2. Tactical Workshop: Creating a marketing plan

3. 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.

4. 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.

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

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

7. 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”.

8. 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.

9. 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?

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

11. 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?

12. 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) (

13. 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

14. 2 – Value Proposition What does Bridgestone sell?
Have a look at their advertising

15. 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 (

16. 3 – Build relationships This is a “contact sport”
Meet people/networking
Activities:
newsletters
Blog
Run seminars
Meet people

17. 3 – Build Relationships Awareness: Address misconceptions Build trust
Amongst friends and family
Existing customers
Referral partners
Address misconceptions
Build trust
Keep In Touch.

18. 4 – Spread your message Social Media Being noticeable and shareable
Engage with followers
How do customers use that channel?
Build trust in your brand

19. 4 – Spread your message Start a blog (on your website)
See
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

20. 4 – Spread your message Key is consistency: Consistent message
Consistent timing
Consistent communication

21. 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.

22. 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.

23. 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.

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

25. 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 (

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

27. 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.

28. 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.

29. Intelligent Mentoring
Phone: