Lead generation strategy for mortgage brokers
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This is a presentation from High Performance Business Summit in April 2016 in Sydney. The topic was lead generation strategy for mortgage brokers.
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Lead generation strategy for mortgage brokers
- 1. BUILDING A WINNING LEAD GENERATION STRATEGY MICHAELA AGUILAR @ HIGH PERFORMANCE BUSINESS SUMMIT 2016
- 2. “LEADS” AND “REFERRERS” ARE PEOPLE WHO HELP YOU TO BUILD YOUR BUSINESS. WHO ARE YOU DEALING WITH?
- 3. BUILD RELATIONSHIPS BE GENUINE, EMPATHETIC AND HELPFUL.
- 5. WHERE TO START? • WHO ARE YOUR CURRENT “BEST” CLIENTS? • First home buyers • Experienced investors • Single Mums • Families with kids • Retirees • Tradies • …
- 7. MARKETING INVESTMENT • RESOURCES • TIME • MONEY
- 8. HOW TO PLAN • SELECT A PERIOD (3 OR 6 MONTHS) • CREATE A PLAN WITH DATES • Consider seasonality • Consider rate changes • ACTIVITY YOU WANT TO UNDERTAKE • Email blast • 1:1 emails • Webinar • Seminar
- 9. HOW TO COMMUNICATE? • FIRST HOME BUYERS • Feels that broker calls at the wrong time • Highly stressed during approval process • Wants to be involved • REFINANCE • Knows the drill • Wants a better loan • INVESTOR • Knows the drill • Easy transaction and convinience
- 10. LEARNING STYLES SENSORY Concrete, practical, procedural. “Looks for facts.” VISUAL Graphs, pictures, drawings. “Looks for visual information.” ACTIVE Manipulate objects, experiments. “Likes working in groups.” SEQUENTIAL Linear and orderly information. “Details building a big picture.” INTUITIVE Conceptual, innovative, theoretical. “Looks for meanings.” VERBAL Hearing, reading. “Looks for explanation in words.” REFLECTIVE Think through, evaluate options. “Likes figuring out independently.” GLOBAL Holistic, systematic. “Big picture before details.”
- 11. WHERE TO FIND YOUR LEADS?
- 12. MINGLE WITH THE LOCALS • BROCHURES, FLYERS • ADS IN LOCAL PAPER • COMMUNITY BOARDS • REAL ESTATE AGENTS • PROPERTY DEVELOPERS
- 13. YOUR WEBSITE • “GO-TO-PLACE” FOR CREDIBLE UP TO DATE INFORMATION • Has to work on mobile • Link to other useful sites (eg your referrers) • Link to calculators • Client success stories • Government policies • Rate changes • Attractive for your target group • Content strategy • YouTube
- 14. YOUR WEBSITE • “GO-TO-PLACE” FOR CREDIBLE UP TO DATE INFORMATION • Has to work on mobile • Link to other useful sites (eg your referrers) • Link to calculators • Client success stories • Government policies • Rate changes • Attractive for your target group • Content strategy
- 15. YOUTUBE • CREATE A CHANNEL AND LINK BACK TO YOUR SITE
- 16. GOOGLE • SUBMIT YOUR SITEMAP FOR INDEXING ($0) • https://google.com/webmasters/ • REGISTER YOUR BUSINESS ON GOOGLE MAPS ($0) • https://google.com/business/ • ADWORDS/SEM ($50 - $50,000) • https://google.com.au/adwords/express/ • SEO (TAKES TIME & MONEY) • https://semrush.com
- 18. SOCIAL • ADVERTISE OR POST • LinkedIn • Facebook • Twitter • Instagram • Pinterest
- 19. CUSTOMER DATABASE • CATEGORISE YOUR LEADS • Where or how did you meet • Appetite for risk • Where are they at • Looking around • Eying a property • Learning type • Interests • QUALITY IN – QUALITY OUT • Be diligent with data entry
- 20. EMAIL WORKS • EMAIL MARKETING • Send emails if there is change in rates or policy • Special offers from lenders • https://www.marketo.com/ • http://www.hubspot.com/ • 1:1 EMAIL WORKS BEST • Use Rocketseed to drive traffic back to your site • http://www.rocketseed.com/ • NEWSLETTER • Big commitment
- 21. • GENERIC • NOT TALKING TO ME
- 22. • PERSONAL 1:1 EMAIL • LINKS BACK TO SITE • SIGNATURE STANDARD • CAN BE USED WITH EMAIL MARKETING TOOLS LIKE MARKETO OR HUBSPOT. Dear Jimmy
- 24. IT WORKS BOTH WAYS • RELATIONSHIPS TAKE TIME! • MAKE A LIST OF POTENTIAL PARTNERS • Strategic or tactical partner • PROVIDE LEADS TO THEM • Active recommendations • Links from your website • Joint campaigns
- 25. CREATE A NETWORK • REAL ESTATE AGENTS • FINANCIAL PLANNERS & PROPERTY INVESTMENT SPECIALSTS • HOME BUILDERS & DISPLAY CENTRES • AGREGATORS
- 26. INCENTIVES FOR REFERRERS • PEOPLE MAKE DECISIONS BASED ON INCENTIVES • GIVE INCENTIVES THAT MAKE AN IMPRESSION • BE CREATIVE AND THINK ABOUT WHAT THE PERSON WOULD APPRECIATE!
- 28. STEP BY STEP : EMAIL • CRM : FIRST HOME BUYER • BROAD EMAIL CAMPAIGN • Talking about first home owners grant eligibility • First home owners grant for new homes purchased on or after 1 January 2016 • Using Rocketseed banner to direct traffic back to squeeze page to download branded fact sheet • Add a brief online survey to assess where they are at in the decision making process • Offer a free consultation at a time and date of their choice. • Offer a Skype call or Google hangout as an option
- 29. STEP BY STEP : WEBINAR • CRM : INVESTORS • BROAD EMAIL CAMPAIGN • Talking about how to savely invest in multiple properties • Announce webinar with a property investment advisor • Send agenda • Using Rocketseed banner to direct traffic back to squeeze page to register for webinar • HOLD WEBINAR • Not longer than 30 minutes content with 15 minutes Q&A • PEOPLE WHO REGISTERED BUT DIDN’T ATTEND CAN BE CONTACTED SEPARATELY
- 30. SUMMARY
- 31. 6 RECOMMENDATIONS 1. BUILD RELATIONSHIPS WITH PEOPLE 2. KNOW YOUR CLIENTS TO DETERMINE YOUR TARGET MARKET 3. BE REALISTIC ABOUT TIME, BUDGET AND RESOURCES YOU HAVE TO DO LEAD GENERATION ACTIVITIES 4. PLAN ACTIVITEIS AND FOLLOW THROUGH 5. GIVE INCENTIVES TO REFERRERS 6. REFER LEADS BACK TO YOUR PARTNERS
- 32. QUESTIONS?
- 33. THANK YOU! MICHAELA.AGUILAR@CATCHI.DIGITAL M 0410 502 570 HTTPS://AU.LINKEDIN.COM/IN/MICHAELAAGUILAR
Editor's Notes
- I am pleased that I have the opportunity to kick off the day with a conversation about your leads and referrers. I would like to inspire you to think differently about them. We tend to create faceless buckets of data called B2B or B2C. We are used to looking at numbers like analytics or revenue, P&L or forecasts. In this day and age we have created a divide between the tools, technologies and terminology we use and the real people who we deal with during business hours. They all have names, they all have aspirations and fears. I would like to encourage you to think outside the “bucket” and understand the people and their needs. Ask yourself what is behind the labels with give them. This will help you not only to enjoy what you are doing day in day out but it will also help you to identify leads, be better at pipeline management and convert with higher success rate.
- The more genuine you make the experience and connection the more successful you will be. My success in business development is based on being genuinely interested in helping people. I don’t sell to businesses – I sell to people who trust me to do the right thing by them. It also means that if something goes wrong every now and then we can work it out and move on. That’s the way it is when you have a relationship. This is a different approach but I would like encourage you to consider! In your case it would mean that people who you have helped will be happy to recommend you. They will rave to their friends about you and how you have helped them to make the right decision for their family and future. Word of mouth is the most powerful, most efficient and lowest cost way of finding new clients. Trust creates loyalty. You will be trusted if you are genuine, empathetic and helpful. All you have to do is consciously realize that you have an impact on someone else’s live.
- Let’s talk about lead generation from a practical perspective.
- Where to start? Thinking of your current clients where you had successful interactions and business dealings, what do they have in common? How could you use these communalities as part of your lead generation strategy? How did you find them? Who was the referrer? What made the relationship special? Where did you add value? Or did your communication style match their learning profile? If you put yourself in their shoes – where would they go online? Or would the use a referrer? How could you reach them?
- Ask yourself before you start working on your strategy. How much time to I have for lead generation activities? Who in your office could support you? How much money can you spend on tools and activities – don’t forget – time equals money too! Maybe plan for 3 months at the time if you are starting out or if you are changing your strategy. Work in seasonality and other factors if you are planning to maybe run a seminar. Don’t be rigid, be scalable and agile and anticipate changes and adjustments.
- Ask yourself before you start working on your strategy. How much time to I have for lead generation activities? Who in your office could support you? How much money can you spend on tools and activities – don’t forget – time equals money too! Maybe plan for 3 months at the time if you are starting out or if you are changing your strategy. Work in seasonality and other factors if you are planning to maybe run a seminar. Don’t be rigid, be scalable and agile and anticipate changes and adjustments.
- 3 different scenarios and 3 different personas. Create a strategy for each persona. I have done some qualitative research for a lender on first home buyers. I knew that the sales cycles were long but I didn’t realize the pressure points. This could be a way to differentiate yourself to get the word of mount referrals. You are the guy who calls at the right time and you held their hand during approval process. Or maybe you decide you want to work on refinance and investment loans only.
- 3 different scenarios and 3 different personas. Create a strategy for each persona. I have done some qualitative research for a lender on first home buyers. I knew that the sales cycles were long but I didn’t realize the pressure points. This could be a way to differentiate yourself to get the word of mount referrals. You are the guy who calls at the right time and you held their hand during approval process. Or maybe you decide you want to work on refinance and investment loans only.
- We sales people need to understand that there are fundamental differences in the way that our clients and prospects consume and process information. Going for a mortgage can be scary for a first home buyer. So many choices, so much to learn, then there is the risk. It took me 14 months to make a decision that I felt comfortable with. My learning style is sequential and – oh boy – the mortgage broker I used suffered because my decision was dragging on. He was a nice guy but didn’t realize what I need to know to enable him to close the deal. Now I have a financial planner who knows exactly how I need information to be presented to make a quick decision. It’s brilliant for both of us! In future you could ask your leads how they want information presented. Are they interested in details or the big picture? Do they like graphs or do they like to hear you explain.
- Let’s talk about lead generation from a practical perspective.
- 3 different scenarios and 3 different personas. Create a strategy for each persona. I have done some qualitative research for a lender on first home buyers. I knew that the sales cycles were long but I didn’t realize the pressure points. This could be a way to differentiate yourself to get the word of mount referrals. You are the guy who calls at the right time and you held their hand during approval process. Or maybe you decide you want to work on refinance and investment loans only.
- 3 different scenarios and 3 different personas. Create a strategy for each persona. I have done some qualitative research for a lender on first home buyers. I knew that the sales cycles were long but I didn’t realize the pressure points. This could be a way to differentiate yourself to get the word of mount referrals. You are the guy who calls at the right time and you held their hand during approval process. Or maybe you decide you want to work on refinance and investment loans only.
- Google offers a variety of free services as well as Adwords.
- Google offers a variety of free services as well as Adwords.
- 3 different scenarios and 3 different personas. Create a strategy for each persona. I have done some qualitative research for a lender on first home buyers. I knew that the sales cycles were long but I didn’t realize the pressure points. This could be a way to differentiate yourself to get the word of mount referrals. You are the guy who calls at the right time and you held their hand during approval process. Or maybe you decide you want to work on refinance and investment loans only.
- A customer relationship management tool is only as good as the data input. Make sure to use a CRM that allows you to add custom fields to flag people where they are in the sales cycle and what marketing activity they have reacted too – or what their birthday is and maybe their learning style.
- Email is an interesting topic. I am not a fan of email blasts but relevant and timely information to my particular circumstances. That comes back to the CRM and the quality of data you enter. You want to be able to group people together and send a relevant message to them and maybe send them back to a squeeze pages to download information or register for something. 1 on 1 email in comparison has a 99% opening rate because it is permission based. A low cost tool I highly recommend is Rocketseed. It allows you to add a banner on top of your email that drives traffic back to your site or a page you can create in Rocketseed.
- Let’s talk about lead generation from a practical perspective.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Let’s talk about lead generation from a practical perspective.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Let’s talk about lead generation from a practical perspective.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.
- Let’s talk about lead generation from a practical perspective.
- Who has read the book Freakonomics? We are an incentive based economy. People who refer business to you should be rewarded for their effort. Be thoughtful - use creativity over a huge budget. Let people know that you are thankful for their help by giving them a little something.