It is important to acknowledge and understand the changed habits which have arisen out of the last several months of Australians social distancing and operating largely out of their homes, according to one non-bank lender.
“Life today looks very different from the way it did six months ago. While lockdown restrictions are easing, many Australians are relying on social media for important updates as well as social support – and we are more tuned in than ever before,” said John Mohnacheff, group sales manager at Liberty.
“For brokers, this means that there is an even greater opportunity to connect with customers electronically and engage with them in a way that is both meaningful and authentic.
“Whether through spending more time being part of your digital community on social media, or simply checking in on customers by email or SMS, there are many ways to achieve this.”
Now that much of the intense concern over COVID-19 has diminished within the country, some borrower behaviour seems likely to further shift still, while other new habits are here to stay.
“While job security and employment prospects are still front of mind for some, most people who have been financially affected by COVID-19 have had time to process the change. These customers are now looking for ways to improve their situation and are turning to brokers for specialist support,” explained Mohnacheff.
“Although social distancing requirements are beginning to relax, we’re seeing that some customers may feel more comfortable continuing to communicate digitally rather than in person.
“It’s important to highlight that you have the flexibility to liaise with them in whichever way they are most comfortable without hindering the personal experience.”
Continuing to market during challenging times is a crucial business strategy, but it requires careful consideration to strike the right balance.
“Although Australia has had a great deal of success in flattening the curve, the impact of COVID-19 is still very real, and the last thing you want is to come across as insensitive,” Mohnacheff said.
“The most obvious solution to how brokers can market their services while addressing potential borrowers' anxieties is to put themselves in their shoes, act with empathy and consider their individual needs.
“Showing the customer that you understand their concerns and helping guide them through the options remains a highly valued service.”
