2012-13 Certified Agent Advantage
Cartus Network Affinity Specialist
2012 New Agent “Boot Camp” Training
2013
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.
2011-2012 Certified Agent Advantage
Objective
 What is an affinity program
– Referral based program
– Value to Network members
– Mortgage based programs
– Cartus Affinity Services
Standard Operating Procedures & Activity Reporting
Key client review
– USAA
– NFCU
– Discover
 Service Evaluation process
 Agent Generated Referrals
 Social Media Guidelines
 2013 Goals
 Q&A
2011-2012 Certified Agent Advantage
Agenda
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)
 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
2011-2012 Certified Agent Advantage
 Guidance and advocacy during the entire home event
process from a (Cartus) Coordinator
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.
2011-2012 Certified Agent Advantage
A Referral-Based Program
A Referral-Based Program
Q: How should Agent respond if the member asks how much the referral
fee is?
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.
2011-2012 Certified Agent Advantage
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.”
Referral Fee Distribution
HEM/ Broker
Center
Welcome Kit
/ Letters
Member Cash
Bonus/Incentive
Marketing
Program
Mgmt.
School/Area
Information
Phone
System
Cartus
Client
2011-2012 Certified Agent Advantage
Real Estate
Coordinator
Value to Network Brokers
 Primary recipient of all Affinity leads
 Increased Referrals = increased market share
 Leads are pre-screened/qualified
 Affinity Real Estate Coordinators (RECs) support your
conversion through follow-up and advocacy
2011-2012 Certified Agent Advantage
 Your credentials and capabilities are pre-sold
Affinity Referrals to Broker Network
120000
96,320
110000
100000
80000
70000
60000
50000
40000
26667
23353
16722 16712
30000
20000
10000
0
14847
4649
2011-2012 Certified Agent Advantage
85,535
81,819
69560
70,783
63241
68296
60902
58201
59480
50957
44200
38700
90000
2011-2012 Certified Agent Advantage
2012 Business Composition
2012
YOY
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%
89.5%
flat
$265 million
20.8%
Referrals to Network
Recommend Rate
Broker Action Commission Paid
2011-2012 Certified Agent Advantage
2012 Affinity Services Results
The Company We Keep: Partial Affinity Client List
Membership
Organizations
Corporations /
Employee Perk
2011-2012 Certified Agent Advantage
Financial
Organizations
Mortgage Conversion
2011-2012 Certified Agent Advantage
Remember without our mortgage
partners…there would be limited Affinity
referral business!
Mortgage: Agent Responsibilities
 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”
 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
2011-2012 Certified Agent Advantage
 Always use Agent Help Desk (client specific)
Mortgage Best Practices
 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.
2011-2012 Certified Agent Advantage
 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.
“A” Team Agents – RESPECT Mortgage
Partner
Review 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
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
2011-2012 Certified Agent Advantage
provider
USAA Federal Savings Bank
Home Event Services:
 Financial Institutions
MoversAdvantage®
 Navy Federal Credit Union
 JPMorgan Chase
 Discover Home Loans
 Membership Organizations
 American Airlines
 Amway
 Employee Perk Program (Home & Move)
2011-2012 Certified Agent Advantage
Affinity Services
Cartus Affinity Services
Who 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




Senior Coordinators and Team Leaders
Account Management
Quality Assurance
Broker Services
2011-2012 Certified Agent Advantage
 Internet team
 Broker Follow-up team
Service through the Eyes of the Customer
Expectations
 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!
 UNDERSTAND their needs
 PROVIDE appropriate solutions
 COMMUNICATE by following up and following thru
2011-2012 Certified Agent Advantage
 KNOW the customer
Service through the Eyes of the Customer
Expectations
 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!
 UNDERSTAND their needs
 PROVIDE appropriate solutions
 COMMUNICATE by following up and following thru
2011-2012 Certified Agent Advantage
 KNOW the customer
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
 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
2011-2012 Certified Agent Advantage
 Sets expectations for next steps
Affinity Referral Process Expectations
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
 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.
2011-2012 Certified Agent Advantage
 Establish a communication plan with the customer and
follow up via Agent activity reporting
Relocation to:
 Assign CNAS certified agent that best meets member criteria
 Send Welcome Package using the appropriate program
Welcome Letter
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
2011-2012 Certified Agent Advantage
Standard Operating Procedures
2011-2012 Certified Agent Advantage
2011-2012 Certified Agent Advantage
Standard Operating Procedures
 Provide monthly activity report updates to the
relocation department
 Notify relocation department with in 24 hours of fully
executed contract
 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
2011-2012 Certified Agent Advantage
 Utilize the Referral Incentive Disclosure
2011-2012 Certified Agent Advantage
2011-2012 Certified Agent Advantage
Why Activity Reporting?
Remember…..
2011-2012 Certified Agent Advantage
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.
Agent Activity Reporting
 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
2011-2012 Certified Agent Advantage
When providing activity reports
2011-2012 Certified Agent Advantage
 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)
2011-2012 Certified Agent Advantage
Activity Reports: Homefinding
 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)
2011-2012 Certified Agent Advantage
Activity Reports: Listing
2011-2012 Certified Agent Advantage
Example of a GOOD Initial Contact Update:
2011-2012 Certified Agent Advantage
Example of a GOOD Pending to Close
Update:
2011-2012 Certified Agent Advantage
Example of a NOT SO GOOD Monthly
Homefinding Update:
2011-2012 Certified Agent Advantage
Client Updates
2011-2012 Certified Agent Advantage
A BRIEF HISTORY OF USAA
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'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.
2011-2012 Certified Agent Advantage
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.
To USAA members, you, as a MoversAdvantage®
service provider are an extension of USAA!
Service
Loyalty
Honesty
Integrity
2011-2012 Certified Agent Advantage
USAA members
expect that you will
always demonstrate
USAA’s core values.
2011-2012 Certified Agent Advantage
Members Services Received
Placements to Network
Pipeline of Services Placed
Closings
AGR closings
Member Satisfaction
Mortgage Closings
127K
 9.3%*
94.8K
 16.6%*
25.9K
 15.9%*
35.5K
3,795
 14.2%*
 18.0%*
82.1%

1%
15K

4.1%
*All Time Record
2011-2012 Certified Agent Advantage
2012 Year End Key Results
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
 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®.
2011-2012 Certified Agent Advantage
– 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.
Submit contract to USAA using the USAA
Contract Cover Sheet
 If VA, follow VA documentation guidelines
 3 step process – convert CCB to Mortgage
Loan Application
Use Updated Price Quote process as
necessary
 USAA Agent Portal
2011-2012 Certified Agent Advantage
USAA Mortgage Process
USAA Updated Quote Request
When to Use
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.
2011-2012 Certified Agent Advantage
This 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.
USAA Updated Quote Request
Send completed template via email to:
mortgage@usaa.com 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®
Assigned Agent:
Office Name:
Property Address:
Member Name:
Member#*:
Best contact # to
reach Member:
Estimated Close
Date:
MoversAdvantage®
File #:
Agent Phone:
USAA Mtg. Loan #:
(if available)
Loan Type preferred (please circle one): Conventional
Other (please explain):
Details of offer from other lender (include name of lender):
VA
FHA
2011-2012 Certified Agent Advantage
Procedure:
New look!
2011-2012 Certified Agent Advantage
USAA Contract Cover sheet: USAA &
MFHL
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
 Email qualityassurance@cartus.com with a cc to cindy.king@cartus.com.
 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.
2011-2012 Certified Agent Advantage
 Agent Helpdesk 800-914-9691
 Still need help? Agent should contact Relocation Department
 Relocation department process
Your Role

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
2011-2012 Certified Agent Advantage

2011-2012 Certified Agent Advantage
USAA Preferred Agent Portal
Updated February 2013
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
mortgage@USAA.com
Homeowner’s Insurance
1-800-531-8722
Cartus Agent Line
972-870-7999
2011-2012 Certified Agent Advantage
Helpful USAA Information
Navy Federal Credit Union
Founded in 1933
4.4 Million Members as of 2012
Bill Tessier
Asst. Vice President
Real Estate Lending
Navy Federal Credit Union
2011-2012 Certified Agent Advantage
Ranked number 56 on Fortune's 100 Best
Companies to Work For list in 2012
Navy Federal Credit Union RealtyPlus
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
REALTYPLUS – 2012-Another Record Year!
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 Closings
Service Excellence:
 Program Overall :
 Real Estate Agent Overall:
 Satisfaction:
88%
91%
91%
2011-2012 Certified Agent Advantage
Program Results
Sources of Business
Did you know? There are 5 primary sources of members reaching Realty Plus
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%
 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
2011-2012 Certified Agent Advantage
 In 2012 NFCU welcomed 600,000+ new members
A Variety of Mortgage Programs
Including : Conventional, FHA, VA, 100% Buyer’s Choice®, & Active Duty
Choice® Mortgages












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
Banner NFO Web Offerings
2011-2012 Certified Agent Advantage
Some benefits members receive:
2011-2012 Certified Agent Advantage
Navy Agent Help Desk
2011-2012 Certified Agent Advantage
58
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
In KS and TN Discover Gift Card Offered
2011-2012 Certified Agent Advantage
Discover Home Loans and The Real Estate Rewards program launched October 2012
2011-2012 Certified Agent Advantage
Discover’s Lending Promise
Service: Customers want RESPECT







Rigorous attention to detail
Effective communication
Seamless deliveries
Professionalism
Efficiency
Courtesy
“Always do more than is required of you”
– General George S. Patton
Trustworthiness
61
2011-2012 Certified Agent Advantage
Our members look for a Real Estate Agent to
highlight their commitment to outstanding service
through….
USAA – Survey Introduction Letter
62
2011-2012 Certified Agent Advantage
Survey is from USAA and subject line of email :
USAA MoversAdvantage ® Satisfaction Survey
2011-2012 Certified Agent Advantage
USAA – Program Overall Question
63
USAA – Agent specific Questions
64
2011-2012 Certified Agent Advantage
Agent Name is referenced
In the question!
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
2011-2012 Certified Agent Advantage
 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
65
HES: Service Through the Eyes of
the Customer
Program Rating = Question #11
Top 2 Blocks are referred to as
“Top Block”
2011-2012 Certified Agent Advantage
Agent Rating = Question #10
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.
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.
2011-2012 Certified Agent Advantage
Q: How does the team (REC and Agent) get the customer to rate the
program as Excellent?
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?
2011-2012 Certified Agent Advantage
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.
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.
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!
2011-2012 Certified Agent Advantage
Q: How do you recognize a potential AGR?
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.
Affinity Program
Customer Name
Address
All contact information
Best time of day to reach them
Member Number – this is mandatory for all USAA referrals
Your Relocation Department will submit your customer to Cartus for enrollment into
the Affinity Program.
2011-2012 Certified Agent Advantage
In order to submit an AGR, you will need all customer contact information
Social Media Guidelines
2011-2012 Certified Agent Advantage
 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 mortgage@usaa.com an invitation to join
Facebook or LinkedIn.
New Goals for 2013
Goal
Home Event Services
Sales Conversion - Homefinding
38%
Sales Conversion – Listing
25%
Top Block (excellent only) - Program
89%
Top Block (excellent only) - Agent
89%
Sales Conversion- Homefinding
46%
Sales Conversion - Listing
25%
Exceptional Experience
(Blocks 9&10) – Program overall
85%
Exceptional Experience
(Blocks 9&10) – Agent
85%
2011-2012 Certified Agent Advantage
USAA MoversAdvantage®
2011-2012 Certified Agent Advantage
Cartus Affinity Services