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Directors Mortgage has long been a trusted name in home financing across the Pacific Northwest, but the competitive mortgage landscape and evolving homebuyer expectations required a shift in strategy. The brand needed a more compelling, customer-centric positioning to stand out in an increasingly saturated market. Watson Creative partnered with Directors Mortgage to develop a strategic foundation that would fuel growth, combining digital marketing, PR, traditional out-of-home (OOH) advertising, and television campaigns into a cohesive, high-impact approach.
Directors Mortgage faced a common challenge among mortgage lenders: how to differentiate in a space dominated by large national banks and fintech disruptors. Consumers increasingly relied on digital research, social proof, and brand credibility before engaging with a lender. Watson Creative worked with Directors Mortgage to reposition their brand, refine messaging, and create a marketing mix that blended digital innovation with traditional awareness-building.
Through in-depth market research and brand audits, Watson identified key consumer personas and tailored marketing strategies to meet their needs. These insights shaped everything from brand voice to content development, ensuring that Directors Mortgage resonated with homebuyers, real estate agents, and financial professionals alike.
Watson executed a full-funnel marketing strategy that spanned multiple channels, creating a seamless brand experience from awareness to conversion. Digital efforts included search engine optimization (SEO), paid media campaigns, and targeted lead-generation strategies, all backed by robust analytics. PR campaigns positioned Directors Mortgage as a trusted thought leader, securing media placements and amplifying brand credibility.
Traditional advertising remained a key pillar of the strategy. Out-of-home (OOH) advertising in high-traffic areas reinforced brand visibility, while television commercials connected with audiences on an emotional level. These campaigns, designed to inspire confidence and trust, were carefully timed to align with market trends and seasonal home-buying cycles.
The results were immediate and measurable. Traffic to the website increased by 24%, while bounce rates dropped by an impressive 85%. Paid media performance improved significantly, with Facebook campaign click-through rates (CTR) rising by 31% and cost-per-click (CPC) decreasing by 23% to just $0.50. Google Ads delivered 72 direct phone calls, 17 application starts, and nine email inquiries in the first year of tracking leads. Organic social media traffic to the site saw a staggering 382% increase year over year, with a bounce rate reduction of 92.9%.
The success of this repositioning highlights three key takeaways for mortgage lenders looking to enhance their market presence. First, a multi-channel marketing approach—blending digital, PR, and traditional media—creates the strongest impact. Second, content and messaging must be driven by real consumer insights to build trust and engagement. Finally, digital analytics and performance tracking are critical for continuous optimization and long-term brand growth.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
