Just because you give them a sausage don’t expect a loan!

In the January issue of your marketing matters we introduced you to a young gun of the industry who is achieving fantastic results. His key strategy is simple – get out and meet lots of people. Using a combination of open homes, networking and sponsorship of community events he meets up to 300 new people per month!

Of course, sponsorship of community events is a popular strategy for many mortgage brokers. Tossing a few snags on a barbie and chatting to locals would SEEM to be a good way of raising your profile and generating leads within your community. My observation is that sponsorship CAN be a good brand awareness exercise – if done correctly – but it’s NOT necessarily a lead generation exercise. It can take a long time before leads AND loans start rolling in.

I have seen many brokers use this strategy only to eventually lose hope – and interest – after a lot of lost weekends and very few income opportunities.

If brand awareness is your sole aim then sponsorship can be terrific – if you have the time and money to invest in making it work. But I doubt brand awareness is the primary driver for most businesses that enter into sponsorship arrangements.

It’s great to provide the sausage sandwiches at an event because you get to meet everyone. Who doesn’t love a sausage sandwich? But it can be hard work too. You’ve been up since the crack of dawn, the BBQ is fired up, you have your signage, umbrellas and brochures to hand out and there are people lined up around the park…

But where does it go from there? Well usually… nowhere. Why? Because you didn’t give them a reason to call you.

After all, just because you give them a sausage don’t expect a loan.
You really have to do more than just feed them!

So what SHOULD you do?
Firstly, why do you WANT to pursue sponsorship? Is it simply to be an involved parent? That’s great. Enjoy! Or perhaps you want to build your profile in the community? That may also be a worthwhile exercise – but you generally need to take part regularly and promote your brand consistently.

However, if generating income is your primary aim then you need to consider the following:

  • What is your time worth? Time is money. How many loans do you need to write to make the hours and financial outlay at sponsorship events worth your while? 1 or 2 loans per month? More? If you’re happy giving up weekend time to get 1-2 loans a month you need to estimate how many leads you need each week to:
    • create the enquiry, to
    • lead to appointments, to
    • deliver those 1 or 2 loans.
  • Then – and this is often the missing link – you need to collect their details to capture every possible lead!
  • Even more importantly, you need to have a communication system in place so you can follow up every lead – with a friendly reminder of how you met to stop them from OPTING out of your ongoing communication.
    PLEASE NOTE that I said ongoing communication!

That’s right! The missing element I see in most sponsorship strategies is 1) an easy, effective and non-threatening method for collection of names and contact details and 2) a marketing strategy and established communication system for initial follow up PLUS ongoing communication for further engagement with your leads.

Your new leads may not need a loan right now but chances are they – or someone they know – will need one in the future!

So what IS the best way of collecting leads AND turning them into loans? Well that’s a whole new subject. And, I have some fantastic and original ideas!

Want to know more? Then you don’t want to miss our upcoming webinar…

Will brand awareness send me broke?

Date of webinar: Wednesday 30 March 2:00pm – 3:00pm AEDT

Most businesses are told to ‘sponsor the local footy club’, ‘attend the school fete’ or ‘have a sausage sizzle at nippers’ etc to gain more community awareness and generate leads. The problem is that this can be quite expensive to set up and attend. Then you can very well leave without any new names for your database.

Join YCM to hear about what not to do and what you can try next time you’re running a community project.

While you’re here we will also talk about ‘social networking’ and how to gain headway in the online social world.

Would you like to know more about our program?Call the office TODAY on 02 9526 9999 to speak to Linda. She will tell you HOW you can use the YCM marketing program to generate NEW leads and long term clients.

Networking for success and results

I remember my very first networking event. I was in my late twenties (yes – only a few short years ago…). It was the first function I was allowed to attend in my first corporate role as an IT trainer. After I registered I had absolutely NO IDEA what to do next!

I remember standing in a room full of people who looked 20 years older than me. They all (at least in my eyes) exuded confidence and I felt so sick with nerves that I nearly threw up.

Despite having been an ex-high school teacher and an IT trainer in the corporate world I had never been an attendee at a function specifically designed to network. Of course it was my first networking disaster.

Would you believe it if I told you I still LOATHE networking?

Yes, Deena Janes, marketing specialist, presenter extraordinaire (wow do I have tickets on myself?), DOES NOT like networking!

So I completely understand when I hear and see brokers (and most business owners for that matter) in the networking space and observe (some or most of them) doing it all wrong. I’ve been there!

As with all skills we need to LEARN how to network. I had to LEARN how to network and I’m still learning. Where most people fear public speaking more than death, I put networking right up there.

But just because I loathe it, do I choose NOT to do it? I think you all know the answer to that. You don’t build a successful business of 13 years from NOT networking.

So here are my 4 biggest tips for you today. THEN I’d like you to join me at our webinar at the end of the month for an hour of my best tips and strategies to help build your confidence and enjoy success at any networking function you attend.

Tip # 1
Don’t sit with or mingle with people you already know really well.
Of course say “Hi – I’ll catch you later” but you won’t get to meet new people if you’re chatting to ‘old ones’. I’ll teach you how to introduce yourself to new people in the webinar.

Tip # 2
It’s not about how many business cards you hand out.
It’s about how many quality conversations you have and how many business cards you collect. One or 2 great introductions will outweigh handing out 50 business cards.

Tip # 3
Add value to your New Networking Bestie (NNB).
Instead of telling everyone how great you are, find out how you can add value to them and/or their business. And it doesn’t have to involve finance or your business! Get them talking by YOU asking them questions and being genuinely interested in them. As I’ve always said – the more the other person talks, the more they like you!

Tip # 4
Stay in touch after you meet.
If you think you can add value to your NNB then catch up for a chat and follow your ‘networking follow up system’ (yes – and we all have one of those don’t we?). As an absolute minimum make sure you connect with them on LinkedIn and add them to your communication system.

If you want more great networking goodies, please join us online at the end of the month.

I’m looking forward to your seeing me :).

Because, after all Your Networking Skills Matter

THIS MONTHS WEBINAR
Let’s face it, most people hate networking.

This month’s webinar will step you through the challenges of finding a good network, then how to extract the most from your networking activities. All you need are your networking ‘rules’ and your system for success (and perhaps a little bit of jumping out of your comfort zone).

Join YCM to learn some tips and strategies to turn networking into your biggest lead generation tool with some new skills, strategies and tools to make networking successful – but more importantly, enjoyable.

Limited places so register now.

Wednesday 24 February 2pm AEDT

The hidden marketing secret – PS: SMS

QUICK QUIZ:

What is the one thing everyone has at least one of, that we would never be caught out without, that’s permanently attached to our body, that’s the first thing we look at in the morning and the last thing we look at each night (we even take it to bed with us) AND we can’t live without?

Yes – it’s our SMART PHONE

NEXT QUIZ:

What do you always check as soon as you know its there?

   Your email?
   Your letter box?
   Your social media feeds?
   Your text messages?

Correct – your text messages!

Most of us do some form of marketing. Whether it be direct mail, email or social media. All of these have different results.

One of the most powerful marketing tools we have sits in our pockets or handbags all day every day and it is the most underutilised method of marketing.

Here are some SMS tips for you this month to increase action and engagement from your clients!

Send an SMS:

DAILY
1.    to all new contacts you meet to save your contact card so they have your number at all times
2.    to your client on their birthday (there are services that will do this for you)
3.    to remind clients of your appointment the day before or morning of
4.    to thank them, nice to meet you, looking forward to working with them
5.    when you can’t call them but need to let them know of an update urgently

MONTHLY
6.    to collect email addresses (it’s cheaper and faster than calling them or paying someone else to call them for you) YCM has strategies for this – please call us and ask for them.
7.    to ask them for new email addresses when their email bounces
8.    to all past clients so they have your number handy in case they have any questions or want to call you
9.     when you’ve sent them an important email that you want them to read
10.    with a tiny URL to register for your next event (Please click here https://tinyurl.com/nu543k4 to join us for our next webinar on ‘Maximising SMS marketing with your clients’)

QUARTERLY
11.    early in the week before your quarterly magazine is going out – look out in your letter box this week!!! Or – Your magazine

[will be in the post/was sent in the post] this week. Call me if it didn’t arrive.
12.   To remind your clients to ENTER YOUR COMPETITION. (Use one of the referral code snippets we provide you to track results.)

AND OUR BEST AND NEWEST BIGGEST SECRET
13.   But you’ll have to watch our webinar to find out. Aw shucks!

Click here to register for our next webinar.

Click the secret password to book a private chat with Linda at YCM about our hidden range of marketing tips and resources. These are provided as part of the YCM marketing program.
THE PASSWORD FOR PREFERENTIAL ACCESS TO LINDA’S DIARY IS… PS: SMS.
Or you can call Linda on 02 9526 9999


Webinar overview

We all have a SMART phone so it’s NOW time to BE SMART with it!

Join YCM to learn how brokers and other business owners are using SMS marketing to gain attention, increase engagement and ensure better results from their clients.

A nice short one this month, so be sure not to miss it! We have a ‘super duper’ new SMS idea to create more engagement from your clients. Not to be missed! Results will happen when you use these strategies.

Limited places so register now.

Wednesday 25 November 2pm AEDT