COLUMNS • SALES & MARKETING
Keep them informed You will very much be the expert in their eyes, says Paul Watkins. Use your knowledge to reach out to prospects and clients in a meaningful and human way. BY PAUL WATKINS
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arketing of mortgage services has only really had one big change over the last few decades, which is the online component. Other than that (though it was a VERY BIG change), it is a case of variations on a theme when it comes to gaining and keeping clients. However, the variations on a theme require matching client and prospect’s thinking at the time. At times you need to talk to them more, at other times, less. At times, you need a different message for key segments, and at other times, a revisit to a previous message works. At times, delivering online messages can replace phone calls, at other times, the phone is king.
Marketing messages for the new normal Right now, we live in a world none of us have ever seen before. Covid has caused dramatic changes to many aspects of life. Some strange consumer behaviours are taking place. With international travel off the agenda for at least another year or two, we are buying cars and spa pools like crazy, as well as renovating our homes. At the same time, many face anxieties about their jobs or incomes, retirement is apparently being postponed, and the move to working from home has been substantial. In many cases, this will become a permanent arrangement. In the case of your service, house prices are blossoming (many think at an out of control rate), and mortgage interest rates are dropping to unheard of levels. So, what does this mean to your marketing messages? It means we live 030
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‘The “trick” is to inform clients and prospects of things that clearly show you as the trusted expert’
in uncertain times and people need information. It is a time to contact them a lot, and more often than usual. Facebook traffic increased by over 80% during lockdown and it has not dropped off much since, with informational items (yes, including fake news) being the most viewed. Blatant ads for your service are passed over quickly in almost all mediums. The “trick” is to inform clients and prospects of things that clearly show you as the trusted expert. Trust in governments, government agencies, lenders, the Reserve Bank and various businesses starts to wane when things go out of whack, as they are right now. And everyone has an opinion. So, who do they listen to? The most important point here, is that people want credible guidance from credible people, aimed at them. They don’t care about global messages, such as “The housing market is hot right now” or “Interest rates are at lowest levels ever”. What they want is the “How-to” bit, which I find to be remarkably missing
