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Lead Generation Masterclass The content of this presentation is designed and intended for a professional audience only. It has not been approved for use with consumers
Welcome to our Lead Generation Masterclass
Nicola Palmer
Senior Business
Development Consultant
Welcome to our Lead Generation Masterclass
Guest SMEs Phil Calvert Jon Dunckley Author and Keynote speaker Director, About Consulting
Introduction to Lead Generation Standard Life Home Finance
Introduction to Lead Generation
Sanjay Gadhia, National Sales Manager
This presentation is intended for professional advisers only and has not been approved for use with consumers
Introduction
Sanjay Gadhia
National Sales Manager, Standard Life Home Finance
sanjay.gadhia@standardlifehomefinance.co.uk
Introduction to Lead Generation
What motivates people to use equity release
How to develop new enquiries
Knowing your customer
Equity release customers
Customers broadly fall into five categories based on their
motivations to release equity from their homes:
Freedom from Lifestyle Family Inheritance
Divorce
existing debt aspirations aspirations planning
Paying off existing Facilitate a desired ‘Bank of mum and dad’ Provide tax free cash ‘Silver Splitters’
mortgage or unsecured choice in care options
debts
Gifting money to help Take a ‘holistic’ approach Splitting assets as part of
Fund a better and more children onto the to retirement planning a divorce settlement
Pay the shortfall on a new active retirement property ladder
home
(specialist advice required)
Home improvements or Helping out with tuition
modifications fees and student living
costs
(structural changes to be
funder approved)
Reasons for choosing equity release
Source: Key Group Market Monitor Report 2022Uses of Equity Release
Source: Standard Life Home Finance 1 st Year Anniversary Report 2022A view across the UK
Source: Key Group Market Monitor Report 2022Prominence in the south
Source: Standard Life Home Finance 1st Year Anniversary Report 2022Where will you find your customers?
Recommendations / Referrals
Upsells and cross sells
Traditional
sources
CRM / existing database
Partnerships; builder, estate agent, funeral director, lawyerWhere will you find your customers?
Social media e.g. LinkedIn
Do you have a website?
Online
Be personable – people buy from people
presence
Soft lead generation techniques
TestimonialsKnow your customer
Are ‘old’ people, really ‘old’?
• Many of your clients walked away from working life with gold plated pensions
• They have more ‘spend’ and affluence than the needs based but can and will still take ER
Brad Pitt, 59 Jill Biden, 71 Sting, 71 Lynda Carter, 71Understanding client mindset
Lightbulb moment research
What are the concerns When a customer decides Can gender affect how a
customers carry with them equity release is not for customer responds to the
through the process and them – can we switch the advice process?
how can we seek to alleviate lightbulb on?
them?Concerns - How can we alleviate them?
What concerns did you have about accessing
some of your housing equity?
43%
36% 38% Female ER Male ER
customers customers
31%
26% 25%
21% 22%
20%
15%
I was concerned My home is my It would be a really I had heard bad I was accessing it
about what security and I expensive and things about too soon as I may
inheritance I could didn’t want to risk complex process equity release in need it in the
leave my family losing it the past future
Source: Standard Life Home Finance, Lightbulb moment research: Consumer behaviours
25Know your customer
Findings from our Lightbulb Moment research
Women Men
Percentage of men and
women likely to already be
aware their pension and 14% 19%
savings are not enough
Source: Standard Life Home Finance, Lightbulb moment research: Gender divide findingsHow can we help?
Our team is here every step of the way
Kay Westgarth Sanjay Gadhia Phil Beswick
Sales Director National Sales Business
Manager Development
Manager
Our dedicated telephone account managers
Tony Ward Josh Sinacola
North – including Scotland London & South East
Vicki Leigh Chris Willoughby
Central South West
27Thank you
Any questions?
Standard Life Home Finance is a trading name of more2life Limited. Registered in England No 5390268. Registered Office: Baines House, 4 Midgery Court, Fulwood, Preston PR2 9ZH. more2life Limited is authorised and
regulated by the Financial Conduct Authority. more2life Ltd uses the Standard Life brand under licence from Standard Life Assets and Employee Services Limited. The Standard Life name and logo are registered trade marks of
Standard Life Assets and Employee Services Limited. SLHF126 03/23
This presentation is intended for professional advisers only and has not been approved for use with consumersMarketing toolkit: your virtual micro-marketing team
The platform for later life lending professionals Air Marketing gives you access to a comprehensive range of customisable marketing materials and tools developed using 20 years’ experience and a wealth of customer insight – enabling cost-effective growth of your business – including: • Online tools • White label tools • Insights Hub (including ‘Campaign in a Box’) • Air Marketing Hub • Live masterclass events • On-demand Symposium content
Retained Equity & Repayments Tool
“this calculator is a
game-changer…”
With interest rates much higher than they
were 12-18 months ago and average rate in
the market still above 6%, it’s more important
than ever to discuss the potential for capital or
interest repayments with clients – and this
tool, described by one equity release specialist
adviser as a ‘game-changer’, helps you
demonstrate the power of repayments in
seconds.Retained Equity & Repayments Tool
Personalise the tool
outputs with specific
details about your client’s
borrowing needs,
including any repayments
and further borrowing in
5 easy steps
View demoWhite Label Website Tool(s)
“a superb addition
to Air’s marketing toolkit”
Our new online white label calculator tool
allows you to create branded tools and
calculators to embed into your own website in
a matter of seconds. You can change the
colours of the tool to match your brand using
HEX or RGB colour references and include
your company logo tooWhite Label Website Tool(s)
We have added a simple but effective LTV tool
to begin with to help your website visitors
understand how much equity they could
release from their home – a new Retained
Equity Tool will be added soon
View demoLead generation support – on Air Insights Hub
“it’s so easy to use
I like the step-by-step
approach”
Lead generation is an integral part of a
business plan to ensure business growth. At
Air, we want to support you by providing
knowledge and tools to either guide you in
effective lead generation activity, or to
strengthen the work you’re already doing.Lead generation support – on Air Insights Hub
“I love this idea…
I can’t believe how much I
can get for free from Air”
Our Training and Support section has been
designed to build on your understanding of the
typical later life lending clients, the market and
marketing for lead generation.
It includes:
• Helpful marketing tips
• How to guides
• Video content looking at communication and
lead generationLead generation support – on Air Insights Hub
Campaign in a Box
“it’s great that
the campaigns will all be
different so I can target
certain clients”
Our Client campaigns section includes ready to
go campaigns for you to download with
instructions. Use these to start your own lead
generation campaigns or support your existing
activity.
Whether you’re looking to do your first social
media campaign or a multi-channel integrated
campaign, we have something to support you!Lead generation support – on Air Insights Hub
Campaign in a Box – an example
Direct Mail Instructions
The 4Rs of Equity Release
https://www.airlaterlife.co.uk/insights-hub/client-lead-
generation/Online marketing collateral tool
Our online marketing hub is ideal
for larger campaigns where you
need to print large numbers of
letters and flyers.
The tool allows you to brand items in real time
using your logo and contact details and then
order printed supplies direct to your door,
using our print buying partner to help keep
costs down while maintaining quality.Online marketing collateral tool
Select, preview, personalise and
order your items in real time – no
waiting for designers!
Wide range of material to choose from and
different formats. Register today (login and
password required) and start using
straightaway
https://www.airhub.bdprints.co.u
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