Getting a customer is one thing, but keeping them is the hard part. In this episode, Aransas and Dave speak with Heidi Bowman, a 30 year veteran in Marketing and Business Development and the VP of Marketing & Business Development at Silex Financial Group, a residential and commercial mortgage broker, about ways to keep customers connected to companies through experience strategies.
IN THIS EPISODE:
[02:30] How mortgage brokers differentiate themselves through their services and product offering.
[06:00] Heidi says Silex sets itself apart from the competition by offering exclusive services to their clients.
[12:00] Heidi describes the homebuying process for their clients by analyzing the wants and needs of each particular client.
[14:30] How the mortgage company adjusts to today’s housing market by becoming the “home buyer advisor” for clients who may be overwhelmed and battling buyer’s remorse.
[18:00] How they extend their relationships beyond just the mortgage buying process to cultivate repeat customers and referrals.
[24:00] How Heidi utilizes tactics like storytelling and social media to differentiate Silex from other companies and connect with their clients and potential leads.
[29:00] Aransas and Dave give tips on how Silex can continue to connect with their customers in different ways as social media and marketing evolves.
[36:00] Dave suggests collecting stories from Heidi and her customers to help people connect to the company and for Silex to get a deeper understanding of customer needs.
KEY TAKEAWAYS:
Marketing is important for growth, but loyalty is the byproduct of the experience.
There’s a big difference between advice-giving and understanding. Relationships are built on trust and understanding. People want advice, but they need understanding in order to hear it.
Authentic stories focused on the experience are powerful ways of creating connection and loyalty and allowing individuals to see new possibilities.
Links Mentioned:
BIO:
Heidi is a 30 plus year veteran in Marketing and Business Development and the VP of Marketing & Business Development at Silex Financial Group, a North Jersey-based residential and commercial mortgage broker. At Silex, her focus is to drive growth in existing and new markets. She is also a self-proclaimed First Time Home Buyer Experience guru.
Heidi also manages the “Bringing it Home with Heidi” brand which is a web-enabled platform that focuses on topics from home buying to a family cooking channel and everything in between. “Bringing It Home With Heidi” provides a valuable lifestyle and business resource through blog posts, podcasts (available on Spotify and Apple Podcasts), and more. You can learn more at bringithomewithheidi.com.
Heidi is also a mom to a "special abled" young man named Alexander and an advocate of post-21 special needs adults. She loves all things Italian = fashion, jewelry, food, the country, and her husband Joe, and is a CrossFit enthusiast.
Unlocking Customer Loyalty