Mortgage Brain tries real-time online campaign

A ground-breaking real-time concept that fuses human and digital sales and marketing techniques has won twentysix Leeds the pitch to promote Mortgage Brain's Premier Edition to its B2B audience.

The agency's solution for growing the market share of Premier Edition, Mortgage Brain's latest software for mortgage intermediaries and other financial advisers, uses DM and email to drive prospects to a personalised microsite, also developed by twentysix Leeds, which leads to an outbound telesales campaign for maximum conversion success.

Advisors who visit a specially created microsite focusing on the benefits of Premier Edition will be tracked and contacted by phone within a few minutes of initial online contact by Mortgage Brain's customer services representatives.

Mortgage Brain will then encourage take up of Premier Edition and also answer any immediate questions, adding a friendly, human dimension to the hard-working sales campaign.

New and existing Mortgage Brain users will be driven to the site by other campaign elements, which include targeted email and DM and online banners, all created and delivered by twentysix Leeds.

The campaign launches in early July.

Twentysix Leeds' Gail Dudleston said: "This real-time campaign hits its targets at the moment of engagement.

"Our solution is truly innovative, integrating email and direct marketing to drive people to a personalised website and integrating telesales to maximise conversion rates".Mark Lofthouse, CEO Mortgage Brain, said: "Twentysix Leeds answered the brief in a way that we believe will excite our existing customers and prospects.

"The creative demonstrated innovative thinking and showed they completely understood our brand, what we need to do to develop our communication and how to motivate our consumers, an example of true integration.".

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