Pennymac

CLIENT NAME: PENNYMAC

Greatness lives here

THE ASK:

Pennymac was a 15-year-old, under-the-radar brand who had successfully amassed a portfolio of more than two million customers (by buying and servicing loans). They were viewed as one of the most trusted and respected brands in the mortgage space based on a highly experienced leadership team and solid set of core values. As Pennymac was gearing up for the next 15 years of growth across five lines of business, including entering the B2B and B2C retail originations channels, they were in need of turning on the marketing machine for the first time in the company’s history.

Additionally, Pennymac was often confused with being a government agency. It was time to breathe meaning into the brand with a refreshed positioning and identity that would create brand awareness and preference to increase retention and conversion rates. It was also time to rally the entire organization around a single vision for the company.

Pennymac – #3 Wholesale Lender
#1 Lender Overall

Monthly lead-form volume 4X higher than two-year average

Lead-form submission rates up 11%

Paid search CTR increased 27%

INSIGHTS

Unearthing trust marks

Through primary quantitative and qualitative research, broader cultural study and immersion into all things Pennymac, we unearthed insight to build a top-to-bottom rebrand. We found…

 “Home” was becoming more meaningful to people. Yet the category primarily focused on transactions and the short-term.
Pennymac was born out of necessity during the last housing crisis when the founders got together and built the business around three core values – Accountability. Reliability. And Ethics. These principles uniquely positioned PM to own trust, stability and enduring partnership for the long-term journey of homeownership.

Armed with that, our strategic and creative brain trust crafted a transformative brand platform, go-to-market plan and marketing campaign to meet both business and marketing objectives.

PLATFORM

Slay the idea

The focus of Greatness Lives Here is on those everyday moments when we take that small step (or giant leap) in our own human ways – with life, family, friends. And in our professional lives. This is about Pennymac inspiring that greatness, and being a long-term, active partner on the journey to be epic…to become the best versions of ourselves.

BRANDING

Uniting both sides of the house

Building a Master Brand is all about bringing everyone under the same tent. Whether it’s B2C or B2B, speaking with the same voice, looking like a synergistic family, having a consistent tone–it’s imperative. And integral to all that is having strong identity marks that provide connective tissue across the various lines of business.

Built like a great house: Solid foundation, structural integrity and high curb appeal

sample picture — A fresh, contemporary color palette to invigorate a staid category

CONTENT

Nail the approach

Meticulous pre-planning and a comprehensive content shoot gave us both the video and image assets we needed to launch and sustain the campaign for B2B2C. Our resourcefulness created a robust impact in the marketplace.

THE CAMPAIGN

B2B2C

There’s not a better way to show how a B2B and B2C campaign works together than to show how it all hangs together. We built our content strategy on learnings from research and other feedback loops in place to understand current business topics and issues. Strategic media placement and a dissection of our core audiences helped us craft messages that engaged prospects and drove conversion across owned and paid channels. To create further opportunities, we layered in sponsored content and premium partnerships to articulate thought leadership in a dynamic and changing marketplace.

THE CAMPAIGN