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The broking franchise group has unveiled a new marketing automation program.
Loan Market has launched Nurture, a new marketing automation program, designed to enable its brokers to:
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- stay top-of-mind with clients who are not yet ready to proceed;
- provide bite-sized, educational content that’s relevant to their clients segment; and
- be more efficient with a personalised, automated client communications solution, at scale.
The program would also allow its brokers to “channel the time-intensive efforts” involved in developing and distributing database content into servicing existing clients and prospecting for new customers.
Loan Market has claimed that early adopters of the Nurture Program had “won back” 10 hours per month.
Following the announcement, Loan Market’s chief marketing officer, Lisa Phillips, said the Nurture program has complimented Loan Market’s full-funnel automation strategy that began with post-settlement automation program Stay-in-Touch.
“Stay-in-Touch Program maintains relationships between brokers and their clients across critical post-settlement milestones in the financial journey,” she said.
“Separately, Nurture Program is the time-effective tool to help brokers convert clients more efficiently and at scale. Nurture Program helps brokers remain top-of-mind with customers who have started their financial journey but aren’t quite ready to proceed.
“Every broker has customers that are not quite in the right place to lodge but want to start a relationship.”
She added: “With Nurture Program, even the briefest encounter between a broker and a customer can now be converted to a long-term relationship, with brokers having confidence their clients are receiving relevant information to help educate their future clients about the process they are about to undertake.”
According to the aggregator, the Nurture Program is powered by Loan Market’s custom-built MyCRM. Brokers classify customers who aren’t yet ready to proceed as either first home buyers (FHBs), investors, refinancers or generic borrowers.
A personalised email is automatically sent from the broker to the customer, which is accompanied by educational content that help clients better understand their opportunities, the process, the lending landscape and how their broker will help them navigate the journey ahead.
Emails are sent on a fortnightly basis to the inbox of the prospective client, with the engagement continuing until the customer converts.
“The marketing series is tailored to their customer segment. For instance, FHBs want information on building a deposit, the loan process, deciphering loan jargon and what a broker does, whereas investors are interested in maximising tax deductions, using equity and interstate purchasing,” Ms Phillips added.
“Customers convert faster with brokers who have the initiative and ongoing information to help them make a confident decision.”
[Related: Loan Market launches on-demand lead service]
