by Craig Pickering

Created on: April 16, 2009

As we find ourselves in the most difficult market conditions our industry has ever faced, it is now more important than ever to market yourself effectively.

Business is increasingly difficult to find, and you can no longer rely on people finding you. The competition in the industry has nearly evaporated, the big four banks are taking almost every application, and clients seem to not want much of a choice anymore. They are happy (indeed requesting more often than not) to go with the 'big four' banks, so why do they need the services of a broker?

Brokers are critical to our industry as they offer choice, competition and customer service that the banks simply cannot match. Try contacting a bank regarding your mortgage application and you will go with a broker every time!

So, how do you get yourself noticed? Even though there are fewer brokers, how do you market yourself when you have no marketing budget?

- Referrals -

The first thing to do is to call every one of your existing clients. Yes, every one. It is far easier to sell to an existing customer than to find a new one, and far less expensive. If they personally do not require your services at this time, then ask for referrals "who do you know who would also benefit from the services I provide?". This is the cheapest, and by far the best, form of marketing you can do.

- Local groups -

Call into your local RSL, tennis or cricket club and ask if you can place a note on their community noticeboard. Your flyer needs to be very simple and eye catching, promoting your ability to save people money whilst offering excellent service. Something along the lines of "Save $$$ each month!" or "FREE Home Loan Check!".

- Networking -

Most people either do not know what networking is, or fear it, or both.

Networking is simply getting yourself, and what you do, known to as many people as possible. For example, there are internet sites dedicated to assisting you to network (such as LinkedIn)and where you can join and invite people to connect with you. There may already be a group of people in your local area on LinkedIn, who meet regularly specifically for networking. There is one such group in Adelaide and I am sure there are numerous ones around the country, all you need to do is search for them.

Other networking opportunities involve attending meetings of local groups that interest you. This can be a sporting group, a business group, or a special interest group (political, environmental, local government). Once they get to know you they

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