Your database may be one of the most important assets of your business. Over the years, you'll work with many clients that refer you to others and you'll make even more contacts. The database will continue to expand with your practice.
During "dry" times, your database can be the one tool that keeps your business afloat. But before you can begin marketing to your database, you need to build a solid platform of contacts.
Start your database off by putting in the information of every person you know: family, friends, acquaintances, former clients, client's friends, former colleagues, etc. Start with a client profile and then broaden it. You want as much information as possible about these prospects - preferences in home types and neighborhoods, as well as personal information about hobbies, birthdays, job titles, anniversaries, etc.
One of the best sources for building your database is your website. Offer clients a free gift, report, or some other problem solver. All they need to do is sign up to receive it. When they sign up, you have their contact information and best of all, their permission to contact them.
Keep the Database Engine Oiled
Your database is only as good as the information contained within it. They only way you can keep your database strong is to continually prime the list by contacting these prospects.
You will set yourself apart from competition when you work your database effectively. That doesn't mean merely contacting the prospects with a useless mailing or email. It means contacting them with information that either informs or solves their problems.
When you send out a monthly postcard that informs your prospects, their clients and families of unique opportunities that will benefit them, you get their attention. More than that, you provide a value added service to your client. Your database is your tool in inspiring client loyalty and impressing clients with your customer service.
Remember, clients are more than willing to talk about you. You control what they talk about; do you want them sharing stories of your remarkable service of helping them save money or putting them into a bigger home through a special mortgage program? Or referring them a Realtor® that was incredible?
Sometimes the sound of their silence may be more deafening. When you provide information that is just filler - like a recipe or holiday tip, you almost guarantee that the prospect will assume you have no value.
Share the Wealth
When you work to cultivate your database through frequent contacts, you'll get a lot of information. This information could be vital to a real estate agent. You'll hear first hand from clients who are looking to buy or sell, or friends that might need help.
Imagine the attention you'll get from a Realtor® when you provide them with qualified leads. When you share leads with the agent, you create a "physic debt". In other words, the real estate agent feels indebted to you and wants to repay you with a referral or qualified lead.
This give and take begins a snowball effect. By carefully cultivating and attending to your database, you develop new leads for agents, who in turn provide you with a strong base of business. You both give each other a gift that keeps on giving and builds your business.
Fast Path to Success Program
Do you feel confused and unsure where to begin marketing to attract more referrals from real estate agents and clients?
If so, you're not alone. It's getting harder and harder to persuade agents to refer their buyers to you and get your clients to evangelize your service to others.
But the real problem isn't how difficult it is to convince agents to do business with you - it's far worse. In working with hundreds of loan officers, I've found the main problem is that they are using outdated marketing tactics that do little to differentiate their services so they go unnoticed and experience high levels of rejection.
To help you put an end to this dead-end way of marketing, I've developed a coaching program to simplify your marketing, help you make smarter decisions, and achieve greater success.
The program is called Fast Path to Success and here is a partial list of the topics covered:
- How to answer every agent's most critical question, "Why should I do business with you?"
- How to guide your thinking on strategic issues during times of significant change or changing markets.
- How to use key marketing indicators to judge performance and improve results.
- How to examine your business to identify your strengths to create value and establish key competitive advantages.
- How to keep on track with the most important activities that grow income and develop long-term relationships.
- How to formulate a budget that tells you how much you will need to invest to achieve your goals, and learn how to track your results so you know which strategies perform best.
And that's only a partial list. Check out the rest of the details and learn how you can save $150 before the offer expires Friday, December 15th.
Become an Agent Magnet
Stop being frustrated with real estate agents. Learn how to position your service uniquely and distinct. It's easier than you think and you'll produce the results you desire.
My program, Become an Agent Magnet, has helped loan officers learn how to plan and execute a marketing strategy that separates you from competitors and attracts agents to your doorstep.
Learn more about it here:
Free TeleSeminar
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Compelling Client Story
"As a Marketing Coordinator for an established loan officer, my focus is solely on business promotion. Therefore, I needed truly atypical ideas to light a fire in a business that sees cycles of darkness.
The Become an Agent Magnet program has what I like to call "Meaningful Momentum." It encourages you to move past "the block" and into a position that effectively integrates creativity and production.
I especially appreciate the accessibility of Jeff Nelson and his team. Even before I purchased the program, they were open to discuss my marketing conflicts. That communication continues today, as I have had several discussions with Jeff about my professional progress.
There is an essence of humanity to their business as they create real solutions to today's toughest marketing scenarios.
Simply put, the Become an Agent Magnet program successfully outlines a personalized approach to gaining an agents attention."
Allison Hanken
First Horizon Home Loans
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