Change Wholesale Mortgage
Close more. Close faster.
Move needle.
The Change Company, an upstart bank and mortgage lender, delivers the goods when it comes to helping underbanked borrowers. But they lacked a brand identity and meaningful way to connect with their audience: cynical mortgage brokers who are motivated by two things—making money and closing loans.
Meet the Closer Twins.
A gamechanger to connect with our audience’s emotional desire to win big and be highly effective at closing loans.
This integrated, multichannel campaign was designed to take audiences from initial awareness, through consideration and trial. The Closer Twins punched way above their weight class, delivering big results.
Extending the story.
We put the Closer Twins — Keith and Kurt — in the role of exaggerated mortgage brokers, laser focused on 2 things: closing more loans and closing loans faster. This came to life in entertaining ways including a MasterClass parody, a workout video, sales training videos, and tons of engaging social content
Channel-exclusive content.
We built a library of exclusive short cuts, GIFs and memes to be deployed anywhere and everywhere, making sure that that right form factor was used in the right social channels.
The Closer Twins have proven to be a catalyst for Change in the mortgage category—giving them a unique brand differentiator and establishing relevance with the broker audience. Change now uses this differentiator across all customer touchpoints, from marketing to events to sales calls to onboarding and customer success. To quote Keith and Kurt Closer: “We feel you”.
50% increase
in new customers
2,000
target brokerage accounts reached
50% increase
in web traffic
And the campaign brought home some hardware:
How it all came together.
For us, it's all about the journey. This is how we built the program that led to so much success:
