Talk to Our Team

Wolsey Mortgage Company

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customers are married individuals aged 30-35, located in the United Kingdom, seeking high-quality mortgage services.

Audience Type

  • B2C
  • Affluent individuals looking for mortgage assistance

Needs – Primary Buying Considerations

  • High quality, trustworthy mortgage service

Demographics

  • Age Range: 30-35
  • Gender: Both
  • Geography: United Kingdom
  • Income Level: £30,000 per annum
  • Profession: Various

Psychographics

  • Lifestyle: Settled and looking to buy or already own property
  • What they value: High quality service
  • Pain Points: Need for mortgage advice and assistance
  • Buying Behavior: Prioritizes reliable, trustworthy service

2. My Message to My Target Audience

Refined Elevator Pitch

  • Wolsey Mortgage Company provides aspiring homeowners with unparalleled 5-star mortgage services, allowing them to realize their dream of owning a home stress-free.

Understanding Their Pain Points

  • Difficulty finding a trusted mortgage provider
  • Currently caught in rental cycle
  • Struggle with complex and impersonal mortgage processes

Transformation

  • Ownership of their dream home
  • Peace of mind from outstanding service
  • Transition from renters to confident homeowners

Unique Selling Proposition (USP)

  • 5-star mortgage service every step of the way
  • Years of excellent client testimonials
  • Superior service experience compared to competitors

Brand Values & One-Liners

  • 'Transforming the mortgage experience with 5-star service'
  • 'Turn your home owning dreams into reality'
  • 'Every client, every time, a 5-star journey'

Tone

  • Wolsey Mortgage Company is warm, professional, and approachable. We evoke a sense of trust, commitment, and reassurance to our clients.

Hero Text Idea

  • Flag Text: 'UK’s 5-Star Mortgage Service'
  • Main Headline: 'Making Homeownership Easy with Cardinal Mortgage Services'
  • Sub Headline: 'Experience our 5-star service and make your dream of owning a home a reality. We’re with you, every step of the way.'
  • CTA: 'Start Your Homeownership Journey Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Leverage website for lead generation (contact forms, downloadable resources)
  • Track conversions through Google Analytics
  • Use Wordpress plugins for SEO optimization

Social Media

  • Develop LinkedIn to reach professionals seeking mortgage advice
  • Share testimonials and success stories to build trust
  • Focus on Facebook to target the 30-35 year age group

Paid Advertising

  • Use Google Ads focusing on mortgage related keywords
  • Targeted Facebook and LinkedIn ads to reach demographic

Partnerships & Outreach

  • Partner with real estate agencies for customer referrals
  • Speak at real estate and finance events

SEO and Content

  • Content emphasis on mortgage advice and home buying process
  • Optimize blog posts for common mortgage-related search queries

Offline and Local Media

  • Sponsor local events and property exhibitions
  • Advertise in local newspapers and magazines

Online Networking

  • Engage in UK-based finance and home buying forums
  • Participate in Facebook groups on home buying in the UK

Cold Outreach

  • Email campaigns targeting potential customers
  • LinkedIn outreach to professionals who match target demographic

Directories

  • List on financial service directories like Yell and Thomson Local
  • Use Google My Business for local SEO
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • "The Ultimate Guide to Simplifying Your Mortgage": An educational ebook
  • Mortgage Calculator: An interactive tool to estimate mortgage payments
  • "5 Star Mortgage Success Stories": Video testimonials of satisfied clients

Tripwire Offer

  • Initial Mortgage Consultation at a Reduced Fee: Low-risk introduction to services
  • Mortgage Readiness Assessment: Fee-based service to gauge client readiness for a mortgage

Welcome Sequence

  • Signup thank-you email with lead magnet access
  • Follow-up email introducing the company's services and success stories
  • Reminder for tripwire offer
  • Request for booking a call or appointment to discuss mortgage needs

Segmentation

  • Tag leads based on the type of lead magnet downloaded
  • Segment leads based on response to tripwire offers
  • Classify leads according to their interaction with the welcome sequence emails

Chatbot and Automation

  • Implement a chatbot to answer common queries and assist with booking appointments
  • Set up automation to send personalized email based on lead’s behavior on the website
  • Synchronize chatbot and email automation data with Mailchimp to refine segmentation

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Mailchimp
  • Automation capabilities: Email automation, Landing pages, Social media ads
  • Recommended improvements: Since MailChimp is not preferred, consider switching to ActiveCampaign which offers advanced automation and CRM capabilities

Sales CRM

  • Recommended platform: HubSpot (offers a free tier)
  • Pipeline tracking or handoff process: Integrate HubSpot with the marketing CRM to track MQLs to SQLs conversion

Automated Follow-Ups

  • Types of automations: Welcome email series, Tripwire follow-ups, Reactivation emails
  • Triggers: Email opt-in, Lack of interaction over 60 days, Abandoned consultation booking

Newsletter

  • Frequency: Monthly
  • Topics: Homeowner tips, Mortgage industry news, Customer success stories
  • Segmentation: Based on type of lead magnet downloaded

Retargeting & Ads

  • Platforms: Google (for search and display), Facebook & LinkedIn (promoting content and lead magnets)
  • Goals: Maintain awareness, Promote lead magnets to attract new leads

Social Media and Content

  • Posting frequency: 3 times per week on LinkedIn and Facebook
  • Content type: Blog posts, Testimonials, Company updates

Webinars and Events

  • Cadence: Bi-monthly webinars
  • Purpose: Educate the audience about the mortgage process, Showcase expertise

Other Nurture Channels

  • SMS: Use services like Textlocal for personalized follow-ups and reminders
  • Chatbot: Use tools like Chatfuel or MobileMonkey for website automation and lead capture

3. Sales Conversion Strategy

Sales Process

  • Clearly specify the journey from initial enquiry to mortgage approval
  • Ensure dedicated point of contact for personalized experience
  • Automate follow-ups, reminding leads of their enquiry and next steps

Sales Assets

  • Develop clear sales scripts for different customer scenarios
  • Create a detailed FAQ document to address common concerns
  • Develop a professional client proposal template, emphasizing USP

Testimonials and Case Studies

  • Seek testimonials after every successful mortgage approval
  • Showcase these on website and in sales presentations
  • Develop case studies illustrating different client scenarios

Conversion Rate Insights

  • Track conversion rate from enquiry to sale using Mailchimp
  • Goal to increase conversion rate by reducing friction at each step
  • Monitor and optimize the lead nurturing process

Urgency and Offers

  • Consider time-limited offers (e.g. lower commission for applications within 30 days)
  • Develop messaging around the benefits of acting now (low rates, real estate opportunities)
  • Create fast-responder incentives (e.g. expedited application review)

Guarantees and Risk Reversal

  • Provide assurance of rate match guarantee (if found lower elsewhere)
  • Define a clear, easy process for potential refund requests
  • Highlight regulatory compliance and industry certifications to build trust

Shock and Awe

  • Send a welcome gift/card to new clients, emphasizing the personalized service
  • Offer a free initial consultation with an expert mortgage advisor
  • Make a donation to a housing charity for each completed mortgage transaction
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome email with introduction to the team and outline the mortgage process.
  • Schedule a personalized orientation call to gauge client's needs.
  • Send printed welcome kit including company brochure with testimonials, process roadmap and contact details.

Communication Cadence

  • Bi-weekly updates via email regarding mortgage application status.
  • Monthly phone calls for progress updates and any queries.
  • Quarterly personalized video messages acknowledging milestones.

Client Education

  • Online knowledge hub with articles covering mortgage basics.
  • FAQs section addressing common mortgage related queries.
  • Webinars with financial advisers teaching best mortgage practices.

Personalized Touches

  • Send handwritten notes after signing mortgage deals.
  • Individual birthday reminders with a small gift voucher.
  • Surprise ribbon-cutting ceremony for new homeowners.
  • Annual 'Thank You' notes celebrating their homeownership anniversary.

Visuals and Documentation

  • Infographics illustrating the mortgage process.
  • Bi-monthly reports highlighting progress on mortgage application.
  • Sharing before and after pictures of clients' homes as testament to their journey.

Feedback and Proactive Support

  • Monthly surveys to collect feedback.
  • Dedicated customer service line for immediate support.
  • A help button on the website for quick queries.

Guarantee or Promise

  • 5-Star Service Guarantee. If clients are unhappy, next month's service is free.
  • Risk-free consultations: clients only pay once they close a deal.

Operational Excellence

  • Convenient booking system through website or phone for appointments.
  • Ensuring punctuality for all meetings.
  • Professional, friendly communication across all employee-client interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a referral program offering discount on renewal for every successful referral
  • Promote multi-year contracts with attractive discounts

Upsells & Cross-Sells

  • Offer additional financial consulting services
  • Recommend home insurance services to buyers

Bundling & Packaging

  • Provide a package deal combining mortgage advice, budget planning, and home insurance

Loyalty & Retention Programs

  • Develop a loyalty program offering free consultation for repeat business
  • Incentives for word-of-mouth marketing

Custom Services and Personalization

  • Launch a premium service tier with personalized mortgage solutions
  • Provide 'white-glove' support for premium customers

Pricing Strategy

  • Introduce early payment discount for mortgage repayments
  • Incorporate value-based pricing reflecting the quality of service

Customer Data and Insights

  • Implement CRM analytics to predict customer churn
  • Use customer feedback to refine and improve services

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a £50 discount on future services for successful referrers
  • Offer referees a £50 discount on their first service

Shareable Assets

  • Create referral cards with a memorable tagline, like 'Your dream home, made easier with Wolsey Mortgage'
  • Develop an email template for easy sharing among clients

Timing and Triggers

  • Ask for referrals after client’s successful mortgage approval
  • Attach automated referral prompts to every email communication

Client Success Stories

  • Share testimonies of satisfied clients on social media and the company website
  • Use these stories as part of the referral email or card template

Referral Contests

  • Host quarterly contests with a larger referral reward, like a £200 discount on services

Partner or Affiliate Programs

  • Consider partnerships with relevant estate agents and property developers
  • Offer affiliate discounts as incentives for these partners to refer their clientele

Thank-You Experience

  • Send a thank you note or small gift, like a bottle of wine, to top referrers
  • Acknowledge top referrers publicly on the company's social media platforms

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call