Case Story

connecting rehabbers with industry knowledge

the
challenge

The popularity of HGTV programming like “Fixer Upper,” “Flip or Flop” and “Windy City Rehab” spurred a boom in the house flipping industry. Financed home flip purchases increased 8% to $19.9 billion in 2017 — an 11-year high. In 2018 alone, over 200,000 single family residences were flipped in the US.

This was great news for Residential Capital Partners, a hard money lender for house flippers. Unfortunately, it was also great news for the other 430,000 private lenders in the US.

How could Residential Capital Partners establish themselves as the top lender?

the
insight

theinsight

Our research showed that, indeed, the market was flooded… with bad apples. Numerous competitors were using the ol’ bait and switch tactic. And borrowers’ profit margins suffered as a result — death by 1,000 lines of fine print.

Residential Capital Partners had an incredible story: their 10-year history of accountability and follow-through on loans with simple and accessible terms. Existing borrowers swore by them as the lender to turn to when you needed a sure bet: hard money, fast, no strings attached.

And hardly anyone knew that story. Yet.

the
approach

Residential Capital Partners previously had a quiet online presence. Traffic to their site came from word of mouth, conference marketing, and large-scale email blasts that sounded purely transactional, a mismatch from the personalized, trustworthy counsel flippers loved about them.

So, armed with Residential Capital Partners’ authentic brand story – and HubSpot’s sophisticated marketing and sales automation platform – we created a communications engine utilizing helpful, original content to drive new leads to their site and position Residential Capital Partners as an industry thought leader.

  • Blogs
  • Emails
  • Social
  • Proprietary white papers, charts and infographics
  • Paid digital ads
  • Targeted conference scholarships

The goal was simple: help rehabbers flip smarter and faster to make more money. Topics range from how to scout properties, make better offers, vet contractors, secure tax advantages, and even market themselves better.

the campaign

All Cash. No Catch.

With helpful, original content, Residential Capital Partners’ communications now reflected their brand identity. And the cherry on top would be an evergreen tagline to encapsulate their positioning: “All Cash. No Catch.”

 

 

the
results

In 2019, by producing relevant and engaging original content, Residential Capital Partners wrapped up their largest sales year in their 10-year history.

 

 

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