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Marketing Goal:
Counter negative perceptions. Build awareness of Irwin as the experts in HLTV financing. Educate and encourage brokers to use this product to build their businesses.
Input:
HLTV loans make up only 3% of the total market. But as the market turned and sub-prime lenders tanked, brokers considered anything outside of traditional prime financing as risky, which was hurting Irwin’s reputation and business.
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Response Concept:
Get brokers to ask for white papers on HLTV and give their contact info. Give brokers an opportunity to talk to an HLTV specialist.
RDMS Communication Plan:
Assume ownership of the
High-Loan-To-Value segment by creating and promoting an HLTV icon. Use bold banners to challenge brokers’ ignorance or negative assumptions about HLTV financing. Offer white papers as proof of Irwin Home Equity’s category leadership. |
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Response Analysis: Irwin Home Equity sales personnel got fired up. HLTV got more industry attention. Far exceeded expectations. Especially with brokers who actually asked to be called by Irwin Home Equity HLTV experts. All this, as of week two.
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