I have already talked about our marketing project we released a couple of weeks ago now here. In order to affirm ourselves as different from other loan agents, and also to explain the mortgage planning concept, we decided to launch a marketing campaign based on the scent of change. The scent of change (which was actually the lavender smell), was picturing well our difference, and was released first to bring people to our seminar on Septemeber 22nd.To do so we:
- Created a website, www.scentofchange.com, to give information about mortgage planning and to allow people to RSVP to the seminar
- A mailing, perfumed with lavender, to express our difference and to get the attention of our audience
- An emailing to stimulate the RSVPs
- Some other strategic marketing pieces, for network meetings and/or partners.
Of course, I was a little stressed as the seminar was coming, but in the end, that was a great event. We brought 30 people to our seminar (which was our goal), and we also got about 10 people who responded that could not come to the event, but interested by our products. Actually our conversion rate was of 10%, which I think is great for this kind of event.
We also had very good scored on every items of our seminar surveys, which show up the nice presentation held by Jerome Sierra and Yulin Lee.
The seminar was good, and convinced most of the participants to schedule a mortgage planning consultation. Next step of course is to keep on the good results and follow with the prospects.
I want to thank Yulin and Jerome, my two managers, that helped me and adviced me during the campaign, but also trusted my skills to complete this campaign.
Now, next large step of my mission: the customer relationship project...
