What they want
- Urgent need: They’re experiencing a pressing issue or have a specific goal in mind. This could be anything from needing a mortgage to buy their first home, wanting to refinance their existing loan, seeking insurance coverage, or planning for retirement among many others.
- Seeking expert advice: They don’t understand the complexities of financial products and recognize the value of professional guidance. They’re looking for an expert who can understand their individual needs and recommend the best solutions.
- Limited time and patience: They’re probably busy and don’t have time to research and compare countless options. They appreciate a quick and efficient process that respects their time and treats them like a person, not a sale.
- The desire for personalized service: They want to feel heard and understood. They expect the agent to take the time to learn about their unique circumstances and offer tailored solutions that align with their financial goals.
- Expecting transparency and trust: They want to work with someone they can trust. They value transparency and honesty in communication and expect the agent to act in their best interest.
How engaged they are
- Intent-driven: These leads are actively searching for solutions to their financial needs. They’re not just passively browsing; they have a specific problem or goal in mind and are actively seeking information or assistance. This proactive search indicates a higher level of motivation and readiness to engage.
- Targeted approach: Google Ads allow FinanceVine to target specific keywords and demographics, ensuring that the leads who find you are genuinely interested in your services. This focused targeting minimizes irrelevant leads and maximizes the chances of connecting with potential customers who are a good fit for your offerings.
- Qualified traffic: When someone clicks on your ad or organic listing, they’ve already shown interest in your services based on their search query. This pre-qualification ensures that the leads you receive are more likely to be relevant and engaged compared to, say, a lead from a generic email list.
- Warm leads: By the time a potential lead performs a Google Search, they’ve already decided on the product they want. Now it’s time to decide between providers.
- Problem-aware: These leads are not just aware of their problem but are also actively seeking solutions. This awareness makes them more receptive to engaging with an agent who can offer expert advice and guidance.
In essence, leads from Google Search are more engaged because they are actively looking for what FinanceVine’s partners offer, have shown a clear interest in your services, and are more likely to be qualified and ready to take the next step. This makes them highly valuable for our agents, as they have a higher probability of converting into paying customers.
What are their alternatives?
Remember, the leads you receive from FinanceVine are actively searching for financial solutions online. This means they’re likely exploring multiple options, including:
- Directly approaching banks: Many customers still prefer the traditional route of going directly to their bank or another well-known financial institution for mortgages and insurance. They might feel more comfortable with a familiar brand or perceive banks as more secure.
- Using online comparison sites: Websites that allow customers to compare rates and features from various providers are becoming increasingly popular. These platforms offer convenience and transparency, making it easy for leads to shop around and find the best deals.
- Consulting with your competition: Some customers might turn to other independent brokers, in your same space who can offer a wider range of products from different providers. These brokers can provide personalized advice and help customers navigate the complexities of various options.
- Considering online-only providers: With the rise of fintech, many online-only providers offer competitive rates and digital-first experiences. These platforms can be appealing to tech-savvy customers who prefer online convenience.
Therefore, it’s important when engaging with FinanceVine leads:
- Speed and efficiency: Don’t let the lead die on the vine. Engage with them in a meaningful way ASAP. Establish rapport. People buy from people they trust.
- Personalized service: Emphasize your commitment to understanding their individual needs and providing tailored solutions.
- Expert advice: Position yourself as a knowledgeable advisor who can guide them through the process and answer their questions.
By acknowledging the competition and showcasing your unique value proposition, you can empower yourself to effectively engage leads and convert them into satisfied clients.
Why should they trust you?
Why trust FinanceVine’s agent partners?
- Commitment to customer satisfaction: Emphasize that you are committed to providing excellent customer service. Prioritize building long-lasting relationships with clients based on trust and respect.
- Focus on personalized solutions: Highlight that you will take the time to understand each lead’s unique financial situation and goals. There is no one-size-fits-all approach.
- Industry expertise: Assure leads that you are experts in your respective field. You possess in-depth knowledge of mortgages and/or insurance products, enabling you to provide sound advice and guidance.
- Positive reviews and testimonials: Showcase positive feedback from previous clients to build credibility and demonstrate your commitment to customer satisfaction.
By communicating these key points, you can effectively build trust with leads and encourage them to confidently engage with you. Remember, trust is the foundation of any successful client relationship, and it’s crucial to establish it from the very beginning.
Reducing friction
1. Immediate Engagement: Around 50% of the time the client will respond to you immediately via text, speak to their inquiry, and don’t be redundant (don’t re-introduce yourself for example). For the other 50%, within 1 hour of receiving a lead, you should send a personalized text message. This demonstrates responsiveness and shows the lead that their inquiry is valued. Don’t be too eager.
2. Keep it Concise and Conversational: Text messages should be brief and to the point. Agents should introduce themselves, acknowledge the lead’s interest (e.g., “Saw you’re interested in a mortgage”), and suggest a quick chat or consultation.
Example: “Hi [Lead Name], this is [Agent Name] from [Company Name]. I understand you’re looking for a new mortgage. Would you be open to a quick chat to discuss your needs? 😊”
3. Offer Flexibility: In the initial text, agents can offer different options for communication. For example:
- “Would you prefer a quick call now or should I schedule a consultation for [give a specific time and date]?”
- “This is my direct number, feel free to reply here with any questions or call me at [Phone Number].”
4. Leverage Scheduling Tools: Agents can use scheduling tools to allow leads to easily book a consultation at their convenience. Include a link to the scheduling tool in the text message.
5. Follow Up Strategically: If a lead doesn’t respond to the initial text, agents can send a brief follow-up message. However, it’s important to avoid being overly persistent and respect the lead’s preferences.
Why Texting Works:
- Less Intrusive: Texting feels less intrusive than a phone call, especially for initial contact. Leads can respond at their own pace.
- Higher Response Rates: People are more likely to respond to a text message than an email.
- Faster Communication: Texting allows for quick and efficient communication, facilitating faster connections and responses.
- Builds Rapport: Texting can feel more personal and conversational, helping agents build rapport with leads more quickly.
By incorporating texting into their communication strategy, FinanceVine’s agents can reduce friction, engage leads more effectively, and increase their chances of converting them into clients.