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.

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 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.

Shine bright like a diamond and let’s ‘get engaged’ this year

Upon entering a jewellery store to find the perfect diamond for your special someone you see a cabinet full of beautiful sparkling diamonds. They all appear to have what you are looking for but they have different pricing. The sales person greets you and starts to talk to you about a few that have caught your eye. They explain the 4Cs:

  1. cut
  2. colour
  3. clarity
  4. carat

That’s when you realise that not all diamonds are created equal.

It is an overwhelming decision. You are investing your hard earned cash in this diamond.

How will you know:

  • your diamond will be accepted and loved by your special someone?
  • the quality is as it is sold to you?
  • if there are any imperfections?
  • whether the size of the diamond matters, or if the quality is more important?

Why are we talking about diamonds you may ask?

Well, choosing the right diamond is very much like choosing the right marketing program for your company.

These days there are many options and at face value many seem to be the same. But upon closer inspection there are BIG differences. HUGE!

So how do you know what program is the right one for you? And more importantly the best one for YOUR clients, YOUR business and the engagement YOU are wanting from your clients?

Let’s explore the 4Cs of marketing

1) Commitment

Firstly, are you committed to making a change in 2016? This may mean stepping outside your comfort zone and trying something different. After all, the finance industry is very different than it was a few years ago and so are your marketing options. But you can’t just swap and change all the time – this brings inconsistency. You need to research thoroughly then make a commitment to your goals, objectives and the decisions you have made based on your research. Just like a partnership…

2) Consistency

Are your marketing communications being sent consistently to your clients or are they sporadic? Do you have a consistent look and feel, message, style, follow up and engagement – or is it a little hit and miss? Are you allowing time on a consistent and regular basis to develop and implement your marketing plan or are you hoping it will just send itself out and the phone will ring? Is your marketing consistent regardless of whether you change aggregators or businesses?

3) Content

Does the content in your communication give your clients a reason to call you? Does it trigger a response with your readers to take action and call you? Does it give them something different to think about? Is it content that can’t be found on the internet and different to most of your competitors? Is it relevant to a range of demographics and not simply the basics of finance?

4) CLIENTS on YOUR CRM

Past, present and future. They must all be contacted. Last year you may have helped them review their mortgage but this year you may need to talk about other life events that could happen and prepare for them in advance. Do they have kids leaving day care and going into primary school? Do you have clients heading back into the workforce full time? How many of your clients will be paying off their car loan and could now invest?

These are only a few opportunities to discuss with clients on how they can invest the additional savings they will now have because of their changing circumstances!

If your current marketing program doesn’t include the 4Cs of marketing then perhaps it is time to review and make 2016 YOUR year!

Call the diamond marketing specialists for the finance industry – Your Client Matters – to gain perfect clarity on WHY the YCM marketing program will provide you with consistency, content and client engagement, then commit to a quality communication program for your someone special (your clients) this year!

Let’s get engaged!

Engage with YCM so your clients can engage with you, and we can all live financially happily ever after.

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