Guaranteed Rate
A partner channel at national scale for one of the top three U.S. retail mortgage lenders.
- Role
- Vice President, Channel Marketing
- Years
- 2020 – 2021
- Industry
- Mortgage lending
- Capabilities
- Channel marketingPartner programsCommunity buildingCRM automationContent strategy
- Site
- agents.rate.com
Challenge
Agent Advantage (agents.rate.com) had to keep more than 110,000 real estate agents engaged, equipped and referring, while loan officers across the country relied on it for daily co-marketing.
What I did
- Scaled coaching, content and Total Expert CRM programs that powered daily loan officer activity.
- Launched a private partner community sustained by branded guides, coaching video series and live events.
- Directed creative, video production, email, automated CRM campaigns, SEO and digital marketing.
- Managed media planning, print vendors, tradeshows and industry memberships.
- Wrote long-form brand content for a nationally recognized home-improvement television personality.
What changed
- Supported a partner network of 110,000+ registered agents at a top-three U.S. retail lender (Scotsman Guide, 2021).
- Grew the private partner community to 2,000+ active members in six months.
- Increased capture rates and engagement through education and CRM training.
From the Agent Advantage program.
The live webinar series ran almost exactly across my year leading Agent Advantage marketing: agent-facing education on CRM, branding, local search and loan products, with the partner community growing alongside it.
Films from the engagement.
From the campaign.
Nick is one of the most passionate and professional people you will ever have the pleasure of working with. His super power is that he empathizes with the demographic that you're marketing to. He has an uncanny ability to connect you with your base in a way that allows you to stay authentic but still get the message out. If you're having trouble finding your "voice," Nick will coach you and get you there.
Guaranteed Rate ran the same four moves every engagement does: identify the gap, roadmap the fix, market, then optimize and hand off.
