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One successful broker has underscored how helpful it can be to invest time and energy into devising a thoughtful social media strategy.
When discussing his marketing strategies and how he generates leads for his brokerage, Graeme Salt of Chan & Naylor Finance emphasised the benefits that have come from running his own blog, which he uses to educate his clients.
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Speaking to The Adviser on the Elite Broker podcast, Mr Salt explained that the main idea behind his blogs is to be seen as a trusted adviser for his clients.
He elaborated that he subscribes to the philosophy that “if you grow a beautiful garden in the first place, then butterflies come to you,” in order to be the go-to person that his clients come to when they’re ready to buy.
Mr Salt addressed the common difficulty that many brokers face when it comes to keeping a blog: time constraints. He said that he usually writes something as he is about to go to work, and highlighted to other brokers that “there are lots of resources out there”.
“In our case, we can have articles drafted for us, which is quite good. I also put one of my brokers in contact with a ghost writer who can write for her as well.”
Acting as a mentor for other new brokers who join his aggregator has also been mutually beneficial for Mr Salt’s business.
“It allows us to give them support as they grow their business,” Mr Salt explained. “Now, I’ve got 20-odd mentees under my wings. What tends to happen is that as they’re coming up to 18 months, two years, I’m actually talking to them about, ‘Well, what would you do in the situation?” Bouncing ideas off them.”
Mr Salt elaborated that it is within his business’ culture to “marry up” people who can support each other.
“We have people who will look after each other. I had a call today from one of my guys in the Gold Coast, who was asking me some questions. I said, ‘You know, one of our brokers in Point Cook down in Victoria has done this. Give her a call.’ They were more than happy to help each other,” he said.
[Related: Brokers must find their ‘niche’, says marketing guru]
