Blogging is one of the most cost-effective ways to maintain a conversation with your target clients and remind them you’re the broker of choice.
Karen Hall, from marketing company 101 Things believes the confusion and constant changes surrounding lending and home loans right now places brokers in an ideal position as thought leaders and educators.
With your clients relying on you to help them secure a loan and save money in the process, regularly keeping them informed means you’ll be top of mind when they need to borrow.
Here are five quick tips for creating a rockstar blog your clients will look out for:
1. Give value freely
The rules around lending change faster than Miley Cyrus’ relationship status. Your clients need you to let them know what is happening right this minute so they can make smart decisions.
Every regulation update is an opportunity to connect with your audience. Keep them in the loop and let them know you’re the best source of information. You don’t have to go too deep into details; write clearly and simply so any reader can understand.
2. Storytelling is the new sales pitch
A story with heart can say so much more than a tagline or a slogan. Successful businesses are increasingly turning to stories to get consumers to form a personal connection with their brand.
As a broker, you are the knight going into battle for your fair kings and queens. Share your tales of triumph and highlight the dragons you slayed. Add a touch of drama before the happy ending and get your customers motivated for you to be their next champion.
3. Give your blog legs
Don’t just write, publish and hope for the best. You need to have a strategy for spreading your post far and wide. Think social media and regular newsletters. You can also put together evergreen blogs and plug them into your automated emails. These will reach new clients without any effort on your part.
4. Be my guest
Guest blogging is another way to expand your reach. Connect with real estate agents, financial planners or buyers agents and arrange to share each other’s words of wisdom.
5. Don’t forget a call to action
At the end of each blog, it’s important that you remind your reader to take action. Something along the lines of: ‘Speak to our lending specialists and take advantage of all-time interest rate lows.’
If you’re too flat out to blog (and with a good blogging strategy, you should be!), find a marketing specialist or copywriter who can take over. Catch up regularly to share an outline of what you want to say, then let them work their magic while you focus on your clients.