The franchise brokerage and aggregator has announced the launch of an integrated marketing campaign, providing its brokers with marketing tools to boost lead generation online and offline.
Loan Market’s “First Time Investor” campaign comprises the provision of a marketing toolkit aimed at enabling its brokers to “engage in thoughtful conversations” with existing and prospective clients.
The brokerage’s chief marketing officer, Lisa Phillips, said that the campaign was designed with “the busy broker in mind”, adding that the tools allow brokers to educate would-be property investors and ultimately generate leads.
“Whether it’s audience segmentation insights across existing databases, dedicated lead generating landing pages, social media tactics, or the referral partner toolkit, brokers have everything they need to execute this personalised campaign with minimal effort,” the CMO said.
Loan Market brokers have additionally been supplied with assets required to drive marketing such as email newsletter templates, social media content, web and email banners, printed flyers and posters, and an ebook called 5 Steps to a Side Hustle.
The brokerage explained that all of its brokers in Australia and New Zealand have received a tailored landing page where the ebook serves as “a lead magnet for new business generation”.
“There is incredible power in delivering one cohesive marketing message across Australia and New Zealand. Unified communications are far more effective, which is why we’ve focused on making this so easy for brokers,” Ms Phillips said.
“First Time Investor” follows Loan Market’s January “Refinance” campaign, which the brokerage claims to have reached more than 10 million Australians in four weeks.
Earlier this year, as part of its efforts to strengthen compliance and boost customer satisfaction, Loan Market revealed that it had “shadow-shopped” its brokers against seven key performance indicators: assurances, compliance, quality, understanding, intention, reaction and environment.
The aggregated data Loan Market gathered from the shadow-shopping process is being used to help the brokerage streamline processes and identify pain points in the customer journey.
“One interesting theme to emerge was that customers’ uncertainty levels spike in the period between making an appointment and then having that appointment,” Loan Market COO Stephen Scahill said, adding that customers are often expecting communications in this period.
“If this is a period of uncertainty, we want to provide greater comfort. So, we’ve developed tools to aid in this part of the process, setting expectations around the meeting, so they walk into it more confident.”
Mr Scahill noted the number of customers who said they did not recall discussing their insurance and protection needs, despite it being a standard part of their broker’s presentations.
“That led us to focus on the effectiveness of their processes and then refine them to ensure messages are appropriately timed and delivered to ensure they are absorbed and retained by customers,” the COO said.