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The biggest mistake brokers make with marketing is not doing any, according to Best Marketing winner Connective.
Connective, which won the marketing category at the Australian Broking Awards, has found that some brokers avoid marketing because they are too busy to organise campaigns or lack the expertise, according to director Mark Haron.
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Mr Haron told The Adviser that Connective’s platform allows brokers to choose different marketing options for different clients.
The marketing covers print, digital, SMS and video, and includes monthly newsletters, Reserve Bank rate decisions, birthday greetings, social media posts and video messages, he added.
Mr Haron said the key to a successful marketing campaign is to make it targeted.
“There’s not much use sending first home buyer information to a client who has five investment properties,” he said.
“People are time-poor, they get hit with a lot of information, so providing short, sharp content that relates to what they need really makes a difference.”
Connective also won the Best Innovator category at this month’s Australian Broking Awards.
Mr Haron said innovation makes businesses more competitive and helps brokers differentiate themselves from the banks.
Past Connective innovations have included allowing brokers to transfer their trail book and moving to a cloud-based platform, he said.
“The next stage of that platform is being rolled out as we speak, which will allow brokers to use a lot more of their mobile devices in their interactions with customers,” he said.
Mr Haron said other innovations would include increasing the use of electronic signatures and the ability for brokers to do more things with a single piece of information.
He said brokers could save several hours during a typical loan application if they no longer had to keep re-entering the same pieces of customer data.
[Related: The difference between marketing and closing]
