When you’re a Top Producer, marketing is more about client retention than client acquisition. You’re no longer trying to convince people work with you, you’re reminding them why they already are…
Whether you’re in Real Estate, Insurance, Financial Services or another field, part of having a top producer mindset is using attraction marketing to it’s fullest extent. You don’t need to TELL anyone anything at this point, you can SHOW them.
Utilizing visual media is key. A great website is the first step, along with a powerful social media presence. They should be mirror images of each other, both presenting deep subject matter expertise. They should be packed with photos and videos portraying what it’s like to be the client of such a accomplished producer. Client event attendance, client testimonials, success stories should all be in there.
Other extensions in this visual media push can be e-newsletters, printed newsletters, billboards, print Ads and TV spots. One of our clients runs 30 second TV spots of his retiree clients giving testimonials on how he helped them protect their nest egg. One of them cried… POWERFUL.
Rather than doing a 1/4 page Ad in 4 magazines, pick the most high-end publication and take out a full page…MINDSET.
When you host a client event, don’t have your assistant walking around snapping photos on her phone. Hire a photographer. The content you produce needs to be top notch and you can fill your social media feeds with photos and articles that will position you as the number one professional in your area…
You should have a little time now to write an article or two. Write things that your ideal client wants to read, speak directly to them. Write in a way that makes it clear you’re THE top-tier professional in your field. Don’t be cocky or pushy, just cultivate content that speaks to a higher level of service. If you’re a Financial Advisor write about multi-generational estate planning not “how to write a will”. If you don’t have the time or the inclination, hire someone to produce this content for you…
The bottom line is this, climbing to the top of your field is 100% grunt-work, staying there is more about cultivating your brand. You have to paint a picture for people. They can’t see in to your office, let alone your head but they can follow you online…