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Brokers are also in the media business: Panos

by James Mitchell5 minute read

Leading sales coach Tom Panos, who will speak at The Adviser’s Better Business Summit this year, believes that brokers should be spending 10 hours a week on the media side of their business.

Speaking to The Adviser ahead of his appearance at the award-winning Better Business Summit next month, Mr Panos explained how lead generation has changed significantly and why all mortgage professionals need to be using media to drive sales.

“The traditional model of sales has been turned upside down,” Mr Panos said. “Previously, a sales person would go out and talk to as many people as possible and play the percentages game, knowing that if they talk to enough people, they will make a certain number of appointments and then a certain number of sales. That doesn’t work anymore.

“The reason it doesn’t work anymore is because there are no more blind dates in business. People already know a lot of information about the broker they are going to be doing business with.”


Mr Panos said that he will be using his session at the Better Business Summit to show brokers how they can attract customers before they even need a loan.

“If you’re a broker, you’re also your own media company,” Mr Panos said. “As well as being a broker, you are the CEO of a media company with multiple distribution channels. Some of those channels include video, podcasts, blogs, mobile-optimised websites and lead generation competitions. What I will talk about is how brokers can stand out and get people’s attention in a crowded marketplace.”

Mr Panos suggests that brokers spend 10 hours a week on media.

“That can be two hours a day or one day that you call your ‘media day’,” the sales coach said. “I know some brokers that will go off on a Wednesday and shoot a whole load of video content, which gets sent out to their database and shared on social media. They call it their ‘digital door knock’.”

Digital prospecting, according to Mr Panos, is a more efficient way of building a business than traditional cold calling. However, he understands that many brokers are at a loss when it comes to producing content.

“Some brokers are posting recipes of food, some are posting photos of them with a happy client, while others are posting about interest rates,” Mr Panos said.

“What I’m going to be covering at the Better Business Summit is what the consumer wants, what content they want to receive and what brokers can do to make them sticky.”

Better Business Summit 2018

Tom Panos will host a full session on how to attract business at the Better Business Summit 2018, partnered by NAB.

Visiting Brisbane (15 February), Adelaide (22 February), Melbourne (1 March), Sydney (8 March) and Perth (15 March), the award-winning event provides brokers with straight-talking, practical advice to help drive and grow business.

Mr Panos will share with you the techniques to build a loyal fan base that keeps on generating leads, along with the simple steps to building a repeat order business.

Find out more about the agenda for the Better Business Summit or visit the Better Business Summit and Better Business Awards for more details.

tom panos

James Mitchell

James Mitchell


James Mitchell has over eight years’ experience as a financial reporter and is the editor of Wealth and Wellness at Momentum Media.


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