The power of pressing the pause button

The scene

With a business built on strong foundations, outstanding customer service, great profitability and a dynamic team, how would a Canberra mortgage broker business catapult to the next level?

The business decided on a course of action that saw them – without a great deal of strategic thinking – engaging an in-house Marketing Coordinator. It seemed to be a logical step. But when the team spoke to efficiency experts Omania Terry they wondered if it indeed was the best way forward.

The first question the Omania Terry team asked was: ‘Why an in-house marketing coordinator at this stage of growth?’ Her second question was: ‘Have you completed a cost-benefit analysis?’

Getting the right things right

As efficiency experts, Omania Terry assessed the dollars and timing involved in engaging a new staff person, especially when the business was facing significant expenditure in moving to new premises. They also questioned if marketing needs were clearly defined. They weren’t – so she set out to assess other options and roll out improvement strategies.

The Omania Terry recommendation was that they retain Omania herself as a consultant for four months to lay the foundation and set marketing initiatives in place. As an external provider she was free to move quickly and efficiently during her short engagement, working closely with the external professional brand strategy company.

Catapulting to the next level

One important step was to hold Client Advisory Board meetings to find out what clients wanted. Clear decisions were made with the aim of expending minimal effort for maximum impact.

During that four months, the mortgage broker company catapulted to the next level, achieving huge success and milestones in the marketing arena. The website was redesigned, all marketing collateral and reports re-branded, and e-news templates created. A communications strategy was set and the business began disseminating regular, informative and engaging marketing material, staying top of mind with clients.

Many other initiatives were implemented, including Net Promoter Score, Google Places, and the design and launch of a networking strategy.

The business also invested in a professional launch of its new office space for professional associates and colleagues, with a high-profile Member of Parliament handling the formalities.

So how did it all go?

The business made great strides without taking on a new full-time employee. The team pushed forward while settling in to their new office space, without disturbing ‘business as usual’. Even though it was a massively busy marketing period, the business also found time to enter the Real Estate Institute ACT Awards. It placed in the Top 25 Mortgage Brokers for Australia.


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