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Credit & Mercantile

Our strategy for Credit & Mercantile was to create tangible differentiation from the competition

Project

Credit & Mercantile is a finance company offering short term bridging loans (£100K to £10m) to companies and individuals via IFAs and mortgage brokers. It has established a successful business over the past 15 years, but has recently seen its competitors raise their profile and steal market share as a result. Our challenge was to raise Credit & Mercantile's profile amongst IFAs and mortgage brokers, position them above the competition, stimulate enquiry levels and regain market share.

Our research had shown that all the competitors, through their advertising, focused on the 'givens' (competitive rates, speed and flexibility), offering no other point of differentiation. Our strategy for Credit & Mercantile was to create tangible differentiation from the competition by not focusing on these 'givens'. Instead, we recommended building empathy with the IFA and mortgage broker communities by acknowledging the importance of reputation to their business, providing reassurance that their reputation was safe with Credit & Mercantile and flattering the IFA and mortgage brokers that their reputation was built on their ability to offer best advice and deliver value to their clients. We articulated Credit & Mercantile's value proposition as 'Bridging loans for when your reputation matters'. The multi-channel campaign was launched at Mortgage Business Expo, simultaneously breaking in the IFA and broker trade press. Although the re-positioning of the brand is part of a long-term strategy, over 380 enquiries were generated at Mortgage Expo alone.
  • Sector Property Finance
  • Services Advertising, Media Buying, Exhibition
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