Packaging your Process
James McCracken - Mortgage Broker Business Coach
Renowned business coach, strategist and trainer for mortgage brokers who want a profitable, scalable and valuable broking practice.
I hope this article provides inspiration or insights to help your realise your own potential so you too can operate a broking practice that provides you ongoing professional and personal reward.
……………………………………
In a noisy marketplace, it can be hard to stand out given most brokers offer essentially the same service, right?
While you and I know that’s not completely accurate, do potential clients know that too?
Clients can’t easily discern the good from the ordinary when selecting a broker. They are focused on the outcome rather than the process. So if you’re wanting to be a unicorn amongst a herd of zebras, it helps to not look and feel similar like every other broker.
To achieve this impact, it can help to clearly communicate your value so it is:
To achieve this, I suggest three steps.
领英推荐
1. Clarify the key steps in your process. Condense what may be a 16-20 step process into 5-7 bite-sized chunks using clear verbs/phrases. For example: understand, discover, assess, present, implement, support. The goal is for clients to easily grasp the concept.
2. Visually design the process. Think about it like an infographic.? Instead of just being words, where you can use icons or graphics, people can grasp a concept far more quickly than words will ever achieve on their own.? Ideally, the visual design or your process complements your existing branding and is relatable to your audience.?
3. Name it. Come up with a clear, concise name like "Our Loan Approval Process" or "Home Loan Roadmap."?
It can infer or imply a level of uniqueness, and chances are that parts of your process are done in a specific way, so having your process named accordingly gives it a greater sense of resonance.
Importantly, it can support your objective of building trusted ongoing relationships with clients and lay the foundations for consistent and dependable expectations of your process and your service.
While this can be put onto a website or other social media for prospective clients to view, it can also be incredibly powerful to discuss with clients and use to facilitate any questions or concerns they have when first engaging your help.
To your continued success,
James McCracken