ON A SHOESTRING -- Spreading the word

Hosting seminars and information nights for the public can be an effective and low-cost way for brokers to build their brand and reputation in the local community – and their bottom lines.

Educational seminars are not just for industry professionals, as many brokers are discovering. Many consumers appreciate getting practical advice on how to maximise their savings and get the most out of their investments. And brokers who are prepared to invest the time and effort in consumer education can find that the rewards are many.

As well as building brand recognition, educational seminars and information nights are a great way to raise awareness of a broker’s business among the local community – regardless of the turnout.

Branch marketing manager Daniel Ellul of Mortgage Choice, Altona, Victoria, says the first home buyer and investor seminars he held last year were so successful that he will run them again this year.

“We’re aiming to make the seminars more of a regular thing,” Mr Ellul says.

PROPER PLANNING PAYS DIVIDENDS

To promote the seminars, Mr Ellul used a number of channels – including emails to clients, flyers, and advertising in the local paper as well as on the Mortgage Choice website.

He says his seminars generally run for around two hours to allow for questions from the floor – and a guest speaker if desired.

“Our last seminar included an accountant as a guest speaker. He explained to our audience the financial and taxation benefits of negative gearing in investment property,” Mr Ellul says.

He is also looking to enlist real estate agents, licensed conveyancers and other professionals as speakers in the future.

Some brokers enlist referral partners as guest speakers and then repay the favour – a good way to keep clients sticky.

Loan Market Group’s senior state manager for NSW/ACT, Brett Pilgrim, says its brokers regularly host seminars and information nights jointly with their key referral partner, Ray White Group.

“Jointly running seminars makes it easier for our brokers to market to new and existing clients,” says Mr Pilgrim.

Smartline personal mortgage adviser and MFAA mortgage broker of the year Karen LeComte says she also runs regular seminars with her real estate, accountant, solicitor, financial planning and builder/developer referral partners.

She says the team’s approach to delivering their annual seminar series has proved very successful.

“Up until last year, we held our seminars twice a year, but we have plans to increase that number to three this year,” Ms LeComte says.

And with a keen interest in the investor market, Ms LeComte says the seminars attract a fairly broad audience.

“Our guests usually include people who are interested in property generally or specifically within our local areas, as well as novice investors who are looking to get started and experienced investors who are looking to build on their existing knowledge and expand their own network of contacts,” Ms LeComte says, adding that many bring friends and family with them.

CASHING IN ON THE BENEFITS

And the investment – in dollar terms – is minimal when weighed up against the returns. When it comes to venues, community halls are generally low cost and easy to hire.

Some brokers may also find that on-line seminars are suitable to capture their target audience.

Ms LeComte says Smartline has a core group of six businesses who split the cost of organising and hosting their seminars.

“The cost usually works out to between about $700 to $1,200 per business and covers all associated costs – from venue hire through to advertising,” she says.

And while most brokers hope to attract new business by holding consumer information nights or educational seminars, there are many other benefits.

Ms LeComte says the seminars ultimately emphasise the fact that the business surrounds itself with like-minded professionals who share the same work and customer-service ethic.

“Naturally, we expect to generate new business through our seminars, but while it is certainly valued, it’s not the primary driver,” she says.

If you do decide to host a seminar for your customers, you may be required to speak in front of a large audience. Understandably, not everyone is a confident public speaker. In fact, many people find it daunting and extremely challenging. But there are a few tips you can use to make sure your presentation is seamless and successful:

TAKE A DEEP BREATH

According to Toastmasters International, implementing a simple relaxation technique like deep breathing will help calm your nerves before making a speech. Visualise yourself giving the speech and the audience clapping.

PRACTICE

Rehearse your material aloud and time yourself. If possible, rehearse in front of someone. This will help you to gain initial feedback, teach you where to pause, and gauge the length of the presentation. It will also help you to familiarise yourself with your material.

MAKE EYE CONTACT

Work the room regularly with your eyes, engaging the front, back, middle and sides of the audience.

AVOID READING FROM A SCRIPT

This will put the audience to sleep. Instead try using prompting aids like a ‘keyword’ outline, a slide show or palm cards to keep your speech on track.

REALISE THAT PEOPLE WANT YOU TO SUCCEED

Audiences generally understand how difficult it is to speak in front of a large crowd. They are there because they are interested in what you are saying – so keep in mind that they’re on your side. Don’t apologise for any minor mistakes or fumbles you make, half the time people won’t even notice.

USE YOUR PERSONALITY

Your speech should represent you, both as an authority and as a person. Speaking from past experience will also help you to improve your confidence – because you will automatically know what you’re speaking about.

Q&A

Nothing is worse than an awkward silence when the speaker asks: “Any questions?” Avoid this by telling your audience from the outset you will take questions at the end, this will give the audience time to think of questions to ask.

KEEP YOUR COOL

If you make a big mistake, don’t lose your head. Simply maintain your dignity and continue to do your best under the circumstances. Don’t continually refer to the problem or give up. It’s times like these that it helps to have a sense of humour.