As the last part of my series that started with Bob Stewart's challenge to "use our blogs to enhance our relationships to prospects and clients", I recently had the opportunity to use my blog to market to people that I don't typically consider prospects or clients.
For most of my mortgage career, I have focused on generating relationships with buyers, predominantly first time buyers and most of my marketing efforts are geared towards providing affordable home loan options to low-medium income buyers.
While I spent a brief period of time in the beginning of my mortgage career marketing to Realtors, I discovered very quickly that targeting Realtors was not the most effective use of my time, energy and marketing dollars.
So when a Realtor friend of mine recently asked me to be a part of a Realtor workshop she was putting together for one of our local MLS boards, I immediately responded with a resounding "NO".
As is this incredible woman's nature, she is very persistent when she wants something. Several phones calls later and with a considerable amount of reluctance, I agreed to be a part of the workshop.
My friend let me know that the reason she invited me was because of my knowledge and experience with all the local first time buyer and down payment assistance programs. She told me I would have a designated amount of time to present my services and explain the products I offered to the workshop attendees and would also be given space on a table to provide any additional information and/or marketing materials.
I prepared for the workshop by printing up copies of many of my blog posts, which proved to be a somewhat challenging task (there must be an easier way of doing this than the way I did).
I printed up the posts on the NSP, LIPA and HERO dpa programs for Los Angeles county as well as the Simi Valley and Port Hueneme dpa programs for Ventura county. I also included the posts on my FTB series as well as my post on 100% financing. Lastly, I included my posts on the FTB tax credit and C.A.R's FTB mortgage protection program.
My presentation went well and I did get a few questions from the audience and afterwards, I did have a few people stop my table and pick-up some of my blog post flyers. However, there was this one woman who kept looking at me who I couldn't quite place the face with the name. I knew I knew her but I just couldn't remember where (don't you hate that?).
Even when she came up to me and said, "you don't remember me do you?" I still couldn't remember but I did let her know that she did look familiar. After introducing ourselves, she reminded me of the transaction that we had worked across the table on a few years back and we got a really good laugh remembering it (my really patient & understanding buyers and her whacked out seller from #%!!).
She told me she had a client that she wanted me to speak with and said she would pass on my contact info to her client. She gave me some basic info on her client and the scenario they were looking for (low income ftb with good ficos and some money) and I told her I'd be happy to speak with her client and see if I could help her.
The next day I followed up with an email to her about her client and reminded her that if she had any other questions and/or concerns or if I could be of any further assistance, please feel free to contact me.
Then last week, I got another one of those calls, you know, the calls that start out with, "I read something on your blog....." (love those calls). After a couple of minutes of talking and few questions, I found out that she had actually gotten my info from the Realtor that I had run into again at the MLS workshop.
It was really nice to find out that the Realtor had actually passed on my info to her client and that the Realtor had even shared with her client the story of how we had met a few years back on a transaction.
I am now in the process of getting the buyer pre-approved and hopefully soon we can get her into escrow. I'm actually looking forward to the transaction; the Realtor is a really nice woman and I'm excited about working with her again. I already know how she works, especially under pressure and she is a true professional.
So, that's how I used my blog to enhance a relationship with someone else's client. That actually didn't come out right but you all know what I'm talking about - right?
USING MY BLOG TO ENHANCE RELATIONSHIPS WITH CLIENTS & PROSPECTS: Part 1
USING MY BLOG TO ENHANCE RELATIONSHIPS WITH CLIENTS & PROSPECTS: Part 2
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