I was walking down the high street on Saturday morning, starving.
Three places to get a sausage roll. All within a few steps of each other.
To my left, a local bakery. Lovely place. Proper bread in the window.
To my right, a sandwich shop. Nice enough.
And then there was Greggs.
A queue out the door and round the corner.
Same as always.
Objectively, the local bakery is probably a better product. Fresher. More care in it.
And yet Greggs wins. Every time.
Not because of the food.
Because of the familiarity.
When you’re hungry and need something quick, your brain doesn’t search for alternatives.
It just goes to Greggs. (Well, mine does!)
Your potential clients are doing exactly the same thing.
They’re not all Googling “best mortgage adviser in [town].”
They’re going to whoever they already know.
Most advisers think great work and experience alone brings clients in.
And it does. Eventually.
But consistency on social media is what turns a stranger into someone who already feels like they know you.
By the time they reach out, the decision is already made.
You don’t have to be the flashiest adviser.
You just have to show up. Week after week.
Until your name is the one that comes to mind when the fixed rate ends.
That’s the queue you want to be at the front of.
Chris.
P.S. Learn how to be the go to adviser in your town: Join the LearningLab™️Here