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IN THIS ISSUE:
- A Message From Jason Kane
- Low Cost Marketing Tactics
- Need a Marketing Plan
- Follow Up With Prospects
Dear Friends,
This
month's newsletter was written by my brother Shane. I hope you
find his marketing insight and tips useful.
I am
always available to answer your questions. Please feel
free to
call me at (508) 809-6580.
Sincerely,
Jason Kane
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Here
are some inexpensive ways to keep in touch with existing and
prospective clients.
Send an e-newsletter. Each month send
everyone in your database an e-newsletter containing industry
specific information. I have found this to be one of the
most cost effective means to keep in front of clients. There
are e-newsletter providers that cater to small budgets, such as Constant
Contact.
Send handwritten notes. Choose one person
per day from your database and send them a hand written note card.
Keep it informal.
Get your clients involved. Email a trivia
question to your contacts each month or include a trivia question
in your e-newsletter.
Encourage participation by offering a gift card to the first
person to respond correctly.
Educational seminars. Coordinate seminars
geared towards first time homebuyers. Invite a real estate
and title professional you have a relationship with. In down
markets like this real estate professionals are always looking for
new ways to generate business. They will jump at the
opportunity.
Send a personal email. Pick 5-10 people
from your database each day and send a personal email. It
doesn’t have to be anything elaborate. Keep it simple.
Keep
clients in the loop. New employee? New service
offering?
New Mortgage Program? Let clients know what's new with you
and your company.
Show
interest in your clients. Make a copy of an article
that might be of interest to a client. Send it along with a
handwritten note.
Coffee anyone. Give your clients a
call. Tell them you'll be in the area and would like to get
together for coffee. This provides a great opportunity to
talk with clients in a more informal and relaxed setting.
Pick
up the phone. Choose 3-5 people each day and give them a
call. I guarantee that there are many contacts in your database
that you haven’t spoken to in months.
Many real
estate and mortgage professionals I speak with fail to maintain
even the most basic communications with their existing and
prospective clients. Your contacts should be receiving some
type of correspondence from you at least every other month.
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A
marketing plan is a written blueprint that helps you take
your business from where you are now to where you want to be.
In your marketing plan you set goals which are realistic and
measurable, and create a strategy that specifically
addresses what you need to achieve in order to grow your
business.
For example:
-
How
many leads do you need to generate per week or month?
-
How
many of those leads do you need to convert into
clients?
-
How
much revenue will that generate?
A
marketing plan helps you focus on what is most essential to
achieving your business goals. It defines your basic
marketing message and how you plan to communicate it to
clients.
Remember,
a marketing plan helps you develop clarity and strategy.
It answers the questions of who you are, what you do, who
needs your services and when and how you plan to attract
them as clients.
Here’s
a few ways a marketing plan can help your business
Focus
Your marketing plan helps you
articulate your overall goals and objectives, and provides a
foundation for making future decisions.
It keeps you focused on the big picture rather than your
day-to-day tasks. Refer to it often.
Plan
and Track Costs
A marketing plan provides you with a step-by-step guide that
documents how and when you will communicate with prospects,
and how much you will spend doing so. This helps you
accurately budget your marketing efforts and keep expenses
under control.
Define
Your Marketing Message
Your marketing plan forces you to think about your target
audience and how you differ from your competition.
This differentiation allows you to create a specific
marketing message tailored to meeting the needs of your
target audience.
The best thing you can do should you not have a marketing
plan is to just start writing. People get scared off
when they hear the term "marketing plan".
The truth is it's as simple or as complex as you want it to
be.
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As you know the mortgage industry
is a fiercely competitive environment. It's becoming more
and more difficult to make an impact on prospective clients. Why?
One reason is that most prospects you speak with have probably
just heard the same pitch from three other mortgage professionals.
Here's what you can do to stand out.
Create
a Personal Marketing Sheet, which you can email or mail to
your prospect following your phone conversation.
Here's how to create a Personal Marketing
Sheet. On your
personal or company letterhead include the following:
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Brief
Biography and Headshot
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Benefits
you offer to your clients
-
One
to two testimonials from satisfied clients
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Contact
information (including your cell phone no.)
This
single document sends a very clear message to your prospect.
It shows that your different and allows you to reinforce your
selling points after the phone conversation.
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