Finally, your Post Sales Marketing should be a straight line from your Sales and Operational process. By exceeding your client’s expectations in the service you have provided, you have laid the foundation for future and referred loans — but the foundation only.You need to continue educating and staying in touch with your clients to keep them, and their friends, with you. The end goal is to move them back into the Sales component of your business, when they realize time is right, which you have defined for them through that Post Sales Marketing.
All of these things must be systemised and performed on a continual basis. The difference between the constantly top performing Mortgage Brokers and the rest is that there is no weak link in their chain of these four components, they keep refining and improving each of them.
There is no cheap, easy, repeatable thing that a Broker can do that will constantly generate new clients, simply because so many other Brokers are already also doing them and those areas are becoming more and more congested. As such you need to do more than just run some basic online or local newspaper advertisements. There is no shortcut in creating a high performing business, beyond working closely with others who are already doing it.
Having said that, don’t think that you need to be a master of all of these steps such that it becomes an overwhelming task. Don’t let perfection get in the way of incremental improvement. You just need to be better than enough other Brokers (or partnering with others who already are). Just like a group of people running away from a pack of lions, you don’t need to be the fastest runner, just faster than most of the others.
As Brokers, we don’t need to try and convince people they need a home loan, they will decide that for themselves when their situation moves them to that conclusion. All you need to do is position yourself in a smarter way than your competitors.
Attracting, converting and retaining clients is all about building genuine trust and delivering on promises. The businesses that do this will thrive. Those who don’t will struggle.