In the complex world of mortgage advising, it is crucial to develop a strategy that effectively communicates your value proposition to clients. In this article, we draw inspiration from the renowned advertising guru David Ogilvy’s quote, “It pays to boil down your strategy to one simple promise—and go the whole hog in delivering that promise.” By embracing the power of simplicity, mortgage advisers can differentiate themselves, build trust, and deliver exceptional service to their clients. Let’s explore how this can relate to Advisers in 2023.
Identify Your Unique Promise: The first step in formulating your strategy is to identify your unique promise to clients. What sets you apart from other mortgage advisers? Is it your expertise in a particular niche, your commitment to personalised service, or your track record of securing good consumer outcomes. By pinpointing your distinct offering, you can create a clear and compelling message that resonates with your target audience.
Craft a Simple and Memorable Message: Once you have identified your unique promise, it’s time to distill it into a simple and memorable message. Avoid jargon and technical terms that may confuse or intimidate potential clients. Instead, focus on communicating the benefits of working with you in a concise and relatable manner. Remember, clarity and simplicity are key to capturing attention and generating interest.
Align Your Actions with Your Promise: While crafting a compelling message is important, it is equally vital to ensure that your actions align with your promise. Going “the whole hog” means delivering on your commitments consistently and exceeding client expectations. Be proactive in staying updated with market trends, offering personalised advice, and maintaining a high level of professionalism throughout the mortgage process. By consistently delivering on your promise, you will build a reputation as a trusted and reliable adviser.
Streamline the Customer Journey: To provide an exceptional client experience, it is essential to streamline the customer journey. Evaluate each touchpoint in the mortgage advisory process and identify areas where you can simplify and optimise the experience. This may include providing user-friendly online tools, offering clear and transparent communication, and ensuring a smooth and efficient application process. By making the mortgage journey seamless and hassle-free, you demonstrate your commitment to delivering on your promise.
Leverage Digital Channels: In today’s digital age, it is imperative for mortgage advisers to leverage online platforms to reach and engage with clients. Establish a strong online presence through a well-designed website, active social media profiles, and informative blog content. Use these channels to amplify your promise, share valuable insights, and build credibility in the industry. Engage with clients and prospects by responding promptly to inquiries and providing relevant and helpful information.
Seek Feedback and Adapt: To continuously improve your strategy, actively seek feedback from your clients. Regularly request testimonials and reviews to showcase your track record and identify areas for refinement. Listen attentively to client concerns, suggestions, and preferences, and adapt your approach accordingly. By demonstrating your commitment to continuous improvement, you reinforce your promise and enhance client satisfaction.
By embracing the power of simplicity and incorporating David Ogilvy’s wisdom into your strategy, mortgage advisers can differentiate themselves in a crowded market. Boiling down your strategy to one simple promise and going the whole hog in delivering that promise ensures clarity, consistency, and exceptional service. By aligning your message, actions, and customer experience, you can build trust, establish a strong reputation, and attract a loyal client base. Embrace simplicity, deliver on your promise, and unlock success in the world of mortgage advising.
