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Xerox Mortgage Services (formerly Advectis), is a leading provider of mortgage industry software and services. Its flagship product, BlitzDocs Collaboration Suite™, is a safe, secure paperless mortgage solution that manages the flow of electronic loan documents from origination through post-closing and archiving. The web-based service enables all mortgage participants to capture, submit, underwrite, audit, share and archive loan documents electronically.
Since 2002, BlitzDocs has been in an emerging category undefined by
the mortgage industry. The early positioning was a simple description
of what the solution provided: "Paperless origination, underwriting, and archiving," or paperless mortgage solutions. This positioning served BlitzDocs well in its early days; however, challenges emerged because the term "paperless" had
a variety of meanings and was not a clear differentiator.
Solution
Arketi Group led a messaging initiative to better position BlitzDocs offerings
in the market. Research workshops revealed that the key differentiator was
the technology’s ability to enable multiple mortgage participants to capture, submit, share and exchange documents electronically. Arketi created a new articulation based on the concept of exchange – a collaborative document network – and
tested it through primary research. Further fine-tuning led to a positioning
succinctly expressed in the original positioning The #1 Network for Mortgage
Document Collaboration. This is both more accurate and more compelling – and
a harder claim for a competitor to copy, as there can only be one number
1.
Arketi took an integrated marketing approach in rolling out the new positioning. The strategy included incorporating the new messaging into collateral, website, email marketing campaigns and webinars, as well as in annual industry surveys, white papers, case studies and other thought leadership components.
Results
The organization has enjoyed 66 percent compounded annual growth for the past three years and a 600 percent increase in its customer base. Monthly loan volume has increased by 130 percent, revenue has grown by 107 percent, and the lender customer base has more than doubled. The organization has also seen a 500 percent jump in web-based leads from email and other online programs.
Today, BlitzDocs customers benefit from a network that includes tens of thousands of broker shops, the top seven mortgage insurance companies, and four of the top due diligence providers. Collectively, BlitzDocs investor participants represent more than 70 percent of loans purchased in the secondary market. Perhaps even more telling, Xerox Mortgage Services’ competitors have begun imitating the company’s “collaboration” positioning.
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AWARDS
Advectis has won several awards for its marketing programs
developed by Arketi Group:
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2007
TAMY Award
Marketing
for Growth |
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2006
Public Relations
Society of America Phoenix Award
Marketing
Business-to-Business |
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2005
TAMY Award
Corporate
Repositioning |
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