As a broker, you are aware that sometimes people buy on emotion and then justify their decision with logic. They buy because they judge you to be a friendly, trustworthy professional who has their best interests at heart. They then validate their choice (the logic bit) by ringing to check that your prices are competitive.

But how do you transfer these key emotional triggers to your marketing, so that a potential client feels confident enough to give you a call?

1. Your Google Business Profile image is welcoming and friendly.
2. You’ve collected a reassuring series of positive Google Reviews.
3. Your staff business titles (on the ‘Contact Us’ page) are customer friendly, not status focused.
4. Incoming calls are welcoming and carefully choreographed.
5. You have a professional and mobile optimised website.
6. Your website displays positive, engaging client testimonials (ideally on video).
7. Key staff have an optimised LinkedIn profile.
8. You invest in quality stationery for your direct mail, and other client communications.
   
   

Ultimately, people want to work with helpful, experienced brokers who they can rely on - so use the above checklist and you’ll be better placed to hit your targets in 2021.