Consumer Direct Gifts that "Keep on Giving"
by Karen Deis
Seminar Productions Inc. 715-426-3647
Read the articles. Listen to the top loan originators. It seems like everyone has definite ideas about referral gifts, closing gifts, realtor gifts, and anniversary-of-the-closing gifts! Most of these gift ideas are great-but I wanted to get you thinking about gift ideas "that keep on giving". Here are some gift ideas that will keep you in the minds of your clients long after the cookies and champagne are gone:
Set Up an Account at your local carwash. In the past, I would provide my clients and referrals with a booklet of coupons to have their car washed and cleaned at the local car wash. People loved the idea-but after I gave them the booklet, I had no way of keeping track if they used it, when they used, and who was using this service. I'm sure that I paid for car washes that were never redeemed.
So, what I recommend is that you set up an "account" with the local car wash company (maybe one that has many locations around town) and deposit money (like into an escrow account) with the company. Provide your clients with "vouchers". When they take advantage of your gift, they provide their name and address at the time they redeem the voucher.
Then ask the car wash company to provide you with a monthly list of the people who took advantage of your gift. Cut a deal with them. After all, the car wash has your money upfront so the least they could do is let you know who is using your "gift". Now, your client has used all the vouchers for the 5 car washes Here's your opportunity to follow up with them, see if they enjoyed your gift and see if they have anyone else they can refer to you to continue the car wash voucher program.
Provide a Disposable Camera. This could either be done at the time of application or at the time of closing. If you have a client who is building a home - definitely give them a camera at the time they apply for the mortgage with you. They will have the opportunity to keep a photo history on the progress of their new home. On existing homes, the camera could be given at the time of application or at the time of closing. I usually provided the camera at the time of closing so they could take pictures of both the exterior and interior.
Here's the marketing angle: Be sure to provide a disposable camera with at 36 pictures so they keep it for a longer time period. Also, put a label with your name, title, company name and phone number in a prominent place so that each time they pick up the camera, they see your name.
Magazine Subscriptions. This is an inexpensive gift that truly keeps on giving-month after month. Provide your clients with a choice of 5 to 6 different magazines to choose from and have them choose one from your list. You subscribe in your name-but have the magazine sent to them. After the 1-year subscription period is up, you will get the subscription renewal notice-which serves as your reminder to call them around the anniversary date of their closing. Again, you might want to ask if they wished to continue the subscription and ask for a referral at that time too. Most magazine subscriptions run between $12 to $22 per year.
Tree or Bulbs From Your Local Greenhouse. If you play your cards right, you can provide your clients with a voucher for a free tree or bulbs (compliments of you and the nursery) and best of all, this gift may cost you nothing to give. However, you are going to have to "sell" the benefits of the nursery providing product to your clients FREE.
Here's what I did: I met with the owner of a local greeenhouse and told them that I closed about 400 loans per year. I would provide my clients with a voucher to pick up their free tree or bulbs. They could consider it an "alternative" advertising cost because instead of advertising in a newspaper or magazine, I provide them with a steady stream of clients that will be directed to their location. These are clients who have bought another home. Some may need trees, bushes, or if the landscaping is mature, bulbs are always appreciated. Anyway, hardly anyone walks out of a greenhouse or landscaping shop without buying more. So, in exchange for me getting clients to their location, that they provide them with something for their yard (compliments of both of us).
In the case of a tree or bush, every time your client sees it, they will think of you. In the case of bulbs, they will think of you every time they bloom.
Closing Bucket. No, it's not cookies, snacks or sodas! At the time of closing (both with existing and new construction) we provided our clients with a "bucket" that contained the following items: 2 rolls of toilet paper, 2 rolls paper towels, hammer, screwdriver, bar of soap, sponge, nails, all-purpose cleaning solution, paper plates, our company pens and a pad a paper. Our company placed labels on the bucket, and the handle of the hammer and screwdriver.
All of these goodies were put into the bucket and given to them at the time of closing. When moving into a new home, all of these items are needed IMMEDIATELY. By shopping carefully and buying a bulk, you can put together a bucket for less than $12.00. The hammer or screwdriver does not have to be top class-just something to get them through moving day. Your label stays on those items so every time they use them, they think of you!
"Buying Brain Cells" is the name of the game-I would encourage you to experiment with gifts that continue to "keep you in the minds of your clients" long after the mortgage transaction is over.
Karen Deis is considered an expert in consumer-direct marketing for the mortgage business. Visit her website at consumer-direct-marketing.com to order her marketing program which contains an Audio CD and 6 different consumer-direct marketing campaigns. She can also be reached at 715-426-3647.