Like other small business owners, Stephen Ford wears many hats in his ‘day’ job. But despite being responsible for sales, operations, compliance, HR, admin and bookkeeping he still somehow finds the time to consistently put out marketing.
Stephen is the Managing Director and owner of Fordable Property & Finance. They are mortgage and finance brokers based in Newcastle and Sydney who are well known for supporting their clients for the life of their property and financial journeys.
“We aim to educate, find solutions and provide an exceptional service to our clients,” Stephen says.
They nurture the relationships they have with existing clients by staying in regular contact and demonstrating genuine care for their financial wellbeing. As a result, the greatest source of new business is referrals.
“We pride our service on the reviews our clients have left and we always ask for a referral if they know someone looking for a home loan or other types of finance,” he adds.
Always be marketing
Stephen has invested a lot of time and energy in his content marketing. The business pumps out educational content via its blog, active social media pages, YouTube videos, and regular email mail outs. Plus, there’s an ebook on its way too.
In addition, he also uses paid social ads, flyers and networking events to market the business.
His biggest successes are stories on how clients have saved money and reduced their interest rates. “Our followers like these “win” stories the most,” he says.
But finding the time can be a challenge
Not surprisingly, Stephen biggest marketing challenge is finding the time to do everything, particularly since COVID-19 has added full-time parenting to his task list.
“We have paid social campaigns paused simply because we need to spend the time reviewing the previous results, before tweaking and testing again.
“In addition to this, creating content and writing copy is not something which just happens,” he says. “You have to get your head into that space, so that can also create barriers to consistent marketing.”