What your dentist can teach you about marketingJeffrey Nelsonmaking contacts, marketing race, creating visibility, content strategies, insider information, marketing campaigns
Even if you dread a visit to the dentist, you probably think
about scheduling an appointment at least twice a year. Your dentist
uses a simple marketing tool to make sure that you always keep him
in your mind--the semi-annual postcard. This little postcard is
important because it reminds you to schedule an appointment, and
it's also a great referral reminder.
What could you possibly learn from this postcard? It's simple. Your
dentist uses the mailer to make sure he establishes visibility with
clients. Most mortgage professionals suffer from a common ailment:
they become the invisible man (or woman) with real estate agents.
Because they aren't actively reaching out to agents, they are out
of sight, out of mind. While a postcard might motivate you to make
a dental appointment, studies show that it takes an average of
seven to 12 contacts before people take action. Are you making
seven contacts with agents? If you aren't making yourself visible
to agents, you're losing the marketing race.
Contacts with content
Can you imagine meeting with an agent seven times? Of course you
can't. The real estate agent would probably file a restraining
order. But you can make repeated contacts with the agent and keep
yourself in the top-of-mind position.
You need to find ways of making contact with agents in a way that
not only reminds them of you and your business, but also imparts
information, establishes credibility and positions you as a
mortgage expert. In other words, you need contacts that have
substantial content. You can accomplish this easily enough through
your marketing efforts. By delivering repeated contacts (postcards,
brochures, mailers, e-mail newsletters, etc.), you create
visibility with the agent in a non-intrusive manner. And, with
careful design, these contacts can provide the content you
desire--the proof of your expertise.
Your content strategies can include the following:
Tips or ideas for improving business
When you become a specialist in a niche, you become recognized as
an expert. You solve business problems, share your knowledge and
demonstrate your expertise for agents. There are plenty of
opportunities to establish this expertise. It simply takes time to
investigate and uncover opportunities by learning the agent's
business and needs. For instance, they may need help increasing
client loyalty, producing more traffic to open houses, staying in
touch with clients, etc. When you deliver information on improving
business, you get noticed.
Insider information
Many agents want to know the inside track on the mortgage industry
because it establishes them as the expert with other agents and
clients. Share information on current market conditions and new
loan programs.
Information from other sources
As an industry professional, undoubtedly you've met a number of
other essential and valuable professionals--accountants, financial
managers, tax specialists, contractors, landscapers, etc. Ask these
professionals for information to share with your database in
newsletters. Your network of sources can assist you with composing
content while enhancing their credibility at the same time.
Success stories
Proof of your expertise and ability is right at your
fingertips--satisfied clients. All too often, mortgage
professionals are afraid to toot their own horn for fear of
sounding like they're bragging. Actually, you can deliver success
stories or testimonials in a compelling and interesting manner
through newspaper-like articles. A well-crafted article with
supporting quotes from satisfied clients delivers your success
story in a neutral and factual accounting without the appearance of
boasting. It establishes social proof of your abilities and
expertise.
Innovation in progress
Are you the kind of person who loves technology? Do you regularly
attend conferences and training sessions? If so, you have
information that could help agents improve their businesses. You
can also find a wealth of information online, such as product and
tech reviews. Some excellent sources for information are www.zdnet.com and www.cnet.com.
Leisure news
Too many real estate agents and mortgage professionals send out
recipes with their postcards. That's not quite the kind of leisure
information that inspires credibility. However, if you meet an
agent who enjoys a particular hobby, provide that person with
useful information, magazine subscriptions (check your local RESPA
laws) or complimentary copies of a leisure magazine. Of course, you
have to tailor this to each agent.
Without relevant content, your marketing efforts will fall short
and be relegated to the trash can. But thoughtful marketing
campaigns result in contacts that establish you as an industry
expert and keep you at the top of agents' minds.
Of course, there's one other element your dentist uses so
successfully--a call to action. Each postcard from your dentist
includes an invitation to call and schedule an appointment. If your
contacts don't include a call to action--an invitation to get more
information--your efforts fall short.
Who knew that your dentist was a marketing expert? By employing his
techniques of regularly scheduled contacts, you establish value,
credibility and the top-of-mind visibility that brings success to
your mortgage practice.
After beginning his career promoting Tom Hopkins
professional development courses to real estate agents and mortgage
professionals, Jeffrey Nelson formed Salesachievers Inc. to
exclusively train loan officers on how to earn more referrals from
real estate agents. He is the author of the program, "Become an
Agent Magnet." He may be reached at (800) 930-8350.
