Client > National & Capital are one of the nation's leading brokers in non-conforming mortgages - put simply, these are mortgages and loans for people in serious arrears, have other bad debt issues, are self-employed or simply can't get a loan from a high street bank.
Our task > Having recently gone back into private ownership, National & Capital approached MC+Co to help them rebrand and reposition their business as a friendly, more helpful non-conforming mortgage broker. They also wanted us to come up with a media strategy that would help reduce the amount they were spending to convert every mortgage.
Our solution > Firstly we had to get under the skin of the mortgage market and understand who needs a non-conforming mortgage and why. Our research revealed that bad debt is no longer the sole issue of a minority of people. With rising debt, higher house prices and an increase in the number of self-employed business people, more and more of us are beginning to be classed as a non-conforming mortgage customer.
N&C needed a colourful campaign that would appeal to their new, diverse market that would stand apart from their competitors' busy and desperate advertising. A two-pronged marketing attack was mounted: advertising and online. Nine press adverts and eight web portals were created that each highlight a different sector of N&C's market and a significant Google campaign was mounted.
The result > Well it's early days yet (some mortgages can take a good month or two to convert) but the early signs are looking good. Come back in a few weeks and we should have some stats for you.
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