New YCM marketing releases!

  1. Financial planning content and e-marketing
  2. Yes, the wait has been too long.
    YCM is releasing its monthly email campaigns for insurance specialists and financial planners with an expected launch date of March 2019.

    Based on its successful mortgage broker monthly email marketing campaigns (MECs) you will have the option to:

    1. Have YCM deliver your campaigns each month, with OR without the competition (our qualified lead generation and client re-engagement system)
    2. Purchase our content if you want to send it out yourself

    OR

    1. Purchase our template that integrates with Mail Chimp and other e-marketing platforms for your own use.

     
    All content comes with:

    • Dynamic PDFs that can be branded with your company logo and details
    • Images that can be used on social media
    • Industry and compliance approval

 

  1. Vehicle and asset finance content and e-marketing
  2. Just like the new financial planning release we are launching the same for vehicle and asset finance.

    Aiming for an April release, we are looking to jump back into this space with a fresh new look with a digital marketing focus.

    If you provide vehicle and asset finance you should talk to us TODAY to see how this program will fit into your current marketing solution.

 

  1. Database integration and BONUS marketing templates
  2. From the second quarter this year YCM will be providing the most sophisticated database integration tool you have ever seen, coupled with a range of brand new marketing templates for additional use.

    With pre-determined lists generated and analysed from your marketing results you will have a targeted marketing tool kit at your fingertips.

    Integrated with:

    • Mail Chimp
    • SMS broadcast, AND
    • SalesTrekker

     
    You will have a multitude of ready made templates based on targeted strategies designed for:

    • Better open rates
    • Higher engagement
    • Demographic based audiences while still accessing the YCM results tracking technology.

With over 9 months in the planning phase, the YCM Partner Portal will offer the best resources yet to be seen in the industry.

And we won’t stop there.

YCM has a commitment to being the industry leaders across multiple marketing platforms because our sole focus is on YOUR business and YOUR client retention.

We help YOU to keep your clients…

And help YOUR CLIENTS to keep you!

 

What are you going to do to stay relevant (AND in business) this year?

2019 is presenting itself to be one of the most challenging years we have seen for a long time.

  1. Credit confusion – are lenders tightening or relaxing criteria?
  2. Not surprisingly the credit crunch has started to affect lending institution profit margins and the property market. Relaxation was bound to come back.

    How will you communicate the ongoing changes to your client base this year and motivate them to continue to do business with you?

  1. Will rates go up or down?
  2. One thing we can expect is that even if the cash rate drops, the lenders are not likely to follow suit.

    The confusion and lack of understanding about cash and interest rates and how they relate to one another (or not) is one we often hear that consumers find confusing. Good education is the key to ongoing client relationships and staying relevant in business.

  1. Will we have a new government and new investment property rules?
  2. How is this going to affect your business and the lives of your investor clients if we see a change?

    Regardless of a change or not, regular education and communication will ease your clients’ nerves and improve

    consumer confidence when the benefits or opportunities present themselves. Being responsive to the industry highs and lows are key in offering great customer service and education.

  1. How are brokers going to be remunerated?
  2. When you are already working your pound of flesh for the job you do, what else will be required to prove you are adding value to your clients AND earning your commission and trail income?

    One of the saddest moments in the history of finance is your constant fight to justify your income. While banks continue to make high profits, brokers take the hit. Setting up a regular client communication and engagement system will help you justify your hard work. Make sure you invest in one.

  1. How are you going to stay relevant, on topic, front of mind AND service your clients?
  2. It is so important, now more than ever before, to be in front of your clients at every opportunity with the very best quality education, engagement strategies and professional presentation.

    With all the marketing and communication options available to you now it is important to select one that works for you AND your clients.

    Having a regular and diverse communication strategy will give you more options and keep you relevant across the direct and digital marketing platforms.

 

How does the YCM program help you and YOUR business with these challenges?

Firstly, our content is second to none.

YCM sits in the shoes of YOUR clients and answers their everyday questions about the property and finance market.

From our research, experience, testing and results, our content and programs are designed to educate your clients on current issues that will directly affect their financial position,  now and in the future, AND the need to engage the services of their broker – YOU!

We set YOU up as the expert in the industry by providing timely and relevant content that maximises engagement and qualifies your clients to the next stage of their financial journey.

You cannot be expected to be a broker as well as a marketing and social media expert while servicing your clients with the utmost care, maintaining a professional image and delivering quality education in your spare time.

Get help from your leading finance industry marketing experts (yes – that’s YCM) and tick that one responsibility off your list this year.

Call 02 9526 9999 to book in your 15 minute marketing exploration chat to see if and how we may be able to help you this year

 
 

Don’t lose your clients to your lenders…

Having just passed our 15th year in business and after years of helping brokers with their marketing over this time, two important things happened last month that we thought were worth mentioning.

The first, if you saw our video on Facebook recently, was about the power of paper.

– Mail Chimp announced last month that they are now providing a post card service as QUOTE “Say hi in real life with printed post cards”.

AND

– We received an envelope in my letter box from Google promoting Google AdWords.

Now if the leading online agencies in the world are promoting and using the good old ‘pop it in the post’ strategy, what does that say for all this online marketing? Is it working? Does it need help?

And what does YCM have to say about that?
Nothing that we already haven’t been saying for the last 15 years… Use it!

Now of course we are not going to suggest that you should not be using online marketing because it obviously has its place. But it makes us smile every time we see these larger marketing companies recommending the use of post as a way of gaining attention and communicating to your clients via MAIL.

We don’t need to rant on about that, you all know YCM’s thoughts on print based communication.

To our other thought of the month…

We often laugh in our office with great pride as other marketing companies come out with topics and issues that we have already released.

A few days ago we saw a subject heading that was nearly the same as ours for the December email campaigns.

The problem this time was, we had not sent ours out yet. So who was sneaking a peek at our campaigns we thought…

Well to my surprise it was actually an email campaign from one of the major lenders whom I have finance with.

I used to receive email campaigns from another BIG lender about 4 years ago, however it was inconsistent and dropped off after a while.

This one scared me a little.

Although the messages were to small business owners, my thoughts immediately went back to some workshops I delivered when I first started in this business. I used to say to brokers, “You are very lucky that the banks haven’t worked it out yet that all they need to do is look after their clients and they wouldn’t need to advertise so much.”

In the past they haven’t really communicated well to their clients (other than trying to cross-sell insurance products), and they don’t really service customers that great at all. It’s keeping you all in your business.

When I saw this email campaign, with pretty good content I might add, and written in a way that may even appeal to the consumer, I started worrying about the broker market. If the lenders start sending out regular communication and engagement pieces, what’s going to happen to YOUR business?

You have enough on your plate to worry about with the industry changes, tighter regulation and harder servicing criteria without having to now also worry about the lenders communicating AND marketing to YOUR clients.

If this is going to be the new trend from the BIG 4, AND you are a broker who sends your clients to the BIG 4, AND you are a broker who does not stay in touch with your clients, we are really worried about the future of your business.

NOW more than EVER, is the time to ensure you have the BEST client communication strategies in place, the best client engagement strategies AND the best client retention tools available to you.

Once that deal settles with your lender, and they start staying in touch with YOUR CLIENT, good luck with your retention.

So what can you do?

STOP using the lenders who stay in touch with YOUR CLIENTS? – unlikely!

Have a better connection strategy to promote loyalty and longevity with your clients – sounds like a great idea to us!

Ensure YOUR brand, YOUR face, YOUR logo AND YOUR commitment to your clients’ finance are TOP OF MIND – regular, consistent and professional.

If your marketing and client communication needs a facelift or some attention, then have a chat to YOUR YCM marketing team to see how we can help and improve your client: Attraction, Engagement AND Retention by using the industry’s leading marketing tools, systems and strategies to protect your business from other influences.

We cannot control what the lenders do or send to your clients.
But we can control and implement a diverse range of communication and engagement strategies for you to ensure your clients will come back AND refer their family and friends.

To learn more about the YCM marketing program watch our video on how YCM can accelerate your business next year under the Webinars section on our website.

We look forward to helping you make 2019 ‘simply the best!’
Don’t leave it too long.

Our brand new competition has opened and is already making an impact on our marketing partners’ diaries.
Why not fill yours as well?

Sending you best wishes for the festive season and all our marketing love for the new year.
Safe travels, rest up and get ready for a fabulous year ahead.

From your YCM marketing team.

Call the office now on (02) 9526 9999 to have a FREE – NO OBLIGATION – chat with one of our expert marketing strategists.

 

Where has the marketing magic gone?

Deena Janes – Marketing specialist for the finance industry

I’d like to share a story with you from one of the presenters at The Adviser – Business Accelerator events in September. Phill Nosworthy presented a very engaging session on the lessons he learned about business from his grandmother’s fables when he was a child.

The story that stood out for me (this is a very condensed version) was the fable about a prince who heard some beautiful music in the distance and ordered his servants to find whatever it was that made that beautiful sound and bring it to him immediately.

After 3 days travel they found a man with a golden flute who was responsible for the beautiful sound. They took the flute and travelled 3 days back and presented the golden flute to the prince.

But alas, no matter how he waved it in the air, hit it on the ground he could NOT produce the music.

He decided to cut the flute up into hundreds of pieces, grind it down into ash, but still no noise.

What does this have to do with business?
What does this have to do with marketing?

I’m sure I don’t need to spell it out to you…

How many times do we go to events and realise we:
– ALREADY KNOW what we have to do
– ALREADY HAVE the tools to make our business work, AND
– HAVE AT OUR FINGER TIPS the instrument to make the music in our business

So, as business owners, what is stopping you from using the tools, the ideas, the systems and the collateral to make your business sing?

Is it:
– Time?
– Knowledge?
– Resources?
– Excuses?

For most of us, we are simply too busy running the business and writing loans that we forget to carry out the absolute basics of running a successful business by:

1. Putting everyone we know on a database
2. Connecting with every one we know on a regular basis
3. Educating our client list on WHY they need to re-engage with us (or use us for the first time)
4. Making it easy for our clients to ENGAGE with us

You all have the flute. If not then it’s time to invest in one.
When you have the flute, all you need to do is:

– Use it if you know how
– Learn how to use it if you don’t
– Give it to someone else who knows how to use it
– Or train someone else to learn how to use it

Never used YCM before?

YCM CAN and WILL help you bring out the hidden music within your business.

Your Client Matters has the marketing magic.

You just need to wave the wand.

Invest in some magic!

All it takes is a 15 minute marketing magic review session with one of our expert marketing magicians to head you back in the right direction. Call the office today on (02) 9526 9999 to talk to one of our sales consultants!

We look forward to chatting with you soon.
After all, don’t your clients deserve a little music?

Does my butt look big in these jeans?

We have all said or heard this at some stage and generally, if you have to ask this question, you already know the answer. It’s as though by continuing to ask the same question it will miraculously change, when all we are really doing is whining and not doing something about the problem.

Your marketing is very similar to the above analogy. If you ask yourself whether your marketing works or not, you already know the answer.

As YCM coaches many brokers around Australia on how to grow their business using a quality marketing and client communication plan, it is very interesting to analyse the various results among different brokers.

While most achieve amazing results, some will suggest that their ‘marketing doesn’t work’.

When we ask them what activity they have been doing to achieve different or better results – it is usually… ‘none’. Therein lies the problem.

Similarly, marketing is just like exercising.

There is a big gap between when we first decide to do something about our health/fitness/weight and when we actually start ‘doing’ something about it. It can take a few weeks or even months (and for some of us… years). But those motivated and driven enough to know they have to do something before they explode eventually get started.

Does this sound familiar?

Day 1
We set the alarm for 6am, rain is pouring down, so of course, we ignore the alarm and skip day 1.
Day 2
The horrible sound of our alarm sounds and we press that snooze button (just for an extra 5 minutes of sleep) and then we sleep through the next alarm. And there goes the hour that was
scheduled for the gym and we continue our routine as per usual.
Day 3
We repeat day 2 again because what’s another day without the gym going to do? I’ll start on Monday…

After that…

This behaviour can continue for weeks, even months, before something actually triggers us to take it seriously:
• a health scare
• too much puffing to get up a single flight of stairs
• those pants that you have been squeezing into for months have just given in (and you refuse to buy the next size up)
• or your 4 year old son says “Mummy/daddy your bottom/belly is getting big”

Then we decide to take some action.

Now of course it’s not as easy as we want it to be.

Day 1
The first time we go to the gym, we stay a little while, try out a few machines then go home. We stand on the scales and guess what? No weight loss! Surprising?
Day 2
We lift a few weights, run on the running machine for a whole 60 seconds, nearly pass out and then decide we should start by walking.
Day 3
Ouch! Every muscle in our body hurts so we decide to stay home today…
Day 4
Muscles still hurt, perhaps we should stay home again today…
Day 5
We decide that we will give it another go…

We finally get into a routine of exercise and go a few times a week.

About 4 weeks later…

We are getting fitter, but still can’t see the results around the waistline. Why?
It wouldn’t have anything to do with the extra food that we’re now eating because we are exercising would it?

Perhaps we need to take EVEN MORE action and change our diet?

We decide to outsource and invest in a personal trainer (PT).

We know this is the expensive option, but we are going to achieve results! Not only does this speed up our progress, but we now have someone holding us accountable of staying on the right path. We have to personally do the exercises, turn up each day and log everything we eat in our food diary.

Our PT will determine what type of exercise we need to achieve our desired result (after all they are the experts – what we thought would work didn’t, and what used to work doesn’t now).

AND we don’t mind spending the money as long as we get the results!

Can you see how this relates to marketing?

At first we might try a thing or two, and it doesn’t work.
We are not consistent with our efforts, yet we expect great results.
We try our own things and sometimes we get results, but once again… it’s not consistent.
While we are expert loan writers, we don’t all have the marketing expertise to get the desired results.
Sometimes we get lucky and the phone rings. But it doesn’t ring often enough.

When we finally invest in marketing, it hurts. Spending money on marketing is like pulling that first muscle. We try one or two things and if it doesn’t work we want to give up. We look for cheaper options but that doesn’t necessarily get results either (but at least we are doing something – right?)

You can’t outsource weight loss and fitness. You have to turn up!

It’s the same with your marketing investment.

Your Client Matters IS YOUR outsourced marketing team.
We are YOUR personal trainers for your business.

Yes, we can provide you with the tools, the weights, the exercises, the fast track and the maintenance program BUT you still have to turn up. And when you do – LOOK OUT!

Your new, toned, systemised business will be in top shape!
Will it happen overnight? For some – YES!

But for most, we need to do a little pre-training before the big day.

Spring into Action!

When you work with your YCM personal marketing trainer you will:
1. Do some pre-training (clean up or build your database)
2. Plan your 30, 60 and 90 day goals
3. Start your online training program
4. Book in for your personal training sessions

If you have been putting off the inevitable then there’s no time to waste. Summer is around the corner and we need to spring clean and tone up for summer. We’ve just got enough time IF you start NOW.

To see how ‘FIT’ your marketing is,
TEXT YES, I need that wake up call to 0488 833 362.

If you can’t wait to start, just call us NOW on (02) 9526 9999 before you lose your motivation.

DID YOU KNOW – that when you invest in the YCM marketing services we throw in your marketing coach and training for FREE! Now that’s great value!

Because after all…
Your RESULTS matter
Deena and YOUR YCM marketing team

Now is the winter of our dis-content

That is the famous opening line to the William Shakespeare play Richard III (1592).

Alone, the line is a bit confusing.

Is Shakespeare saying that winter means the end of the year and spring is just around the corner? If so, the quote means that we’ve been in the cold harsh winter but we are near the end of our unhappiness.

Or is Shakespeare trying to say that our unhappiness is like winter: cold and gloomy?1

How does this relate to business and marketing in the finance industry?

Interpretation 1

– We are near the end of our unhappiness… and the wonderful summer is upon us!

You could say that after a bleak start to 2018 (apparently) in the land of loan writing we are heading into a new ‘glorious’ season – spring followed by summer – typically a season of buying and selling homes. The last 6 months of the year of activity should lead to a run of good loan writing and a fabulous end to the year. All those purchases in the first half of the year with long settlements will now transform into business after a long cold wait through winter…

OR

Interpretation 2

– Our business and marketing unhappiness is cold and gloomy?

We could determine Richard III’s deformity as a metaphor for our own marketing practices.

‘And that so lamely and unfashionable.’

We put up with less than perfect communication, our marketing is cold and gloomy and we sit under the covers and shelter of the known rather than challenge ourselves with the unknown, take the risk and emerge fortuitous, prosperous, to finish glorious – at least.

Is it ‘de’ content that lacks inspiration for your clients to engage?
Is it ‘de’ lack of call to actions?
Is it ‘de’ lack of support in helping you grow your business?
Is it ‘de’ lack of lead generation from your marketing that is lacking?

Whether it is ‘dis’-content or ‘dat’-content we all know ‘de’-content that engages your audience is the difference between the two interpretations.

Confused? With your marketing?
Then call YCM now to ensure your business is made glorious by summer.

YCM – your content ‘KING!’

Converting leads into loans

Deena Janes – Marketing specialist for the finance industry – Your Client Matters

I speak with many brokers on a daily basis and I always find it interesting when I ask them about their lead conversion. I thought I would share my observations and thoughts but first I wanted to share this..

SALES STATISTICS

48% of sales people never follow up with a prospect
25% of sales people make a second contact and stop
12% of sales people only make 3 contacts and stop
Only 10% of sales people make more than 3 contacts
2% of sales are made on the first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the fourth contact
80% of sales are made on the fifth to twelfth contact

Whether you purchase leads or generate leads yourself, there are common elements to the success of the lead (or not).

I hear from MOST brokers who purchase leads – “they’re not very good”. Then I eventually end up chatting with brokers who purchase the leads from the same lead source and they tell me “the leads are awesome”.

It’s the same when I ask about Facebook leads, competition leads, leads from events, internet… WHEREVER.

What is it that makes the difference?
After over 20 years of being a professional sales person, a trainer and manager of sales teams, I will tell you exactly what makes the difference…

It’s the approach you take.

Make a customer, not a sale!
Katherine Barchetti

When I ask (even the most experienced broker) “Tell me what you said when you followed up the lead”, over 80% of brokers go straight into ‘sales mode’ and ask them to book an appointment. Hey! They don’t even know you yet and you’re trying to meet up with them to talk about a loan???

I am sure you have all heard it before, but you have to build a reputation first with a new prospect – and you have to do that fast. And believe it or not, that can be done in a few seconds, a few minutes and of course over a period of time. DEPENDING on what comes out of your mouth.

What is their ‘why’?
Now I am not saying that all leads are good either. I get that there are tyre kickers. However, I am a firm believer that if someone bothered to connect with you or leave their details – they did so for a reason. When you find out what that reason is – then you will be on your way to building a new friend of your business, and at some stage that friend will become a client.

Leads…
– Some will be business for today (next few weeks)
– Some will be business for tomorrow (next few months)
– And MOST will be business for the future (6-12 months).

“People leave businesses.
They don’t leave relationships”

You have more than likely also heard that people buy from people who they KNOW, LIKE and TRUST.

So when you are purchasing leads from a lead generation company, paying for leads through Facebook or Google ads or gaining leads from your other marketing activities, the KNOW is the hardest of all – they DON’T know you.
The LIKE and TRUST should be easy. Provided you do it correctly.

For the past few years, and for most of last year, most finance businesses (except for the Perth market) were not struggling for leads. However for most of this year I am noticing that lead generation is becoming more topical again while the finance industry and property market continue the uncertainty, speculation, disparity across the country and just plain confusion of your clients.

So I “hear” not only gaining a new lead is becoming a little harder, but converting them somewhat more so.

If you think converting leads is hard, OR NOT, you will be correct!

So, what are the basic steps in building a quick rapport with a new unknown lead?

If you have a day or more you can google and find thousands of experts suggesting what to do. Most are pretty good and very common:
– Matching and mirroring
– Body posture and gestures
– Rhythm of breath
– Energy levels
– Tone and pace
– Finding common ground
– Being empathetic
– Opening the conversation with a warm up
– Listening and being approachable
– Maintaining a positive attitude
– And the list goes on.

All great tips by the way. Use them.

At the end of the day one of the best strategies I have been taught and recommend you to also use is the strategy of ‘pattern break’. Do what they DON”T expect.

Everyone expects you to try to sell them something when they have left their details to be contacted. We all know that’s the rule. So DON’T!

Why not just start a conversation that actually shows interest in them and aim to understand and relate to them. Let them do the talking – allow yourself to lean out.

When you lean out – they lean in. It’s a natural and instinctual behaviour pattern.

Some examples could be…

Following up a lead from a lead generation company…
“Hi [name]
It’s Deena here from xxx lending.
You left your details on xxx suggesting you could be interested in obtaining a great finance deal.

I’m just checking in with you today to see if I can make your life easier so you don’t have to spend so much time on the internet looking for great finance deals then getting bombarded with phone calls the next day.

How are you going researching the online finance options? Had any success yet?”

Following up from an open home with your real estate agent referral partner…
“Hi [name]
It’s Deena here from xxx finance. We met on the weekend at the open house in Abcdef Street through [agent company].

I won’t keep you long as I’m guessing you’ve been hounded by agents all day following up to see if you want to buy their property. How many open homes did you look through on the weekend?

Low number – so are you just in the beginning stages of looking or you just didn’t find the right properties to look at?

High number – Gee, that means you may have been speaking to lots of real estate agents. Have you come across [agent]? I’ve been working with [him/her] for a while now and [he’s/she’s] actually really nice…

Anyway, the reason for my call isn’t actually about you buying property. I’m just calling to say thank you. And to check in with you to see if anyone is sending you reliable property and finance information that you can rely on without the pressure from a real estate agent?

I’ve got a property report for suburbs in the area and I just wanted to touch base to see if you’re interested in receiving a free gift from me about the property you were looking at or for your own home (my free publication on the latest finance and property news or something you can give away that doesn’t cost much).

Is that something you would find interesting [name]?”
Grab their address and email details and pop them on your CRM to receive your regular updates.

If the conversation leads to chatting about their home loan, then that’s fine. Otherwise send them a gift and follow up a few days after you know it would have arrived and ask them what they thought. Then offer them another freebie. Or tell them to visit your website calculators if they ever wanted to check out their finance options.

Send your mobile phone business card for them to save in their phone – for any finance emergency. Have fun with them and enjoy the future benefits…

Once you are on to your fifth contact then you are well on your way to building a client and business friend for life…

Picking up the phone and calling a stranger is one of the hardest things anyone in business has to do. After all – you didn’t sign on to be a telemarketer did you? But I’m guessing you did sign on to help people improve their financial position.

If you’ve ever had a consult with me, you will know that we usually have a laugh about something before I try to engage. Or even sell you something. Because I, like you, want to have a business friend to work with who knows, likes and trusts me. And more importantly, business should be FUN!

Your 7 step marketing plan

Everyone knows that the beginning of a new year calls for a review of the past 12 months and planning for the future… We hope our 7 step marketing plan will help you gain a head start for the year. Good luck!

1. Set your goals

The TOP 3 things you will need to achieve your goals this year will depend on your current phase of business.

Growth phase – you will need

  1. Lead generation strategies
  2. Training for top conversion
  3. Additional resources and/or technology to manage new enquiry

Maintenance phase – you will need

  1. A professional client education and communication program
  2. A range of communication and touch points
  3. Systems to ensure low maintenance

Diversification phase – you will need

  1. Accreditation and training on your new products
  2. Strategies for cross-selling to existing clients
  3. Client education on new product and services

Retirement phase – you will need

  1. Everything in the ‘maintenance phase’ above
  2. A planned exit strategy (succession planning, systems, procedures, accountability)
  3. Marketing results analysis to improve the pending sale price or to maximise the ongoing retention of your businesss

2. Find new business

Everyone seems to be looking online for their next lead. AND spending a lot of money trying to achieve this: Google AdWords™, SEO, Facebook advertising…

We suggest you start by examining where your clients came from last year, then increase your activity in those areas that were most successful.

Most finance businesses survive on referrals from existing clients.

I always find it to be an interesting exercise when I ask this question in my workshop sessions. Over 99% of people tell me they get 80+% of their business from referrals, however when I ask them to do the calculation of how many of their client base actually refer it is ALWAYS between 2-5%.

MOST of your business comes from existing clients, however most of your client base DOES NOT REFER TO YOU…

So where is your BIGGEST lead generation opportunity THIS YEAR?
From your EXISTING client base and your business partners.

Consider the strategies you can put in place to increase your referral rates. You are actually really good at this already – so just ask more often and put some systems in place to make it easier for you.

If you have a low referral rate then you need our help. If you don’t have a large client base, then you also need our help.

3. Connect with your audience

There are many ways to stay in touch and connect with your target market. Consider a range of these mediums:

Print media

This is now the most ‘cut through’ communication medium you can invest in. Do not dismiss this old but still proven method of client education and engagement.

While everyone’s inbox is cluttered, why not stand out and pop something in a letter box directly to your clients? At least it will get opened!

Email marketing

A must for all businesses.

Explore how YOU can be different this year and cut through all the online clutter. Think about the content you need to create to gain a better readership and open rates. How good are your calls to action (CTAs)? Investigate the system you use to analyse your open rates and learn about how you can get more action from email marketing.

SMS

Everyone has a mobile permanently attached to their hand. Think about creative ways to engage your clients this year via SMS to fill your diary with a click.

YCM has a range of SMS campaigns to fill your diary fast!

Website

I am sorry to say that if your website is 4 years old or more it’s time to dump it and get a new one.

What content can you use to create downloadable factsheets for your website? Remember to request client details before they access it. Name, email address AND their mobile number.

Digital and online marketing

You will need to obtain great content and graphics (with copyright privileges), engaging CTAs AND a way to capture data from your online followers.

Plan your education to keep up to date this year with social media and technology to increase your digital footprint.

Audio

Podcasts are becoming popular amongst brokers and planners to connect with new audiences. Research how can you turn your great content into awesome podcasts.

Videos

I’m backing that videos will be another winning client communication medium that will get even bigger this year. Start thinking about how you can use videos to gain more business awareness and activity.

4. Educate your clients

We have all heard that ‘content is KING’. THINK about how YOUR CONTENT will stand out from the crowd. Why will your readers want to connect with you? What don’t they know that you can teach them? How can you help them with their finance challenges? Learn strategies to use content in ways that no one else does.

Is your content different to your other 2,000 broking friends?

5. Plan the activity required for success

Who will do the work?

YOU? If so:

  • Block out time to learn what to do and how to do it
  • Block out time to do the activities
  • Develop a plan to ensure that the marketing activity will still be actioned, delivered and followed up when you get busy…

The easiest way to lose a client is to NOT call them back!

STAFF? If so:

  • Block out time to build the processes and train them
  • Create and develop systems in case of staff turnover and illnesss
  • Make sure they are working on the day you want the marketing delivered and followed up
  • Plan your marketing around your holidays if you can

OUTSOURCE? Ask yourself:

  • Should I use a professional company that has the knowledge, experience AND understands your industry (know anyone?)
  • Do they have the knowledge, skills, resources and time to produce and deliver on your behalf?
  • Will they maintain consistency when you are busy and your staff are away?
  • Can they help and support your business when times are tough? (But you need to let them know you need help!)

6. Track and measure your results

ALWAYS measure your responses and results. Remember not all business will come from the first campaign or marketing activity.

Education and relationships take a while to nurture. A call today that may lead nowhere has a higher chance of conversion later on IF you STAY in touch on a regular basis and via many methods.

But don’t over communicate!

Put yourself in the shoes of your clients. How many times would you want to hear from your broker/planner?

7. Set up accountability structures

If you don’t have someone to hold you accountable there is greater risk that you will not achieve your goals.

Find someone who will keep you accountable to your goals this year!

Who will it be?

You? Your partner? A staff member? An industry colleague? Your coach or mentor? YCM???

The key to writing more loans – educating your clients

As business owners, it is a juggle to generate leads, process loans and think about how and when to engage with clients for future income.

In the world of finance, it is easy to assume our clients know what they need and when they need it. It is easier to believe clients will call when they need you than it is for you to pick up the phone and ask them how their circumstances are going and if they are reaching their financial goals.

If only there were more hours in the day

If you had more hours in the day, would you call your clients and say….

“Now that your kids have left home, how about we get you into that investment property you have always wanted?”

“Now that you have paid off that car loan, we can help you start your investment portfolio.”

Most loan writers feel uncomfortable about ‘chasing the loan’. BUT what if there were an easier way to bring your business forward? Well there is…

Through educating your clients

The key to writing more loans is to educate your clients, be relevant and stay top of mind. This is important for future repeat business. It is easy to lose touch with clients and lose future income. We regularly see property owners switching brokers over time when their circumstances change and they are ready to re-invest or upgrade because the broker has lost contact and they are no longer top of mind with the client.

While staying in touch may sound obvious, it is not as easy as you may think – otherwise everyone would be doing it.

We all try to educate our clients by sending newsletters or articles of interest.

With all of these things we do, how many of us stop and think about what messages and information we should send as opposed to sending something that that sounds good and is within our budget?

How many articles are simply that – articles?

  • Do your articles educate your clients sufficiently that they start to challenge their own thinking, but not too much so that they go away and make their own decisions with you?
  • Do your articles back your education with a good ‘call to action’ to get that phone ringing?
  • Do your articles encourage clients to educate themselves further, leaving them begging for more information and support in their decision making?

A really good education process is one that:

  • Encourages engagement from your client
  • Creates enough interest to enquire more
  • Generates business for you – perhaps even bringing the business forward before it was going to happen

Do you have the time and the right content?

We know as business owners it is hard enough to get the loans processed, let alone having to think about how and when to engage our clients with good education and calls to action.

While you keep doing what you are good at, let us take the worry out of your marketing and client education. If you need some help in this area, we would be delighted to have a chat with you.

If you already have someone doing your marketing for you, then you need to pose the question to yourself… Are they creating the engagement you are looking for, or are they simply sending out articles and posts?

Your Client Matters has been providing marketing and education services for the finance industry for over 13 years and we have proven results from our marketing initiatives and processes.

We go beyond posting industry announcements and press articles. Our unique content, education and training is why we are different.

If we can be of any help, we would love the opportunity to speak with you. Otherwise, good luck with your business. We hope you are achieving your desired results from your marketing activities.

If you would like to know more about educating your clients, contact your YCM marketing team on 1300 926 000 for a personal chat.

 

 

Why my first 7 brokers missed out on over $1M in up front and trail commission…

Now I am sure most of you have heard my story that over the last 20 years I have bought 10 properties and used 8 mortgage brokers to get me those loans?

If you do some rough sums on the upfront and trail commissions you’d be sitting on as my first broker, you’d calculate a six figure upfront commission experience and a trail income that is more than the average Aussie wage.

Not only have I used brokers for my own finance, I have referred hundreds of clients to brokers (when I was a real estate agent) – including my friends and family.

If you add that up we are now talking about a seven figure commission and trail experience!

So even though I enjoyed meeting and gaining finance from all of the brokers I used and referred clients to, only 2 of them ever stayed in touch with me.

One of them, I purchased this business from, and the other I sold our marketing program so she would stay in touch with me (or her other clients at least).

So if someone like me – who started out as a high school teacher in Adelaide – can end up buying 10 properties (after a few career and location changes) and referring hundreds of people to brokers, then how many people are in YOUR loan book who have lost your details and have gone back to the bank or moved on to other brokers?

My guess is perhaps a few?

So what could John, my first broker, (or any of the others) have done to keep my business and get all of my referrals?

1.    At our first appointment make sure I have added his mobile phone number into my phone. (Yes, we did have mobiles back then!)

2.    Asked me at our first meeting what my future plans were… and that was to keep buying properties as often as I could afford to, so I would have a financially secure future. Then…

3.    Call me once a year for a review chat OR just a call to see how my plans are going.

4.    Keep me updated on investment opportunities or educate me on how to invest, pay down my mortgage, use my equity or many other useful tips for getting ahead.

5.    Introduce me to a great accountant (it took me nearly 20 years to find one of those) who understood property investment, structuring and tax minimisation.

6.    Make sure I had adequate insurance to cover my debt in the event of illness or injury.

But… essentially all he had to do was stay in touch and be top of mind when events and circumstances changed in my life. Sounds easy doesn’t it?

Well you know what? It’s not as easy as it sounds. I now understand that.

Being a broker these days is such an all-consuming job with enormous amounts of administration, regulation, changes and updates that it is really, really hard to also stay on top of your education and contact with your clients.

That’s why most brokers outsource their marketing and client communication.

Now if you were to consider outsourcing this component of your business, then who can you trust to understand what your clients need to know such as:
•    what events are happening in your clients lives that will trigger them to call you, and
•    how to get referrals from all your clients?

Being a smart business owner/operator, you would expect to only trust a team of people:
•    from all age brackets and demographics
•    who have used banks and brokers
•    who have events happening in their lives every single day that require finance solutions
•    who understand what it takes to be a broker and how hard it is to do everything yourself, and
•    are trained in the art of exceptional customer service

AND
•    Who work for the best marketing company in Australia specialising in marketing and client communication for the finance industry?

We are hoping the decision is quite clear.

If you are:
•    concerned about not staying in touch with your clients and referral partners, or
•    have a poor or a less professional communication program than your business and your clients deserve

OR

If you are:
•    overworked
•    time poor
•    customer centric
•    needing better results and engagement from your efforts

then it would be a great idea for us to have a chat.

We understand what you need, because we ARE YOUR CLIENTS.

Call for your FREE client marketing health check today on 1300 926 000. We will give you an honest appraisal of your marketing and lead you in the right direction for effective improvements for your clients and your business.

After all,  doesn’t YOUR CLIENT deserve the best?

Looking forward to hearing from you…

Deena and YOUR YCM MARKETING TEAM