Category: Marketing
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.
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.
Stephanie Charman highlights how Mortgage Intelligence has helped appointed representatives and Next Intelligence club members work through the number of changes in the BTL sector with additional support and services.
The BTL sector seems to have grown as fast as it has changed in recent years. There has been a raft of recent alterations to rules and guidance surrounding the sector, which has seen some complicated scenarios cropping up for advisers.
But we also know that BTL is a big part of what our advisers do at the moment, which is why we have done what we can to help them service clients effectively and grow their BTL business even further.
A winning combination
This year we have expanded our lender panel to ensure we provide a comprehensive offering for advisers in such a changing environment. We have several new lenders that have joined to provide new propositions and options for adviser clients, such as Fleet Mortgages and Kent Reliance who specialise in BTL lending.
But we also know that this makes understanding all the different lenders and what they offer a new challenge and keeping up to date can become time consuming. That is why advisers call our Broker Support Team to talk through the latest lenders. They are experts at knowing who might be able to help advisers in a variety of BTL scenarios.
We believe the winning combination of an expanding and comprehensive panel with our experts on the Broker Support Team will help more advisers not just service their clients effectively, but also save time calling around all the different lenders.
The hub of knowledge
Lenders are continuing to develop their criteria in response to market conditions and to prepare for future changes. We want to help advisers keep up to date with all the lender changes in the sector. That’s why we have created the fantastic new BTL Hub on Broker Zone, our adviser website for appointed representatives and club members.
This is the new home for BTL, where advisers can find everything they might need to understand any changes and get to grips with lender propositions and offerings. We also have recordings of all the latest BTL webinars, hosted by lenders, including Q&A with advisers.
With criteria changes a focus for many lenders in 2016, we have ensured that advisers are armed with all the latest knowledge to help clients. The BTL Hub is full of guides and datasheets on how lenders define a HMO, calculate affordability, exposure, rental calculations and general lender criteria and overviews.
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.
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.
The FCA recognise that social media marketing is an area of your business that will only continue to grow in the coming years. Their newest guidelines on how to use social media for financial promotions reflects their supervisory approach, which allows advisers to stay compliant whilst enjoying the benefits.
Head of Compliance Stephen Adams has a quick guide to the new document, to help you get a better understanding of how to use social media safely:
What are the guidelines?
The FCA have stated that the definition of a financial promotion within social media is: “An invitation or inducement to engage in financial activity.” This is a key definition and one that applies across all communications. The FCA states that “there are requirements to include risk warnings or other statements in promotions for certain products/services. These rules are media-neutral and therefore apply to social media as they would to any other medium.”
The FCA are also keen to highlight that: “The requirements to be fair and not misleading imply balance in how financial products and services are promoted, so that consumers have an appreciation not only of the potential benefits but also of any relevant risks.” This is an important clarification which ensures that the restrictive nature of social media does not excuse firms from displaying the associated financial risks.
The two most important questions to ask before posting are: Is this a financial promotion according to the FCA guidelines? Am I able to display and balance the potential risks within the communication?
What about word and character limits?
The guidelines have been the subject of some debate between the industry and the FCA, with much of the discussion surrounding the limits and brevity of social media posting, potentially making it difficult to fully comply with regulations in just a small piece of content. The FCA has therefore suggested that firms’ use of word-restricted channels should be limited and not used if promoting a complex feature or service. If you do decide to use it, then you still have the responsibility to ensure it contains the minimum amount of information required.
To help with character limits, the FCA have suggested: “It may be possible to signpost a product or service with a link to more comprehensive information, provided that the promotion remains compliant in itself.” In other words, make sure that you are only promoting financially when all the associated risks are displayed on the communication, otherwise it must remain neutral as an advertisement.
What about sharing, liking and forwarding content?
To know when sharing, liking or forwarding a communication is compliant, check whether it originated from a customer or another FCA regulated firm. Although it is always the responsibility of the original communicator to ensure the post is compliant, the FCA does insist that when “a firm re-tweets a customer’s tweet, the firm is responsible as the communicator, even though the firm did not generate the content of the communication”. The FCA also maintains that: “Firms should ensure that their original communication would remain fair, clear and not misleading, even if it ends up in front of a non-intended recipient”.
What about using images?
Using images to promote is very popular on social media, but you still have a responsibility to ensure that your visual communication is not just compliant, but fully responsive on all devices such as phones and tablets.
If images contain a tagline that directly calls the consumer to action, such as “come and see us” or “save money here”, then they must also display the associated risks. If not, then it must remain solely as a visual advertisement.
When should you be careful?
Firms regulated by the FCA must be careful at all times when using Social media. The FCA also reminds firms “of their obligation to have an adequate system in place to sign off digital media communications.” Sign-off of social media communications should always be a person of appropriate competence and seniority.
Please remember, this is only a guide! So be sure to read the full FCA Guidelines to ensure you are up to speed on the latest on how to safely use social media. We also recommend contacting social media specialists Social Advisers through the Broker Zone website.