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One of the industry’s best brokers has created a new website to share his lead generation and social media strategies.
Designed by Jayden Vecchio, director of Discovery Finance Group, Top Broker is a free online resource for all brokers looking to grow their business and “join the top one per cent” of the industry.
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Mr Vecchio ranked 24th in The Adviser’s Elite Business Writers list having written more than $112 million in loans during 2013/2014.
The site provides guides on various aspects including lead generation, converting opportunities to deals, social media and management.
Mr Vecchio said the idea to create Top Broker was inspired by the lack of information shared between brokers on how they can improve their businesses.
“I started in the brokerage industry about two years ago, and what first struck me was how closed the industry was on how people generated business – how little information was available to grow and learn to add value to the end client,” he told The Adviser.
“It was like everyone was scared someone would just come along and copy their business somehow.
“Top Broker for me is a how-to resource for brokers to smash through those closed doors and give everyone access to the information on sharing ideas and tips for improving as an individual broker and to improve their overall business, which will further increase the quality of brokers nationally and ultimately benefit the entire industry.”
One guide that Mr Vecchio provides is how to generate leads through the use of social media.
He said that brokers who use social media for their business need to keep their content interesting, light-hearted and easy to share.
“You’ve also got to know your demographic that you’re sharing to,” he added.
“For example, advertising unsecured business loans on Facebook wouldn’t go very well in my opinion, but if it’s home loans or something unique, that seems to get a lot of traction.”
Mr Vecchio said that brokers should have a purpose for using social media and need to know who they are marketing to.
“I’ve seen so many brokers have a crack at using social media platforms such as Facebook and LinkedIn, and six months down the track, they haven’t updated their profile page,” he said.
“In that case, they should just get off it, because it’s embarrassing for them and their brand. There’s no point using social media just because you can – it may not be as effective as a marketing tool for your business compared to other forms.”
[Related: Know your clients, says Sirianni]
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