The Alliance Portfolio
Leveraging Differentiators to Create a SoCal Superstar

Client:

The Alliance Portfolio, a boutique Orange County private equity / hard money lender, in business over 10 years

Situation:

After a partner buy-out and major internal re-structuring, the owner sought to re-position the relatively unknown company for major growth within the marketplace

Strategy

• Based on branding sessions conducted with key decision-makers, craft key differentiators that were relevant to each target market:
  • Broker – a profitable deal of 2+ points closed within 10 days
  • Investor – an ROI of 10% or more locked in within 10 days
  • Owner – cash in hand with a closed loan within 10 days.
• Create a very cost-effective marketing campaign to reach all three targets
• Position The Alliance Portfolio as a SoCal direct lending authority for custom coastal loans

Solution:

• Create a fun out-of-category direct marketing campaign, based on a creative concept of “10” set in SoCal environments
• Utilize a direct mail folded postcard format that reveals case studies to showcase upscale properties and exceptional results
• Carefully plan format and concepts to allow the postcards to be customized to all three targets with a simple black plate change
• Support direct marketing with pay-per-click, as well as live events targeting brokers and financial planners

Results:

• Within 5 months of campaign launch, Alliance enjoyed its highest revenue month in two years, in spite of a “mortgage meltdown” marketplace
• The positioning of Southern California’s direct lending authority led to Alliance being featured in an article on the front page of the Wall Street Journal’s Financial Section