Michael Rechin
Analyst · Sandler O'Neill
Thank you, John. I'd like to offer some third quarter summary thoughts and an early look at our 2013 priorities, kind of speaking to Slide 24 and 25.
On 24, in regard to our third quarter results, really pleased to see that our pipelines, which we've been tracking with increased effort, are moving on to the balance sheet, in almost all loan categories. Mike Stewart, our Chief Banking Officer, and our entire senior management team spent a lot of time refining our ability to measure early and advanced stage commercial and mortgage activity. And then, more recently, moving into retail statistics in the business banking group, adding accuracy to our ability to forecast revenue generation and anticipate the need for support resources.
In the retail bank, somewhat of a similar improvement in the sharing of store level information that's consistent with producing a strong margin and consistent with providing alternatives and answers to a consumer-customer base, trying to maximize this low interest rate environment. The result of the enhanced management information and the communication around it produces an engaged team of associates focused on our marketplace.
Another bullet point in that same section refers to our confidence in our reserve level vis-à-vis the risk in our portfolio. John and his team, as you heard in his comments, guide our underwriting and have led the strategy of individual loan outcomes that aggregate into our improving credit profile and managing down our credit cost volatility.
Bottom of the page. We have some forward-looking comments on this slide. I think our signature advancement for our customers in the quarter was the upgrade and the launching of our new website on September 7. The site upgrade is intended to reduce clicks, improve access, quality of information to all of our clients. Our early feedbacks were really positive. I'd love to share a couple visitor counts.
In September of 2011, last year, we had over 71,000 unique visitors at the website. And then, we fast-forward to this year, knowing that the web channel is a growing customer preference.
In July of this year, prelaunch, we had 85,300 unique visitors. And September, postlaunch, a lot of great work out of our marketing area in tandem with technology set a new record level for First Merchants. We hosted 113 unique visitors, a 58% increase over September 2011. Proud of it.
During our last call, I referenced the combining of certain banking centers in 3 of our established markets. Those plans have been finalized. All 3 combinations will be completed by year-end, with branch capacity upgrades and improvements, staffing level enhancements, or both, to accommodate the increased customer activity we anticipate.
I'm going to transition to Slide 25 and look towards next year. More on the theme of investment. We're implementing a new retail customer CRM system linked to our current core processing platform. The system will add speed and more complete understanding of the customer relationship needs to our customer-facing retail team, probably effective in the second quarter, maybe the third quarter by the time we get it fully implemented.
Our 2013 plan calls for more additional investment in our business banking and commercial banking teams. Our investment will be targeted at the best market opportunities and measured with a very disciplined kind of same year expectation of client and revenue lift.
Key points in the bottom of the page, in my mind, is the opportunity we have in capital, given our current capital level and the rate of internal generation through bank earnings, coupled with availability we see in the debt and subdebt markets for a community bank profile like ours.
Similarly, we'll be patiently reviewing opportunities to add to our franchise given the fuller share price valuation we've received in the last year. In reviewing our assimilation of Shelby County into our company, we remain confident in our ability to integrate proficiently for customers and for shareholders.
So then, in close, before we go to questions, when we look at the 2013 landscape, our nearest term priority, if you follow the race analogy, would be to run through the tape in a year of great progress for First Merchants, and then we get ready for the challenges the next year. I think we're very mindful of some of the obstacles that are out there, a slowing rate of growth in the overall economy, the impact of the Federal Reserve strategy on rates and the related net interest margin that that could pressure, it could produce. And then lastly, just the continued cost of competing in terms of technology, product development and talent. So I think we're mindful of that where we feel more than able to offset those obstacles with the opportunities we see, which is the negative sentiment for banks beginning to thaw, in our opinion. And we believe the community banks will benefit first, and that our community bank model, when we execute well, exceedingly user-friendly for both customers and employees.
So we're excited about it. We have a planning process that is a nice, healthy blend of top-down and bottom-up. It's highly collaborative, where we reaffirm our strategy and then assess tactics from management in every function of the company, every geography, every line of business. So I think John talked about macro level stability. We feel confident that absent significant detriment to macro level economic change, we feel well positioned to add to the momentum we've enjoyed in the last several quarters.
So at this point, Amy, we're happy to open the phone for questions.