Option One
OPTION ONE MORTGAGE, INC.
Summary
Industry setting:
Option One Mortgage had successfully leveraged the growth of the real estate market and refinance boom of the early to mid 2000’s through unique, non-conforming loan products and exemplary customer service from its massive field sales organization. Despite this success, Option One’s brand presence in the financial trade press was inconsistent, and its brand attributes/differentiators were virtually unknown outside of the company.
As interest rates rose and the real estate market started to decline in 2007, Option One needed consistent brand presence in the financial trade press, and more importantly, they needed a relevant, powerful message to compete with other mortgage lenders like Argent, New Century, IndyMac and others.
Our solution:
We developed Option One’s brand positioning from the emotional benefit of providing the broker, banker, investor and borrower security and confidence in a complex financial transaction.
Further differentiating Option One from its competitors, We created a series of financial trade print campaigns that highlighted the key benefits of Option One’s organization: The strong partnerships between its account executives and broker clients, and the peace of mind from partnering with a nonprime lender with solid ethical values.
Result:
Option One improved its ranking in the industry, ultimately rising to the #4 wholesale mortgage lender in the nonprime segment. Option One’s print campaign raised the company’s visibility substantially in the financial trade press, and cues from the trade campaign permeated every internal and external marketing vehicle
How we did it:
We developed multiple outreach programs to the broker community, including direct mail, online, and loyalty marketing. Bold graphics, stunning photography, and smart copy connected to our audience on an emotional level, and raised the perception of the brand.
• Received ADDY award for B2B ad campaign (2005)
Credits:
Client: Option One Mortgage
Agency: Campbell Mithun
Lead Art Director/Designer: Tim Bush
Copywriter: Ed Gines
Account Management: Geoff Fiala