In chapter six, Anthony Hong explains the different ways he has generated leads so far.
Recently I have been crossing paths with my past bank colleagues and even when I speak to other brokers, somewhere along the conversations I am always asked is where I get my leads from.
One of the biggest concerns making the move from banker to broker was not being able generate my own leads. This topic alone stopped me from becoming a broker earlier and I still ask myself where my next potential client will come from. Not unusual either because I am surrounded by some of the best brokers in the country and although subtle I do notice they think about where their next prospect will come from as well.
A consistent flow of leads is going to be the single most important factor that will either make me or break me. By definition it is the initiative in an action; an example for others to follow, more and more people are referred to a lender or a broker because of recommendations. In this digital age almost nobody walks in to a bank unannounced ready to start a home loan application. So how do I put myself in that front line?
I just need to get onto this lead train but where do I begin? What methods for prospecting should I be engaging in? Finding good new leads can be time consuming and difficult at the best of times, so how can I create a sustainable system? Can I create a system where leads themselves can self-generate and further multiply?
Let me tell you about a number of examples of what I have done. Firstly it has been as simple as asking an existing client for a referral for one of their family, friends or colleagues. Another example that required more strategy and positioning was involving my own personal network on social media and putting out professional content and opinions out without saturating online news feeds. There are also many lead generating websites and companies that can help generate enquiries to help new brokers start out or increase a level of activity for experienced brokers.
My aim is to speak to as many people as I can, so I have signed up to two lead generating sites which has raised my level of new contacts each week and this allows me to get my name out further. Also to refer back to my last chapter, I have my professional networks of estate agents, accountants, solicitors, etc. who have been great referral sources and so I keep the relationships fresh by regularly catching up with them.
I have discovered there is no one single way, the good thing is there are many ways of getting leads and this allows us to be creative and choose what works for us. What I have learnt is to stay active, activity breeds activity and by reverse engineering where my current clients have come from, it is always due to some form of prospecting I had done earlier.
With over 10 years’ experience in the banking and financial services industry, PMM Australia broker Anthony Hong identifies that the key to building and maintaining client relationships is primarily down to a meticulous level of customer service as well as continually educating clients about ever-changing products and services available in the market.