How To Market a Debt Collection Company: Expert Advice

Marketing any business can be a challenge. Marketing in a niche industry such as debt collection can be even more difficult.

Sometimes it’s hard to reach prospective clients. Sometimes it’s because you have a shoestring budget to cover your efforts. Yet, marketing your debt collection services is important to your agency’s growth.

How should you focus your debt collection marketing to gain clients, no matter your agency’s size? PDCflow sat down with an expert. Chief Marketing Officer of Hawes Financial Group, Jeff Johnson, shares some advice.

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Debt Collection Marketing Strategies

Johnson says to connect with clients, focus on your brand image. In marketing, there are many ways to meet prospects and enhance your credibility:

CONFERENCES

“Look at the ‘soft touch points.’ Being credible and being present go a long way. You don’t always get a thousand leads, but you get that ‘moment in the elevator’ that could never have happened anywhere else.”Jeff Johnson

Conferences can be a huge time and budget commitment. But, they are one of the best ways to make a personal connection with a prospective client. “It’s about relationships,” says Johnson. “Those only happen by being present in the places where you can interact.”

He acknowledges that you won’t always bring back handfuls of leads from each show. These conferences are an investment in the future. Your agency’s ongoing presence at industry events will show your stability. Frequent face-to-face interaction also makes prospects more comfortable doing business with you.

Show attendance is great for market research. What better way to learn the latest trends and concerns of industry professionals? Enjoy the live classes, one-on-one meetings, and networking opportunities these unique venues provide.

💡 Debt Collection Marketing Tip

If it’s in your budget, pay for special one-on-one sessions or consider sponsoring an event to boost your name recognition.

INDUSTRY CERTIFICATIONS

“Don’t just say who you are, prove who you are.”

Like trade shows, it’s easy to get hung up on the price tag of industry certifications. But the return on investment is well worth the money and effort you put into them. “The biggest thing that has really helped bring notoriety to our organization is making sure we have industry certifications,” says Johnson.

Your agency may choose certifications from collections-centered organizations. For instance, the ACA’s PPMS certificate provides training in policy and procedure management.

Depending on your focus, you may also choose industry-specific proofs of excellence. Use them to boost your reputation with industry-specific clients.

Do you specialize in medical collections? Get a certification through the MGMA or another medical association. This will convey a deeper understanding of the client and consumer’s needs.

Another example for medical collections: the Peer Review Program offered through HFMA. Peer reviews assess your agency’s value (according to clients and prospects). These programs give clients a better insight into what you have to offer.

💡 Debt Collection Marketing Tip

Use trust symbols – images of your certifications or peer reviews – on your website and social channels.

TESTIMONIALS

“Testimonials give a spotlight to the great work you’re already doing and build trust in your company.”

Testimonials can give a potential client confidence in your business. If their peers are happy with your service, you have a leg-up on the competition. Being in collections adds another pool from which you may get statements – consumers. Johnson suggests asking satisfied consumers for their testimonials as well.

Be sure when you ask for this favor, you’re not requesting your clients and consumers to do all the work.

Take note of what clients say during conversations with your organization. Write down any positive statements they make about your company.

Send the statement, and allow the source to edit as they see fit. Once approved, you can use the quotes for case studies, marketing emails, or ads (and of course on your website). To avoid potential issues, be clear about who made the statement and where it will appear.

Create your consumer testimonials in a similar manner. Review calls from your floor collectors and contact those who had positive experiences. Use call transcripts to create the statements for approval.

Satisfied consumers are further evidence that your agency is the right choice. If those you are collecting from end up happy, clients will choose you to settle debts on their behalf.

💡 Debt Collection Marketing Tip

Use client and consumer testimonials in your case studies, website, and other marketing materials. Proof of other satisfied customers builds confidence.

Use Technology to Your Advantage

Technology is changing every business–including collections. Many agencies use software and other tools for the collection process. However many are behind the curve in using current technology for marketing.

Here are some ways to use technology to market your agency.

Website

“Your company’s website is the most important marketing cost.”

Every company should have a website. Like it or not, this has become a business necessity. Your website should include a clear picture of what services you offer. Be sure to explain what makes you the best choice for clients.

A debt collection website can include trust symbols like testimonials, certification badges, and event details that enhance your brand image. Perform routine checks of your site. Ensure all information is up-to-date and there are no broken links. These issues can detract from your image.

You don’t want your first impression to be a missing page or old information. If it is, you may lose clients before you even know they’re interested.

If your agency’s team doesn’t know how or doesn’t have time to build your website, hire a professional service to do it for you. No matter who builds and maintains it, be familiar with your site. Understand the picture it paints of your agency.

💡 Debt Collection Marketing Tip

Keep your website current and functioning. Most prospects will check your website before deciding to do business with you.

SOCIAL MEDIA

“It’s important to have someone monitoring [your social media] all the time. Make sure you’re on top of negative comments.”

Not all social media is equal. Different channels need distinct tones of voice and can bring in varying numbers of leads. And each platform fulfills its own marketing goals.

Facebook – The goal of Facebook for collections is to engage with clients and peers. Don’t allow it to detract from your image with negative comments and false claims. Johnson suggests using closed Facebook groups or disabling comments for your agency’s page. This will help you to manage your online reputation.

LinkedIn – LinkedIn provides paid tools that make it easier to find business connections. But the costs can add up. You may decide this is only worth your money for high-dollar clients. To get the most out of the site’s free features, Johnson encourages sales teams to use LinkedIn groups.

Your agency may include YouTube, Instagram, TikTok (or others) in your social media strategy. Each site has advantages and disadvantages. Weigh the pros and cons of each to get the most out of your time spent creating and interacting with posts.

Remember that using social media in your marketing strategy can walk a fine line. It can lend your brand legitimacy and help you stay connected. Yet, an inactive account may look less professional than having no account at all. Someone in your organization must update your feeds to keep new followers coming in.

💡 Debt Collection Marketing Tip

Use social media to identify prospects, share content, and keep your followers up-to-date on agency and industry news. Success on social media depends on consistency and close attention. Have someone update feeds regularly and monitor all social activity involving your company.

DIFFERENTIATE WITH TECHNOLOGY

“Look for a partner that will bring something unique that no one else can offer.”

If your agency invests in new technologies, show them off. Highlighting your use of new technology can be a big plus for clients. And it can differentiate you from the competition. Prospects like to know you can remain current as technology trends progress. Use this as part of your marketing message.

💡 Debt Collection Marketing Tip

Highlight any differentiating technologies your agency may use. These will entice clients and position your agency as forward-thinking.

PDCflow for Email, Text and Payments

PDCflow’s Flow Technology lets agencies reach consumers through email and SMS. Send a text message, email–or both–for all kinds of payment communications, including:

Sending a validation notice
Sending a payment request
Providing documents for review (agents can do so while still on the phone live with a consumer so they can review them together)
Sending documents to be digitally signed and returned
Requesting photos (like IDs or insurance cards) to be uploaded and sent back
Sending payment reminders on recurring payment schedules

Along with Flow Technology’s email and text channels, PDCflow’s payment processing software can help your agency better manage your payments.

Accept credit, debit or HSA card payments as well as ACH
Keep payment details secure with data encryption, tokenization and storage
Set up groups, locations or multiple merchant accounts, so you can keep all of your lines of business separate from one another
Monitor performance with our robust Insights Reporting

Final Thoughts on How to Market a Debt Collection Company

There are countless ways to boost your agency profile and gain new clients. Of course, each agency is different, so evaluate the resources you have to work with. These will dictate your marketing strategy.

However, starting with just a few of these basics can boost your brand image and help you gain clients.

For more actionable insights, tactics, and expert advice to improve the payment experience and create a better cash flow, subscribe to PDCflow’s weekly email updates or monthly newsletter:

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