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Posts Tagged ‘ActiveRain’

Why a “Drip” Is Hip – 5 Important Factors in Support of the Drip Marketing method

In ACT!, Drip Marketing, Marketing tools for loan officers, Mortgage on April 24, 2015 at 12:37 am

When it comes to marketing and staying in contact with your current or prospect customers and referral partners, there is no magic bullet that will perfectly reach out to each person in your database at exactly the moment they need help with a loan transaction.  Considering the value of your time and money compared to the reward, one of the most effective sales/marketing methods currently available is drip marketing.

Drip marketing began shortly after email technology became prevalent around the world. Drip marketing should not be confused with SPAM! Drip marketing is a system that is designed to send relevant and interactive content that informs your clients and associates based on where they are in the sales process.

Ask yourself this question: Do you have the time to create and provide customized client-specific articles to each and every contact regarding specific lending opportunities or items of interest? Do you have time to create and send out customized Realtor articles to each of your current and prospect Realtors in your database on a one-on-one basis? The fact is no one has time for this type of high-touch sales nurturing, especially considering every single person that visits your website sends you an email, has done business with you in the past, finds you via Google, LinkedIn, ActiveRain, property search, loan program search, or met you at a conference or networking event.

This is where drip marketing takes the crown as the top marketing and sales technique used by mortgage lenders and myriad other business models – because it gives you the ability to stay on the minds of your contacts/customers, and keeps them on your business radar.

These are some of the most important factors that support the decision to implement a drip marketing campaign for your business:

# 1 – It is critical to stay in touch with your prospects, customers, and referral partners.
There is a huge marketplace for just about every service and product in existence. If you do not consistently stay in touch with your contacts, there is an incredibly high probability that you will lose them.  This is true not only because they are likely being constantly contacted by competitors, but also because if you let these contacts fall off your communication radar, it sends a message that they are not important to you and your business.

# 2 – Consistency is key.
Imagine a desert – it is an intensely hot and arid terrain. Rain showers are few and far between, but when they come they flood the landscape, plants begin to grow and life is abundant. This spark of growth is very short lived as the intense sun begins to beat down on the terrain again and the vegetation immediately dries up and dies. Does this scenario sound like your current marketing efforts?  Do you remember you should be ‘doing something’ to market your services, so you get an article or two sent out to hundreds of people, and then over the next weeks or months or years…nothing is sent out?

The contact that is not ready to do business with you today may be ready next month, or in 2 years, or at “XX” time in the future. If they do not hear from you consistently, they will forget about you. The best approach is steady, thoughtful “stay in touch” contact with your customers, not a flood every once in a while in between long periods of drought.

# 3 – It is impossible to stay in touch with your customers by phone or ‘ad hoc’ individual emails and remain competitive.

The time that it takes to make a single thoughtful phone call or write an email to a client seems like no big deal. But multiply that single person by the number of people you have in your entire business database and we begin to see some serious work hours. Hours that no business model can spare when there are so many sales to lock in, active pipeline issues, as well as Realtors and referral partners to develop sales strategies with.

#4  – Availability. Thanks to technology, sophisticated drip email marketing systems are available to everyone with an internet connection.

Not too long ago, only large corporations were able to spend the incredible amounts of money necessary to constantly reach out to customers.  This was mostly done through mailings, radio and TV commercials.  Small businesses and sole proprietors were very limited in their revenue growth potential because without the proper funds to invest in mailings, TV or radio marketing, their reach into the market was confined and restricted – never mind the quality of their product or service.

Boy, have times changed! There are many database and marketing solutions available to take you from a flood/drought marketing method to a sensible, effective and consistent “stay in touch” technique without requiring lots of ongoing time, effort, or expense.

#5 – Internet and email is pervasive in Western culture: Shouldn’t your business be too?
The internet is everywhere. It’s free at restaurants and coffee shops, and cheap and available to the masses. And with the recent net-neutrality win with the FCC it will only become more so. With these changes coming fast, email (and social media) marketing remains the lowest-cost and highest-yield method for communication and marketing. Since some email marketing tools on the market include an option to automatically post email drip campaign content to your social media sites like Facebook, LinkedIn, and Twitter, you are able to market your business through two major channels at no extra time or cost.

In any economic climate drip marketing is a proven method for helping to drive in new business, as well as providing ongoing nurturing of your relationship with prospects, current customers, past customers and referral partners.

If you still aren’t quite convinced you should implement drip marketing, all you have to do is ask yourself:  What am I doing to keep in touch with the 85% of my prospects who aren’t ready to move forward with a purchase or refinance today, but will likely be ready at some point in the future?

Want an automated drip campaign system for your Clients and Realtors turned on by tomorrow? ProAssist Marketing is a ready-to-go solution for you that incorporates the unique and relevant monthly Loan Officer Magazine articles into an automated drip system for you.  Please check it out at: http://www.proassistmarketing.com/

Free Stuff. As a special bonus, sign up for a free 60-day E-Marketing trial through the site below, and get one consulting and training session for free, PLUS your first billable month basic subscription fee is covered by Q2 Database Consulting Services.

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Embracing Social Media with ACT!

In ACT!, ActiveRain, Database Management, Facebook, LinkedIn, Social Media on June 24, 2010 at 3:32 pm

Have you embraced Social Media yet ?  Have you had new business come to you through sites like LinkedIn, FaceBook, ActiveRain ?   

It is great to see that Sage Software sees the value of including Social Media connections as an important element of running your business. ACT! version 2010 and after,has a Web Info tab that allows you to connect to and view a contact in a variety of Social Media sites such as LinkedIn, FaceBook, ActiveRain, Google, Google Maps etc. You can also add your own links in order to have a quick connect to virtually any site you wish.

 That’s nice, but what really is the big deal with Social Media ?

For those that have been resisting the Social Media Revolution, first let me say I understand because as humans we tend to resist change, and second I must say sorry, it is time to stop avoiding the inevitable.

Social Media is here to stay and the most popular cyber connection sites will continue to swell with the tide of humanity getting on board at an astounding rate.

Fact:  96% of people in the United States between the ages of 24 to 54 belong to at least one Social Media site.  There is a great video on YouTube outlining the impact of Social Media on business.  Check it out at :

http://www.youtube.com/watch?v=JHLMGXaR0Io&kw=social+media&ad=10383246475&feature=pyv

 It is basically the fusion of Sociology and Technology.  It connects people and provides an interactive format to build relationships in many arenas including personal, political, and business.  It transforms monologues into dialogs.  Everyone is a writer, a critic, your best ally or worst enemy and it can all be played out real time via Social Media.  The world has turned into a giant community of publishers. 

One major shift in the way Social Media affects each one of us is the way information is delivered.  We have gone from phone and email which is sending information back and forth in fairly one-on-one fashion, to the Internet where you go to search for information, to the new way to connect via Social Media where the information finds you.  If you are signed up on anyone’s blog or follow anyone on Twitter you know what I mean by this. Information is pushed at you in a way never seen before.

There are 4 major reasons you should get as involved as possible in Social Media from a business standpoint:

1. New Lead Acquisition
2. Dossier and Reconnaissance
3. Electronic Intimacy – Something to Talk About
4. Hey, Look at Me !

New Lead Acquisition:  Facebook as an example. You could see a friend of a friend of a friend mention that they really would love to Refi their home loan but are not sure who to go to.  You could see a friend of a friend of another friend mention that they just found out they are having twins and need a bigger place. The list goes on.  The cool thing is that if you respond in the thread, you just took the opportunity to expose your services to not only that one person, but everyone else who is connected to that friend. You have to be present and tuned in to grab these opportunities!

Dossier and Reconnaissance:  LinkedIn as an example.  You can get all kinds of information about a person’s professional life, company contact information, comments from people who have referred this person, which of your competitors are already linked to this person etc.   You can better position yourself when selling if you know what competitors the contact is also connected to.

Electronic Intimacy – Something to Talk About.  Twitter as an example.  Say you get a new prospect. Before you call them, look them up on LinkedIn to get a quick glimpse into their professional life, and then if they have info on their Twitter account available, view their last Tweets to see what is important in their world ‘right now’. When you call you can create an instant bond. “Hi John, I see that you went to the Eagles concert last night. I love that group! How was it?” 

Hey ! Look at Me !  Many of the most popular sites are perfect for self promotion.  You can post quick articles, links to your blog(s), links to timely information URLs etc on these sites. I have seen items like the following on sites like Facebook and Twitter : “Felt great to help get a young family of 4 into their first house today ! They are delighted and relieved at how low their payments are. These are the kind of days that I just love being a Mortgage Professional!”. Keep in mind that shameless self-promotion is generally OK on these sites depending on how you approach it.

I hope you found this article helpful and would be happy to assist you with any of your database management or marketing needs!

Check out the ACT! 2010 Web Info tab below.  Connect on the fly to a multitude of Social Media sites right from within ACT!.

Donna Quisenberry
Q2 Database Consulting Services
Donnaquisenberry@sbcglobal.net
(760) 434-3431

Bringing database and marketing expertise and solutions to Business Professionals since 2001