MPA asks three brokers to share their best marketing strategies.
MPA asks three brokers to share their best marketing strategies.
Rose M De Rossi
Director
Diversifi
Like most finance brokers that have been in the industry for any amount of time, we have tried and tested many forms of marketing. There are a number of strategies that we did not have success with, mainly cinema advertising and radio. You can spend thousands of dollars a month with no return. That is not to say that it wouldn’t work for others, but this is definitely something we will not be trying again.
In terms of branding, we are just about to unveil our new billboard. It is the first time we have done this and understand that it may not drive traffic to our site immediately, but at least we are planting the seed. I would suggest engaging a marketing company to design the artwork; they are the experts.
Our monthly newsletter in conjunction with Facebook is very successful. We try to carry the same theme throughout all marketing posts and articles. And don’t forget your clients; they are the best source of referrals money can buy … or not buy! Our clients are happy to refer and we have a number of trigger points to remind them of how we work on a referral basis.
Daniel Niederberger
Director
Value Finance
Still being a small and relatively young business, Value Finance favours digital marketing channels, using client-led insights to create content and encourage engagement with our brand and our brokers. We find that both our existing and prospective clients appreciate this approach and it allows us to demonstrate a level of care, as we provide ongoing education about issues that affect a broad range of our clients.
In addition, we believe in a genuine and personal approach, and endeavour to connect with our clients and/or leads at every opportunity. We leverage our CRM system where possible to facilitate this ongoing contact in a way that allows us to add value to people, rather than sending them the occasional email.
In saying that, tailored messaging via email marketing is set to become another part of our channel strategy we will roll out in the coming months. Our overall objective is to utilise our digital channels to continue to raise brand awareness and consolidate relationships with our existing customers.
James Slattery
Franchisee
Mortgage Choice NSW
I have a few marketing strategies that I employ, including monthly personalised newsletters to my database of existing customers and client prospects.
These newsletters include relevant industry content that I know my clients and prospects will find interesting.
I send different content to my different customers, depending on the stage of their financial journey they are currently in (first home buyer, upgrader, investor, refinancer, etc).
In addition, I am active on social media, including Facebook and LinkedIn, and promote my brand through various advertising activities within my local area.
Finally, I am heavily involved in my local community and regularly help out at carnivals and sporting events.
In this business, it is important to be approachable and memorable. The more people that I speak to and who know what it is I do, the more likely I will be to generate business opportunities.
Rose M De RossiDirector
Diversifi
Like most finance brokers that have been in the industry for any amount of time, we have tried and tested many forms of marketing. There are a number of strategies that we did not have success with, mainly cinema advertising and radio. You can spend thousands of dollars a month with no return. That is not to say that it wouldn’t work for others, but this is definitely something we will not be trying again.
In terms of branding, we are just about to unveil our new billboard. It is the first time we have done this and understand that it may not drive traffic to our site immediately, but at least we are planting the seed. I would suggest engaging a marketing company to design the artwork; they are the experts.
Our monthly newsletter in conjunction with Facebook is very successful. We try to carry the same theme throughout all marketing posts and articles. And don’t forget your clients; they are the best source of referrals money can buy … or not buy! Our clients are happy to refer and we have a number of trigger points to remind them of how we work on a referral basis.
Daniel NiederbergerDirector
Value Finance
Still being a small and relatively young business, Value Finance favours digital marketing channels, using client-led insights to create content and encourage engagement with our brand and our brokers. We find that both our existing and prospective clients appreciate this approach and it allows us to demonstrate a level of care, as we provide ongoing education about issues that affect a broad range of our clients.
In addition, we believe in a genuine and personal approach, and endeavour to connect with our clients and/or leads at every opportunity. We leverage our CRM system where possible to facilitate this ongoing contact in a way that allows us to add value to people, rather than sending them the occasional email.
In saying that, tailored messaging via email marketing is set to become another part of our channel strategy we will roll out in the coming months. Our overall objective is to utilise our digital channels to continue to raise brand awareness and consolidate relationships with our existing customers.
James SlatteryFranchisee
Mortgage Choice NSW
I have a few marketing strategies that I employ, including monthly personalised newsletters to my database of existing customers and client prospects.
These newsletters include relevant industry content that I know my clients and prospects will find interesting.
I send different content to my different customers, depending on the stage of their financial journey they are currently in (first home buyer, upgrader, investor, refinancer, etc).
In addition, I am active on social media, including Facebook and LinkedIn, and promote my brand through various advertising activities within my local area.
Finally, I am heavily involved in my local community and regularly help out at carnivals and sporting events.
In this business, it is important to be approachable and memorable. The more people that I speak to and who know what it is I do, the more likely I will be to generate business opportunities.
