Brand Development Through Thought Leadership
Carrington Holding Companies, a B2B real estate and mortgage company, asked the agency for help in transforming their business model in order to reach an underserved market of home buyers — namely, those with credit challenges.
We first created perception surveys to gain a greater pulse on this market segment. Based on reaped results, we broadened their Internet storefront to meet the needs of this new customer, which included instant prequalification, affordable payment methodology, engaging digital communications and a chat room for local insights and advice. Tapping their rich database of facts and figures, we developed an infographic that honed in on trends affecting the real estate and mortgage markets.
Following a multi-media campaign in which Carrington was positioned as a thought leader for this market, the company achieved wide penetration into the underserved market.