Hope Capital case study
The Business
Hope Capital – A specialist provider of bridging loans of up to £5m for a term of up to 18 months.
Industry Sector
Financial services
The objective
In 2014, bClear was hired by privately-run bridging start-up Hope Capital to establish its brand presence with specialist and generalist intermediaries in the wake of its 2011 launch. We were also tasked with differentiating the lender from peers offering broadly similar products – with the ultimate goal of generating leads from a larger number of brokers and potential borrowers (lowering Hope Capital’s acquisition costs).
What we did
Our communications strategy prioritised growth narratives , rate reductions, highlighting their competitiveness, product launches and broker support – over their headline lifetime lending totals. We reworked the website and created social media content – as well as content to power marketing e-shots. We developed a brand awareness campaign aimed at making Hope Capital a thought leader in the sector, positioning it as a respected part of the bridging market. We mad introductions to key journalists. We organised exhibitions, events and entered Hope Capital into awards (they won the Financial Reporter Equality Employer of the Year Award).
The result
bClear created a presence in the market for Hope Capital taking them from start-up to be one of the best-known bridging lenders in the market. Over the course of our seven-year relationship, we secured a total of 5,917 pieces of coverage – including six front cover features – with year-on-year increases. Hope Capital Property Finance, as it is now know, has been consistently active in the market since its launch and continues to thrive
What the Hope Capital said:
“We started working with bClear in 2014 and from the start, they consistently delivered high-quality coverage at high volume, hitting our target broker audiences consistently.
The team became a valued partner, working on a wide range of marketing such as direct mail and website content – as well as helping us develop articles, blogs and case studies. Their efforts were essential to our business.”
Jonathan Sealey