Tactical Workshop: Creating a marketing plan

Andrew Tan Mortgage broking since 1997 Co-founded Members First - one of the largest broker groups in Plan Australia Co-founded Masters Broker Group 2012 with Mario Borg Mission to mentor and coach mortgage brokers to be successful Track record of helping new-to-industry mortgage brokers grow highly successful businesses Use of technology and systems to make businesses more profitable and resilient.

Aim Learn the fundamentals of effective marketing strategy and planning Set goals, own your market, and improve your bottom line Take away a practical marketing plan that generates new business Discover how to monitor and measure progress to keep your business on track and achieve your business goals.

What is marketing? Get new customers Retain existing customers Industry change Customers change Never ending activity.

Fundamentals No “secret sauce” To succeed: Diversify your marketing activities Change is constant Innovate and adapt The best marketer is YOU.

Marketing Focus Not about price or interest rates What is your customer buying from you? Focus on: Customer’s needs (purpose/goals/wants) Benefits of your services Communication – not “selling”.

What is your marketing goal? What is the ONE thing you want to achieve? Must be measurable and time constrained Example: To find more customers and build brand awareness, I will run a First Home Buyer Seminar on 10 Mar 2018.

Marketing Plan How to get customers with a zero marketing budget? What is your big picture? Why did you start your business? What was so important for you to do this? What is your belief?

Marketing Plan 5-step marketing plan Who is your customer? What value do you provide? Build relationships Spread your message Encourage customer advocates.

1 - Who is your customer? Build a profile/persona of your ideal customers Who are you trying to reach? What goals are they trying to achieve? What can you help them achieve? What solutions do you provide? What is the trigger that will cause them to search for you?

1 - Who is your customer? Where are they in their customer journey? Preferred channels of communication? Who are their influencers? What motivates them? Build a picture of your customer(s) (www.mastersbrokergroup.com.au/tools-and-resources/).

2 – Value Proposition What do your customers get from you? What value do you provide? Benefits Value Proposition Unique Selling Proposition Product/Positioning Differentiate yourself

2 – Value Proposition What does Bridgestone sell? Have a look at their advertising https://youtu.be/lCg7cL8PFKY

2 – Value Proposition Write down your Value Proposition Statement Build your business to service your Ideal Customer Put it up on your website, social media, and everywhere Tell your referrers (www.mastersbrokergroup.com.au/tools-and-resources/).

3 – Build relationships This is a “contact sport” Meet people/networking Activities: Email newsletters Blog Run seminars Meet people

3 – Build Relationships Awareness: Address misconceptions Build trust Amongst friends and family Existing customers Referral partners Address misconceptions Build trust Keep In Touch.

4 – Spread your message Social Media Being noticeable and shareable Engage with followers How do customers use that channel? Build trust in your brand

4 – Spread your message Start a blog (on your website) See http://www.mastersbrokergroup.com.au/category/news/ Written or Video blog Send out an eNewsletter regularly (every 2 weeks or monthly) Write/Blog to your target customers Catch up with your key Centres of Influence Run an event

4 – Spread your message Key is consistency: Consistent message Consistent timing Consistent communication

4 – Spread your message Examples: Articles on your blog every fortnight Newsletters Updates on your Facebook Run a First Home Buyer seminar Connect with people Use Mercury marketing templates Speak to them directly Remember to add all new contacts into Mercury.

5 – Encourage customer advocates Word of Mouth marketing 49% of home loan applicants sourced their broker through a personal referral (2016 NAB survey) Ask for a review on Social Media Ask for testimonials on your website Make it an ongoing business process Call to Action.

Measure What is your Big Picture? Know your numbers Number of People in Mercury Number of Facebook “likes”/followers Number of Reviews/Testimonials Number of referrers Submissions/Mth Settlements/Mth.

Tips for success There are no rules – think outside  Zero budget  Innovate Do everything necessary to make it happen Measure and adjust

Tips for success For blogs Forms and Resources Tell stories. Be different. Write for your customers We write our own articles Forms and Resources Ideal Customer Worksheet Value Proposition Worksheet (www.mastersbrokergroup.com.au/tools-and-resources/)

Tips for success Who do you know? What do you know? And who knows you?.

Summary Focus on your big picture 5-step marketing plan Who is your customer? What value do you provide? Build relationships Spread your message Encourage customer advocates.

Aim Fundamentals of effective marketing strategy and planning Set goals, own your market, and improve your bottom line Take away a practical marketing plan that generates new business Discover how to monitor and measure progress to keep your business on track and achieve your business goals.

Intelligent Mentoring www.mastersbrokergroup.com.au Phone: 1300 654 419 Email: masterclass@mastersbrokergroup.com.au