Wednesday, June 28, 2006

Mortgage technology firm focuses on emotional messaging

I am proud to say our work for Advectis Inc. has once again been featured in BtoB magazine. First spotlighted in March of this year, the publication has again featured us and our work in the BtoB Special Issue "Vertical Insight: 2006 Guide to Marketing to Vertical Industries," which just came out this week.

From: BtoB magazine

Mortgage technology firm focuses on emotional messaging

Three years ago, Alpharetta, Ga.-based Advectis Inc., teamed up with its integrated marketing agency, nearby Atlanta-based Arketi Group, to introduce its paperless mortgage technology to the banking industry. The software, dubbed BlitzDocs Collaboration Suite, provides loan lenders and originators access to an online document network in which users can submit, organize, share and archive loan documents.

"The goal was for Advectis to claim market leadership for all mortgage participants," said Sami Jajeh, principal at Arketi Group.

However, at the time of launch, the company faced two major obstacles. "First, there was a lot of marketing spin about 'e-mortgages,' and our target audiences were confused about what was real, what was not and what the various solutions actually did," Jajeh said. "Second, during this period, the audience dealt with a refinancing boom followed by a refi bust that made it difficult for us to engage very preoccupied senior management teams."

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