Marketing, it’s the key to getting new customers – and to keeping the ones we’ve got.
It’s one of those things that we all know we need to do, but rarely spend time getting right. When we think about marketing most people think of advertising, but that is only one tool you can use. Every time you speak to a client about a new product you are marketing. Building relationships and providing good customer service is a part of marketing, as is communicating regularly with your client base. So in actual fact you could be constantly marketing, although maybe more by default than by design.
So how about taking your default marketing and shifting it up a gear? You may be groaning at the thought, but more than likely you already have all the tools you need to do exactly that.
Your back-office system, the one you use to record your daily business activities, that helps you with your cases and stores all your data, holds everything you need to plan your business development.
You never need to miss recurring revenue opportunities as a good system will plan calls, or appointments, automatically. Adding value by keeping customers up-to-date with relevant news and advice is great customer service – an intelligent system can create, send and record regular, targeted communications to your existing clients.
You can also use it to develop new business; a good system will save leads and diarise follow-ups, so they never go cold. This is just a snap shot, but in essence a system designed for mortgage businesses holds everything you need; use it and you can design a development plan that is specific to your business.
There are three key elements to the success of a mortgage advisory company: providing excellent advice, generating new business and retaining existing customers. An intelligent IT system will provide you with the tools to do the former and help you to both cultivate new customers and nurture your existing ones.