"Fogg have been instrumental in our success!"
Fogg quickly understood my niche marketplace and not only that but were able to see the opportunities therein. This was essential and will now provide me with a head start on my competition, whom I’m sure will be looking on enviously! It’s only a matter of time that we will become more of a household name in the equity release market. I can’t see why Equity Release Supermarket won’t go from strength to strength and become a major player. Thank you all for the work so far... and for the promising future we are all looking forward to.
We first met the Founder of the business after being recommended to him. He had realised a number of years of early success and was working hard to deliver his strong vision for the business. At this point he felt the existing brand and communications did not reflect his aspiration and was hindering the businesses ability to achieve it.
The opportunity we identified was to build a platform that truly represented, articulated and enhanced the businesses vision of becoming the leading equity release advisory service in the UK.
A key focus of the challenge was to ensure relevance to a very niche target market and create a unique point of difference from competitors based on the businesses unique approach, innovation and value to customers.
Through our extensive market research, we observed a changing nature of the audience. These observations presented opportunities to position the brand more effectively to drive sales, improve customer loyalty and increase brand equity.
We began by repositioning the brand visually. Here we visually integrated both the representational and emotive aspects of the proposition. The brand device now has a unique visual interplay and reflects both the action of equity being released and the representation of a multi-generational family unit.
In preparation for the deployment of our marketing strategy, we observed a new dynamic within financial prioritisation. Our insight highlighted a shift in the buying process of the target market. Acknowledging that customers prefer to research their options prior to engaging professional advice, our communication strategy reflected this need and has been based around empowering, educating and informing customers.
A video written and produced in house to provide an overview of equity release.
We devised a brand strategy that captures the essence of the market and the opportunities therein. ‘It’s not what you release, it’s what you realise’ has since informed all brand and marketing initiatives moving forward, including how the consultancy process is undertaken by advisers.
The marketing strategy has increased sales lead generation and reinvigorated dormant customers taking the business from strength to strength, even providing a platform for attracting the industries best talent. The business is now one of the UK’s largest and most respected equity release brokers.
We continue to work closely with the founder of the business and have regular workshop sessions to review and plan the upcoming strategy and tactics to ensure relentless momentum of the brand and marketing.
Building upon the successes of our work with Equity Release Supermarket to help build their consumer facing proposition we had the pleasure of working with the team to devise a new platform for the business in the form of a B2B referral service.
Equity Release Partners focuses on how equity release can be a valuable addition to, as well as an integral part of, financial advice. Aimed at supporting Accountants, Solicitors, Financial Advisers and Debt Management companies the business provides a viable and profitable equity release solution. Our work began with insight to identify the opportunities in the market and the needs of businesses wishing to provide an equity release service. This insight informed the brand positioning and design as well as the user experience and structure of the website.
“Introducing a new way” established a uniquely effective positioning for the business by communicating;
• a different approach and bringing change across service, customer experience, transparency and quality
• the introducer/referral aspect of the proposition and that they are bringing a new approach to the process
• a commitment to innovation, underpinned by the backing of the market leading and market innovating Equity Release Supermarket
• the new to market aspect of the business to be used as a platform from which to launch the brand backed by the established Equity Release Supermarket brand
The Equity Release Partners brand retains the ethos and the visual aesthetic of the consumer brand but has been attuned to the opportunities presented by the B2B market and has elevated further success across the group of brands.
The closer the working relationship, the greater the value of the partnership
Educating your customers and prospects is more effective than selling to them
Focussing on the opportunity and positioning the brand as the enabler is a highly effective approach