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Mortgage Brand: Hi! I'm Mia.

The Situation 

A mortgage lending company wanted to create a brand position that could be scaled from localized efforts to a national presence. In addition, their GTM strategy required a shift from traditional marketing efforts to a more scalable and measurable approach to allow for growth that extended past regional markets.   

The Solution 

Coologee developed MIA, a personality that carries a relatable and approachable perspective to home shoppers. She builds on the company theme of Promises Kept by helping home dreamers make ownership a reality whether it be a first-time home buyer, relocation, or downsizing situation. 

To launch the program, Coologee partnered with the internal technology team to set up the collection methods. Coologee developed a GTM strategy that extended beyond traditional channels to reach qualified home buyers using a targeted digital-led approach. 

The Result 

Despite a declining market, the campaign was scaled beyond the initial market launch to drive increased awareness and loan volume, improving the quality of leads and more strategically allocating advertising dollars. Mia has become the cornerstone of the brand, supporting inbound and outbound marketing efforts.