5 roles
The marketing stack
Assembled in the order enquiries actually arrive: somewhere to land, something to capture with, something to follow up with, and something that brings the client back years later. Skip a step and the one before it stops paying for itself.
For: A brokerage that has capacity and needs the enquiries to fill it.
The roles this stage has to fill
One tool per role, no overlap. We have not named the tools, because naming them is a recommendation five deep and no product has been tested yet — what follows is the shape, and the whole field for each part of it.
Sites and funnels. Paid traffic to a homepage is paid traffic wasted.
22 products we track →
Calculators and widgets. A repayment number is the cheapest thing a stranger will trade an email for.
16 products we track →
Email and SMS automation, triggered by what the borrower did rather than by a calendar.
25 products we track →
Social scheduling. Not for reach — so a referral partner sees you exist in the months you are not talking.
21 products we track →
Retention and repricing. The cheapest loan to write is the second one for the same client.
1 products we track →
What this stage leaves out
A stack is defined as much by what is not in it. Every one of these is a real category a broker could buy from today, and at this stage it does not earn the money.
- Buying leads — a different business with different economics, and not a stack
- Anything promising volume without saying where it comes from
Before this names a single product
Every tool in each role has to have been run in a real account for a working week and scored against the published criteria, and its list price confirmed in AUD rather than converted. Until then this gives you the shape and the field, which is worth more than a stack naming three products nobody has used.