A well-regarded young mortgage broker wants to launch his own brokerage in a crowded Victoria market. How do we make his business stand out?
THE BRAND STRATEGY
Build the business around an important and under-serviced sub-audience the brokerage can legitimately specialize in:
Victoria’s mortgage specialist for First Time Home Buyers.
THE IMPACT ON THE BUSINESS
Research showed us that First Time Buyers, generally 20 – 29, are the fastest growing segment in the real estate market and the most likely to concede they could have gotten a better mortgage. They are on the go, rate shop on their mobile phones, and often take mortgages based on the lowest rate, which rarely serves their long-term interests.
This convinced us of some major business directions:
> The brokerage should be mobile like its audience, and do without a fixed office, meeting wherever is convenient.
> It should be about more than mortgages, but should also support and educate buyers about all aspects of the first time home purchase process.
The owner realized that most first time buyers are entering a foreign world of notaries, accountants, contractors, insurance agents, lawyers and so on. So he decided to create a network of respected and like-minded professionals in these fields so his clients wouldn’t have to venture into unknown territory to find trustworthy people.
Victoria photographer Derek Ford did some ace photography of the MobileFirst team.
To help the business get some traction among rate shoppers and site visitors, a 15 page guide for First Time Buyers was created and offered by email to site visitors.
The branding work wrapped up with business cards designed to mimic the smartphone format.
“I chose to work with Doug as he came highly recommended from colleagues, and he did not disappoint,” commented Jake after the brand launch. “I’m truly grateful for his expertise.”
Buying your first home in Victoria? You now know who to ping!