Every mortgage brokerage or debt business has one real goal–sales! That sale can come from the Internet, direct mail, or a chance meeting at the Rotary Club. But, the bottom line is that you should be in the business of sales.
Hitting your sales goals are more important than ever in this market. However, as you may already be experiencing they are getting harder to find and land. You are probably making twice as many calls to get the same results. Have you considered developing a blogging and email marketing strategy?
Building a Sales Pipeline with Email
Blogging and email sound simple enough, but don’t confuse simplicity with results. Doing it right and getting results takes thought. You need to intertwine the blog and your email subscriber list together in a way that makes sense to the customer.
Think of your blog and email subscribers as a virtual sales funnel. Design your blog and email strategy to drive customers through a filtering and qualification process. Your blog posts and email should provide product and market information as well as ask questions. This process will start to drive sales inquiries.
Once you get a new email subscriber your autoresponder should begin with a broad and general message. Possibly, the first several emails will be more educational than a call to action. You are building trust. You want your blog posts and emails to generate interest. Interest that drives customers to inquire, seek more information, or buy.
The kiss of death is to mindlessly blast out emails filled with links to blog posts or landing pages–these will fail without trust. Email campaigns should give special information, subscriber only information, and help generate traffic to your blog or inquiry page.
Email is great for bringing customers into the top of the sales funnel or nurturing them towards a future sale.
Reeling in New Customers
Here are a few tips to help bring those new email subscriber prospects in:
- Promote and email subscription on your blog
- Add your email subscription sign-up to your email subscription
- Encourage readers to email blog posts and forward blog emails
- Provide a way to subscribe to your email list in your blog posts
Steady Diligence Wins the Deal
Consistency and persistence are the cornerstone to most deals. Sales is usually about being in the right place at the right time. Your subscriber may not be in a position to close today, but they might be when they receive your next email or blog update. Providing regular messages increases the likelihood you will be there when they are ready to do a deal.