In Heinrich's recently book, The Mortgage Marketing Handbook,
Heinrich tells of a technique to get you noticed in all the right ways by your clients, something he calls ‘Magic Moments’.
“Magic moments are small reactions or activities in a mortgage broking transaction that make it a memorable experience for your clients,” explains Heinrich.
“This idea has not been implemented to any great extent in the mortgage broking or banking industries in Australia, which creates a tremendous opportunity for the astute mortgage broker to get in before everybody else starts doing it.”
Magic moments can be little gifts or strategic communications worked into key moments of the loan process, says Heinrich, from bringing a packet of biscuits to a client’s home on first interview, or sending a bunch of flower’s to their work after settlement.
“That’s what the really good brokers do. Others just roll along like everybody else does, but the top 5 per cent, the reason they’re the top 5 per cent is because they do all those little tiny things. It’s no one thing that makes a broker better than another; it’s a whole heap of little things.”
One that works particularly well, he says, is phoning the client five or six weeks after settlement, to ask them how they’re settling into their new home.
It’s the little things that separate top brokers from the rest, says the National Finance Institute’s Peter Heinrich, and going the extra mile doesn’t have to cost you a cent.