Xerox Mortgage Services (formerly Advectis), provides the industry’s benchmark solution for mortgage document collaboration, BlitzDocs™. Since 2002, Xerox Mortgage Services has redefined the mortgage industry with BlitzDocs, an on-demand, software-as-a-service solution that manages the flow of paper-sourced and native electronic loan documents from origination through post-closing. In addition, Xerox Mortgage Services provides secure archiving in an electronic Vault (eVault).
Arketi has worked with Xerox Mortgage Services since 2003 and has continually repositioned the company according to the state of the industry. Initially, Arketi helped Xerox Mortgage Services position itself as a “paperless” solution provider. However, after this term was adopted by many competitors in the space, the positioning was elevated to own the idea of “mortgage document collaboration” and “the collaborative document network” – both of which only Xerox Mortgage Services could truly claim. In recent years, as the industry has made greater strides to achieving a true eMortgage, Arketi helped position Xerox Mortgage Services’ BlitzDocs as an “intelligent collaboration” solution that included eMortgage capabilities with the flexibility to handle both native and electronic loan documents.
Solution
To support the messaging efforts and drive leads, Arketi worked with Xerox Mortgage Services in three core capacities – thought leadership, tradeshow support and digital marketing.
Under the thought leadership umbrella, Arketi served as a content creator. White papers, case studies, surveys, blogs and more were used as call-to-actions on the website and as leave behinds for the Sales team. Throughout the year, Arketi met with company to understand the current dynamic of the marketplace based on Sales’ feedback. Arketi then would work to develop relevant thought leadership material that either supported industry trends or combatted sales objections in an objective manner. Arketi also executed at least two surveys a year to provide new benchmarking data on the industry’s progress to going paperless and adoption of eMortgage technology. Xerox Mortgage Services used the results from the surveys to generate media coverage and leads.
These thought leadership pieces were also used to drive traffic at industry events. Xerox Mortgage Services had two key industry shows annually that Arketi designed booth graphics, tabletops and PowerPoint presentations for. In addition, the firm took ownership of drafting speaker and award submissions that helped garner the company multiple recognitions.
Arketi supported Xerox Mortgage Services’ digital marketing efforts by managing ongoing email marketing campaigns that included monthly emails, as well as any necessary individual emails that highlighted special announcements. The emails, which included ones both promotional and thought leadership in nature, ensured that Xerox Mortgage Services consistently communicated with both their prospects and their clients. In addition, Arketi created relevant videos to use as call-to-actions in the emails, which further promoted the expertise of Xerox Mortgage Services’ executive team. Using Arketi’s in-house video capabilities, these videos discussed relevant trends and highlighted changes in the industry. Finally, for the entirety of Arketi’s and Xerox Mortgage Services’ relationship, Arketi has been responsible for designing, maintaining and writing the content for Xerox Mortgage Services website.
Results
Since the organization started working with Arketi in 2003, it has grown its revenue more than 1000%. In 2010 alone, Xerox Mortgage Services brought in 82 deal equivalents and signed 11 deals for its new product BlitzDocs eXtended Edition (XE). Considering the well-known turmoil the mortgage industry has faced in recent years, this continuous growth pattern is statement to the impact marketing can have when combined with innovative technology.
The work Arketi does with Xerox Mortgage Services is still delivering quantifiable results. In 2010:
- 80 leads came from the website; of which 10 percent signed
- 40 percent of the QuickTour leads were solid leads
- 20 percent of companies that attended the BlitzDocs XE webinars became deals
- A net click-through rate average for Inside Scoop of 16.15 percent (14.93 percent average for four years)
View The Work
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