Market yourself

While absorbing the technical aspects of broking can be relatively straightforward for most brokers, mastering the sales and marketing side of the business can prove more of a challenge.

Smartline franchisee Cathy Anderson says there are many marketing techniques that brokers can employ to great effect - and the best ones are often the most simple.

According to Ms Anderson, the simplest strategy a broker can employ is to touch base with every client at least once a month.

Whether via email, newsletters, personal phone calls or other communication channels, the more frequent the touch point, the more likely brokers are to successfully secure that client's repeat business.

And Ms Anderson would know.

Repeat business currently accounts for more than 30 per cent of Ms Anderson's bottom line.

"Repeat business is money for jam. It is so easy to attain, provided you provide good quality customer service and consistently market yourself to your clients," she says.

But while Ms Anderson admits repeat business is crucial to her bottom line, she says it is even more important to have a steady stream of new customers knocking on her door.

And the best way to attract new customers is through skilful and simple marketing.

Earlier this year, Ms Anderson claimed Smartline's Franchisee of the Year Award for the third consecutive year, as well as the company's Marketing Champion Award.

She also won the 2009 Mortgage Finance Association of Australia Operator of the Year Award.

IN THE BEGINNING

Ms Anderson started her professional career in the finance industry - securing a job with Westpac shortly after leaving school.

After a number of years working for the major, Ms Anderson joined a Mortgage Choice franchise in an administrative role.

It did not take her long to rise to the position of manager, however, a burning desire to be her own boss pushed Ms Anderson to buy her own franchise and go out on her own.

And she did so with great success.

Today Ms Anderson consistently writes more than $100 million a year.

"My target for the business was $65 million, however, I am always pushing the boundaries and looking to improve myself.

"My goal is to surpass the $200 million mark in one year," she says.

The broker attributes a lot of her success to her simple, yet informative client communication.

"It is important for brokers to send their clients information that is relevant to their needs. You have to keep your correspondence interesting, otherwise your client will not be inclined to open the email or answer your calls," she says.

The more satisfied a client is with their broker's work, the more inclined they will be to pass on that broker's details to their friends, family members and colleagues.

"A happy client can become the best positive referral," she says.

BUILD YOUR PROFILE

And while client communication can create referral business opportunities, a public profile can help a broker secure new business.

Ms Anderson says when she first bought the Smartline franchise it was important for her to grow her public profile.

"I started sponsoring the local football teams and charity events," she says.

"It not only helped me to get my name out there in the community, but my business as well."

According to Ms Anderson, people are more likely to trust a brand or person they feel they have a relationship with.

"It is so important for a broker to ‘put themselves out there'," Ms Anderson says.

"If you are actively marketing yourself and your business, people will instinctively be attracted to your enthusiasm and passion for your job."

Ms Anderson speaks from experience.

She has managed to build a well respected and recognisable mortgage franchise within her local area in a short period of time.

"Of course, it hasn't been easy building the business. You really just need to throw yourself in at the deep end and build your public profile any way possible," she says.

Ms Anderson managed to build her public profile at the very beginning by always "filling my diary".

According to Ms Anderson, it is important to always be busy.

Work attracts more work opportunities.

When she first opened her franchise, Ms Anderson made sure she had a minimum of 10 appointments in her diary every week.

But they weren't all loan appointments.

Instead, she set time aside to meet with potential referral partners. She also appointed time to work on her marketing strategies such as bulk emails, charity events and sponsorship opportunities.

The ‘10 appointment' trick was so effective, that she still actively employs it today and encourages other brokers to do the same.

The key is to be involved in a range of activities and have a variety in your day - writing loans, marketing your business, talking to customers and building your team are all important things to do.

"As soon as those loans are written, you won't have any new business coming in, so it is vital for brokers to set time aside to work on marketing strategies - anything that will increase the longevity of their business."

Publicising industry recognition, achievements or record business growth is a useful strategy brokers can employ to build their profile, says Ms Anderson.

Clients will trust a well-recognised, respected and reputable brand.

"Ultimately it is all about how you sell yourself. If you sell yourself well and put yourself in a favourable light within the community you will do well."