Marketing your business

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(No Transcript)
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Marketing your business

• rob davies
• consulting director
• oneononone communications

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Getting our hands dirty

• Understanding what your business is about
• Understanding what consumers are looking for
• Practical things to do for growth, retention and
  possible diversification

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Setting out your stall

• Fail to plan - plan to fail
• Whats happening online
• Using the media
• Broadcasting your message
• Making referrals effective
• Nurture your clients

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Doing the hard miles

• Business objectives
• Business strategy
• Target clients
• SWOT
• Marketing objectives
• Marketing strategy
• Whats your hook?
• Single-minded proposition

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Online - the good, the badand the ugly

• Internet has huge influence but brokers still
  play a role
• It wont last long. Search dominates. Visibility
  is key
• Mortgages not well represented online

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Where do mortgage shoppers shop?

• 80 use web as information source
• 53 consult a broker
• Source Foolproof, OSS 2007

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Where do mortgage shoppers shop?

• 90 expect to use search engine, 76 a lenders
  site
• Only 25 expect to use a brokers site
• 49 start off wanting to buy online
• Reduces to 27 when they realise how hard it is
• Source Foolproof, OSS 2007

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Search dominates

• Popular 1st search terms
• Mortgages
• Cheap mortgages
• Mortgage advice
• Best mortgages
• Mortgage deals
• Mortgage companies
• Popular 2nd search terms
• First time buyers
• Offset mortgages
• Fixed rate mortgages
• Source Foolproof, OSS 2007

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mortgage advice guildford search
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Always opportunities

• Search mis-spellings!
• Mortage
• Motgage
• Mortgagess
• Mortgage
• ...Morgageuk.com feeds off this
• Woolwhich
• Source Foolproof, OSS 2007

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What do many sites offer?

• List of products/types
• Contact details
• Data capture
• Well designed but...lacking in what people really
  want

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Give em what they want!

• One of three objectives
• What it will cost
• How much can they borrow
• General information
• They want to research and arm themselves at their
  own pace and in their own way before engaging in
  dialogue
• Source Foolproof, OSS 2007

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Web checklist

• Explanation of different types of mortgage
• Comparison content
• Affordability calculators
• Homebuying and remortgaging processes
• Fees and charges
• Eligibility
• Divorcees/widowed/what if?
• Glossary/FAQs
• SEO key words
• Clear contact details
• Avoid early data capture

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Getting seen online
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There are still opportunities
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Mortgages are front page news

• Regional media
• PF columns
• Comment on market conditions
• Business pages and supplements
• National press
• Case studies
• Send copies to clients and load onto site

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Heard it on the radio

• Not as much as youd think
• Radio station will make ad for you
• Think about who you are targeting
• Make sure the phones are manned!

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Spread the word!

• Make it easy for people to refer you
• Links to accountants solicitors
• Appointment cards
• Case studies

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Keeping in touch

• Moving in card
• Anniversary card
• Personal details update
• Ideas for further loans
• Advanced warning of deal end
• Cross-selling opportunities
• Newsletter
• Electronic or post

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There is no magic formula!

• Test and learn
• Prioritise
• Bite-sized chunks
• Keep doing the hard miles

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But if you get it right...
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Never forget Roys words

• Fail to plan - plan to fail
• Hes watching you!

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Thats all folks

• rob davies
• consulting director
• oneonone communications
• rob_at_oooc.co.uk