustration was palpable as he described how challenging it was to get the message across to their existing customer base.

The Solution: Micronotes’ Seamless Implementation

Upon integrating Micronotes, the transformation was immediate. Collin recounted their onboarding experience:

“We signed on with Micronotes, and it was a very easy implementation…very great process.”

Starting with simple campaigns, such as customer ratings, they quickly realized the potential of the platform. Even as they moved to more complex campaigns, the process remained smooth, allowing them to gather acitonable customer feedback effortlessly.

The Results: Effective Campaigns and Valuable Data

The success of these campaigns wasn’t just in the ease of use but also in the results they delivered. Collin noted:

“We were able to get some really great data and work with that data to get our customers the info that they need.”

The ability to obtain actionable insights meant that First Nebraska Bank could provide their customers with precisely what they were looking for, enhancing both engagement and satisfaction. The Micronotes system employs microinterview technology that dynamically and exponentially segments respondents so the exact needs of each customer is known and addressed.

A Collaborative Experience

Collin emphasized that the experience wasn’t just about the technology but also the people behind it:

“Our experience with the Micronotes team has been fantastic as well. Super team-oriented, super friendly, quick responses. I mean, it’s been fantastic.”

This collaborative and responsive approach ensured that First Nebraska Bank felt supported throughout the entire process, from implementation to ongoing campaigns.

Conclusion

Micronotes has proven to be more than just a marketing automation tool for First Nebraska Bank; it’s become a key component of their customer engagement strategy. By providing a seamless, effective solution and a supportive team, Micronotes has helped the bank overcome significant challenges and achieve their key customer engagement goals.

See the full interview with Collin Daily here.

By Devon Kinkead

Financial institutions face the ongoing challenge of maintaining meaningful relationships with their customers, especially those who primarily interact online. Traditional methods of engagement often fall short when trying to build the deep, personalized connections that modern consumers expect. This is where Micronotes steps in, offering a powerful solution to not only bridge this gap but to turn it into an opportunity for growth and improved customer satisfaction.

Recently, Carissa (Dunn) Bullock from Cornhusker Bank shared her experience with Micronotes, shedding light on how the platform has transformed the way her bank interacts with customers. Contrary to the common narrative of solving a problem, Cornhusker Bank saw Micronotes as a strategic opportunity—a tool to enhance their communication and build stronger relationships with their online customers.

Seizing Opportunities with Micronotes

For Cornhusker Bank, the primary goal was to engage their online customers in a meaningful dialogue. “One of the things that we had wanted to do was to be able to really have a conversation, build a relationship with our customers that were mainly online,” Carissa explained. With Micronotes, they found a way to do just that. Leveraging Micronotes’ microinterviews, the bank was able to initiate and sustain conversations with customers, allowing them to better understand their needs, address any concerns, and celebrate positive feedback. This level of interaction is critical in today’s financial landscape, where customer experience often differentiates the top performers from the rest.

The Power of Net Promoter Score (NPS)

One of the standout features of Micronotes that Carissa highlighted is its integration with the Net Promoter Score (NPS). “…we’ve been able to take that opportunity and have conversations with [customers] via the Net Promoter Score and being able to take those answers and those issues and those praises and really bring them back and address those with the customers,” she said. NPS is a well-regarded metric used to gauge customer loyalty by asking a simple question: “How likely are you to recommend our services to others?” The responses to this question provide invaluable insights into customer satisfaction and loyalty.

Micronotes takes this a step further by not only collecting these responses but also facilitating follow-up actions. For Cornhusker Bank, this meant being able to take the feedback—whether it was praise or constructive criticism—and use it to enhance their services. By addressing customer concerns quickly and effectively, they could reinforce trust and loyalty, turning potentially negative experiences into positive ones.

Building Stronger Relationships in the Digital Era

What makes Micronotes particularly valuable is its ability to transform digital interactions into personalized experiences. “We more saw it as an opportunity to enhance our communication with our customers,” Carissa emphasized. In a world where many customers may never step foot into a physical branch, the ability to engage them in meaningful conversations online is crucial. Micronotes helps financial institutions like Cornhusker Bank do just that—turning data and customer feedback into actionable insights that drive better outcomes for both the bank and its customers.

Conclusion

Micronotes is more than just a tool; it’s a strategic partner for financial institutions looking to deepen their customer relationships in the digital age. By turning online interactions into opportunities for engagement and growth, Micronotes empowers banks and credit unions to not only meet but exceed customer expectations. As Carissa Bullock from Cornhusker Bank shared, “We saw it as an opportunity, not a problem. And Micronotes has allowed us to enhance our communication and build relationships with our customers.”

If your financial institution is looking to enhance customer engagement and build stronger, more meaningful relationships, consider the value that Micronotes can bring to your organization.

See the full interview with Carissa (Dunn) Bullock here.

By Devon Kinkead

Vertically-integrated automated prescreen marketing systems are finding their way into community banking with obvious, and not so obvious returns. A review of 20 campaigns Micronotes’ customers ran reveals that 68% of the loan volume is in indirect sales; that is — an existing or prospective accountholder was offered one loan, like a HELOC, but originated a different loan, like a mortgage. Given the sheer volume of indirect loans, they represent an important but overlooked component of the return on investment analysis.

Direct Versus Indirect Sales

Direct Sales: These are the sales directly attributed to the prescreen marketing campaign. For example, a prescreen offer for a HELOC consolidation loan was made to a prospect on February 1st, 2024 and a HELOC loan was originated on February 24, 2024.

Indirect Sales: These are the sales indirectly attributed to the prescreen marketing campaign. For example, a prescreen offer for a HELOC consolidation loan was made to a prospect on February 1st, 2024 and a mortgage was originated on April 24, 2024.

Key Data Insights

Figure 1 – Direct vs. Indirect closed loan volume across different offer types. Note: no data for rent-to-own because this was a small scale test campaign.

Indirect sales vary by offer type, with indirect sales materially exceeding direct sales in HELOCs and auto loan refinancing and entirely absent in auto lease-to-own and HELOAN consolidation. Personal loan offers show relatively few indirect sales while mortgages show a significant fraction of indirect sales.

Summarily, return on investment computations must included indirect sales to accurately reflect the real net interest income generated by a prescreen loan campaign, particularly with HELOCs, auto loan refinance, and mortgages.

Conclusion

Understanding the real benefit of automated prescreen marketing requires a comprehensive dataset, excellent analytics, and a good working knowledge of probabilities. Micronotes has developed a vertically-integrated automated prescreen marketing tool that enables community financial institutions to launch campaigns and comprehensively measure the return on campaigns and understand the unique characteristics of each prescreen offer type. Armed with this knowledge, Micronotes’ customers continue to invest wisely to acquire new borrowers and expand wallet share with existing accountholders.

By Xav Harrigin-Ramoutar

In an era where memes often echo the financial insecurities of millennials, the dream of owning a home seems just that—a dream. Despite steady jobs and substantial salaries, many millennials view the prospect of buying a home through a lens clouded with myths and misunderstandings. This generation faces unprecedented challenges, with the average age of first-time homebuyers increasing to 36 years due to economic pressures and the necessity to save for larger down payments (NAR)​. Furthermore, historically, the homeownership rate among first-time buyers has been declining, with recent figures showing that only 26% to 32% of all home purchases are made by first-time buyers, significantly lower than in past decades​ (NAR)​.

The economic environment, including high interest rates and home prices, has made it increasingly challenging for first-time buyers to enter the market. Even with a median household income of around $95,900 for first-time homebuyers, high debt-to-income ratios—often exacerbated by student loans and other debts—remain a significant barrier, as most lenders require a ratio no higher than 43%​ (Fortune)​.

Community financial institutions, equipped with Micronotes’ technology, are uniquely positioned to dispel these myths and transform this demographic’s approach to homeownership. By offering personalized financial solutions and leveraging cutting-edge technology, these institutions can make the seemingly unattainable dream of owning a home a tangible reality for the millennial generation. This technology not only personalizes financial guidance but also actively engages users in planning and achieving their goals, promising a new era where community banks and credit unions can bridge the gap between millennial aspirations and homeownership realities.

Understanding the Millennial Homebuyer

Meet Barbara, a 32-year-old data analyst. She represents a significant segment of potential first-time homebuyers. Despite a robust salary and a strong educational background, Barbara typifies many in her generation who view homeownership as a distant, if not unachievable, dream. This outlook is compounded by a general lack of financial literacy. For example, many home-buyers are discouraged by the misconceptions that a 20% down payment is necessary to qualify for mortgages, unaware of the existence of alternative financing options that require far less upfront​.

The barriers for millennial homebuyers are not just psychological but are also entrenched in economic realities. Many millennials face high debt-to-income ratios due to substantial student loans, making it difficult to qualify for traditional mortgages. Financial literacy gaps further complicate their ability to navigate mortgage options, understand credit implications, and recognize programs designed for buyers like them.

As the average age of first-time homebuyers continues to rise, now standing at 36 years, the challenges of accumulating sufficient savings amidst growing living costs and stagnant wage growth persist​. These factors collectively contribute to millennials’ hesitancy to enter the housing market, making education and personalized financial guidance more crucial than ever.

The Role of Community Banks and Credit Unions

Community banks and credit unions occupy a unique niche within the financial landscape, especially beneficial for millennials like Barbara who may feel sidelined by the traditional mortgage process. These institutions excel in providing personalized service, thanks to their community-focused business models. They are not just familiar with the local market conditions but are an integral part of the community’s economic ecosystem, enabling them to offer bespoke advice that large national banks may not​.

Moreover, community banks and credit unions often have greater flexibility in their loan offerings. This flexibility allows them to tailor financial products to better suit the varied needs of millennial buyers, who may not always meet the strict criteria of traditional lending models​​. By prioritizing relationships over transactions, these smaller institutions can guide first-time buyers through the complex process of purchasing a home, offering educational resources and patient guidance that demystify financial terms and processes, thus aligning closely with the needs of first-time homebuyers.

Leveraging Micronotes Technology

Micronotes’ technology significantly amplifies the potential of community banks and credit unions to engage and support millennial homebuyers effectively. By integrating big credit data into personalized interactions, Micronotes allows these institutions to deliver highly tailored financial advice directly to clients like Barbara, who may need guidance tailored to their unique financial situations. This technology facilitates deep, meaningful conversations that can assess a customer’s financial health and readiness for buying a home, making the advisory process more intimate and efficient​​.

Additionally, the platform’s capability for targeted marketing campaigns enables community banks to reach potential homebuyers at just the right moment. By analyzing customer data, Micronotes crafts financially personalized firm offers of credit to that speak directly to the concerns and aspirations of first-time buyers, presenting each with timely and relevant product offerings like low-down-payment loans or first-time buyer incentives​.​.

These features not only enhance customer engagement but also ensure that community banks and credit unions can effectively compete in a market increasingly dominated by large financial institutions, all while maintaining their hallmark of personalized service. By leveraging Micronotes, these community-oriented institutions can turn the daunting process of purchasing a first home into a manageable, guided journey, thus aligning perfectly with the needs and values of millennial clients.

Real-world Application and Success Stories

Community banks and credit unions have successfully leveraged Micronotes technology to guide and support first-time homebuyers. For example, a community bank in the Midwest implemented Micronotes to identify and reach out to potential first-time buyers like Barbara. Using the platform, the bank was able to segment its customer base effectively, identifying those who might be on the cusp of qualifying for a home loan.

Through financially personalized Micronotes prescreen campaigns, the bank provided these customers with personalized financial advice and information about specific products designed for first-time buyers. This illustrates how Micronotes can transform the outreach capabilities of community banks, making them pivotal players in turning the homeownership dream into a reality for many millennials.

Conclusion

The integration of Micronotes technology by community banks and credit unions can significantly impact millennial homebuyers, turning the daunting goal of homeownership into an achievable reality. By leveraging financially personalized interactions, financial education tools, and targeted marketing strategies, these institutions can address the unique challenges faced by millennials. The success stories from community banks using Micronotes highlight the powerful potential of such technology to increase engagement and support first-time buyers effectively.

By Devon Kinkead

Jonathan Parker’s Insightful Talk

Jonathan Parker, a distinguished professor at the MIT Sloan School of Management, gave a captivating talk at the Micronotes June 2024 Gain and Retain Forum that highlighted the unique integration of quantitative engineering principles with practical financial applications at MIT. While many recognize MIT for its engineering prowess, the Sloan School, which was part of MIT’s founding vision, plays a crucial role in applying rigorous quantitative methods to real-world business and financial problems.

The Legacy and Mission of MIT Sloan

MIT’s Sloan School embodies the institute’s motto, “hand and mind,” by focusing on solving real-world problems using scientific and quantitative tools. This approach aligns perfectly with the needs of businesses and government institutions. Parker emphasized that MIT Sloan is not an isolated academic tower but an active participant in the world, addressing practical issues with innovative solutions.

The Role of Finance in Economic Improvement

Parker, who holds the Robert Merton professorship, highlighted the significant contributions of the finance department at MIT Sloan. He mentioned Robert Merton’s work on the Black-Scholes options pricing model, which revolutionized financial markets by enabling the effective pricing and trading of options. This advancement facilitated risk transfer in financial institutions, thereby transforming the global financial landscape.

Consumer Finance Initiative

Parker discussed his directorship of the Finance Group and the Consumer Finance Initiative at MIT Sloan. Traditionally, business school finance studies have focused on corporate finance and asset management. However, there has been a growing interest in consumer finance, where finance theory intersects with behavioral economics. This initiative aims to understand and improve the financial instruments used by households, such as loans, payments, insurance, and savings.

Intersection of Policy and Academia

Beyond academia, Parker is involved in financial policy, serving on the Academic Advisory Board of the Congressional Budget Office (CBO). The CBO provides nonpartisan economic analysis of legislation, ensuring informed decision-making in Congress. Parker’s work emphasizes the importance of using the best tools and analysis to guide policy, despite the polarized political climate.

Collaboration with Financial Institutions

Parker’s extensive experience includes consulting for Federal Reserve banks and major financial institutions like JP Morgan Chase and Fidelity. He highlighted the importance of partnerships between academia and industry to drive research that benefits both sectors. MIT Sloan collaborates with financial institutions through joint research projects, data sharing for research purposes, and strategic decision-making support, enhancing the practical impact of academic insights.

The Impact of Technological Advancements

A significant theme in Parker’s talk was the impact of technology on finance. The Consumer Finance Initiative at MIT Sloan is particularly interested in how technological changes influence household finance, payments, savings, and lending markets. The availability of vast amounts of data and advanced computing power has enabled unprecedented analysis and understanding of financial behaviors and market dynamics.

Research and Real-World Applications

Parker shared several research projects to illustrate the practical applications of academic work at MIT Sloan. One study explored the effects of tight lending standards on credit markets, showing how strategic screening by lenders can influence market dynamics. Another project investigated the refinancing behavior of households and its implications for monetary policy effectiveness. By sending personalized reminders to mortgage borrowers, the research demonstrated a significant increase in refinancing rates, highlighting an innovative approach to stimulate economic demand.

Future Directions and Educational Innovations

Parker also discussed the development of new courses at MIT Sloan, such as “Consumer Finance and Fintech,” which reflects the evolving landscape of financial education. These courses examine the structure of household finance industries, the impact of new technologies, and the future of financial products and services.

Conclusion

Jonathan Parker’s talk underscored the unique role of MIT Sloan in integrating engineering principles with finance to solve real-world problems. By combining rigorous academic research with practical applications and policy insights, MIT Sloan continues to lead in advancing our understanding of financial markets and improving economic outcomes for households and institutions alike. The Consumer Finance Initiative and other collaborative efforts exemplify how academia and industry can work together to drive innovation and positive change in the financial sector.

By Devon Kinkead

As we navigate the complexities of the economic landscape in 2024, understanding consumer credit trends is paramount for financial institutions, policymakers, and consumers alike. A recent presentation by Andrew Robbins, a Solution Consultant at Experian at the June 2024 Micronotes Gain and Retail Forum, offers a comprehensive overview of these trends and their implications. Here, we delve into the key insights from this presentation.

Economic Update

Despite a slowdown in the first quarter of 2024, the overall economic outlook remains robust, with a forecasted growth of 2% for the year. The Bureau of Economic Analysis and Experian’s Macroeconomic Scenarios Report highlight that underlying demand measures are strong, indicating resilience in the economy.

Job Market and Inflation:

• Job Creation: After a dip in April, job creation rebounded in May, maintaining a solid labor market with minimal projected increases in unemployment.
• Inflation: Although inflation remains a challenge, with the Consumer Price Index showing stubbornly high rates, there is an expectation of a rate cut by the Federal Reserve in late 2024 and several more in 2025.

Consumer Behavior:

• Savings and Spending: Consumers have depleted some of their pandemic savings but still have substantial net worth and manageable debt burdens. This suggests room for continued spending, which is crucial for economic stability.

Consumer Credit Trends

The presentation provides a detailed analysis of various aspects of consumer credit, underscoring significant trends and their implications.

Credit Card Balances and Scores:

• Balances: Credit card balances have surged by nearly 12% over the past two years, with non-mortgage balances rising by over 11%. This indicates increased consumer reliance on credit for purchases.
• Credit Scores: The average credit score remains relatively stable, but there are slight year-over-year variations.

Generation-Specific Insights:

• Gen Z: This generation has shown a notable increase in credit card spending, especially during the holiday season. Their card balances and usage patterns are becoming a significant factor in the overall credit landscape.

Account Balances and Delinquencies:

• Total Balances: There has been a steady increase in total account balances, despite the number of accounts remaining constant. This suggests higher spending or borrowing per account.
• Delinquencies: Delinquencies have risen slightly, with balances 30+ days past due increasing by 70 basis points over two years.

Hard Inquiries:

• Trends: Hard inquiries for credit have decreased overall compared to the previous five years, particularly in mortgage and bankcard sectors. However, there has been an uptick in personal loan and auto loan inquiries in 2024 compared to the previous year.

Prescreen vs. ITA Campaigns

The presentation also touches on marketing strategies, specifically the use of prescreening versus Invitation to Apply (ITA) campaigns in direct mail marketing. There has been a strategic shift towards ITA campaigns due to their cost-effectiveness and alignment with current economic conditions and budgetary constraints.

Direct Mail Volume:

• Trends: Although there was a slight decrease in overall direct mail volume in recent months, Prescreen mail volumes remain at about 400MM per month while ITAs hover around 150MM per month.

Conclusion

The insights from Experian’s presentation provide a valuable snapshot of the current state of consumer credit in the United States. Despite economic challenges, consumers continue to spend, albeit with increasing reliance on credit. Financial institutions must navigate these trends carefully, balancing growth opportunities with the risks associated with higher consumer debt levels. Understanding these dynamics is crucial for making informed decisions in today’s complex financial landscape.

By  Xav Harrigin-Ramoutar and Devon Kinkead

Over the past two years, many financial institutions have faced significant cuts in their marketing departments. These reductions have left them struggling to execute effective prescreen marketing campaigns. However, Micronotes offers a solution: a fully automated prescreen marketing service that can fill the gap and expand marketing capacity.

Effective Credit Marketing Strategies: Lessons from Successful Lending Campaigns

For today’s financial institutions, credit marketing is indispensable for expanding their accountholder base and enhancing loyalty via wallet share expansion. It drives revenue growth, strengthens customer relationships, and boosts satisfaction. Advanced technologies and the increasing availability of customer data enable financial institutions to deliver personalized and timely credit offers, meeting specific customer needs and preferences.

Data-Driven Personalization in Credit Marketing

Personalized Loan Offers Through Advanced Data Integration

Community financial institutions partner with Micronotes to enhance their credit marketing efforts by utilizing comprehensive accountholder data and Experian’s extensive credit database. This collaboration delivers personalized loan offers through always-on credit marketing, ensuring customers receive relevant and timely financial solutions. The campaigns leverage the institution’s existing accountholder data combined with Experian’s credit records, which include approximately 230 million consumer credit profiles updated weekly. This data integration provides a deep understanding of accountholders’ financial situations, enabling highly personalized loan offers.

By implementing an always-on credit marketing strategy, institutions continuously deliver personalized credit offers, ensuring ongoing marketing efforts that increased new and existing accountholder engagement and conversion. These campaigns significantly boost loan and deposit business as customers responded positively to the financially personalized offers, leading to higher engagement rates and improved customer satisfaction. Consequently, institutions expand wallet share by providing relevant and timely credit solutions tailored to individual needs.

Enhancing Cross-Selling with Microinterview Technology

In other successful campaigns, financial institutions utilize Micronotes’ microinterview technology to enhance the cross-selling efforts. This approach involves brief, targeted interactions within digital banking channels to engage customers and present relevant product offers and reminders of offers made, conversationally. The microinterview technology enables short, focused interactions with accountholders, quickly capturing their interests and needs, and allowing the institution to effectively present personalized product offers. By analyzing customer data, the institution identified the most relevant products for each customer, significantly increasing the likelihood of successful cross-selling.

Microinterviews typically outperform ads of equivalent size by a factor of 26 so, the significant increase in engagement further drives cross-selling opportunities and improved customer retention. Customers appreciate the personalized approach, leading to stronger relationships and increased loyalty.

Geotargeted Acquisition Campaigns for Market Expansion

Financial institutions also implement geotargeted acquisition campaigns in partnership with Micronotes, leveraging consumer credit records and precise geotargeting to attract new customers in their branch footprint. These campaigns utilize a vast database of consumer credit records to identify creditworthy prospects within targeted geographic regions. By focusing on specific areas, the institutions tailor marketing to areas where brand recognition is highest in the communities they serve. This approach combines automated marketing techniques with comprehensive data analysis to deliver financially personalized and geo-targeted email and direct mail firm offers of credit.

Geotargeted acquisition campaigns achieve high response rates, successfully expanding the institution’s market share in targeted regions. The use of automated prescreen marketing and precise targeting reduces overall marketing costs, making the campaigns more cost-effective and yielding a net negative customer acquisition cost. Financial institutions can assess the near branch loan opportunity by ordering a growth analysis here at no cost.

Conclusion

Prescreen marketing is one of the most effective tools to grow wallet share and expand market share for financial institutions and that effectiveness is proven 400MM times per month in prescreen mail volume. However, prescreen marketing has historically been complex, lacking financial personalization, and labor intensive. That labor is no longer available in the marketing departments of many financial institutions that have been cut over the past 2 years. The introduction of Prescreen-as-a-Service (PaaS) to automate this complex process enables marketers and lenders to hit their numbers with their lean staff.

By Devon Kinkead

The performance of automated prescreen marketing systems is enabling unprecedented ROI measurement and optimization. Here’s what we’ve learned over the past 18-24 months about optimization.

Analyzing Loan Closure Patterns

We began by examining loan closure times, using the offer date as the baseline. Our weekly data revealed an initial spike in weeks 3 to 4, followed by a relatively even distribution of closures over the first seven weeks. By week 17, nearly all loans were closed. Knowledge of this pattern enables financial institutions to better handle the distribution of new customer/member onboarding and loan processing workload and customer engagement over time.

Effective Distribution of Efforts

Our clients have implemented a system where branch managers, lenders, and customer/member service representatives (CSRs/MSRs) call customers/members about money saving firm offers. This collaborative approach ensures a broad effort across the retail side of the financial institution, leveraging local relationships and comfort levels. This distributed effort helps smooth out the workload and keeps customer/member engagement steady.

Direct Mail vs. Digital Channels

Our campaigns have shown that direct mail often outperforms digital means in new customer/member acquisition campaigns. This was evident when an email acquisition campaign initially resulted in zero applications over six weeks. Switching to direct mail transformed it into a highly successful campaign within the next few weeks. This highlights the importance of choosing the right delivery method for the right campaign as prospect behavior can vary significantly based on how they receive information.

Speed and Convenience in Loan Processing

One of our key value propositions is providing speedy and convenient loan processing. Our clients have streamlined their processes to ensure quick centralized underwriting and offer digital means of closing loans. This approach caters to busy customers who prefer not to visit the branch in person, thereby enhancing closure rates from pre-qualified applications.

High Pull-Through Rates

Some of our clients are seeing extremely high campaign pull-through rates, with 95-99% of approved applications resulting in funded loans. This success can be attributed to efficient application and approval processes coupled with thorough initial prescreening.

The Impact of Email Reminders

For digital prescreen campaigns, we observed a 50-50 split between email and direct mail. Timing plays a critical role here, with email recipients receiving offers immediately and mail recipients a week or two later. We’ve found that sending reminder emails every two weeks significantly boosts application rates, aligning with observed application spikes in weeks 2, 4, and 6.

Impressive ROI

Clients have seen substantial, repeatable, and measurable ROIs of over 200%, including cost of funds. This demonstrates the effectiveness of our strategies and the potential for prescreen marketing to drive significant financial returns when executed thoughtfully.

Conclusion

Our optimization underscores the importance of understanding customer behavior, choosing the right communication channels, and ensuring a streamlined, customer-centric loan processing and new customer/member onboarding approach. By continuously refining these elements, financial institutions can maximize their ROI from automated prescreen marketing campaigns, achieving both new and existing accountholder satisfaction and financial success.

By Devon Kinkead

In the competitive financial services landscape, understanding the average days to close a loan is critical for shaping effective prescreen loan marketing strategies. By tailoring marketing efforts based on the closing times of different loan types, financial institutions can significantly increase the number of pre-qualified loan applications and loans. Let’s explore how the data on average days to close a loan can influence marketing strategies.

Understanding the Data

The data on average days to close a loan at one of our clients, following Micronotes-powered prescreen marketing campaigns, is as follows:

Figure 1 – Average days to close a loan following prescreen offer made across 630 loans

It’s puzzling that HELOANs closed faster than HELOCs but, this may be due to a small number of HELOANs that were applied for and processed almost immediately following the issuance of a firm offer of credit.

Impact of Loan Processing Times on Marketing Strategies

Personal and Auto Loans: Quick Turnaround Advantage

With an average closing time of 42 days, personal and auto loans offer a quick turnaround, which is a strong selling point in marketing campaigns. Highlighting the speed and efficiency of these loans can attract prospective qualified borrowers who are seeking rapid access to funds or to lower their borrowing costs. Marketing messages emphasizing fast approval and closing times can drive higher engagement and conversion rates.

Mortgage Loans: Setting Realistic Expectations

Mortgage loans have the longest average closing time at 98 days. Prescreen marketing for mortgages should focus on setting realistic expectations for qualified potential borrowers. Emphasizing the thoroughness of the process, the benefits of taking the time for careful underwriting, and the security of long-term investment can help manage customer expectations. Offering detailed information on the steps involved and providing regular updates can keep applicants engaged throughout the process.

HELOANs: Streamlined Processing

Home Equity Loans, with an average closing time of 41 days, can be marketed as a quick and efficient way to access equity. Similar to personal and auto loans, emphasizing the ease and speed of the application and approval process can attract more applicants. Highlighting the potential uses for HELOAN funds, such as home improvements or debt consolidation, can also enhance the appeal.

HELOCs: Balance of Speed and Flexibility

With an average closing time of 66 days, HELOCs require a balanced marketing approach. Emphasizing the flexibility and ongoing access to funds that a HELOC provides can be a key selling point. Marketing messages should highlight the benefits of having a line of credit available for future needs while also communicating the relatively quick processing time compared to mortgages.

Enhancing Prescreen Loan Marketing Strategies

Targeted Messaging

Tailoring marketing messages based on the average days to close each loan type can significantly impact the effectiveness of prescreen campaigns. For quick-to-close loans like personal, auto, and HELOANs, focus on speed and convenience. For mortgages and HELOCs, emphasize the benefits of the thorough process and the long-term value.

Data-Driven Campaigns

Micronotes processes 230MM credit records per week and delivers completely financially personalized FCRA compliant firm offers of credit to each prescreened customer, member, or prospect as shown below.

Educational Content

Providing educational content about the loan process can build trust and transparency. Detailed guides, FAQs, and step-by-step explanations can demystify the loan process, making potential borrowers more comfortable and confident in their decision to apply.

Multi-Channel Approach

Implementing a multi-channel marketing approach can reach a wider audience. Combining digital marketing, direct mail, and in-branch promotions ensures that the message about the loan’s processing time and benefits reaches potential borrowers through their preferred channels.

Conclusion

The average days to close a loan plays a crucial role in shaping effective prescreen loan marketing strategies. By leveraging this data, financial institutions can craft targeted, financially personalized prescreen marketing campaigns that highlight the strengths of each loan type, ultimately increasing the number of pre-qualified loan applications. In a competitive market, understanding and utilizing loan processing times can be a significant advantage, driving higher engagement and conversion rates while enhancing customer satisfaction.

By Devon Kinkead

The Challenge of Balancing Technology and Personal Touch

Community banks face a unique challenge. In an age where digital transformation is crucial, how can they maintain the personal touch that sets them apart? This is a dilemma that many community banks struggle with: adopting cutting-edge technology without losing the essence of local, personalized service.

Micronotes Steps In

Enter Micronotes, the technology partner that understands this delicate balance. With a deep commitment to enhancing customer engagement while preserving the community bank’s core values, Micronotes offers solutions that integrate seamlessly into the local banking landscape.

A Targeted, Customer-Centric Approach

Micronotes provides a targeted, customer-centric platform that is tailored for community banks and credit unions. In June 2024, Micronotes held an on-site forum with executive management from Clear Mountain Bank, a customer that had tested Micronotes gain and retain solutions over the past few years. Regarding Micronotes Prescreen Acquire for new customer acquisition, as Dave Thomas, CEO of Clear Mountain Bank, explains, “When you get something from a bank that you know… if you have an issue, you can stop by or reach out and talk to somebody. I think that gets people’s attention.” This approach not only catches the eye but also builds on the existing trust and familiarity within the community.

Combining Technology with Local Connections

The real magic happens when Micronotes’ technology is combined with the local connections that community banks have cultivated over the years. “Our customers, of course, they know us… even non-customers, they probably know customers here, and they have driven by our branches. So they know we’re here,” Thomas shared. This powerful combination is what makes the platform so effective, blending high-tech solutions with the warm, personal relationships that community banks are known for.

A Game Changer for Local Lending

Micronotes has been a game-changer, particularly in the area of local lending. “We’re community bankers at heart. We want to make loans in our community… And this gives us the ability to do that on a local front and to keep those loans local,” said Thomas. This not only aligns with the bank’s mission but also strengthens the local economy, creating a win-win situation for both the bank and its customers.

Building Stronger Customer Relationships

Trust is the cornerstone of banking, and Micronotes enhances this trust. “I hope our reputation gives [customers] a little more comfort that everything’s gonna be okay with this relationship,” Thomas noted. The platform’s success in improving customer acquisition and consumer lending speaks volumes about its effectiveness. “This has been a game-changing platform for us… we’re looking at expanding it even further,” he added.

A Promising Partnership

Thomas’s enthusiasm and gratitude towards Micronotes encapsulate the success of this partnership. “We really appreciate the Micronotes relationship. It really has been a great relationship for us,” he concluded.

A Bright Future for Community Banking

Micronotes is proving that innovative technology, when combined with a deep understanding of local communities, can revolutionize banking. For community banks, this means not only surviving but thriving in the digital age, all while maintaining the personal touch that their customers and communities value so highly.

This success story demonstrates the power of Micronotes’ technology in transforming community banking, benefiting both the institutions and the communities they serve.