Are all Top of Mind (TOM) strategies the same?

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There are many strategies to keep Top of Mind (TOM) with your clients, prospects, and centers of influence. But not all TOM strategies pack the same punch.

Let me explain.

Emotional TOM strategies pull at the heart (as people will always remember the way you make them feel). Logical TOM strategies are necessary but satisfy the head.

For example, wishing a client a happy birthday, a happy anniversary, good luck at auction, congratulating them for winning the bid and securing their family home, wishing them a great holiday, remembering their dog’s name, their children’s names, etc, will always get their attention as you are pulling at their emotional heart strings.

On the other hand, annual review invitations, fixed rate expiring term notifications, honeymoon period expiry notifications, repayment type change notifications, and so on, are logical TOM strategies which satisfy the head.

Both emotional and logical TOM strategies are important, but only one packs the biggest punch.

To succeed in this game and remain relevant in the mind of your clients, you not only have to act on the logical stuff, but you must also introduce processes to pull at your clients’ emotional strings, which usually makes the biggest impact to win their hearts and minds.

Remember this, the BEST business you’ll procure is referrals from clients who trust and like you. There is no substitute!

Do you have processes in place to ensure you’re doing both TOM strategies?

If you would like to know more about how our programs can help you grow your mortgage broking business, contact us. 

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