Attract Clients by Inviting Prospects Into Your Life
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A Guide for Mortgage Professionals
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Why Reality TV is so popular?
According to media experts, Reality TV now dominates more than 30% of prime time television. Everywhere you turn, there's another series taking you into the lives of celebrities and common folk alike. I personally don't believe it's because it makes for exceptional television viewing. Instead, I think it fulfills a basic human need...voyeurism.
Think about it.
Most people love things like gossip, having the inside scoop, sharing secrets, peeping and knowing what other people are truly like. Why are we obsessed with this sense of curiosity? It's the human interest. It's finding out about other people's lives, the intricacies, the quirky and strange little details of other human beings. Sometimes we're looking to see how DIFFERENT others lives are. Perhaps we're aspiring to be like them, or maybe even ridiculing them. Sometimes, we're just looking to see how SIMILAR their lives are. (“Hey, Brian Brady goes to Church too!”)
People Are Interested In the Smallest Details of Your Life
It's something you should think about implementing to attract clients. Don't laugh, I'm serious. You can use this deep 'human interest' need we all have to your advantage.
Let people in on the little details of your OWN life
By making your network of prospective clients, strategic alliances, and current clients more familiar with your everyday life, your family, or your adventures, you're essentially creating three things:
- Curiosity
- Deep loyalty
- A brand
Any marketer would do ANYTHING to have a legion of people curious, loyal, and committed to a brand.
Your life almost becomes like a television series, where people tune into your marketing materials to just see what happens next. That's especially important in a marketing world where consumers are bombarded with advertisements at every turn, and mail "open rates" are in the 30-40% range, at best.
To be honest, it takes some getting used to.
Rhonda Porter - A Classic Example
According to Rhonda, at first, her husband was a little hesitant about using pictures of their family in her blog, The Mortgage Porter. Believe it or not, Rhonda says they're actually pretty private people. The thing is, once she started letting people in to the everyday events of her life, Rhonda's closings and business went up and even more prospects started calling to work with her.
YOUR ASSIGNMENT:
Start thinking how you can incorporate more of YOU into your brand, your marketing, and into your actual work with clients. It doesn't matter what mortgage or real estate service you represent. Once people are clear about what RESULTS they can expect from working with you, then it's all about human interest to make them curious, loyal and wanting more from your brand, looking forward to seeing your materials and trusting your professional advice.
Thanks so much...I actually do try to keep our family photos off the blog...it's not just my husband, our teens would kill me. :)
I am amazed at how much clients connect with personal info. A recent client told me they were going to buy me a nice bottle of wine to thank me...I said, how did you know I like wine? They replied they read it on one of my tweets!
That's where blogging and marketing is so important. The more you can attract "like" clients--people you enjoy working with, the more you will enjoy your career.
Posted by: Rhonda Porter | September 30, 2008 at 10:51 AM