Mortgage Intelligence Insight: 5 Marketing Trends for Advisers in 2017
Head of Sales and Marketing Sharon Mawby takes a look at five marketing trends to keep an eye on in 2017.
1: Social realism
Sharing stories and pictures of real people, in real situations. It’s a simple idea, but designing creatives using people that truly reflect reality, is a powerful marketing tool in both modern advertising and lead generation.
Celebrity endorsements no longer have the pull they once had. That’s why many marketers in the industry are moving to a more grounded and relatable form of advertising.
Therefore, to keep up with current marketing trends we are redesigning all the marketing collateral available to Mortgage Intelligence advisers. The new designs will be modernised and focus on using imagery of real and relatable people.
2: CRM
Good customer relationship management (CRM) is critical to reach the right people, with the right content, at the right time. It can be a challenge, but getting close to the customer using relevant content will increase trust and brand loyalty.
But there can often be a thin line between “helpful info” and “sales-pitch”, which is why 2017 will see many sharpening their CRM tools to get their marketing right.
This means it will be crucial for advisers to use their point of sale systems to review clients and contact them at appropriate times. This can help advisers return to clients who declined protection and prompt remortgage opportunities.
3: Newsletters
Client newsletters provide an important touchpoint in B2C and B2B email marketing. According to experts, 2017 is a good year to launch a client newsletter, as email open rates are generally increasing.
It’s hard to believe that just a couple of years ago some were predicting email was facing a decline. It seems that offering free and relevant content in exchange for potential business is still a fair trade.
Appointed representatives of our network have access to a free monthly newsletter service. This marketing tool provides advisers with a branded email newsletter that contains three relevant and compliant articles each month. We send out the newsletter directly to the clients on behalf of the adviser.
4: Social media
In the congested world of social media, standing out from the crowd is one of the biggest challenges today. But marketers are still keen to take advantage of the potential exposure, with many looking to expand their social media presence in 2017.
Having a good plan and clear goals will help ensure a return on investment. It’s also important that advertisements and creatives are optimised for all the different devices available today.
In 2017 new marketing collateral for advisers will be available that can be used on social media. The new collateral will help capture the attention of our scrolling nation.
5: Niche targeting
The number of available consumers has been far outpaced by the millions of new businesses that now engage with their audiences online. This crowded digital space has made competition for marketers really tough.
Experts suggest that 2017 could see more marketers targeting niche audiences and tackling specific topics out of necessity. Not only can this narrow the field of play, but can also produce a more healthy return on investment.
This means that 2017 may be an opportune year for advisers to increase their engagement with the trickier cases that other firms may avoid tackling. Recently we have worked hard to expand our panel to encompass more specialist lenders that deliver solutions for those with more complex borrowing scenarios.
If you would like to know more about how to join our award-winning Mortgage Network as an appointed representative or becoming a member of our Mortgage Club, call our Broker Support Team on 0845 130 7446, option 1.