By JC Kiadii, Internet Marketing for Mortgage Professionals
Picture this. You meet someone at the post office, and they ask you a question. You give them a brief answer and then ask for their email so that you can send additional information. Or this. A prospect finds your website and emails you a question. You take the time to email her an answer.
What do you do next? If your response is leave the answer in your Outbox, you are not only like 99% of us, you are also wrong. Never, never, never, answer a question once. Instead, find a way to use that answer in as many ways as possible.
Why would you? Any question is valuable market intelligence. If one person asked, it stands to reason that others are wondering about the same thing. You don’t have to brainstorm topics that connect with your audience; the topics land in your lap (or your inbox, as it were).
Here is an example and a few ideas.
Mary the Mortgage Broker meets Janice at a trade show. Janet asks “Do down payment assistance programs still exist – and how can I get one?”
After responding to Janice’s email, Mary uses the answer in the following ways:
- As a blog post “Getting Downpayment Assistance in Anywhere, GA.”
- As a lead-generating seminar topic “Tips for Qualifying for Downpayment Assistance in Anywhere, GA.”
- As two presentations she makes during real estate agents sales meetings “5
Ways to Help Buyers Qualify for Downpayment Assistance Programs” “How to Determine if your Buyer Qualifies for Downpayment Assistance.”
Mary keeps finding more and more ways to use the information she provided to Janice to educate
her prospects and generate leads.
Your homework assignment:
- Make a list of the questions your prospects, clients, or real estate partners ask about the mortgage process.
- Go through your email outbox and find answers to questions from your prospects and partners.
- Brainstorm additional ways to use those answers.
- Don’t have the time?
Here’s an idea – send the information to your mortgage online marketing manager, and have him or her handle it.
I use this marketing tip myself. For example, my recent blog posts on blogging to connect with a non-tech savvy audience came from a question an AR member asked at a networking event. Most of the blog posts I’ve made during the past two weeks started out as questions.
Thanks for reading,
http://www.twitter.com/mortgageva
JC Kiadii, Mortgage Internet Marketing Services . 770-469-7385. Are you reaching out to the 87% of new buyers who start their search online? Our team provides results-driven mortgage Internet marketing services. Visit our website and sign up for the More Closings email newsletter to receive the report Building your Marketing List.
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