Mortgage Company Seeks Innovative Marketing To Transform Business
Industry: B2C Financial Services / Mortgage Company
Embrace Home Loans is a mortgage company handling $3.5B in originations each year. With 700+ employees, they have a large sales force that has helped hundreds of thousands of homeowners purchase their dream home or refinance their existing homes. As a leader in customer satisfaction within the mortgage industry, Embrace is seeking to continue working with consumers in ways that better align with their behaviors today: digitally.
The mortgage industry is heavily regulated, requiring integration of information technology/security and legal departments with all marketing initiatives. Nonetheless, Embrace was determined to innovate in this laggard industry by positioning themselves as a digitally-savvy and capable organization, focused on consumers ease of communication and positive customer journeys. With that in mind, they reached out to Bbg, Inc. to assist in a digital transformation.
What We Did
Bbg was involved on a deep basis with Embrace, learning about their consumers, their business operations and philosophy, past marketing initiatives, technological and regulatory limitations, and resources to execute initiatives.
The hands-on approach of this consulting arrangement took place over three months. The process and result is as follow:
Phase One: Market Intelligence
In this capacity, we conducted market research, facilitated interviews with staff, partners, and customers, profiled Embrace’s ideal customers with descriptors and narrative, and analyzed the market for foundational information required in development of a digital marketing strategy.
This market analysis provided us with deep understanding of the market, the consumers purchasing patterns, and opportunities to establish a powerful digital presence for Embrace. By leveraging the company’s core competencies, the desires of ideal customers, and the competitive landscape, we are able to ensure that efforts to grow the online channels are optimized for efficient lead generation, deeper market penetration, and overall revenue growth.
Selecting the correct online channels and communicating with the audience with a clear, compelling value proposition is vital for effective digital marketing. Additionally, defining the target audience in descriptive and narrative form is empowering to all internal marketing and sales staff and efforts, both currently developed and in the future. This provides consistency for the brand in all communications – whether direct, in-person selling, on the website, or otherwise.
Phase Two: Digital Strategy Development
Armed with the market intelligence from our initial analysis and findings, we worked with the Embrace team to develop a digital strategy, including elements such as the digital sales funnel, content marketing & social media marketing, social advertising, search advertising, user experience changes, and marketing technology recommendations.
The digital strategy is the core of our digital efforts, providing us with a clear methodology of targeting our audience, acquiring qualified leads, nurturing leads, and converting leads into customers. It was important to Embrace to shift interactions from transactional into relationship-based touchpoints that act as the beginning of long-term connections with loyal brand ambassadors.
At the conclusion of these two phases of digital transformation, Embrace was provided with a complete, comprehensive plan that was co-created with input of internal staff members, external partners, and customers. The deliverables were plug-and-play, ready to be implemented immediately, or were accompanied with instructions and guidance on how to execute effectively, whether requiring internal or external resources. This was not merely a plan or report left on a desk, but the first step to transforming a business, which requires further guidance on proper resource allocation, implementation, training, and execution while maintaining best practices.
With the business developed on the back of traditional marketing, the digital initiatives and focus is a fundamental shift in how Embrace will organize itself and perform long-term as it aligns to the modern consumer’s mind and behaviors.
TRANSFORM YOUR BUSINESS WITH A COMPREHENSIVE DIGITAL STRATEGY
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