“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis
What we want is to get the attention of as many people as possible and buy the necessary time to build trust with them by continuing to provide them useful information or resources, all based on your position as an authority in home loans specific to their circumstances.
The basic formula is this:
- Identify their specific needs relevant to home loans.
- Give them a substantial item of educational value relevant to their needs that immediately positions you as an authority and gets you permission to keep in touch with them.
- Send them regular information targeted to those needs to keep building both ability trust and personal trust, with occasional sales messages to make it clear you are there to help them when they are ready.
This process is similar whether it is a client you are trying to win over, or to create a formal referral relationship with a real estate agent, accountant, financial planner or any other potential source of home loan clients.
Step 1. Identify their specific needs relevant to home loans.
Your goal here is to clearly understand and define your client or referrer. There are many different circumstances people find themselves in where your services in home loans are needed. The first step is identifying what those circumstances are and speaking directly about them and what the person needs to know.
So, as always, it is important to segment your market and have a different educational marketing process for different markets. One for First Home Buyers, one for Property Investors, and so on.
This means you will need to create relevant content that is targeted to what they care about right now, anything else will be ignored.
That content can be in newsletters, special reports, how-to guides, tips and tricks articles, etc. Ideally it is delivered in different media — printed, online, video, podcast, audio — the more varied the better.
Step 2. Give them a substantial item of educational value relevant to their needs and gets you permission to keep in touch with them.
” ..the most critical part of a successful content marketing program is building your audience… Without the audience, we cannot drive revenue of any kind” – Joe Pulizzi
The hard part of being a Mortgage Broker is starting a conversation with a potential client or referrer that has the potential to lead to a long term business relationship. First impressions count, so that’s why you want to put your best foot forward right away by giving them something of significance that sets you apart.
Creating that is the hard part because it takes a lot more work than just putting together another ‘I’ve got 30+ lenders, talk to me’ advertisement. But that is also why it works, it demonstrates to people that you are not just another salesperson and you know what you are talking about, you aren’t just saying that you do. When you give people something of that nature, it is reasonable to let them know you will send them other, complementary information, which they can opt out of at any time.
“As new forms of media develop and clutter becomes ever more intense, it’s the asset of permission that will generate profits for marketers” – Seth Godin
The easiest and most immediate way to build up authority in your marketplace is to write a book. You don’t need to be a best-selling author, in fact, selling your book is not the point at all. You just need to be able to put together something of substance that solves your client’s problems.
Paul Clitheroe is a clear example, a financial advisor who has written a number of books and is perceived as a clear authority in his field. Do you think he has any problem getting clients and that they argue with whatever fees he charges?