Sharon Mawby
Marketing Assistant Emily Watts talks about how much she has progressed since joining Mortgage Intelligence, and how proud she is to have helped transform the marketing services for advisers…
Straight off the back of her degree in Business Studies and Marketing, Emily has brought a host of new ideas and relevant skills to the company since joining Mortgage Intelligence. Emily has completely transformed and refreshed the promotional materials, creating contemporary and relevant designs for both traditional and digital advertising.
What have you found the most challenging thing about your role?
“It is a steep learning curve for any new team members who are unfamiliar with the industry. This has meant working closely with other teams such as products and especially compliance, to give me a better understanding on how to help brokers keep within the guidelines, as well as attract new clients.”
What do you find advisers currently need the most support in?
“We have found that more advisers want to reach out to clients through social media. That is why we now offer a whole new range of digital advertising. This gives potential clients an idea about how the adviser can help them find the right mortgage and protect their finances. Advisers are responding really well to the new designs and we have had plenty of orders to keep the team busy!”
What are you most proud of so far in your role?
“Apart from creating all the new promotional materials, I am proud of how much I have grown as a marketing professional in such as a short time. Working on the marketing team means delivering a range of services to advisers. This includes running webinars, updating Broker Zone, creating newsflashes, designing marketing materials and delivering guidance and support to advisers. I am very lucky to be so multi-skilled already and I am proud to be developing and accomplishing so much.”
Where would be your dream holiday destination?
“That’s a hard question! I guess for me Fiji would be top of my list. But as long as there is sun, palm trees and cocktails I am happy.”
What do you miss the most about university?
“I am ashamed to admit I miss spending the afternoon watching Gossip Girl when I should be studying.”
With so much choice of cuisine in Bournemouth, what is currently your favourite restaurant to eat at?
“That question is easier for me, it has to be Koh Thai! I have always liked Thai food, so I feel lucky to have plenty of restaurants to choose from around Bournemouth!”
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.
Sharon spoke to protégé Danielle about the fantastic evolution of the adviser marketing services at Mortgage Intelligence and Next Intelligence, as well as discussing her choice of office attire…
Danielle supervises the marketing team and organises adviser marketing services and communications. She also supports live events, including workshops, webinars and our annual conference.
After graduating from Birmingham City University, Danielle worked as a Digital Content Editor and a Content Publisher before joining Mortgage Intelligence. Bringing new ideas, marketing experience and software skills to the team, Danielle’s presence has been invaluable in upgrading the marketing services in the last 12 months.
How do you feel the marketing services we provide have improved over the last year?
“The biggest thing has to be the promotional marketing materials. Not only have they transformed the offices of adviser firms, they have also changed the way advisers interact with clients and diversify potential demographics.
“Insight, our adviser magazine, has also come a long way in the last year. We have changed the design, the feel and expanded the content. This means that we not only deliver informative stories, but offer tips, advice and updates on what we can provide advisers.
“One of the most important marketing tools at the moment is the consumer newsletter service, which our appointed representatives get for free. These are really good for staying in touch with clients, as well as being great touchpoints for advisers. The take up this year has been fantastic, and many advisers have received leads straight off the back of the service.”
How have our events been received by advisers in 2017?
“We have had such amazing feedback from both sponsors and delegates on this year’s conference. This was our biggest and best yet and so many advisers appreciated the individual time we afford to them to talk to lenders, providers and other partners.
“There have been plenty of firsts for events, such as the protection and buy to let workshops, not to mention our specialist lender event in June. We are always trying to stay flexible to keep our events as useful and relevant as we can for advisers to network, learn and train.”
What do you enjoy the most about your role?
“There is a genuinely infectious culture within Mortgage Intelligence of always improving what we deliver to advisers. This starts from Sally all the way down, which means my voice is always heard if I have a suggestion as to how the marketing support can be improved even further.
“Our Sales and Marketing survey launched in May has already influenced the decisions we make and the services we provide. I enjoy that we all take pride in listening to advisers, as well as delivering what we think can provide the best possible network or club experience.”
On a more personal note, exactly how many necklaces do you own?
“I wonder why you ask that question?! Yes I do have a bit of a collection and I have to admit I lost count a long time ago. In fact, choosing which necklace to wear in the morning is one of the hardest decisions of the day!”
As one of many “foodies” in the office, what is your favourite home cooked meal?
“As a vegetarian I am always looking for new and interesting ways to cook vegetables. At the moment, I am absolutely loving baked aubergine Turkish style! But I also enjoy making a simple soup as well.”
What do you love the most about living in Bournemouth?
“As I live right in the town centre next to work, I love being able to stroll to the beach in five minutes. There are also a lot of restaurants, which means there are plenty of tasty options for fussy eaters like me!”
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.
Sharon spoke to recently-appointed Product Development Manager Nathan Reilly about his role, his background and what it feels like to be one of the key team members of Mortgage Intelligence.
Since joining as a Marketing Assistant at Mortgage Intelligence in 2014, Nathan has quickly progressed within the company, holding positions as Marketing Executive and Product Development Coordinator, before becoming Product Development Manager earlier this year.
Receiving a first-class marketing degree from Chichester University, Nathan’s first step into the industry was through a leading lender as a Customer Service Adviser. Fully CeMAP qualified, Nathan brings not just knowledge, but a real enthusiasm for developing relationships and products with lenders, providers and other partners.
What exactly does your role entail and how do you help advisers through lender relationships?
“A key part of my role is building and nurturing relationships with lenders, providers and other partners. This means that as a Network and Mortgage Club we are always aware of the latest developments from across the industry, and in turn, considering the next potential opportunity.
“The relationships we have with our partners are ultimately in place to make sure our advisers receive the highest level of service and support, so another important part of my role is regularly sharing any adviser feedback I receive.”
Which aspect of your role are you enjoying the most so far?
“I love the variation and no two days are ever the same! I spend a lot of the time thinking on my feet as I look for ways to maximise broker value. This can include identifying which product criteria adjustments and special features will help our advisers the most. I spend time communicating with lenders and providers through different mediums, working with them on the right approach to ensure our advisers are looked after first.”
What changes do you think we might see in the lending space over the rest of 2017?
“As consumer needs change we are seeing specialist lenders and challenger banks positively influencing the market. This is something we have responded to over the past 12 months by welcoming a diverse range of lenders and their products to panel.
“Although there is an argument to say this has happened already, I think Buy to Let lending will continue to polarise. Lenders will fit in to one of two categories, they will either be a specialist Buy to Let lender with a proposition designed for professional landlords, or an amateur landlord lender that will focus on landlords with just one or two properties.
“More lenders are also looking at the first-time buyer market and making positive changes to products and services to support people looking to take their first step onto the housing ladder. It will be interesting to see whether other lenders follow suit or even make this growing market their own.”
I hear your golfing prowess is without equal within Mortgage Intelligence. What would therefore be your ultimate golfing destination?
“My dream golfing holiday would be a tour of the United States, including legendary courses such as Pebble Beach and Augusta. But as that won’t be happening anytime soon, I think I would settle for a day trip to Scotland to play a round at the home of golf: St Andrews.”
If you could meet one celebrity in person, who would it be and why?
“Can I have a fictional character instead? In that case it would definitely be Tony Stark AKA Iron Man. He is a genius billionaire playboy philanthropist…everything I’m not.”
Favourite sporting moment?
“As a golf fan it has to be the 2012 Ryder Cup, otherwise known as the Miracle at Medinah. I just couldn’t believe what I was seeing.”
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.
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.
Head of Sales and Marketing Sharon Mawby highlights the potential benefits of hosting a mortgage clinic in your local area
On the Marketing Department here at Mortgage Intelligence we have recently relaunched a support pack for advisers thinking of hosting mortgage clinics in their local area. These events are a fantastic way to invite people to meet you face to face and hear your expert insight on the industry. You can hold these events literally anywhere and we have known advisers to host mortgage clinics in places ranging from big office suites to supermarket staff rooms!
Helping advisers grow their business is a big part of what we do, which is why we ensure that all the collateral and support we offer is just what they need. The reason we have relaunched the support pack, is that we have seen a resurgence in interest from advisers to hold mortgage clinics to extend their services and expand their client base.
Why host a mortgage clinic?
Hosting events can be such a valuable way to generate new business and to showcase your expertise to local employers and their employees. Talking to staff within their workplace can open up new opportunities, help dispel consumer myths and worries, all with the added effect of getting to know you.
In uncertain times like this, with many buyers and movers wary of a market that is waiting to respond to recent events, a free consultation from a mortgage expert is rarely turned down. This gives you the opportunity to make yourself the adviser they turn to when they need advice and help arranging their mortgage.
Who will benefit?
Your mortgage clinic can help people understand the mortgage market and the terminology that surrounds the industry that leaves many confused and unsure. Explaining the latest schemes and accounts can help any first-time buyers onto the property ladder. Some employees may also be parents, which means talking to them about how they can help their children with home ownership will be very valuable.
Taking the opportunity during the mortgage clinic to talk through the latest products can also help to illustrate real life borrowing scenarios, something not easy to portray when advertising through traditional means and websites. This also gives a taste of your services and enhances your reputation in the area.
You can also use the mortgage clinic to help people get “mortgage ready” for when they do come to see you. This gives them a direct plan they can follow through, with meeting with you at the end of it! Face to face introductions are still very powerful and we have found advisers generating direct leads from the sessions.
How might you prepare?
Send a letter to the local business where you would like to host the mortgage clinic and explain why you would like to hold the event and how this could benefit both them and their employees. A free of charge session will always be appealing, as well as the opportunity to hear from an expert.
Create a flyer or poster to advertise your event. This can be placed in windows or on notice boards to let employees know when and where you will be and what you plan to talk about. Mention briefly how the free consultation could benefit them if they attend.
Don’t forget a post-event thank you letter to send to all those that took the time to attend the mortgage clinic. These follow ups are an important part of the process and can be the difference when looking at how much business was created off of the event. It is also another touchpoint for the potential client to help ensure you stay in mind when they, or someone they know, is looking for some mortgage or insurance advice.
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.
Head of Sales and Marketing Sharon Mawby takes a look at some recent industry announcements regarding army personnel
What is changing?
After recent announcements, our Broker Support Desk has received several enquiries concerning army personnel purchasing a new home. Research has shown that 55% of personnel have been underpaid on their Married Quarters following the new CAAS (Combined Accommodation Assessment System). Instead of being based on proximity to local amenities e.g. post box or phone box, it will now be based on other criteria such as internet access and energy efficiency. This assessment change has resulted in many personnel being advised their accommodation costs have increased.
This has also led to military personnel enquiring into the availability of the Forces Help to Buy. This is a scheme where they are able to apply for an equity loan equivalent of 50% of the personnel’s annual salary, up to £25k. The loan is interest free and repayable over 10 years and must be input as a financial commitment. The funds can be used toward a deposit as well as assisting in the costs involved with the purchase.
What if they are purchasing and get orders to be posted overseas?
Until recently, if the service personnel was being posted overseas for more than six months without family residing in the property, they could only purchase as a buy-to-let. But many lenders have now changed their stance on this following an agreement with the British Bankers Association (BBA) and the Armed Forces Covenant Financial Services. Concerns were raised about the increase in costs of having to have the property as a buy-to-let, despite the intention to live in the property. Barclays Mortgages believe this results in £100 a month of additional costs.
Now the position among many of the big lenders, with more joining all the time, is that the property can be purchased on a residential mortgage and then given consent-to-let. This removes the need for the additional costs on a property the personnel are going to live in once their orders have come to an end.
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.
Whether appointed representative or directly authorised, advisers could benefit from staying up to date with the newest consumer and marketing trends. Sharon Mawby, head of sales and marketing at Mortgage Intelligence mortgage network, predicts three marketing trends for advisers to focus on in 2016.
Content is King
Content marketing has been the focus for many marketing departments in 2015 and this is set to continue. Brands are becoming publishers and marketers are becoming writers. The quickest way to get to your customer’s heart is through content. It helps to establish authority, gain trust and it’s a great SEO boost for your website.
Developing content, whether online or traditional is still a great way to pro-actively engage with clients. Creating thought-leadership through blogs and comments on social media can build trust and further develop your brand as a forerunner in the field. Having a good content strategy for 2016 will help ensure your continued success in the long term.
Mobile Matters
The need for a marketing focus on mobile users is still hotter than ever and so is the importance of responsive design for your websites and emails. You may have heard of “mobile first”: a shift in consumer behaviour that sees more than 50% of people primarily reading emails on their smart phones.
An overwhelming 80% of mobile users also delete emails that are not optimised for their smart phones. Not long ago, mobile friendly communications and websites were something of an added bonus. But now optimising for mobile devices has become a necessity and a valuable investment for the future.
Connecting with Clients
In an ever-changing digital world, more and more people are embracing online interaction and using new technologies to make decisions and do business. An estimated 46 million people in the UK will own a smart phone by 2018, creating an ever-increasing opportunity for brands to be connected to their customers.
People enjoy investing their time and money with people they know are on their side, so humanising your brand and relationship marketing is going to be more important than ever before. Developing strong, emotional customer connections to your brand helps drive word-of-mouth promotion and lead generation.
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.
Sharon Mawby, head of sales and marketing at Mortgage Intelligence network, takes a look at why technology will be a big focus for appointed representatives and directly authorised advisers over the next 12 months.
A recent poll has revealed that over half of mortgage and insurance advisers feel technology is “extremely important” in today’s market, whilst only 3% felt it was “unimportant”. But in an ever-changing digital world, I feel it is also important not to underestimate the ability for consumer needs to alter quickly and to consider some of the technological challenges facing advisers in the next few years.
Fighting off the competition
Many experts see embracing technology as a big challenge for appointed representatives and directly authorised advisers in 2016, with preparation and flexibility key if financial planning starts turning to alternative platforms. As Head of Sales and Marketing for an AR network and DA Club, I recognise that right now advisers are as busy as ever. But if the tide turns and competition with direct to lender and comparison sites increases, it is a good idea to be ready for the needs of the next generation.
Although client retention and referral is still the engine that drives adviser-introduced business, making your name heard in today’s online market is a constant challenge. It is very common for consumers to “virtually” approach advisers through the internet first, to get a taste of who they are and what they do, even when recommended by a friend or family member.
Securing an online presence
A professional-looking and easy to use website is a powerful tool to attract business, with more consumers approaching companies online first. Many advisers are adapting to changes in consumer habits, investing in user-friendly sites that also deliver alternative forms of contact and communication, such as online forms and FAQs. Using technology and software to ensure good customer management and effective segmentation is key, to help advertise to and contact the right people efficiently, allowing you to spend more time with clients.
Social media is still very much a subjective consideration, especially in terms of return on investment and reputation management. According to research, although two-thirds of advisers regularly use social media, only half use it for business purposes. But embracing formal social media platforms such as LinkedIn is becoming very popular, and more advisers are finding not only new business, but important networking and referral opportunities appearing. If you are thinking of taking the plunge into the world of social media for you business, it is important to plan ahead and ensure that you know exactly what and who your target audience is.
Preparing for a possible future?
No-one can exactly predict the future, especially when it comes to changing technology. But there are many experts that feel the move to “robo-advice” is an area that many advisers should now be considering. Recent regulatory changes, such as the Financial Advice Market Review, has seen lender and adviser innovation opening up the opportunity for consumers to get their financial advice virtually and online.
Although general surveys suggest consumers still opt for face to face advice for big financial decisions, times can change quickly. Leading lenders such as Nationwide are expanding remote mortgage advice to hundreds of branches and several advisers are also beginning to offer virtual appointments for their clients. As the consumer demographic becomes more tech-savvy, they will in turn most likely become more comfortable with online advice, which means advisers with the most flexible and customer-focussed approach will continue to succeed.
If you are interested in joining our award-winning Mortgage Network as an appointed representative or becoming a member of our Mortgage Club, contact our Broker Support Team on 0845 130 7446, option 1.