Logic at its CORE: How does this company help clients make smart decisions in the mortgage industry? [Monday Marketing Marvels]
December 14, 2020
These are the CORE values of this company.
What ties these values together?
CoreLogic, Inc. is one of the leading global property information, analytics, and data service providers in North America, Western Europe, and Asia Pacific.
It helps clients (mostly those in the mortgage and insurance industries) in:
Identifying and managing business growth opportunities
Improving business performance
Obtaining data from various public sources (including electronic documents from federal, state, and local governments)
Enhancing these data through advanced analytics, artificial intelligence, and machine learning.
CoreLogic’s client solutions mainly has two segments:
The Property Intelligence and Risk Management Solutions (PIRM), which provides clients with a unique housing market and property-level insights, predictive analysis, and risk management capabilities, and…
The Underwriting and Workflow Solutions (UWS), which delivers comprehensive mortgage origination and monitoring solutions, including underwriting-related solutions such as the property tax, valuations, credit, and flood data solutions.
CoreLogic also offers “Smarter Services” to provide consultation and help clients manage fluctuating business volumes.
Rental Screening and Analytics
Compliance and Management Services
What does an information and analytics provider do to build brand awareness and raise interest?
Client-centric marketing initiatives and campaigns!
Since a large percentage of its business comes from mortgage providers, CoreLogic exhibits its products and services in various shows and events by the Mortgage Bankers Association (MBA).
Source: MBA’s Twitter page, posted January 30, 2019
In fact, CoreLogic is one of the top sponsors in MBA’s events, which attracts an average of 3,200 mortgage professionals to attend every year.
Its 20×20-foot booth is one of the largest and most noticeable booths in MBA’s events!
The booth also contains 8 CoreLogic-branded playing cards on a touchscreen monitor, challenging attendees to use their foreknowledge to find three cards with the same symbols.
If attendees select three cards of the same symbol in a row, they win a lunch treat from CoreLogic, which also allows the company to have a one-on-one discussion with the winners about its products and services.
Staffers will also ask the winners to choose one from three envelopes with different amounts of cash inside, verbally asking them:
“Are you going to eat at McDonald’s or find the big-money envelope and score a full-course meal? Predict the future and choose the right envelope.”
CoreLogic also takes advantage of partnerships with other companies.
In 2019, it launched a tie up between its multiple listing software (MLS) system, Matrix, and Connecticut-based brand SmartMLS.
The result of this partnership?
Over 18,000 SmartMLS agents and real estate professionals benefitted from instant synchronization of contacts, prospects, saved searches, and favorites between the two platforms AND got more familiar with the nature of CoreLogic’s business operations.
Was it a good move for CoreLogic?
It definitely was!
Some of the company’s other marketing and promotional efforts include direct marketing, advertising, public relations, event marketing, digital marketing, and social media.
To give you an idea, here’s one of CoreLogic’s recent advertisements…
OneHome is an AI-driven virtual collaboration tool for real estate agents and clients who plan to buy, sell, or make improvements to a home.
Its features include an AI-enabled search engine, an intuitive guide for homebuyers and real estate agents, and a virtual marketplace that connects homebuyers to mortgage, property and casualty insurance, and home improvement options.
The ad’s characters also portray CoreLogic’s real estate agents who use OneHome as “agents of life,” as they are the ones directly interacting with clients.
Since its official launch, OneHome has been available to more than 850,000 real estate agents who use CoreLogic’s platforms in North America.
In the past five years, CoreLogic, Inc. has recorded a revenue of:
USD 1.5 billion in 2015
USD 2.0 billion in 2016
USD 1.9 billion in 2017
USD 1.8 billion in 2018
USD 1.8 billion in 2019
Through its client-centric marketing strategies, CoreLogic accelerated its growth and business relationships with its clients, prospects, and other partner companies.
CoreLogic, Inc’s Earning Power: Valens Research vs. As-reported numbers
CoreLogic, Inc. (CLGX) makes for a great case study that we come back to regularly. One great reason?
The company has proven itself to be a better earning power generator than investors might think.
So, how well has CLGX been growing its business in the past years?
The research doesn’t lie—nor do the results. Earning power (the blue bars) continues to show results higher on average than what traditional databases show.
The blue bars in the chart above represent CLGX’s earning power (Uniform Return On Assets). CLGX has seen generally improving profitability. From 2010-2019, Uniform ROA expanded from 16% to 53%, excluding the growth of 6% in 2011. Uniform ROA is at 53% in 2019.
The global ROA is just 6%.
The orange bars are the company’s as-reported financial information. If you relied on these numbers, you will see a company with terribly understated profitability. As-reported ROA (return on assets, a measure of earning power) only ranged from 1% to 5% from 2010-2019. Its ROA in 2019 was only at 3%, far lower than its Uniform ROA in 2019.
That’s what you’ll see in Yahoo Finance, Google Finance, and most other databases.
The company’s stock price also performed better than the rest of the stock market over the decade, which we can see in the blue line in the chart below. Its returns have been well above the market.
The numbers show that CoreLogic has been doing well and making a profit.
As a leading global provider of unique property insights, the company believes it has a mission and purpose to help millions of people “find, buy, and protect the homes they love.”
What better way to do that than to provide actionable insights through its business and marketing strategies?
In more than a decade of existence, CoreLogic ensures that it will help clients turn their homeownership dreams into reality, thereby promoting a “healthy housing market and thriving communities.”
Too often, industry experts and the marketing press sing the praises of some company’s marketing strategy.
…Only for the audience to later find out that their product was a flop, or worse, that the company went bankrupt.
The true ROI in marketing can’t be separated from the business as a whole.
What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?
At the end of the day, either the entire business is successful or it isn’t. And the role of marketing is always paramount to that success.
Every Monday, we publish a case study that highlights the world’s greatest marketing strategies.
However, the difference between our case studies and the numerous ones out there, is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group).
By looking at the true earnings of a company, we can now rely on those successful businesses to get tips and insights on what they did right.
We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve on. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.
Hope you found this week’s marketing marvel interesting and helpful.
Stay tuned for next week’s Monday Marketing Marvels!