Late last year, Beans was approached by Mortgage Rate Finder, a small and thriving mortgage brokerage firm based locally but servicing nationally. Founder Paul Biddle wanted a new brand for his established business. Something quirky and flexible to help position his business and differentiate from the out-of-the-box operators and fat, clunky franchises that crowd the mortgage broking market. But that wasn’t all. Paul also wanted to build a healthy pipeline of potential borrowers to keep building his book on.
We got to work. We produced a library of options, exploring a huge range of opportunities and analysing the competitive landscape. Then, we narrowed it down.
From here, the Beans Team built an easy to understand visual language for the new Mortgage Rate Finder brand to create a meaningful yet conceptual identity. Each of the shapes formed to represent a different aspect of the home loan process while maintaining the young and playful culture of the business.
Then, we added layers – literally. The hand-drawn and collage style elements designed around the custom but not-too-custom nature of the MRF experience. The resulting brand was young, quirky, confident and flexible – all things most mortgage brokers aren’t.
Beans executed the brand across all the places you’d expect – website, corporate stationery, digital assets, social media – as well as some places you wouldn’t (we love the tattoos Paul).
The next piece of the puzzle was to turn on the taps and get some new business rolling in. So, on a nondescript afternoon in February we agreed on a monthly target based on Paul’s conversion rate and a desired ROI from his marketing investment. The hypothesis was based on completely reasonable assumptions and expectations.
Once we knew where we wanted to go, it was just a matter of who we wanted to come along with us. We conducted a workshop to identify our personas, their behaviours and map out their journey toward purchase. We figured out what they wanted to achieve and where they were at in life. Then, we washed a pig.
With our target in mind, we pieced together a campaign idea that spoke to the many hats and approaches Mortgage Rate Finder employs each day to find the finances for their customers.
This was the ‘Paul for every problem’ campaign. The campaign is uniquely Mortgage Rate Finder and alludes to the way Paul works with his clients, adapting his own style and advice based on their situation and what they need to achieve. The ‘Paul for every problem’ campaign allowed Beans and Mortgage Rate Finder to address the various audiences and the challenges they are facing as they try to organise finance in an increasingly competitive market. It also told our target market that when you work with Paul from Mortgage Rate, he will help you figure it all out – after all, Paul has your back, not the bank’s.
With a plan in place and a creative campaign at the ready we put it all into play utilising a combination of digital and social advertising. Over the next three months, we saw an incredible response – exceeding our own expectation by 200%. We’ve since introduced a range of qualifiers to improve the quality of the enquiry and reduce the impact of the increase on Paul’s day-to-day.
“Ruby and Leroy from Beans completely redesigned the Mortgage Rate Finder brand, creating a professional but fun brand that reflects the business and how we operate. They regularly consulted with me and came up with a range of concepts that not only matched the brief but went beyond my expectations.
I could not be happier with the final outcome. We are proud to promote our business with our website and branding now on point and their digital advertising has brought a significant uplift in new enquiries.”
Paul Biddle, Mortgage Rate Finder
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YOLO Funeral Support Servicesleroybevans2021-11-25T12:24:00+11:00
We started working with Beans on a small project after seeing the work they did with a company that we use. This led to a total brand refresh, website re-design and marketing plan. More than happy with the work they did with us and we plan to continue working with them moving forward. Highly recommend an initial chat with Ruby
I had an awesome experience with Beans designing my website and marketing for my business.They were creative, good listeners, fast and super responsive. The end product is really beautiful and I loved working with Ruby and Leroy and their team.
Ruby and Leroy are awesome to deal with, They leave a great 1st impression that makes you feel you have chosen the right company to help with you marketing needs. We have been super happy with all the teams work in all mediums
Ruby is a superstar. She's an incredible talent, with high level creative skills. An alternate thinker who approaches difficult problems with new thinking.
The team at Beans understand all facets of business, giving them a truly unique Marketing offering which we love!
Daniel Di Stasio
Ruby, Leroy and the team at Beans are wonderful to work with.
We have worked with them for many projects and we have always been impressed with the quality of their work and professionalism.
Would highly recommend them!
Beans assisted us with business cards, marketing strategies as well as advice on a refresh of our branding.
Beans really is a one stop shop for all your marketing needs and we couldn't recommend Leroy, Ruby and the team higher.
The Team at Beans have been our marketing go to for the last 12 months. They have redesigned our website, created a new logo and brand feel that we love and feel very proud to promote. They worked well with us, listening to needs and concerns and what they have come up with has been amazing!
I was introduced to BEANS by a friend. These guys are in Aus. and we are in the UK, the time difference was not an issue, they agreed to zoom meetings that fit in with our busy days.
Great team, great homework that they set which keeps you focused and they worked extremely hard with our extremely tight deadlines.
Thanks BEANS.... keeping moving x
I can’t recommend the team from Beans enough!
I’ve dealt with other marketing agencies before I honestly struggled to find value. That isn’t the case with Beans. They understood my needs from the outset and took a fresh approach to getting my brand out there with outstanding quality and professionalism.
I’d recommend Beans Marketing for any size business. Particularly those with limited time to focus on the brand work. It was a great feeling to know the marketing side of things was sorted so I could focus on delivery. 10/10!!!