Becoming a thought leader has helped Redom Syed capture his target market
Confidence Finance director Redom Syed credits his firm’s success on bolstering its reputation among its target market. “It’s a very competitive environment, so having your own brand in the marketplace helps you stand out from the noise,” the 2017 Young Gun of the Year finalist told MPA. “It also builds trust and credibility with clients before they even meet you. Reputation is key to building trust, and trust is key to delivering good outcomes.”
Syed’s team built the brokerage’s brand on the reputation of being thought leaders in the finance space. That’s what’s made them successful and brought customers through their doors, he said.
Reaching the right audience
Syed uses a combination of blogs, forum posts, and e-books to build his team’s reputation and to set them apart from the crowd. “Over time, if you do this consistently, your reputation grows with more and more consumers recognising your voice,” Syed said.
He gets the attention and builds the trust of the right audience over time with content. With mom and dad property investors as his general target market, Syed sends out messages via investor magazines and forums. His team’s sales funnel then carries the responsibility of turning this audience into lead generation. Syed admits the process can take some time, but people needing a loan trust his team’s work.
On the path to automation
A fantastic support team makes Syed’s life easy, allowing him to focus on growing the business and other high-value tasks. His team includes an offshore member in the Philippines who, according to Syed, has simplified the business.
He also believes that as a business grows, its processes should upgrade accordingly. For Syed, it’s about getting the right process in place in order to effectively deliver fast and quality service right up to post-settlement.
For the past 12 months, Syed’s team has automated some post-settlement support and lead generation processes to remain in touch with clients. And they’re beginning to see results with existing clients returning for loan reviews and refinances for ongoing financing needs.
Syed relies on email marketing service MailChimp for consistent, automated, and targeted communication. Once a loan is settled, Syed makes use of MailChimp to automate the process of advising clients about the loan’s status and required next steps. From there, an automated follow-up and education process continues throughout the loan life cycle.
“There’s a time investment setting it all up. But it allows us to grow and build customer retention,” Syed said. “We use it to supplement other parts of our post settlement service”.
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