Case Study: Accord Mortgages

Accord Mortgages is the mortgage subsidiary of Yorkshire Building Society, the third largest building society in the UK. Their award winning product range has resulted in excellent net promoter scores from customers and partners alike.

89

open rate on top performing emails

50

conversion rate on key landing pages

2700

podcast downloads

7500

blog views

44

average open rate across all emails

What we did

Accord have a great product offering for UK mortgage brokers but, aligning with their mission and brand values, they wanted to be seen as more than just a traditional lender. They knew content marketing was an opportunity and wanted to leverage this to build a reputation for helping brokers grow successful businesses.

With a clear brief and working alongside their marketing team, we devised the Growth Series, the idea being that we don’t talk about products, just provide brokers with valuable resources to help grow their business. If Accord can add value, the products will sell themselves.

After a pilot campaign that smashed all targets, we set about developing an ongoing programme of compelling content, including podcasts, guides, quick communications and blogs and working alongside a range of experts including leading industry figures as well as Accord’s in-house teams. Mortgage brokers across the UK use these extensively to great success.

The feedback has been incredible – the campaign positioned Accord as a sector leader that has mortgage brokers’ best interests at heart.

The Growth Series has grown into something much larger than our initial brief. It has evolved into a compelling brand message that is now delivered both online and through events and seminars.

We have found the Growth Series really useful. It’s great to see a lender looking to help brokers with the everyday aspects of growing their businesses rather than focussing on issues which serve to help the lender more than the broker.

S. PowellShore Mortgage & Insurance Services