It’s been another unusual year, but we’ve seen a return to greater normality in the second half of 2021. As we head into 2022 there’s still uncertainty around, but after the last 20 months that’s nothing new and by using what we’ve learned we can still take steps to make sure we continue to grow.

This is a really good time to review the year so far and be making plans for next year. So, here’s a reminder of a few things that can help with your planning:

1. Goal setting

Be clear about what you want to achieve – do you want to increase awareness in your local community, boost your staff training and development, or increase business from existing customers?

You’ll have your own goals but having SMART targets - specific, measurable, achievable, relevant and time-based will really help you work out what you want to get from 2022.

Whatever your goals may be, make sure you set them.

2. Agree a % growth target

Consider what you’ve achieved this year as a guide, but also what your future goals are. When you agree your growth target with your Development Manager make sure it’s challenging but realistic. Capture the rationale as a reminder for when you review your position in 2022 in your regular catch ups.

3. An action plan

When you know what you’re aiming for it helps to know how you’re going to get there. There’s loads of support and activities available to you, many of which we’ve covered in previous blogs but as a reminder; training and competency observations to help widen customer conversations, local marketing, open days, outbound calling and getting involved in your local community are just a few.

4. Measure your results

By measuring your results you’re able to discover opportunities for improvements and refinement but also to share your successes too. We have a whole network of agencies that are there to learn from each other and we’re always looking for great examples and case studies of what worked for you.

Hopefully that gives you a bit of a flavour of things you could consider as part of your planning, but don’t just take our word for it, here’s some examples of what’s worked for other agencies…….

Outbound calls success

With a growth target of 5%, Hucknall have smashed this, already achieving 20.4% (so far). Having a low footfall, they’ve used the outbound calls to talk to customers and give them a better experience. This has led to a really positive growth and retention rate in 2021.

Minehead found preparing for calls by reviewing each customer first really helped. Some customers are still wary about coming into town, so being able to review their savings at home with the choice of completing paperwork through the post or popping in to just do that bit, has been really well received. It’s even led to customers recommending friends including POA accounts where people were struggling to deal with other financial providers as easily. This has helped the agency to grow by nearly 10.5% already this year.

Giffnock and Inverurie have both said outbound calls have helped build new relationships with customers, who didn’t even know the agency was there - which then prompted leaflet drops by both agencies to help raise awareness and address this.

Local marketing success

Talbot Green embraced local marketing and hand delivered 1,000 leaflets into the surrounding villages. They also took out ads in a local paper and a trade magazine, all of which increased local awareness. Remember our range of local leaflets and press advert can be personalised with your contact details.

Competitor closure success

Another successful agency is Church Stretton. When TSB closed in May, they used some of the competitor closure materials to promote the fact that they were “still here for you in Church Stretton”. They began talking to customers soon after the news broke, to give customers options of where to put their savings.

Birthday celebrations and much more

Littleborough celebrated their 10^th birthday this year and used this to get out in the community promoting the agency, finding that many people knew the agency name but did not know that they offered YBS products and services. Don't forget we have milestone birthday materials that can help you celebrate too.

Keen to increase their balance growth by 7%, they’ve more than doubled this by Q3, helped by a proactive approach. They used the loyalty regular saver as a gateway product to explore customers other funds and identify if we can offer higher rates, in particular ISA transfers.

During lockdown they adapted the service and encouraged telephone appointments, this has continued even after restrictions have been lifted. The NPS comments have been very complimentary about the service and how it made the customers feel valued.

Gillingham have stood out as an agency who have embraced the growth plan this year - completing a refit in the main agency area making it much more inviting, then completing a whole local marketing campaign, really promoting themselves as the only building society in the area. They reached out to people who may have never known they were there, throwing an open day in August to almost relaunch the agency. This has moved them from finishing last year with negative growth, to now exceeding their yearly growth target already with 7%.

5. Use the YBS agency hub

Let’s be honest. There’s a lot to do and a lot to think about, but you don’t have to do it all yourself. The YBS agency hub can help you on your way to business growth in 2022. Whether you need support and advice, or customised marketing material, which you can order yourself, whenever you need it.

Good luck with your planning for an even more successful 2022.