Change Wholesale: an integrated, full-funnel campaign to build awareness

The Closer Twin’s concept built awareness, drove engagement and generated leads.  

The mortgage business can be tough on borrowers and lenders alike.  Our client, an upstart lender, was ready to “Change” the game, but many brokers were not aware of them.  We needed to put Change Wholesale on the map with mortgage brokers, and to register new brokers to sell Change mortgages.  Every new broker signed can be worth millions in loans, so the ROI from this targeted campaign could be massive.

The Change Company has a category-changing product, but it lacked a brand identity and meaningful way to connect with its audience: mortgage brokers who are motivated by two things—closing loans and making money.

How could we use these motivators to our advantage? We conducted interviews with our core mortgage broker audience to try and get inside their heads. We saw traits that we manifested into two primary broker archetypes: The calculated “big picture” broker and the fast turn, “get it done ASAP” broker. We distilled these insights into simple key benefits to represent each: “close more” and “close faster”.

Meet the ‘Closer Twins.’ A game changing concept and hook into our audience’s emotional desire to win big and be highly effective at their profession.

Keith and Kurt Closer are both highly competitive, but Keith sees the long game of ultimately closing more loans because of Change’s groundbreaking Community Mortgage and the new audience it would open up for him. While Kurt is consumed by closing loans faster, also because of the Community Mortgage and the simplified process it offers. 

We found a myriad of ways to bring these scenarios to life with the Closer Twins and 2 key messages: Close More and Close Faster.  This came to life in entertaining ways including a parody of MasterClass, a workout video, sales training videos, and tons of engaging social content. Our integrated campaign tactics included: online video, paid and organic social, trade and Industry print, display and programmatic, website experience/landing page and email nurture.

This integrated, full-funnel campaign built awareness, drove engagement and generated leads.  And along the way disrupted a stodgy category in the best possible way.  

Award wins 

The mortgage business can be tough on borrowers and lenders alike.  Our client, an upstart lender, was ready to “Change” the game, but many brokers were not aware of them.  We needed to put Change Wholesale on the map with mortgage brokers, and to register new brokers to sell Change mortgages.  Every new broker signed can be worth millions in loans, so the ROI from this targeted campaign could be massive.

David Tapscott CMO, The Change Company