Poli Mortgage: Company Branding Redesign
Challenge
This Massachusetts-based mortgage lender needed a new branding identity so that prospective clients would know they often have the lowest loan rates when compared to big competitors. They also needed to refocus marketing efforts to online search instead of physical locations. Poli Mortgage Group consolidated all their East coast offices to its headquarters in Massachusetts. Transitioning their business model meant they needed a new online strategy in order to bring in online leads. Challenges Website: The website had been redesigned within a recent time frame, but still looked dated. The mortgage pricing engine was a robust function that was crucial to incorporate on the new site. Integration with several 3rd party platforms, including a new CRM system, were crucial moving pieces that had to be planned and executed. Company Branding: The company logo and branding materials needed to be modernized and given a higher quality design to use for all client touchpoints and internal communications. Local SEO: Old office locations still showed up in search for different areas. Separate accounts and listings meant reviews were spread out across different listings and search engines would display outdated information in search
Solution
Website: We designed and developed a new site, incorporating the new branding and also integrated the robust rate pricing engine from the current site. This involved creation and implementation of a rate quote generation engine, which included creating multiple forms that pulled information to generate a wide list of results, and the abilities to create a PDF email of results. Company Branding: We designed a new brand message and logo in order to refresh the colors and overall layout. This branding was applied to their print and digital communications. Local SEO: We consolidated their business listings in order to create one accurate presence in Local search. We also implemented tracking in order to start seeing data from Local search.
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