4 minute read
Expand Your Reach To Expand Your Business
True success comes when you can multiply yourself
MARY KAY SCULLY, COLUMNIST, NATIONAL MORTGAGE PROFESSIONAL MAGAZINE
You are only one person. While that seems like such an obvious statement, sometimes we need to be reminded. You can’t be everywhere with everyone at once, and you can’t do everything alone. To truly be successful, you need to multiply yourself. And while cloning machines are still a thing of science fiction, there are ways to achieve this effect in the real world. Many different tools and strategies exist that can help you multiply your efforts without spreading yourself too thin. So, let’s talk about how you can seemingly be everywhere at once.
Mail may seem like an odd place to start, given the digital world that we live in, but there are a few advantages to using mail to reach out to customers. A study by Redfin shows the average homeowner stays in their home for around 13 years. Mail is a surefire way to get a hold of your existing customers — you know exactly where they are because you helped put them there.
Rather than cutting through a crowded email inbox, classic “snail mail” may grab their attention. Think about it: when was the last time you got good mail? It’s probably been a while — and that’s likely the case for your customers too.
Be prepared to think outside the box with this, as another mail advertisement isn’t likely to move the needle. However, a short card or personal message can have you top of mind the next time they’re looking for home financing.
Of course, standing out amongst the hundreds of emails someone gets in a week can be a challenge, but leaning in and personalizing your emails can bring a great return. Hubspot reports that personalizing your emails simply by segmenting your customers can increase revenue by up to 760%. Adding interactive elements to your email can help you group users based on their interests or circumstances.
Whatever you do, make sure any email you send is relevant to the customer and, from there, any additional personalization you can add is icing on the cake.
A customer relationship management tool (CRM) can be a great advantage in keeping track of customer information so you can reference it and use it to your — and their — advantage when sending emails.
Make sure you have a CRM and that you’re maintaining it. Update it when their contact info changes, make any important notes about the person, and keep track of when you last contacted them and when you should follow up. This also helps when sending mail — or even making a phone call.
Video
Face-to-face connection is still an important part of the customer relationship, but it’s hard to get in front of everyone you need to contact. Using video helps you bring a more personal element to your communications without having to stand in front of someone.
Canva even reports scientific reasons why our brains respond well to visual marketing. Our brains are hardwired for visual processing, and mediums like video can convey emotion, color and movement, all of which capture our attention.
We’ve talked about this plenty of times before, but it always bears repeating: you need to make sure your videos look professional. You don’t need a full camera and lighting setup — just ensure that you look and sound professional, that your surroundings aren’t distracting, and that you are getting the right message across in a clear and succinct way. There are so many tools that help you easily edit videos and make them look like they were shot by a pro.
In Person
Of course, when you can be in person, it’s a great advantage. Whether it’s with your customers or referral partners, being face-to-face allows you to form a relationship that can’t develop as easily through a screen or a message. You may have many tools that help you be successful when not in person, but don’t write off the valuable time you could be spending in person with someone.
You can’t be everywhere physically, but you can be everywhere you need to be, simply by using different tools and strategies to get in front of your customers and referral partners in as many ways as possible. So, get out there and start connecting! n
Mary Kay Scully is the Director of Customer Education at Enact, leading the development of the company’s customer education curriculum.
Acra Lending
Lake Forest, CA acralending.com
Acra Lending is the leader in NonQM Wholesale and Correspondent lending programs. Offering a range of programs and services geared toward helping mortgage professionals and borrowers achieve their purchase and investment goals. We are committed to providing simplicity, consistency and an optimal customer experience.
(888) 800-7661 sales@acralending.com
LICENSED IN: AL, AZ, AR, CA, CO, CT, DC, DE, FL, GA, ID, IL, IN, KS, KY, LA, ME, MD, MI, MN, MT, NE, NV, NH, NJ, NC, OK, OR, PA, SC, TN, TX, UT, VA, VT, WA, WI, WY
Champions Funding
Gilbert, AZ
Mission Driven Non-QM + CDFI
Wholesale Lender champstpo.com
At Champions Funding, we Non-QM all day, every day! It’s our core business, and we live to serve underserved borrowers through our valued broker partners. We put diversity and inclusion into mortgage lending by empowering the mortgage broker community to provide solutions for non-traditional credit profiles and those who cannot get approved with standard financing. Through our highly coveted CDFI certification backed by the U.S. Department of the Treasury, we can offer our flagship neighborhood products and tap into a $1 Trillion market of historically underserved communities in the country.
Focused on speed to closing (in days, not weeks), smooth processes, and userfriendly access to our underwriting and support teams, we offer modern, flexible, and responsible non-traditional lending solutions.
(949) 763-9494
Wholesale@ChampsTPO.com
LICENSED IN: AZ, CA, CO, CT, DC, FL, GA, HI, IL, IA, MD, MI, NJ, NC, OR, PA, SC, TN, TX, UT, VA, WA
