MARKETING 101 for Registered Migration Agents

Attract the right clients

6 Steps to get More of the Clients you Want (and less of those you don’t want!)

As a registered migration agent, we know you want more clients. It ain’t easy out there, but it is possible to align yourself so that you can attract more of the clients that you want.
Clients come from two sources: existing and new. 
Existing clients are ambassadors for you and your brand. They may be repeat clients themselves (think chain migration) or may be a great source of referrals. They are easily accessible and you don’t need to convince them about how fantastic you are: they have already experienced your service. Existing / former clients are a gold mine. Access them first.
The other source of clients is people you don’t know and who have not been referred to you. They are cold prospects. They will take more time (and your time = money) to convince that you are the registered migration agent for them. Your conversion rate will not be high unless your marketing messages are spot on. 
The good thing is that you can simultaneously market to both groups. The cold prospects may be a slow burn whilst the existing clients may provide you with more immediate, direct or referral business. 
In this article, I have the cold prospect in mind however you can still use all the steps to address the needs of your existing / previous clients.
In this 101 lesson, we start at the very beginning and run through the six basic steps you must complete to form the basis of a successful marketing plan for your business.
Here are the six steps: 
  1. Decide the type of work you want to do
  2. Define your target market
  3. Find their watering holes
  4. Identify their pain point or aspiration
  5. Consider your response to their needs
  6. Plan your compelling content
So, let’s look at these in more detail.

Step 1: Identify the work you want to do

As the saying goes ‘Jack of all trades, master of none’. To stand out and offer services above and beyond others, I recommend becoming a master of no more than a handful of different visa categories. So, what to focus on? Take a piece of paper – yes, pen and paper! – and make a Q&A table then answer these questions for yourself:

  • What type of migration work do I like doing? Make a list.
  • What work do I want more of?
  • What am I good at?
  • Which area is most profitable for me?
Take a look at your answers; where is the intersection between all these factors?  List the top five types of matters that meet your own criteria. Imagine getting more of these types of cases. Will you be happy with that? If so, these are the services that you will target in your marketing.

Step 2: Define your Target Market

– nationality
– age (range)
<- occupation (either be specific or identify on which list their occupation should fall eg MLTSSL / STSOL / ROL)
– location (are they onshore or offshore)
  • Marital status
  • Educational qualifications held
  • Employment experience 
Consider these attributes for each of the visa types you will be working on.
You can now create your ideal client avatar (join Let’s Chat Discussion Group for free access to a resource which will help you do this), even giving him/her a name! Labelling your target client will make him/her easily identifiable and you can start building a relationship with your hypothetical client!
By now you will have a matrix like this:
Work I am seekingTarget client
Partner visaName: Jane  

Age: early 30s Nationality: British Occupation: marketing Location: UK/ Europe

482 visaName: Avnesh  

Age: 26 Occupation: ICT Professional Employment: 4-6 years

Step 3: Find the Watering Holes

You can only communicate with your ideal clients when you know where to meet them. Whether you wish to meet them in person or online, you still need to know where to find them.
In person you can meet new prospects or referral partners through networking in business groups, chambers of commerce, industry associations, cultural organisations and even in RMA or Education Agent networks where you may be referred work in your specialist areas.

Online, you can study your demographic to find out where they hang out. Which social networks do they access? Is it Twitter, Linked-In, FaceBook or WeChat? Drill down, for example in FaceBook, are there any particular groups that exist for your client avatar. Or access discussion for a such as reddit, Quora, and Digg.

And there still remains a third option of accessing prospects through newspapers and magazine  – both hard copy and virtual. These could be ethnic media, industry newsletters or publications or mainstream newspapers. Each publication will have a circulation and reader profile which you can access to see if they are a match for your target client.
Spend some time working through the options of where your clients hang out, where they are asking questions and where they are seeking answers. Identify which watering holes are relevant to each of the client types you have identified in Step 2. 

Step 4: What are their pain points or aspirations?

Now you know where your target client is hanging out, you need to listen to them to find out what are their top of mind pain points or aspirations. What are they always asking about? Where is there uncertainty lurking? What are the main problems they are trying to solve. What are they hoping to achieve? What will it mean for them or their family to achieve an Australian visa?
Take the time to be a fly on the wall and listen to the interactions between your prospects and others. Delve down into their questions and identify the gaps in their knowledge. 
reate a table like the sample below and, for each of your client avatars, list their questions, pain points or aspirations.
Client avatarWatering holePain point or aspiration
JaneFacebook Confused about documents to provide
AvneshLinked InWants to know about pathways to residence
In the next step you will be starting to provide answers and identify what resources you have available to solve their problems. 

Step 5: How can you respond to their needs?

Now that you know what the pain points or aspirations are, consider what you can offer your client avatars. 
If, for example, your target client group is always asking about how to prepare a statutory declaration for a Partner visa, consider what service you offer, or what information you can provide, to solve that issue for them. 
For each client avatar, complete an additional two columns in your table for your offer and any resources you can provide to entice the prospect. 
Here is our example, updated: 
Client avatarWatering holePain point or aspirationMy offerSupporting resources 
JaneFacebook Confused about documents to provideConsultation


Visa preparation service

AvneshLinked InWants to know about pathways to residenceConsultation


TR and PR services

Advisory service to companies

Visa Information sheets

Step 6: Plan & write your compelling content

You are clear about the clients you wish to target, where you can find them, what they are asking and what solution you have to offer them! Great! You are ready to bring it all together into your content marketing plan. That is, exactly what you are going to say and when.
At this point you might start getting very excited! Yes, excitement is good! But remember, start slowly and don’t over-reach. Consistency is key. By starting small you can build and build. That is much better than doing too much and flopping.
Using your online calendar or a print-out of a ‘month’, create a three-month plan as follows:
  • Consider if you will have a theme for each month or if you will address two or more client avatars across each month. Write this focus area at the top of the month
  • Consider the frequency of your activities and schedule them in your planner. Again, don’t overdo it. You might for example start with three Facebook posts a week and one networking event per month. For networking events, specifically decide which you will attend and find the next date and slot it into the planner
  • Schedule time to create your content! Set aside enough time to create any written content. Especially once you start keeping a notebook of ideas, you will get quicker at this, but initially you may several hours to get your ideas down. And remember, every picture tells a story, so keep time to find great images. Of course, at this step (or any of them), you could hire a marketing gun to help you. Consider students and new graduates for cheap enthusiasm.

Et voila!

You have a customized quarterly marketing plan that targets the clients you want by providing useful and appropriate information and resources to meet their needs.
Whilst there are many other elements to consider in marketing – pricing, service suite, pipelines,  – the above six steps are a fundamental starting point that will see you becoming visible and approachable. Meaning more prospects crossing your threshold ready for you to make a sale.
For your free marketing planner and other useful marketing tools, join THE RMA NETWORK’s Let’s Chat Discussion Group.