It’s been just over 100 days since I began working at bClear Communications as a consultant. I’m not alone in marking this milestone. My 100-day anniversary aligns with Donald Trump’s return to the White House. It’s been quite a whirlwind for us both. Based in the coastal town of Portishead (the Mar-a-Lago of North Somerset unitary authority?) looking out over the Bristol Channel (although I want to rename it the Staunton Sea), bClear is a PR agency focused on the UK mortgage market, serving lenders like Landbay and LiveMore, brokers like Access FS, tech providers, servicers, conveyancers and trade bodies.
With a background in mortgage and property PR (having founded Air Cover PR, been a partner at Instinctif and a board member of mortgage PR agency The Wriglesworth Consultancy until its sale in 2015), I’ve enjoyed bringing my expertise to a firm with a clear mission: helping organisations in and around the mortgage-industry grow and improve their reputations through tactical PR support and strategic data-driven communications. Here’s a look at my first 100 days, the challenges we’ve tackled and the groundwork laid for bClear’s ambitious goals in 2025.
DAY 1: DIVING IN
Walking into bClear’s Portishead office on my first day (LIBERATION DAY!), I was impressed by the team’s professionalism and passion for the sector. They gave me a warm welcome, far warmer than Elon Musk might expect at the US Agency for International Development, perhaps. With eight employees including support staff, the team is lean but mighty. It’s a bit cliché, but bClear punches above its weight. I spent time listening, considering how to apply my expertise in thought leadership and research content to benefit bClear’s clients and the agency itself.
WEEKS 1-4: BUILDING A RESEARCH FOUNDATION
bClear boasts strong client retention, with few businesses defecting to rival agencies. So, unlike the US pumpkin-in-chief, my priorities had nothing to do with border security. There’s no need for a Trump-style “Remain in Mexico” order as there are no porous borders here. Clients stay with bClear far longer than industry norms. As well they might. The team’s expertise is evident, and the pricing is competitive.
Just like the Donald, we wanted to make a bit of noise, albeit about the appointment of Ellie Williams, rather than Elon Musk. But while Trump’s media strategy is combative, clashing with outlets over the Gulf of Mexico’s renaming and bypassing traditional media via Truth Social and X, we issued a release about our new director of client services (I was pleased to be mentioned in dispatches, too). Got a bit of coverage from the release. Might have been a bigger story if we’d put it on Signal chat group.
The rest of the month focused on research. bClear’s strength lies in its industry focus and data-driven content creation. Drawing on my Wriglesworth experience, where I specialised in voice-of-authority campaigns, I explored new ways to develop content for clients, using varied data sources and fresh storytelling angles.
WEEKS 5-9: STRATEGIC DIRECTION
While the Trump administration appears directionless, with supporters scrambling to justify his policies then furiously backtrack after the inevitable u-turns, bClear has a clear consistent strategy. We refined it at our recent away day, where the whole team reviewed our vision, assessed the numbers and mapped out the year ahead. It was also a reminder of what matters to me personally. Without wishing to sound too pompous, my career philosophy is to get paid properly for doing good work. It’s straightforward but that short mantra has always been a reliable little guide. We finished the day with a trip to the pub. Lots of wine but no fentanyl. Sad.
WEEKS 10-14½: GAINING MOMENTUM
While Trump faces scrutiny 100 days into his term, notably failing to deliver peace in Ukraine as promised (“day one!”), we’ve hit top gear at bClear. We secured a new retainer from proptech HouzeCheck, a surveying portal working with valuation expert Richard Sexton. That was a satisfying win. We’ll be declaring Canada a cherished suburb of Portishead next. Tempted to tweet a video of the Portishead Riviera th a huge golden statue of Debbie.
Reflecting on my first 100 days at bClear, I’m energised by our progress and our future potential. Unlike the chaotic headlines surrounding Trump’s return to the White House, our journey has been marked by focus, collaboration and concrete achievements. From strengthening bClear’s data-driven approach to winning clients like HouzeCheck, we’ve built a solid foundation for growth. The team’s dedication, paired with a freshly honed strategy, has reinforced my faith in bClear’s mission to elevate grow and improve the reputations of organisations in the mortgage industry.
Looking to the next eight months of 2025, I’m keen to expand our research-led campaigns, grow our client base and maintain the value that drives bClear’s strong retention rates.
My time here has also reminded me why I love mortgage communications: it’s about creativity while keeping an eye on the numbers with a to creating compelling content that connects with professional audiences.
While politicians grapple with tariffs and tweets (LOSERS!), we’re quietly building reputations here in Portishead, punching above our weight one campaign at a time. Here’s to the next 100 days of doing excellent work, winning business and making a lasting impact. It’s going to be BEAUTIFUL!
Written by: James Staunton
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