Remodeling LOANtuitive’s Brand and Putting it into the Marketplace, Fast
January - March 2022
About LOANtuitive
LOANtuitive is an innovative real estate financing platform and B2B marketplace that quickly moves commercial real estate mortgage brokers through the process of telling the story of their client’s loan and helps them match it to the perfect lender.
“The KMG team brought incredible knowledge and insight to our project, which allowed us to move from raw brainstorming to execution really efficiently. They brought the ideal blend of creative energy and ability to get shit done. To top it all off, they are a thoughtful, brilliant, good-natured team that made it easy to get excited about our marketing tasks-at-hand amidst the storm of other startup activities. “
— Erin Green
COO, LOANtuitive
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The Need
Situation
LOANtuitive’s solution simplifies the complex, time-consuming, and inefficient process of preparing a commercial real estate loan for application and makes it feel magical in a way that no other product on the market can. While that magic shined in demos with potential customers, their brand needed a refresh — and better storytelling across their funnel — to get more brokers into a high conversion demo
Goals
Increase LOANtuitive’s engagement with commercial real estate brokers, encouraging more of them to progress toward a product demo
Establish brand positioning and content that highlights the problem and creates a strong point-of-difference in a crowded marketplace
The Approach
Tighten the positioning, Drive to demo, Fuel the pipeline.
KMG started the process of refining LOANtuitive’s brand by listening deeply to the Loantuitive team, lenders and brokers to pinpoint their motivations and identify which of their strongest pain points could be addressed by LOANtuitive’s product. It quickly became clear that LOANtuitive’s solution may close a critical gap for brokers between the time they invest in preparing loan information and the success rate of those loan applications — countless hours are sunk into hunting for information for each loan, and only about 5% of them ever close. LOANtuitive addresses both of these concerns by shortening the process from hours to minutes, and helping brokers prepare a more complete, polished, and well-matched loan story for a lender.
With these learnings, KMG helped LOANtuitive to reimagine its brand foundation from top to bottom and tighten its positioning to align with the customer insights we’d uncovered. We then facilitated a customer journey mapping workshop with LOANtuitive’s team and identified high friction, high-impact customer touchpoints to establish an efficient MVP marketing plan.
KMG brought these new brand elements to life through a refreshed website that gave customers a direct view of the magic of LOANtuitive and a frictionless way to book a demo, a suite of email templates (including an end-to-end nurture campaign), a social media content strategy with accompanying creative assets and content, and storyboards for a new brand video to tell LOANtutive’s story. With KMG’s playbook and assets in hand, LOANtuitive was able to hit the ground running with their new brand and immediately begin booking demos with new broker customers.
Key Disciplines
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Brand Strategy, Content Creation & Performance Marketing
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Consumer Insights
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Customer Journey Mapping workshop
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Go-to-market plan
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Brand Positioning
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Tagline Development
The Results
A turnkey strategy, templates and content library for the small-but-mighty team allowed them to run their own LinkedIn and email campaigns as if they had a big budget marketing department
A completely refreshed logo and visual identity and frictionless demo signup page puts them in front of potential broker-customers every day without all the heavy lifting
A frictionless demo signup page
LOANtuitive website home page
LinkedIn content
LinkedIn content
Our Edge
KMG recognized that in a crowded space with numerous competitors who over-promise and under-deliver, seeing was believing. So we focused on the high-value product experiences that wowed brokers and featured them on the website, social media and email campaigns to let the magic of LOANtuitive shine through.