“It is a grave mistake to be overly attentive to getting new customers and neglectful of marketing to and nurturing relationships with existing customers” – Dan Kennedy
Achieving the potential lifetime value of a customer is why we invest in Post-Sales Marketing. Doing anything else is throwing money away.
It is like spending thousands on landscaping your new home, only to never water your new garden and see it slowly wither and die.
Ideally, just like with Initial Marketing, Post Sales Marketing should be personalised and targeted. As Brokers we can easily define the category a client belongs to (investor, home owner, first home buyer, etc.) and determine things like ‘how long a client has been with us’ and ‘how much equity they likely have in their homes’. We can then segment our marketing to send them relevant information which moves them towards their next loan — by showing them we are still relevant to them and the next phase of their lives.
A lot of Brokers seem to think that because they did a good job for their clients and everyone was friendly and on good terms when it was completed, that the client will always remember them and will almost certainly come back for their next loan. As such, they don’t see the need in spending money and time on a post sales marketing system as the client has their business card and some emails from them that will direct them back to the Broker in the future.
“Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.” – Phillip Kotler
If that is what you think, from what I have seen comparing Brokers who have a genuine post sales marketing system and those that don’t, you are wildly overestimating what your clients think of you and the chance they will remember and be loyal to you in the face of the constant barrage of home loan marketing they are under every day.
As an example, one Broker who has been with me for years and who had built a solid client base in Melbourne, later moved to Cairns. He has always prioritised staying in touch with his past clients. The end result is that years later, he still writes more loans for his past Melbourne clients than his new local clients, despite being thousands of kilometres away.
AFG has an industry leading marketing system to support their Brokers, which is known as SMART. A large part of SMART is dedicated to Post Sales Marketing and maintaining client relationships.
SMART does all the work for you
SMART emails are sent on your behalf, to your database, with your branding and contact details. Better yet, the emails come directly from you personally and all replies come straight to your inbox. The SMART marketing team manages the email campaigns and your SMART website on your behalf and you can easily access information on what your customers have received from you via FLEX.
SMART campaigns are built to ensure you touch base with your contacts and your clients at critical points throughout their relationship with you, from application and settlement and then on throughout the life of their loan. As new technologies emerge, industry trends shift and client behaviours evolve, so does SMART. SMART is constantly growing to ensure your portfolio and your business does too.
The SMART suite of campaigns includes:
C3 Welcome Campaign C3 Annual Prospecting Campaign C3 Rate Alert Announcement Campaign C3 Birthday Campaign C3 Christmas Campaign C3 Haven Newsletter Campaign C3 Loan Tracker Campaign C3 Client satisfaction surveys C3 Thank You Campaign C3 Three Year Anniversary Campaign C3 Two Way Red Alert Campaign C3 Haven Newsletter
Your branded SMART Online website is updated regularly with new information and news updates as well as all the latest issues of Haven, the SMART lifestyle publication. These regular changes to the content not only keep the site interesting and relevant for your clients, they also help your Google rankings when it comes to SEO as Google looks favourably upon sites that are regularly refreshed and added to.
From a web perspective it really is all done for you, freeing up your time to get on with what you do best – growing your business.