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Adviser
Community
The Independent Resource for the Financial Adviser Community.
Guerrilla Marketing For Mortgage Brokers
OTHER TOPICS
Response to leaflet drops has always been relatively low and now, when we are all bombarded with dozens of leaflets every day it is even lower. A Lot of people (myself included, don’t even read the headlines on most of them unless something catches our attention, often because it seems familiar.
Supermarkets, who spend millions on marketing research often use the same colours and general design on their “own brand” products that are used by the brand leaders. This ties in with my own experience as the most successful leaflet campaign I carried out followed a leaflet drop by a national broker who also advertised on television. I designed my leaflets with exactly the same colours and a very similar layout and got four mortgages off 3,000, A5 spot coloured leaflets which cost me £55.00 at a local printers.
What is “The Adviser Community”....A free resource basically you could define in three words “strength in numbers”. This is help for you from people like you...read more
Useful Contact Details.....Contact details of Banks, Insurance Companies, the FSA, and others.....go to this page
The Right way to use the Telephone for Business....Are you 100% confident your telephone manner and practices don’t lose you business.....read this to make sure
Sources of Self Generated Referral Business...They’re free, and they work........read the full article
That Leaflet Looks Familiar?
Notice its guerrilla and not gorilla, "guerrilla a small unconventional form of warfare which rather than tackling a superior force head on, uses surprise and stealth to achieve its objectives". Gorilla, a large hairy creature that eats Cadbury’s chocolate and plays the drums on Phil Collins tracks.
As a small or medium size business within the financial sector, guerrilla marketing is not just the best way to run your marketing, increasingly it's becoming the only practical way. Just look at the massive adverts taken out in newspapers, TV advertising and sports sponsorship deals the banks take out. Impressive, but you can be more local, you are a real person not a corporate identity, you can be massively more flexible, and the big banks need to pull in billions of pounds worth of business every year to cover their billions of pounds in running costs. You only need to pull in the tiniest fraction of that money to cover your equally tiny costs and make a substantial profit, just remember "Size is everything”, life would become very tough if big companies could do this, but because of their big structure and big overheads they can’t, I feel sorry for them already.
Now then, down to brass tacks, dotted around the Adviser Community section of the web site you will find several bits of guerrilla marketing advice. These are low cost or no cost marketing solutions. Some of them you will already have tried, but don't discount them unless you've really tried them, not just looked at them. If you are currently using them, that's brilliant, just move on to the next. However, don't discount anything, just because you have a gut feeling that it wont work (unless of course you’re really a psychic with a proven track record), remember the now legendary account of the birth of the operating system for the first PC's.
Digital Research who were then the most established company in the sector were approached by IBM to come and meet them with a view to being given the contract to write an operating system for their new "Personal Computer" they no doubt considered it, but they were doing well writing programs for main frames which were big business at the time and IBM themselves had said they didn't expect the total numbers of these PC's to ever exceed 300, So Digital Research didn't go. As a backup plan IBM then asked Microsoft if they would be interested in the project, a Mr Bill Gates sold them an operating system known as "DOS", for $20,000 and it now makes in excess of $60,000,000,000 per year .
Don't discount anything without checking it out thoroughly remember things change, so just because something didn't work really well 5 years ago, or didn't bring in sufficient business for the effort, doesn't mean it's not worth doing now.
The cherry on the top was when one of my clients remarked during my first visit, that she was glad I had the second leaflet delivered as her husband threw out the first one. I have no doubt that initially she called me because of someone else’s television commercial, that’s guerilla marketing.
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IMPORTANT NOTE
Please remember there are laws governing this sort of thing. Unlike the beans opposite, your leaflets can look similar to a national companies, but must not be the same! Colour and general form are fine, but not names or specific graphics.
