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Clearlight Mortgage
Challenge
Services for Clearlight
Brand Strategy, Name, Logo, Tagline, Advertising Campaign (Print, Radio), Website, Media Planning, Collateral, Stationery, Web Banner Ads, Internal Communications
Results
Additionally, The James Group created the first mortgage process checklists which were used with prospects by loan officers to raise trust and build the relationship. The result was Clearlight Mortgage gained a niche among first-time homeowners financing with FHA loans. For further information contact: Paul Blakely  |
A national mortgage company was bogged down in a federal trademark dispute over a business name, The Mortgage Shop. Management elected to change the name of the company and brought The James Group in to rename the company, create the brand, as well as find a niche for the business in the crowded mortgage market.
Customer interviews revealed a clear Sales Moment among home-buyers: they were fearful they would choose the wrong mortgage product and just wanted someone who could explain the mortgage process better to them. The James Group created the new brand to better express this Sales Moment: Clearlight Mortgage, Solving the Mortgage Puzzle for Everyone™.