Broker Blog

In the Introduction of this book I raised the concept of Dependent and Independent Brokers, which I will now more clearly define, as well as how to move from being Dependent to becoming Independent. The term ‘Independent’ is not one Mortgage Brokers are meant to use when referring to our… Read more

“We all want the freedom to make our own decisions.” – Daymond John My guess is that you originally decided to become a Mortgage broker because you want to be your own boss, earn a high income and achieve a better lifestyle than you have now. Of the many industries you… Read more

I have briefly introduced already the concept of Message, Market and Media. By saying ‘specialise your marketing’ what I am stressing is that you need to match your Message to your Market, whilst also using Media that is relevant to that Market. The better you can do that the more… Read more

Segmentation splits clients into groups with similar needs and wants to make best use of your finite resources through targeted marketing. Main bases of segmentation are: Geographic (eg., customer location, region, urban/rural, etc) Demographic (eg., age, gender, occupation, socio-economic group, etc) Behavioural (eg., rate of usage, benefits sought, loyalty status,… Read more

Specialise your marketing   “Don’t try to make a product for everybody, because that is a product for nobody.” – Seth Godin   If you don’t want to really specialise, or you just aren’t ready yet, then you must at the very least specialise your marketing. As I’ve discussed above, people… Read more

“You can’t be everything to everyone but you can be something to someone.” – Drew Davis One area where Brokers often try and differentiate themselves is to present themselves as a specialist in a certain area of lending. This is something that I agree with. Not to say that other Brokers… Read more

But I’m honest and trustworthy!   “No, it’s not. Your business isn’t different. Nor is anybody else’s.” – Dan Kennedy The other attempt at differentiation that I often hear is the declaration that “I am the most honest person so my clients trust me.” Again, it’s my experience that the vast… Read more

Providing a fantastic customer-service experience is an important basis for producing repeat and referral business, but it’s unlikely to draw new clients to you when every other Broker — rightly or wrongly – is telling prospective clients that their service is the best. What can help is actually defining ‘better… Read more