ON A SHOESTRING - Adding that Personal Touch

A gift upon settlement can foster good relationships with clients; a personalised gift, on the other hand, can go even further by securing both repeat and referral business

IN THE cutthroat world of broking it can be the act of finding new and creative ways to catch existing and potential clients’ attention that will help a broker set themselves apart from their competition.

While a celebratory acknowledgement upon settlement will always be a much appreciated gesture, presenting clients with a personalised gift upon settlement can be extra special in a client’s eye.

A gift purchased specifically with an individual’s interests in mind can speak volumes about how important relationships are to the broker.

By thinking outside the box and using a client’s favourite pastimes as inspiration for gift ideas, a broker can build better relationships and make lasting impressions than any ‘standard’ run of the mill bottle of wine or bunch of flowers-type gifts would have.

While some may use every excuse under the sun to justify why personalised gifts are too impractical, the gains that can be made, in terms of repeat business, far outweigh the additional time and outlay involved with buying a tailored gift.

A clever personalised gift will be one that can be used in a client’s day-to-day life as it will act as a constant reminder of the services you provided and relationship you have formed.

Kevin Lee, personal mortgage adviser of Smartline, has been saying ‘thankyou’ to his clients via a settlement gift and card ever since he started in his franchise back in August 1999.

While Mr Lee sends most of his clients The Entertainment Guide, a local restaurant and activity book, there is an element of personalisation to his gift as he specifically purchases guides for each Australian city and region so it will be relevant to clients in different states.

Also, by sticking his business name and photo on the front cover, Mr Lee ensures that the service he has provided will be on display for the duration of the guide.

“We find they’re a great way to stay ‘top of mind’ and they are always well received,” he says.

If you are at a loss as to what a client might like as a gift, take a bit of initiative and call their assistant or partner for suggestions. Or, if you are unsure as to how much to spend, why not use the property’s settlement price as a gauge.

While a personalised gift can be the start of a beautiful friendship, in order to make the most of all the hard work that has gone into personalising a gift, make sure you follow up with friendly calls or emails to ensure the strong bonds formed from this gesture are maintained.

REFERRAL REWARDS

Brokers should look at a personalised present as the gift that keeps on giving; not only can it ensure that a client retains your services further down the track but it also has the potential to increase awareness.

Personalised gifts can be a great form of indirect advertising as the positive exposure this type of gesture generates can produce leads based on word of mouth referrals.

If you really want to raise awareness for your brand, you could look to deliver the personalised gift to the client’s workplace with something eye catching attached, such as balloons, as a way to get others talking about you and your services.

“I send the gift for a purchase to the female client’s work address because, generally speaking, when the gift arrives there are normally a number of the female’s friends hovering around to catch a glimpse, whereas when a bloke receives a gift no one cares, including him,” says Tony Bice, director of Finance Made Easy.

“I always slip five business cards in with the gift as well as a cover letter outlining what a great experience it has been, and urging them to pass on our cards to any other friends that might also be interested in using our services.

“I have referrals ring up based on seeing other colleague’s gift baskets,” he says.

In a market where competition is fierce, it will be the brokers who show some initiative that will have the greatest chance at increasing referrals and retaining repeat clients.