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Adviser
Community
The Independent Resource for the Financial Adviser Community.
More Guerrilla Marketing
OTHER TOPICS
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
Mortgage Market Review.....From an industry point of view. What is the likely affect on how you do business...read more
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
life after Mortgage Times...Easy to say difficult to do, but you just have to pick yourself up and start again...go to this page
Sources of Self Generated Referral Business (Page 2)
Self Generated Referrals (continued)
7) When a client gives you a referral (now that you are asking for them), call them up as soon as you have made contact with their friend or relative, thank them for passing your name on and let them know you will do your level best to help the person they referred.
8) Keep in touch with your clients. This is vital for so many reasons that you should be doing this anyhow but although being so charismatic and good looking you probably can’t believe this, client will start to forget you the minute the mortgage is done and they move on to something else in their lives.
They can’t recommend you if they can’t remember you. It’s up to you to keep in touch, to make sure that as soon as someone mentions a mortgage or insurance, your name pops into their mind. Marketing experts say that it takes at least four repetitions to imprint you as a brand on the average males subconscious (women are slightly quicker in this respect,), but making sure you stay there is another matter entirely. If you can possibly manage it you should contact them every 3 months. It doesn’t have to be a visit, or even a telephone call, email is perfect for this as they are informal, dead easy and message can contain links to things you want the client to see. But if the clients aren’t internet savvy then just send them a letter, basically whatever it takes to keep in touch.
9) Bribe them, well “pay them” sounds a bit less dodgy (yes I’m aware that technically this isn’t free). What I mean by this is if you have done all of this and those pesky clients still aren’t telling everyone they know how great you are, consider starting up a paid referral scheme. Remember you are only paying for conversions, not leads that go nowhere and you only pay out once you get paid for the mortgage, or insurance so this won’t actually require you laying out any cash in advance. Wrapping it up right and making it seem worthwhile are the main points to consider. An adviser friend of mine (no I’m not just using this term to illustrate a point this adviser really did exist ands was genuinely a friend) anyhow, this friend of mine had vouchers printed and he would leave one for £50.00 with clients promising to pay the bearer £50.00 for any introduction leading to a completed mortgage. The trick is to spend a bit of time on the design of the voucher and make it look like something of value, think of a Marks and Spencer's gift voucher and you are on the right track. When the client then introduced someone he made a point of popping in to give them the voucher personally if at all possible, thanked them profusely and because they were appreciated as a “special” client, left them with a new book of 3 vouchers which gave them £100.00 for each friend or relative they introduced on completion of their mortgage.
10) Do your own thing. All businesses are different and nobody knows your clients and your character better than you. You don’t have to follow the above suggestions slavishly (but you might find yourself really happy if you do). Have a think about your client base, or if you haven’t got a decent client base yet, think about the clients you are targeting, use the points you think will fit in with the way you work or adapt others to reflect your businesses character. Just don’t think about it too long before you do it!
