Averbach Mortgages
Living Blueprint Creative took on a daunting project in working with mortgage broker Michael Averbach. The apparent heir to his family’s already successful commercial lending business, Michael had decided instead to strike out on his own with an entirely new brand. In an industry where template-generated websites are the norm, Michael took another unusual step by investing time and money to create a brand and image that would set his business ahead of the crowd.
Living Blueprint’s strategy with Averbach Mortgages was to create a brand that personified Vancouver. It had to exude a professional and successful image while simultaneously appearing young, energetic, and approachable. The second main objective was to make an “umbrella brand” that could expand to allow multiple mortgage brokers to work under Averbach Mortgages.
A number of tools were utilized by Living Blueprint to create, build, and reinforce the Averbach Mortgages brand:
+ Generation of a carefully crafted website with a custom content management system. A user-friendly layout introduces clients to the Averbach Mortgages brand and its five-member team in a straightforward, personal, and engaging fashion.
+ Creation of a strong brand image that emphasized Averbach Mortgages’s commitment to taking care of the client (“we do the work”).
+ An extensive SEO (search engine optimization) campaign was undertaken to establish a strong online presence.
+ A cooperative promotion with Meinhardt Fine Foods, one of Vancouver’s best-known upscale grocery stores.
+ Creation of a regular email newsletter that would provide subscribers with useful and insightful content, further reinforcing the dedication of Averbach Mortgages to client satisfaction.
+ A collaboration with Spark PR to establish Averbach Mortgages in the media through an extensive PR and communications campaign.
The value of Living Blueprint’s strategy and methods are apparent in the results.
+ The combination of the SEO and PR campaigns led to Michael being consulted on multiple occasions by media sources including the Vancouver Sun, The Globe & Mail, Canadian Business, and GlobeInvestor.com. This media exposure further established Averbach Mortgages as a top player in the Vancouver mortgage market.
+ The strength of the brand has become its own sales pitch. Prospective clients who have browsed the website are contacting Averbach Mortgages not to ask about rates or look for a sales pitch, but ready to do business.
The real success of Living Blueprint’s efforts was realized when the 2008-2009 economic downturn hit Vancouver’s real estate industry and Michael Averbach’s phone continued ringing. Why did his business thrive while others floundered? Because Averbach Mortgages, the brand that Living Blueprint and Mike Averbach dedicated so much time to creating, had become synonymous with success.
++ live website
