< Brand Stories
Abby McDaniel
Introduction
Abby McDaniel is a senior loan originator for a prestigious lending company in Denver. She wanted to grow her business, and because she is responsible for her own marketing, she needed assistance in developing a brand strategy to reach her goals.
Client
Sector
Services
When research doesn’t just change the answers but also the questions
Initially, she assumed that a new website would be the best route to reach prospects in need of a residential loan. After a bit of market research, the answer turned out to be something else altogether.
We determined that Abby’s most efficient path to expanding her clientele was building relationships
with those who are close to her end-users, specifically real estate agents that could refer her services.
With that in mind, Brand Wolfe developed a strategy to connect with appropriate agents in her area. We created an outreach strategy and a line of branded gifts that allowed her to express her gratitude for her current close relationships while also nurturing new ones.
We also got creative with business cards-
Creating a folding design that buried the more mundane but mandatory compliance information on the inside, with her contact information on the front, and her distinctive brand promise on the back: The shortest distance between here and home.
These efforts helped Abby grow her business two-fold just by shifting her marketing focus from end-users to agents.
The audience isn’t always who you think it is when it comes to growing your business.
