The big temptation is to send your marketing message to everyone. The more people who hear about you, the more clients you will get, right? Unfortunately, this is not the case. The most effective way to market your company is to direct your approach to a specific smaller group. Once you have found your niche in marketing, you find that your client lists will grow far faster then if you send a general message to everyone. Here is how to make that happen.
#1 Decide who you are reaching out to.
You may want to target brokers. You may choose to reach out to first time home buyers. Any group that you choose will grow your client base. One reason for this growth is that clients are more likely to talk amongst themselves in their specific groups. Business owners will refer you to each other. People from similar income brackets spend time together and will talk about you to each other. Targeting specific groups of potential clients encourages the greatest amount of referrals.
#2 Write your marketing message to your targeted group.
Each marketing niche will have its own set of issues. When you create your marketing angle, consider what your particular group of customers needs from you. If you choose to target first time home buyers, let them know that you will meet their needs in a specific way.
The best way to send out your message is a two step process. Create two sales letters. The first should introduce yourself and encourage the potential client to request an information packet from you. The second letter will be sent with the packet encouraging the prospect to take the next step and call you.
Next, you will need to print brochures. Keep them simple and to the point. Print brochures directed to each individual group. If you are targeting first time home buyers, then your print brochures should teach the basic steps they will go through and how you will help them. If you are targeting investors, then your print brochures should tell them how you create ease in attaining a mortgage. Whatever you print, make it specifically for your target group.
#3 Gather a list of potential customers.
The target group will determine where you look for lists. For targeting business owners, go to your chamber of commerce. For renters, get in touch with a financial planner and swap lists. Be resourceful but pay attention to the group that you have chosen to target.
#4 Contact and follow up with your list of potential customers.
After you have sent out your letters and pamphlets, follow up with a note or a phone call. Studies show that a prospective client needs to see something from you three times before they choose you. So don’t be shy about the follow up.
#5 Encourage your client with a referral plan.
Reward your customers for referring you to their friend. A gift certificate for a couple of endorsement letters would be a nice option, but keep in mind you don’t need to be extravagant. Almost any gift will encourage clients to spread the news.
By choosing a more specific target, your mortgage company will be able to draw in more clients. You can use the money you save from marketing to draw in new prospects for converting the prospects to clients. Your clients will refer you to others in this niche and you will continue to grow. Remember more is not better when marketing your mortgage company.
How To Market Your Mortgage Company
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