When we say “Share Yourself”, what we mean is exactly that. Use your newsletter as a platform to share yourself with your client base. Consider the other side of the table for just a moment. Your past client has undergone rigorous scrutiny by the underwriters and the powers that be in order to qualify for a purchase or a refi.
When the deal is done, the last thing they’re thinking about is the industry, interest rates, programs and loan products, in many cases they don’t necessarily want to re-live the experience of the loan process. If your marketing message is rates, programs, products and industry wonk, the end recipient of your marketing message tunes out. No one piece of marketing or advertising is going to cause a past client to spring off the couch in search of the telephone because they just have to have another loan.
In other words, the relationship that is developed during the loan process isn’t negligible, they’ve put an enormous amount of trust and confidence in you and they like to think that they know you. If you are sharing yourself with your past client it is the antithesis of trying to sell them another loan, since they can’t get one all that often, they refer those who need one to their friend, their family’s finance connection, the person who helped them through it all. This is why it’s paramount that you share yourself in some capacity. Those individuals that share themselves, share their knowledge and become family do infinitely better than those who don’t.
Share Your Knowledge
Knowledge is a very valuable commodity and if your past clients understood the industry the way you do, they wouldn’t necessarily need your services per se. This however doesn’t light the path to sending marketing messages that are no more than a display of your industry prowess and little more. As stated in Share Yourself above, being industry wonky doesn’t endear you past client to you based on their experience, only yours. It creates an “out of sight – out of mind” experience. Bluntly, the forget about you because you aren’t a part of their lives in any real way. By sharing your knowledge anecdotally through experience is far different than “marketing” yourself as an expert. If you share an experience that had a social or even and emotional impact, and your knowledge was a necessary part of that experience, then sharing that knowledge is far more beneficial than just trying to gain credibility with out context. Share your knowledge but don’t make your knowledge the cornerstone of your messaging. Your client base doesn’t have the same interest in the industry that you do and don’t really relate to the ins and outs of the finance world.
Your family should be a place where you can feel safe, speak the truth and go for the best possible advice for your best possible outcome. Becoming Family as we like to say is paramount in being the goto person for finance or real estate needs by anyone you’ve helped in getting financed or buying/selling a home. Why in the world would someone NOT refer people they care about with you? Well, I can think of a some valid reasons why the business is referred to someone else.
- they’ve forgotten about you! – You don’t share yourself, share your knowledge and become family. After the loan was closed, the idea of an ongoing relationship in the smallest of ways has been replaced with either nothing, emails, Facebook posts, Tweets.
- What information they do get has been tuned out long ago regardless of how they get it because it’s industry focused and they just don’t have the same interest in it and therefore “out of sight – out of mind”
- There’s someone else that has taken the time to communicate with these folks in a way that you should’ve but didn’t. Our apologies, this is the truth
And there are many more reasons to but to list the possibilities on such a negative set of outcomes gets well.. negative, who needs that?
On the positive side, people do business with those they know, like and trust. People will refer their family, friends and those they care about to solutions that not only worked for them but allow that referral to represent them as a valued opinion. Everyone has an opinion and most people want to be part of a solution, if someone is buying a home, refinancing or needs financial advice, you should be that solution. If you have maintained your relationship with your past client in a real way, you ARE part of the family. Don’t ever discount the value of loyalty, trust and admiration for what you do by deciding not to communicate with your client base in a real way. This is what is meant be becoming family. People are far more apt to refer folks to a family member so BECOME FAMILY!
- an accredited diplomat sent by a country as its official representative to a foreign country.“the French ambassador to Portugal”
- a person who acts as a representative or promoter of a specified activity.“he is a good ambassador for the industry”
If someone has a respect for you as a person, considers you a friend, trusts you above and beyond the scope of what you do and considers you part of the family, they will more often than not be an ambassador to the one thing they know you take pride in, do for a living, have helped them with in their own lives. By communicating with your client base in a real way, they will automatically become ambassadors for you and your business. Direct marketing is by far the best marketing medium available to the Load Officer and Realtor in creating ambassadors out of past clients. Take the time to develop your relationship with your past clients and the referrals and business that come from it will last a lifetime!