How brokers can grow 1k future ‘dream’ clients

“I know a lot of brokers could service everybody but picking a niche will help with effective marketing,” Franklin told The Adviser.

“Brokers rely heavily on word of mouth and referrals to grow their business but this means they’re often at the mercy of factors outside their control. The beauty of building a marketing engine, however, is you regain some control and visibility over your pipeline.”

Brokers could then use LinkedIn to identify what Franklin calls the “dream 1,000”, or 1,000 people who fit their criteria of the ideal client. Brokers targeting doctors and registered nurses could build their network of leads by finding them on LinkedIn or Facebook groups, he said.

“Connect with the right people on LinkedIn and start a conversation with them. You don’t need to launch into a sales pitch straightaway. Show an interest in them,” Franklin said.

To establish relationships with these contacts, brokers could create content that educates them on the home buying process.

They could then offer to send it to them and ask questions to develop those relationships, Franklin said.

“There are two parts to this,” the marketing specialist said.

“You could fly under the radar by sending them private messages. The above radar mechanism is your content. You can leverage your content more because 100 people might see your post versus sending private messages to people one at a time.

“But once you’ve got the right people in your LinkedIn network, you can publish content to accelerate the know, like, and trust process.”

Content creation and client connections

There are four types of content brokers could publish to build rapport with potential leads so they engage their services, according to Franklin.

Firstly, ‘share’ content allows brokers to share information about themselves to develop a personal connection with leads.

“You could outline your background, philosophy, or core beliefs so that they can like you as a person,” Franklin said.

Secondly, ‘show’ content allows brokers to show clients how the home buying process or associated government grants work. They could also showcase their accolades, awards, case studies, and client testimonials to demonstrate their success.

Next, ‘teach’ content sees brokers educate clients on topics related to the home buying and loan application journey to add value to the relationship.

Finally, Franklin said, ‘offer’ content invites prospective clients to take action, either by contacting or booking an appointment with the broker, or registering for a seminar or workshop.

How to use AI for content

Once the broker has designed a content plan, they could use generative AI tools like ChatGPT to create it, he said.

Providing ChatGPT with specific information will help it generate higher-quality content.

“The more information you give ChatGPT and ask it to analyse how to write and give some examples, the better the output will be because you’ve trained it better. If you just ask it to write about home loans, it’s going to give you generic garbage,” Franklin said.

“Feed ChatGPT with information about you, your business, and your ideal client so that it is in a much better position to understand all those aspects. Then, you can create targeted content for nurses buying their first home, or solicitors upsizing their property, for example.”

Top tips for brokers

The key to generating leads on LinkedIn is for brokers to create an informative profile and send LinkedIn newsletters, which Franklin said is free.

“Be consistent, connect with the right people, and deliver useful content that targets your audience and their needs,” he said.

To hear more from Adam Franklin on how you could simplify your lead generation and attract your dream clients, come along to the Lead Generation Bootcamp 2024.

It will be held on the following dates:

Thursday, 16 May at Sofitel on Collins in Melbourne, Victoria.

Thursday, 23 May at Montage in Sydney, NSW.

Click here to book tickets and don’t miss out!

For more information, including agenda and speakers, click here.