CASE STUDY: AD Mortgage’s Strategic Advertising Initiative with Grozina
CASE STUDY: AD Mortgage’s Strategic Advertising Initiative with Grozina
BACKGROUND:
AD Mortgage, a direct lender known for its comprehensive range of lending products, including conventional, government and non-QM products including jumbo and foreign national programs, sought to enhance its market presence. Despite offering diverse products, the company faced challenges in effectively communicating its value proposition and differentiators to the U.S. audience.
AD Mortgage partnered with Grozina, a marketing and public relations firm, to address this need.
CHALLENGE:
AD Mortgage’s primary challenge was more than just distinguishing itself within the crowded mortgage lending industry. The company already possessed a unique set of products and advantages. The crucial task was communicating these effectively to a broad and discerning audience across the United States. Grozina was entrusted with articulating AD Mortgage’s complex and varied product offerings in a manner that was not only technically accurate but also creatively compelling and engaging.
This collaboration united Grozina’s marketing acumen and AD Mortgage’s deep industry knowledge, combining their strengths to craft powerful and effective marketing messages.
PROCESS:
With its profound understanding of the mortgage industry, AD Mortgage provided the essential insights and details that prospective customers sought. Their expertise allowed them to articulate their products and services, elucidating rates, terms, and other crucial information clearly and concisely. However, AD Mortgage’s challenge lay in its proficiency in the English language, which is where Grozina’s expertise came into play.
Grozina’s team, composed of skilled English writers, was instrumental in transforming these insights into messages that were not just informative but also linguistically polished and appealing. They ensured that the advertisements were composed in clear, concise English, with proper syntax, punctuation, and appropriate diction, effectively bridging the communication gap and conveying AD Mortgage’s offerings to the desired audience.
RESULTS:
The partnership between Grozina and AD Mortgage worked well because the quality of the writing reflected positively on the company, enhancing its reputation among consumers.
The collaboration allowed the company to project a professional image, with ads that were not only factually informative but also engaging and easy to read. As a result, potential customers found the ads more reliable and convincing. Hence, Grozina and AD Mortgage’s teamwork made the advertisements a success by ensuring that they were both informative and professionally written.
Likewise, the advertising initiative itself led to a marked increase in visibility and interest in AD Mortgage’s services. The campaign attracted attention from various mortgage originators, leading to an uptick in inquiries and engagement with the company’s offerings.
Quantitatively, AD Mortgage saw a significant boost in website traffic and lead generation following the campaign. The precise metrics of these increases would be confirmed upon further consultation with AD Mortgage, but early indicators pointed towards a substantial return on investment and a heightened market profile.
Following the launch of the initial advertisement in the Scotsman Guide, a leading resource for residential and commercial mortgage originators, AD Mortgage was recognized as the Top Non-QM Lender in the US, Lana Izgarsheva, the company’s COO, was named 2023 Woman of Influence by HousingWire magazine, and Max Slyusarchuk, the CEO, won the 2020 Inc. 5000 award, demonstrating the company’s tremendous growth and leadership in the mortgage business.
IMPACT:
The strategic advertising initiative had a lasting impact on AD Mortgage’s business operations. Not only did it enhance the company’s market visibility, but it also helped establish AD Mortgage as a thought leader in the mortgage lending industry. The campaign’s success underlined the importance of targeted and well-crafted advertising in shaping company perception and growth.
More broadly, this case study is a testament to the efficacy of strategic marketing partnerships. By leveraging Grozina’s expertise, AD Mortgage effectively navigated the complexities of advertising in a foreign language. This achievement sets a benchmark for other companies in the financial sector and, beyond that, aims to enhance their market presence in the U.S., demonstrating the transformative power of collaborative expertise in achieving business success.