Unlocking Customer Loyalty

Getting a customer is one thing, but keeping them is the hard part.  In this episode, Aransas and Dave speak with Heidi Bowman, a 30 year veteran in Marketing and Business Development and the VP of Marketing & Business Development at Silex Financial Group, a residential and commercial mortgage broker, about ways to keep customers connected to companies through experience strategies.  

IN THIS EPISODE: 

• [02:30] How mortgage brokers differentiate themselves through their services and product offering.
• [06:00] Heidi says Silex sets itself apart from the competition by offering exclusive services to their clients.
• [12:00] Heidi describes the homebuying process for their clients by analyzing the wants and needs of each particular client.
• [14:30] How the mortgage company adjusts to today's housing market by becoming the "home buyer advisor" for clients who may be overwhelmed and battling buyer's remorse. 
• [18:00] How they extend their relationships beyond just the mortgage buying process to cultivate repeat customers and referrals.
• [24:00] How Heidi utilizes tactics like storytelling and social media to differentiate Silex from other companies and connect with their clients and potential leads.
• [29:00] Aransas and Dave give tips on how Silex can continue to connect with their customers in different ways as social media and marketing evolves.
• [36:00] Dave suggests collecting stories from Heidi and her customers to help people connect to the company and for Silex to get a deeper understanding of customer needs.

KEY TAKEAWAYS: 

• Marketing is important for growth, but loyalty is the byproduct of the experience. 
• There's a big difference between advice-giving and understanding. Relationships are built on trust and understanding. People want advice, but they need understanding in order to hear it.
• Authentic stories focused on the experience are powerful ways of creating connection and loyalty and allowing individuals to see new possibilities. 

Links Mentioned:

Bringithomewithheidi.com

BIO:  

Heidi is a 30 plus year veteran in Marketing and Business Development and the VP of Marketing &  Business Development at Silex Financial Group, a North Jersey-based residential and commercial mortgage broker. At Silex, her focus is to drive growth in existing and new markets. She is also a self-proclaimed  First Time Home Buyer Experience guru.

Heidi also manages the  "Bringing it Home with Heidi" brand which is a web-enabled platform that focuses on topics from home buying to a family cooking channel and everything in between. "Bringing It Home With Heidi" provides a valuable lifestyle and business resource through blog posts, podcasts (available on Spotify and Apple Podcasts), and more. You can learn more at bringithomewithheidi.com.

Heidi is also a mom to a "special abled" young man named Alexander and an advocate of post-21 special needs adults. She loves all things Italian = fashion, jewelry, food, the country, and her husband Joe, and is a CrossFit enthusiast.