February 27th, 2017
Offering your customers and prospects a home loan health check is a great way to get the phone ringing and generate some new business. Communicating your availability to assist your customers will keep you top-of-mind – and even if they don’t require assistance right now, it will remind them to refer you to friends, family and colleagues.
March is a great time of year to make your home loan health check offer. At the end of summer, the property market traditionally picks up and consumers are ready to get back down to business. But what’s the best way to go about marketing a home loan health check? Here’s a few suggestions from your Marketing Team at Connective, along with some handy tips from the Compliance Team about getting it right.
Send out an eMarketing Campaign via Mercury.
Reaching out to your customers via email is a tried and tested method of generating a response. To make it easy for you, the Connective Marketing Team have prepared a professional “Home Loan Health Check Email Marketing Template” which you can easily send out via Mercury in a matter of minutes.
Hints & Compliance Tips
If you have a large database, it may be a good idea to divide your email send-out into smaller batches so you and your staff don’t get swamped by everyone calling back at once. Depending on the size of your database, you can plan your marketing email dispatches over a couple of weeks and assign staff to help with the responses.
To be really effective, consider targeting your first few batches to the customers who are most likely to need a home loan health check. For example, perhaps you could start with those who have had a home loan for three years or more. You can easily create your own targeting lists by assigning your customers to different categories in Mercury. To find out how easy it is to do, simply check out the instructions in Connective Wiki.
If you’d like to create your own marketing email template, you can also find easy how-to instructions for this in Connective Wiki. Our marketing template has already been approved by the Connective Compliance Team, however it should be noted that when creating your own email marketing template, Connective Credit Representatives are required to submit the email to the Compliance Team for approval before use. Please also remember that by law, everyone is required to include an unsubscribe link in any marketing email, even if you are an Australian Credit License Holder.
Try a Telephone Marketing Campaign.
Calling your customer is a very personalised way of reaching out to them and is therefore very effective. You may like to follow up your email marketing campaign with a telephone call to the hottest prospects in your database, or simply call them direct.
Careful planning is the key to success with a telephone marketing campaign. If you want to do it in-house, then you’ll need to put aside time in your calendar to make the calls or perhaps assign a staff member to the task. Again, it’s a good idea to divide your database into batches and call the hottest prospects first.
Hints & Compliance Tips
To remain compliant when making your telemarketing calls, always remember the Privacy Act sets limits on calling customers at certain times. The best option is to plan your call schedule for weekdays between 9am and 8pm
If you are short on time, you could consider outsourcing to a telemarketing company. However your telemarketing campaign is likely to be more effective if you or someone from your company makes the call, as Australians are notorious for their dislike of calls from telemarketers. If you do choose to outsource the task, check out this article from the Compliance Team about reducing the risks and remaining compliant.
Cold calling potential customers who are not already in your database is generally not recommended. If not done well, it could possibly damage your reputation and there are very strict rules governing this practice. However, sometimes brokers do purchase marketing lists and these may require a cold call. To find out more, read this article from the Compliance Team regarding the rules and laws surrounding cold calling.
Talk to your Broker Support Manager for more assistance.
If you need assistance with your marketing efforts, your local Broker Support Manager is always your first port of call. They can assist with targeting your campaigns and provide training for you and your staff on how to use Mercury to do it efficiently and cost-effectively.
If you need assistance with accessing or sending out our Home Loan Health Check Marketing Template provided above, simply click your help icon in Mercury and talk to a Mercury Helpdesk Team member. To get an approval on your own marketing email, simply select Compliance when you click the help icon instead.