1. Detail your approach to marketing and how it has positively influenced your organisation/business or the outcome of a campaign for a financial services client.
Before launching Cherry Lending, I developed a brand identity that would strongly resonate with my target audience and set me apart from competitors. Time was taken to understand first home buyers and small business owners – their current situation (including work, income, family, etc.); their struggles within this industry; potential barriers to engage a finance broker; how I could best communicate with them; and identify any gaps in the market.
Determined to break away from the mortgage broker stereotype, I created a brand that reflected my down-to-earth, helpful and highly experienced approach that strives to educate and empower. The cherry logo is simple yet sweet, adding an element of fun to the brand which is important for my millennial-aged audience. I also wanted something that was easy to remember, similar to Apple, but was not specific to me as a person so that I could sell the brand in the future. Both the name and logo have been Trademarked to add value to the business when it’s time to sell.
Whether it’s through my website, content marketing initiatives or from hosting seminars, I strive to educate people by stripping back the jargon, explaining relevant information in easy-to-understand language to help my audience make informed decisions.
The brand personality translates accurately from online to offline with each of my clients receiving the service they expected, forming a trusting relationship from the outset. This has helped build a growing database with one third of new clients coming from word-of-mouth referrals. The visual brand identity is also highly memorable. One of many anecdotal examples involves a lady approaching me at an event to say, “I know we’ve met before, but I apologise as I don’t remember your name. I do, however, remember your business name is Cherry Lending because I remember your lovely logo.”
2. Highlight the marketing initiatives you have developed, detailing the success of these initiatives.
First home buyers’ seminars
These are run in conjunction with Biggin & Scott in Frankston and are often the start of the purchasing journey for many. The seminar content covers deposit amounts; lending criteria; government incentives; and the genuine cost of buying a property. Whether it is in the foreseeable future or a couple of years down the track, attendees leave inspired, motivated and relieved. Seventy-five per cent of attendees then book a consultation to create a personalised plan on how they can make their dream a reality.
Small business seminars
On the Mornington Peninsula (where Cherry Lending & Finance is based), there is a huge opportunity for small businesses to prosper with the right advice and guidance. However, with the latter lacking in this area, I teamed up with two other small business owners to host seminars that cover everything from setting up a business to growing it. The content covers registration and financing, right through to branding and cost-effective marketing, followed by a Q&A session. Following this, I worked closely with many attendees and their accountants to create a plan to help them achieve their financial goals within the next 12 months. This is particularly important for small business owners as achieving goals can sometimes take more time and meticulous planning.
Social media & blogging
Knowledge is power, and that’s what I strive to create for all leads and clients. Purchasing a first home or starting a small business should be an exciting time, but unfortunately many often don’t know where to begin and feel daunted by the experience. I use Facebook, Instagram, YouTube and regular digital newsletters to provide concise information, often relating a concept back to an anecdote (such as my previous firefighting career!) to help my target audience better understand it.
3. What has been your biggest success?
Despite the Royal Commission and COVID-19, my business has quickly grown since opening in 2018 and evolved to represent everything I envisioned; education, empowerment, inspiration, and genuine support. My second year of business (2019) saw an increase of 124% in the dollar volume of residential mortgages and a 74% increase in the number of residential mortgages settled. This has helped to successfully position myself as a first home buyer specialist.
However, the biggest success for me is helping first home buyers’ and small business owners achieve their goals. Particularly in the first home buying world, buying property can seem like a pipedream. When we start working together and putting a plan in place, they discover their dream is attainable … and sooner than expected! Passing on my own experience and knowledge to help others is the best reward and what brings me to work every day.
Flowing on from this success, the future of my business will see a strategic shift to focus solely on first home buyers to become a ‘first home buyer specialist,’ shifting away from being seen only as a mortgage broker to provide a niche offering. Many first home buyers are unsure of the role of a mortgage broker and how they can specifically help them, so I will offer a unique experience before, during and after their buying journey.
I can then use my aftercare program to build strong ongoing relationships. This includes a post-settlement call; branded ‘Thank you’ card and gift, post-settlement email with details of their loan and lender; an annual review of their interest rate (negotiated if required) and loan product; and branded ‘Happy Anniversary’ card to celebrate their first year. By keeping front-of-mind, there’s greater opportunity for ongoing business with an already established clientele, such as for refinances, upgrading and investing.
Despite the Royal Commission and COVID-19, my business has quickly grown since opening in 2018 and evolved to represent everything I envisioned; education, empowerment, inspiration, and genuine support. My second year of business (2019) saw an increase of 125% in the dollar volume of residential mortgages. This has helped to successfully position myself as a first home buyer specialist in a crowded market of mortgage brokers.
However, the biggest success for me is helping first home buyers’ and small business owners achieve their goals. Particularly in the first home buying world, buying property can seem like a pipedream. When we start working together and putting a plan in place, they discover their dream is attainable … and sooner than expected! Passing on my own experience and knowledge to help others is the best reward and what brings me to work every day.
Flowing on from this success, the future of my business will see a strategic shift to focus solely on first home buyers to become a ‘first home buyer specialist,’ shifting away from being seen only as a mortgage broker to provide a niche offering. Many first home buyers are unsure of the role of a mortgage broker and how they can specifically help them, so I will offer a unique experience before, during and after their buying journey.
I can then use my aftercare program to build strong ongoing relationships. This includes a post-settlement call; branded ‘Thank you’ card and gift, post-settlement email with details of their loan and lender; an annual review of their interest rate (negotiated if required) and loan product; and branded ‘Happy Anniversary’ card to celebrate their first year. By keeping front-of-mind, there’s greater opportunity for ongoing business with an already established clientele, such as for refinances, upgrading and investing as well as client referrals.
4. Describe how you inspire and motivate people in your workplace and your contribution to the development of the community.
I love inspiring and motivating people within the community to achieve their goals. As such, all my seminars are free of charge as they exist simply to educate and empower.
I do whatever I can to help community members achieve their goals, and sometimes that means going beyond the job role. For example, one of my young clients, Tom, wanted to purchase an investment property in Frankston, but struggled to attend open homes as he was a train driver living in Hampton. Through discussions, I gained an understanding of what he was looking for. I monitored the market closely, engaged estate agents to advise me of properties within his price range, and was able to attend an open house organised privately through an agent. The home perfectly filled Tom’s brief, and the next day he was able to visit with his mother and buy it! Tom and his mum are now raving fans and continuously refer me.
For many, their goals are a lot closer than they believe, but they need a plan. Young couple, Lauren and Gavin, were in a tricky situation when they first approached Cherry Lending. Gavin was newly self-employed, and Lauren was off work receiving workers’ compensation. They wanted to sell their home and move closer to the beach, but didn’t believe this dream was attainable. I put together a plan for them, checked in regularly to ensure they were on track, and worked closely with their accountant. They secured a beautiful property within 8 months in one of Frankston South’s most sought after streets.
Cherry Lending is also involved with mental health organisation, Wellways, hosting workshops to educate their audience on how to manage money. The workshops are free, and focus on budgeting, allocating funds, tracking daily expenditure, credit cards and home loans.
