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The Adviser, together with 1st Street Home Loans director and founder Jeremy Fisher, shares how various communication channels can help your business stand out.
Before upping the ante when it comes to enhancing your brokerage’s exposure, Mr Fisher said it is important to come up with a well-thought-out message and angle to get the desired response.
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“Once you have decided on your message and the image you want to convey, it is worthwhile to have promotional material professionally produced to ensure that the quality of your material – whether it’s a business card or a video – reflects the quality of your organisation,” he said.
According to Mr Fisher, social media is a great place to start if you want to gain greater exposure for your brokerage, as it enables you to easily communicate with a wide network.
“Additional advertising and promotion of a business on social media networks is available for a fee, and many businesses feel the returns are worthwhile,” he added.
Another avenue to gain greater exposure lies within your own local community.
“All brokers work within a community, with local shops and people,” Mr Fisher said.
“A good broker is often discussed in the community and will naturally receive referrals.
“To increase local word-of-mouth referrals, it is good for a broker to be somewhat prominent in the community and to maintain good relations frequently.”
Mr Fisher noted that a broker who knows talkative local baristas or hairdressers can increase their business significantly by asking them to promote their business through word of mouth.
Sending out press releases also offers an opportunity to gain publicity, he added.
“[A press release] is a summary of an event in a business which is given to the media to entice them to write a story on a broker or their business,” he said.
“The press release could be about an award, a milestone or a special achievement.
“There are press release templates online which outline how to present a short and sharp snapshot of a potentially newsworthy event.”
Publications such as The Adviser are always open to potential story ideas and commentary from industry members. Whether it’s a trend you’ve seen develop, a key point of difference you’re making in your business, or if you simply have something to say on a matter affecting the industry – all pose a significant opportunity to increase your brokerage’s exposure through the media.
“There are many ways for brokers to gain exposure in the community, and putting in time and effort – not necessarily money – can help to build a brokerage,” Mr Fisher concluded.
