Use This Conversion Tactic for Building Deposit Balances

Take a second to think about how much of your operating, sales and marketing effort is spent acquiring new customers versus growing your existing customers. If you are like most banks, 80% of your effort is not directed at increasing product usage. This could be a problem because when you look at conversion rates for…

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How to End Price Your Deposit Accounts

You oversee pricing your checking accounts and you are trying to decide between $10.00 per month, $9.99, or $9.95. Which one do you choose? In a prior article where we tested “charm” account pricing, where we showed that conversion rates were almost twice as high when we used a $1.99 price point for a product…

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Managing CDs – Why Banks Should Limit Their Offerings

As a general statement, banks offer too many options for certificates of deposits (CDs). Consider that the average bank offers 12 different maturities, some “specials,” plus several different tiers of pricing within each maturity. We have seen banks with as many as 42 different CD options which is inefficient for every party. The problem is…

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Managing Time Deposits – How To Use “Specials” And Odd-Month CDs

Something might be getting lost in the tribal knowledge of managing time deposits. Certificate of deposit (CD) “specials” and the odd-month CD offering are good examples. As the legacy knowledge of deposit gathering is passed down from generation to generation of banker, some of the finer points of liability structuring are getting diluted with some…

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8 Concepts to Know Before You Reduce Deposit Rates

Should the Federal Reserve move their target Fed Funds rate down later this year, many bankers will immediately match the move and drop their deposit rates. While counterintuitive, this may be the exact wrong move if you want to optimize long-term bank profitability. This article explores deposit management tactics in a falling rate environment that…

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Here is The Math Behind the High-Yield Account

There have been many a banker who has said they want to offer a high-yield account because the “higher interest expense is just like paying marketing costs.” This banker may even be thinking of starting a completely new digital bank using a high-yield account as its flagship product. The logic that “rate sells itself” is…

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How to Build Better Deposit Performance – Size and Beta

Because of the option to add or remove deposit balances over time, deposit management is one of the more complicated endeavors in banking. Lending, by comparison, is largely a one dimensional supply vs. demand problem. Building better deposit performance is more complicated. Add a three month CD option for your customers and the duration of…

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The Recency Trap and Building Deposit Balances

One of the lessons that was driven home at the recent American Banker Small Business Banking Conference in Nashville was the difference in marketing between large national banks and community banks, particularly deposit marketing. Most national and regional banks allocate marketing resources to recently acquired customers to get them to build deposit balances and purchase…

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Here Are 15 of the Best Deposit Marketing Campaigns Ranked

If you want to grab a material amount of new deposit balance, offer a 5.05% money market rate, post it all over Instagram, and sit back and watch the money roll in. This approach has many problems, the first of which is a negative return on your investment (ROI). You will also end up cannibalizing…

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Behavioral Deposit Pricing – Optimizing the Three-Package Offer

We have discussed the importance of bundling or packaging deposit account services to speed up customer choices, increase profitability, and enhance deposit performance. However, many banks still offer just two choices, whereas if they offered three, they would increase profitability. In this article, we examine how behavioral deposit pricing works and how to use it…

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Use This Hack to Grow Commercial Bank Deposits

Seasoned bankers call it “The Distributor Tactic,” and it is a little-discussed technique used for ages in banking to speed up the sales cycle to land commercial bank deposits and treasury management accounts faster. The key to this tactic is to know that very few commercial checking customers utilize any medium or high-value treasury management…

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Marketing Deposits Like Barbie

Maybe you saw Oppenheimer over the weekend, maybe it was Barbie, or perhaps you did the “Barbenheimer” thing and did both. Maybe you opted for Mission Impossible – Dead Reckoning, Part I. No matter your choice, there was a clear winner: Barbie. Film quality aside, there have been few movies in the history of the…

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