A CASE STUDY
FINDING THE MARKET POTENTIAL FROM WITHIN
This mortgage lender saw tremendous need for consumer financial education but realized borrower needs and access to educational platforms were not uniform. The lender sought to develop an empowering, consumer-centered solution. The challenge- they knew their general market well but did not fully understand which parts of the market were striving for more learning nor how they planned to gather information needed to become a homeowner.
How do you best motivate potential new homeowners to be more informed of the mortgage process and what is the best way to deliver such educational material to the highest potential users?
A market landscape study focused on market understanding and communications.
We discovered 5 distinct groups with 2 being core targets for educational materials
We identified the core perceptions and barriers against which the lender is now addressing in its communications and educational materials
We identified key partners for delivery which the high potential users would trust – partnering emerged as a critical delivery component to ensure consumers view the material as being acceptable as opposed to being biased to the lender.
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