Call Automation Strategies For A Mortgage Lender

in Call Distribution by Martin Marinov April 28, 2016July 8, 2016 0 comments

CallerReady Performance Call Marketing Platform

Lead-to-Call Automation, After hours, overflow, and call engagement widgets
February 15 2016
Current state

Purchasing 2,000 leads per day split between VA loans, Exclusive Purchase, and Shared Refinance.
Data is being appended with additional information
80% are distributed directly to bankers who make 100 dials per day using DialIQ
20% are run through a qualification script and then routed
After 30-days the aged unconverted leads are run through an Anomaly Squared or LeadQual type outbound qualification and transfer call center

Benefits of introducing CallerReady call automation

Identify and cultivate behavioral intent for mortgage shoppers actively seeking assistance over the phone
Replace specific costly outbound processes with more effective, lower cost technology
Provide strong process control for connection rate, e.g. 100% repeatable engagement tactics
Pacing is very controllable without concern for training and idling of call center agents
Connect with After Hours leads and calls in a consistent and timely manner

Areas of opportunity based on initial discussion

Recirculation – nurture 30-90 days with Lead-to-Call Automation
After Hours Handling
Call Engagement Widgets: Schedule A Call and Call Me Now
Test Impact of SMS + 3-Automated Calls in first 15-minutes in VA with Lead-to-Call Automation
Overflow Handling – Intelligent Abandonment
Replace banker-driven outbound call process with automation

1) Recirculation – nurture 30-90 days

Setup test of CallerReady Automation vs. 3rd party call center
Evaluate based on efficiency (cost-per-connection)and effectiveness (connection rate)
Adjust calling, texting and email cadence over time to optimize yield

2) After Hours Handling

Setup After Hours call handling to greet the caller, offer Schedule IVR
Send a confirmation text and potentially an email
Facilitate the call backs
Evaluate effectiveness based on results, efficiency (cost-per-connection) and effectiveness (connection rate) vs. existing process

3) Call Engagement Widgets: Schedule A Call and Call Me Now

Offer customers more ways to connect on their terms
Help cultivate intent
On screen direct engagement from the form into a scheduling experience
Send a confirmation text and optionally an email
Automated facilitation of scheduled call (Lead First or Banker First)
If Lead First, offer several spaced attempts with SMS and Email options
Evaluate effectiveness based on results, efficiency (cost-per-connection) and effectiveness (connection rate)

4) Lead-to-Call Automation with VA

Anecdotal evidence that SMS may not work with VA customers
Test Impact of SMS + 3-Automated Calls in first 15-minutes in VA
Evaluate based on efficiency (cost-per-connection)and effectiveness (connection rate)
Adjust calling, texting and email cadence over time to optimize yield

5) Overflow Handling – Intelligent Abandonment

Address long hold/queue times with Intelligent Abandonment
After X seconds, come on line and offer “Rather than wait on the phone, you can hang-up now and maintain your place in queue. As soon as a banker becomes available, we will call you back at this number.”
Put CallerReady automated agent in queue for banker in place of the customer and call back as soon as a banker becomes available
Evaluate drop called percentage prior to implementing and evaluate the impact of this overflow service
Additional overflow options exist if you’d prefer to ring into another hunt group or call center

6) Replace banker-driven outbound call process with automation

Compare performance of a Lead First automated call and SMS connection service to current performance of banker-managed outbound calls facilitated by DialIQ
Test in several scenarios
- First 15-minutes – 3 call attempts and 2 SMS. If no connection, send into Velocify for data lead distribution
- Test with low and high quality leads
- Test with Bankers who don’t do well with DialIQ process
Evaluate based on efficiency (cost-per-connection) and effectiveness (connection rate)
Design new tests to optimize yield – adjust calling, texting, and email cadence

Next steps

CallerReady Advertiser Sales
877-800-4844
sales@callerready.com