Safe Rate

STRATEGY, BRANDING, AND MARKETING FOR A REVOLUTIONARY MILLENNIAL MORTGAGE PRODUCT LAUNCH

The Client

The Safe Rate Mortgage is a revolutionary product in the home mortgage market that reduces monthly rates when neighborhood home values go down. An alternative to private mortgage insurance, the Safe Rate Mortgage protects homeowners and builds stronger communities by providing a smarter, safer alternative to traditional mortgages.

The Opportunity

Safe Rate engaged Mabbly to set the stage and fully equip them for their market entrance as they prepared to bring true product innovation to a laggard mortgage industry. Because Safe Rate introduces a new and complex product, they needed powerful branding to make a lasting impression and an informative, engaging website to explain their product. To build awareness, Safe Rate also needed a marketing strategy that built relationships with their user base, all in anticipation of Safe Rate’s brand launch.

The Strategy

Mabbly began by creating a data-driven creative strategy for Safe Rate, paving the way for aligned, impactful work. While examining the target audience, Mabbly discovered that, by demystifying the home-buying process for a particular audience segment, namely, millennials who didn’t believe they were mortgage-worthy, Safe Rate stood out from other mortgage products.

How it works

Safe Rate protects borrowers during and after the home buying process by automatically reducing their monthly payments if home values fall in their neighborhoods. By making it easier to buy in up-and-coming areas and reducing the impact of downturns, Safe Rate is transforming communities--one homeowner at a time.

The Branding

Mabbly refined Safe Rate’s brand by articulating a positioning statement that was simple, honest, and direct—just like Safe Rate. Next, Mabbly created a brand story, purpose, and personality supported by user-centered value propositions. Mabbly then developed key messaging and visuals to communicate clearly, and defined the voice and tone to ensure brand consistency. Finally, Mabbly designed the logo, color palette, typography, and custom illustrations, crafting a visual identity that was confident and calming, smart yet approachable. All in all, the branding Mabbly created positioned Safe Rate as a win-win-win for buyers, lenders, and their respective communities.

The Digital

To help the market understand their product and mission, Safe Rate needed an engaging and intuitive website that accommodated multiple audiences with varied needs: buyers, lenders, investors, and realtors. Discovering that first-time home buyers often struggle to find the right information during the home-buying process, Mabbly developed a keyword-driven blog strategy and created regular blog articles to drive the brand’s visibility.

The Campaign

To grow awareness in preparation for the product launch, Mabbly started an email campaign and a bi-weekly newsletter sharing the latest blog articles. Next, Mabbly performed a social media refresh on Instagram, Facebook, and Twitter and developed preliminary content for the platforms, including a brand video that told the story of the Great Recession and Safe Rate’s founders, Dylan and Shima. Finally, Mabbly also launched paid search, Google display, and social campaigns to bring the new brand to market.