We recommended that the client differentiate itself by 'the way it does business'
Finance and Credit Corporation (Fincorp) is a well-established principal lender that specialises in bridging loans to clients who require quick decisions and fast turnaround. Traditionally the company has focused its energies on building relationships with property developers. This has proven to be a successful strategy. However, given the parlous state of the property market over the last few years, enquiries had dropped dramatically. To address this shortfall Fincorp asked Response to develop and implement a strategy to raise their profile in their traditional markets and to help them target the broker (introducer) market for new business.
Traditionally bridging loan companies have marketed themselves on 'givens' such as 'fast response', 'competitive rates' and 'flexibility' and have all tended to use obvious imagery to communicate the message. We recommended that the client differentiate itself by 'the way it does business'. This we articulated in the campaign theme 'Bridging Loans. Clear & Simple'.
We refreshed their corporate identity, designed and built them a new website and produced individual brochures for each of their markets. 6 months after the campaign broke 80% of loans written were from new customers.
- Sector Property Finance
- Services Marketing Consultancy, Brochure Design, Copywriting, Web Design & Build, E-Marketing, Photography