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

 
 

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

The only constant is change

How will the changes in social media marketing affect your business?

As you would have read recently, Facebook announced the biggest algorithm change in years.  Users will see more content from friends and family in their news feeds, and less from brands and publishers.

So what impact will that have on business content marketing?

The short answer is…time will tell.  But what we do know is that marketing and lead generation, is ever changing and evolving and always will be.  Like many other strong businesses and brands (think Apple) Facebook continues to develop their product.

Facebook brand pages took off in 2007, then came ‘becoming a fan’ in 2009.  Then followed contests and promotions, storefronts and ads.  Their evolution continues.

Demand for and cost of Facebook advertising is expected to increase with the decline in organic reach and ‘downgrading’ of news feed content from brands and publishers.

We will continue to see developments and changes in marketing and social media.  Think messenger marketing, message bots, artificial intelligence, personalisation technologies, and the list will always go on…

Don’t put all your eggs in one basket

Although Your Client Matters is a huge supporter of the Facebook platform for the finance industry, we have always supported (since the evolution of email marketing) that the key is to invest in not just one marketing platform, but many.  Multi-channel marketing has been around for ever, and will continue to be the case.

Just like we can no longer live with one simple IT solution to run your business, we can also no longer be dependent on any one marketing medium.

Each marketing channel will morph and adapt to changing times and communication consumption habits.

Look at email marketing.  Marketing automation plays a huge role in expanding the use of this marketing medium.  Headlines such as “Pssst, you still joining us?”, “Just following up” and “You haven’t checked out your shopping basket” are all subject lines we are seeing in our inboxes thanks to marketing automation.

So too will personalisation technologies.  Marketo in their 2018 Marketing Predictions report states that this year personalisation across channels will no longer be an option but rather an expectation from customers…more ch-ch-changes.

To adapt to these (constant) changes in marketing and social media, we suggest a multi-channel marketing program.  Think email marketing, as well as website, blog, video, audio…

Not all channels will suit your business, audience or your budget (or ours for that matter), but it is important to be aware of the changes in technology, your audiences communication consumption, and demographic shifts.

Multi-channel marketing

    • Email marketing – including automation, oh and personalisation!
    • Lead magnets – however building trust is crucial
    • Websites – will continue to be a ‘go-to place’ to convey your brand, services and knowledge – but hey – make sure it is mobile friendly
    • Blogs and articles – have a (consistent) say on topics of interest to your audience
    • Facebook newsfeed – ‘See first on Facebook’ – the ‘see first’ setting in Facebook will allow your audience to see your latest and greatest content in their newsfeed, but they have to turn it on!
    • Closed Facebook groups – to build a highly engaged community of individuals interested in your business, but consistency and value is key
    • Print magazine – still proven to achieve high open rates. It’s hard to avoid a glossy and engaging educational experience in your letterbox!
    • Video – has been booming across social channels for the past couple of years.  In Buffer’s The State of Social 2018 report, it states 85% of businesses are keen to create more video this year.  And interestingly, live videos on average get six times as many interactions as regular videos
    • Messenger – As organic social media reach declines, greater numbers of marketers will experiment with messaging apps as a way to connect with their audience
    • Podcast – for those of your audience that tend to listen (rather than read) on their commute or on in the background when they’re at the gym

YCM does not profess you should have all of these right now in your business, or ours. BUT we are super excited about the plans we have for YOU and YOUR Clients via the YCM marketing offerings this year.


Sources
Mashable Australia:- http://mashable.com/2012/03/30/facebook-for-brands/#rlMHlRk3MOqX
Hubspot:- https://www.hubspot.com/marketing-statistics)
Marketo:- https://blog.marketo.com/2018/01/3-technologies-watch-use-today.html
Buffer:- The State of Social 2018 Report: https://blog.bufferapp.com/state-of-social-2018

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

 

Building your database – Over 30 different ways

Your Client Matters works with many brokers on a daily basis. Every single day we talk to many brokers who are considering our program AND who use our program. We meet brokers at events, we speak to aggregators, associations, training providers and industry partners – and they find the same challenges for brokers that we do.

Our observations about how brokers take care (or not) of their client base are very common.

The biggest challenge, whether you are new to the industry OR have been here for years like us, is that MOST (no not all) are guilty of NOT putting everyone they know on their client communication program (that’s your newsletter service) and are also guilty of not adding to your list each week/month/quarter.

Why?

You

  • are too busy?
  • have forgotten?
  • don’t train your admin person?
  • don’t really understand WHY you should?
  • don’t want to bombard your friends with your marketing?
  • don’t want to ‘sell’ to family and friends?

This is how I look at it.

For every person you know and don’t put on your list – someone else is marketing to them – and that’s another broker or a bank! This is costing you a commission on their loan every 3-5 years, not to mention your trail. Add that one up over a 5 year period!

It’s also costing the people who you know, love and care for the risk of going directly to a bank! Shocking!

So I’ll give you some basics that you should all be doing, then join YCM on our webinar for the other 25+ channels of people you already know! You’ll be surprised how quickly we GROW your database!

5 Database channels that are a MUST!

  1. All your immediate family (no judgements here please)
  2. Your extended family – yes those as well
  3. All your friends
  4. Your interstate friends
  5. Previous work colleagues

If you just add 10 people in each of these categories you’ll add another 50 people to your list.

What if 20% of them needed to refinance? Had too much debt? Needed a new car? Wanted to get an investment property? Had children buying their first home?

That’s 10 loans just sitting there in that list of people you are not communicating with.

And we’re only at number 5. We have over 30 ways you can add people you already know to your contact list.

So how do you get access to our great database building strategies?

Join us for our webinar on Wednesday 27 April at 2pm AEST for the most valuable webinar you will tap into this year.

Digital disruption and the wake of marketing confusion

Here are some headlines I’ve been observing over the last few months: the scare tactics worrying brokers that if you don’t jump on board the band wagon of ‘digital marketing’ then you will be left behind.

  • ‘The mortgage broking industry will transform significantly in the next four years with the biggest driver of change being digital disruption’
  • ‘Why social media should be a part of EVERY broker’s business’
  • ‘Google backs out of mortgage industry’
  • ‘Calculators are the most searched mortgage tool’
  • ‘Mobile revolution’
  • ‘Suddenly SMS seems cheap’
  • ‘Content is king!’

But did you know that we are also seeing more printed advertising as well:

  • ‘Why print marketing Is vital for online success’
  • ‘85% of 24-35 year olds preferred the traditional printed version over the digital catalogue’

And this one last month

  • ‘How your print magazine and responsive smartphone edition can work together to grow your audience.‘

I had to laugh the other day when I saw AND ACTUALLY READ an email with this comment from one of the main digital marketing companies:

“Marketers are spoilt for choice when it comes to digital marketing channels.
Programmatic, social, mobile apps… the list goes on.
Despite all the latest and greatest, tried-and-tested tactics still have their place in any marketing strategy this year: when it comes to true audience engagement, email is still king”.

SO why did we think the comment was funny?

With all the digital marketing hype, I find it curious WHY a digital marketing company is trying to revert to ‘tried and tested tactics’ and suggest that it is still email?

Is it because with additional social media notifications and constant bombardment of automated digital media their new ‘technology’ is just annoying people so they need to scale back to good old marketing tactics? What do you think?

Do you know how many emails were sent and received last year?

The answer is 205 billion! Scary isn’t it?

Even scarier is that this figure is expected to grow by 3% annually over the next four years!

How many unread emails are sitting in your inbox right now?

Have you noticed our email inboxes are becoming unmanageable?

I have seen at least 3 webinars advertised recently about ‘How to manage your inbox’ so we are not alone in the world of email clutter.

You would also know that YCM believes the good old ‘tried and tested tactic’ is actually sending something in the POST!

Now I am not suggesting that digital media is not important to your business and marketing strategy – it certainly is, however I don’t think you should be losing sleep yet. You merely need a presence, a plan and definitely a strategy. But don’t get ripped off!

So my challenge to you as you read this is:

If you actually opened the envelope this arrived in – and you are reading it – then we have just filtered through your email inbox, your social and digital marketing notifications, in a much more powerful way than any other marketing communication ever will.

So call YCM today to cut through the clutter and really communicate with YOUR clients by using the ‘tried and tested YCM marketing program’ – that just happens to include our PRINTED Finance Matters magazine (AND your online presence) that your CLIENTS WILL ACTUALLY READ and respond to. After all…

Getting through the clutter Matters.

The young diamonds of the industry

YCM has been working with many new entrants to the industry over the last 2-3 years. Those we meet aren’t necessarily ‘young’ but they are ‘young’ in the world of finance. What we LOVE is that they are full of optimism, enthusiasm and open to ideas. AND they work hard. What can we ‘veterans’ of the industry learn from our new colleagues?

I’d like to introduce to you Carl Violeta from Violeta Finance.

I met Carl last month at an AlphaBroker Mentoring (mentee) PD day. Carl was recognised as the top achiever for the year so I was interested to find out what made him tick. What does he do that is different to other new entrants (AND existing brokers)? How can we all learn from this motivated and energetic young man?

Carl has been a broker for under 2 years and is nearing completion of his mentoring. He worked full time running a sales agency in the rag trade during his first 12 months – he spent that year learning about the finance business and what he needed to do to become a GREAT broker. In the second 12 months he developed his ‘sales system’ and is now enjoying the lucrative and personal benefits of being a broker.

“My career change was triggered by events in my previous business in 2013. My clients were closing their premises. It was becoming harder to service clients. I could see the business was not sustainable long term so I started looking for other business opportunities and came across mortgage broking.”

Your biggest challenge entering the finance industry?

It was really hard running another business while trying to learn and build a mortgage broking business. There was a lot of after hours’ activity and weekend commitments in my first year just to keep up.

If you had your time again, what would you do differently?

Bite the bullet and jump right into it full time. I did this in February 2015 and I wish I had done it earlier. With 100% focus on your broking business you build momentum a lot quicker and see results sooner. When you commit to full time, you can build the relationships you need to gain referrals and respond to emails and calls in a timely manner. Overall you present better as a broker and that’s important.

What stopped you from doing this sooner?

Cash flow. I had to make sacrifices when I decided to go full time. I didn’t have an established pipeline or any referral partners and I really didn’t know the finance industry that well so I was very apprehensive. When I decided to just do it, from then it was full steam ahead.

So what did you do differently?

February was good timing for me – it all fell into place. I joined a 28 day challenge with my mentee group to meet one new person every day. It was really hard but through that challenge I met an accountant with a shop front. She asked me to move in to her office so I left my home office and did so. I did lots of networking and met many people including real estate agents (now some of my biggest referrers), solicitors and conveyancers. I worked hard, got my name out there and went to many open houses on weekends. I usually get 1-2 good leads on a Saturday.

Carl, most brokers tell me you can’t work with real estate agents. What would you like to say to them?

For me, success came from targeting smaller boutique agents. They were similar in age and attitude to me in regards to customer service and helping people. Other agents just selling product would end up stuffing me around and wanting me to work onsite and get leads FOR THEM. I’m into adding value to the client – not just selling them something.

Having a record month in November, what was the real key to your success last year?

It was 2 main things really:

    1. Just getting out and meeting people. Get out of the office was my mantra. You don’t meet people sitting at your desk waiting for the phone to ring. I’ve participated in a few community events, sponsored a local dance school open day and handed out lots of balloons (with my business name on it) to many kids. I’m a big fan of charity.

 

  1. Consistency and discipline. I consistently attended open homes, meeting 50-100 people every Saturday. These people were all future prospects for home loans. Some already had pre-approvals or were using other brokers but many still didn’t know how much they could borrow or even the process of borrowing money.

The Melbourne market kicked into gear after winter with more buyers in the market. I also attended auctions and was disciplined in my commitment to meet new people every day – I consistently meet at least 300 new people per month. I’m not only getting leads for now but also for the future. There are many facets to being a broker but you can’t write business without meeting new people. I love talking to and helping people. If you can do that, the sales will automatically follow.

Any final tips for our readers?

Outsource what you’re not good at.
(YCM likes that one!)

Get some affiliate partners to help you with referrals.

Focus! Get out of the office.

What an outstanding example of what it takes to succeed as a broker. I think there is a lot for ALL of us to learn from your story. Thank you for sharing Carl. Congratulations! We look forward to seeing your name up there in the industry awards.