Why do companies spend so much on marketing? ($5 million for a 30 second ad?!) The reason is Top of Mind Awareness. When the consumer goes to make a choice for their beer, pizza, a car or insurance, those companies want to be thought of first. They want to be top of mind. The same thing applies to you at the local level. You get involved in local clubs, etc. so people think of you first when it comes to loans or insurance or financial advice. You may even put up a billboard or run a radio ad. But let's talk through this a bit....
People make a change because of a life event. And one of the biggest changes people make is buying a house. That little decision kicks in all kinds of other purchasing decisions. Loans, insurance, decorating, new restaurants. And when someone decides to buy a new house, they don't call their insurance agent first. They call the Realtor. Then they ask that Realtor who they should call for a loan to get pre-qualified. Therefore, the savvy loan officer is going to work to be Top of Mind to a Realtor. The savvy insurance agent is going to work to get Top of Mind for the Realtor and the Loan Officer.
How do you get to be Top of Mind for a Realtor? Provide great service! Right? Well, that's one way, but everyone says that. One way is to put in a call once a month or to send a card every once in a while. That may not seem like much, but its more than most vendors do, in my experience. And if you really want to differentiate yourself, help your COI grow his or her business. Isn't that what everyone really wants? And that's where the Aim for Maintain Program comes into play. The Aim for Maintain Program helps the Realtor's network walk right in the front door of a business and develop a relationship with those employees - and that's way better than a phone call!
To the financial advisor: Does this work for you? You bet. If you want to differentiate yourself from other advisors, help your clients and prospects (business owners) grow their business. And the best way to do that is to help them with employee engagement. (See Gallup's State of the American Workplace.) The Aim for Maintain Program directly improves employee engagement because it makes employees feel supported. And that's the core variable for employee engagement. Is this a service of a traditional financial advisor? Not even close. Are you now differentiated and going to be Top of Mind? You bet.