Accord Mortgages

The client

Accord Mortgages, the mortgage subsidiary of Yorkshire Building Society, approached ClientsFirst as they wanted to be seen as more than a traditional lender and were keen to try content marketing to brokers as a way of achieving this.

The brief

Accord wanted the emphasis to be on helping brokers run successful businesses rather than simply promoting their products. As a result, ClientsFirst developed The Growth Series, a programme of compelling content to equip brokers with the resources they needed to grow their business.

The results

After a highly successful pilot campaign, ClientsFirst went on to develop an ongoing programme with leading industry figures as well as Accord’s in-house teams. In line with Accord’s tone of voice, I wrote a range of practical materials, including blogs, guides, checklists and podcast notes. Topics included generating online leads, recruiting the right people and getting the most out of LinkedIn to more industry specific ones such as advances in the intermediary market or later life lending.

As a copywriter, it was a great project to work on and rewarding to know that the materials were getting such high engagement.

Throughout the Growth Series I wrote a range of blogs, all based on growth but they could be marketing focused, or technical, or on an area such as recruitment – take a look at some here.

Advances in the Intermediary market and how to capitalise on them

How to market later life lending