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Creating memorable messaging and repeatable, shareable content is vital for brokers to build their brand, according to a TV and film producer.
Maz Farrelly spoke to The Adviser about some of the marketing strategies brokers could implement in their businesses to cut through the white noise, establish their online presence, and generate a return on investment.
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Ms Farrelly – who has worked on a number of reality shows and was one of the creators of the ABC current affairs show, Q&A – said the onus is on brokers to craft their own narrative and messaging about their value proposition, service offerings, and their benefits for clients.
“In TV for example, we are really good at slogans and messaging. We give you one message,” Ms Farrelly said.
“The thing I’d ask brokers is, what is the one thing I will remember about you? If you repeat that message over and over again, I’ll also repeat it, and your clients will repeat it.
“The only story that is available to the marketplace is the story you create. No one is going to know anything about you unless you tell them.”
Ms Farrelly’s recommendations have come ahead of the Better Business Summit beginning in late April, where she will deliver a keynote address about how brokers could tell compelling stories that clients would repeat to others and generate referral business.
She will share tips on designing a digital marketing strategy, establishing an online presence that generates a return on investment, and generating content that engages borrowers and reaches a larger audience, while building a sustainable pipeline.
Know your client base
Before crafting their messaging however, brokers should research their desired client base, including where they live, what their pain points are, and how to provide tailored solutions and customised messaging for these different groups.
For example, those targeting first home buyers (FHB) may find that they may have lower levels of confidence when committing to a property and mortgage in a booming market with rising interest rates.
As such, brokers could create targeted messaging that provides this cohort comfort and reassurance during their home-buying journey.
“In a world that is very volatile at the moment, ask yourselves how you’re going to make them feel safe to do business with you. What are their problems and how do you solve them?” Ms Farrelly asked.
“And how do you do it in an interesting and dynamic way that will make them remember you and your messaging?”
Ms Farrelly continued: “You look at people’s problems and you solve them in an entertaining and informative way. So, make your stories really short. Tell me in one sentence what it is you do and what problems you would solve.
“Take out all the fat and just give me the meat. Start off with a big statement and hook me in. Make me feel safe giving you my business and make me feel like you’re the only one who can solve my problems.”
Brokers could use a wider range of marketing platforms to reach new audiences, including LinkedIn, Facebook, and Instagram, or venture into podcasting or writing for newspapers to express an opinion and cement themselves as a personality, Ms Farrelly said.
“You can shout into a cave of your own audience or you can go outside the cave and shout at people who aren’t your audience to reach a broader audience. Try and grow your audience constantly, but make sure you are strategic about it,” Ms Farrelly said.
The Better Business Summit 2022 will be held over three months in the following locations:
- Brisbane, 28 April 2022 at Sofitel Brisbane Central
- Sydney, 5 May 2022 at the Australian Turf Club, Royal Randwick
- Adelaide, 12 May 2022 at the Adelaide Convention Centre
- Perth, 19 May 2022 at Crown Towers
- Melbourne, 2 June 2022 at Crown Towers
Tickets are selling for $199 until 25 March.
Click here to secure your spot.
For more information about the Better Business Summit 2022, click here.
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