A Real-Time Marketing Strategy Case Study for Mortgage Leader: 30 Days into Transformation

We’re leading the marketing transformation of a leading mortgage company, building its brand and positioning it as an ecosystem that supports new and existing homeowners through the entire homeownership lifecycle.

The engagement began with brand activation of a new identity system. As we launched a refreshed logo and narrative, we discovered operational challenges and marketing opportunities that were critical for brand value. The company had historically been B2B, originating loans by acquiring them from other financial institutions and then servicing them. However, the company had begun to originate loans directly. This presented a major opportunity for growth, but it required internal realignment to successfully build a B2C platform. Kasari came in to provide Fractional CMO leadership and guide the company through this strategic transformation.

The first step was to develop a 100 Day Plan.

This provided a roadmap and set expectations for the first few months. The plan focused on three core areas:

• Creating a stronger marketing and analytics foundation
• Organizational design and upskilling the team
• Kickstarting key imperatives across marketing channels

Our first 30 days

• We grounded ourselves in competitive intelligence, identifying critical opportunities and gaps. We also began a deep dive into analytics to truly understand the company’s ideal customer profile (ICP) to target our efforts effectively.
• We were intentional about getting to know the inner workings of the organization, building rapport with stakeholders, and fostering a sense of collaboration. We knew that without this, our work would not take hold.
• Then we initiated several strategic shifts to build a more compelling digital footprint and support the existing teams doing this work. We identified resource barriers and began creating new positions for roles that would be critical to our efforts.

Four weeks in, we had successfully laid the groundwork for building out our strategy and infrastructure.

This is a real-time case study. Check back to find out more as we approach our 60-day milestone.