CASE STUDY
Churchill Mortgage
Encouraging customers to aim for debt-free home ownership, Churchill Mortgage Co. carved out a unique position in the home lending industry. After three decades of consistent growth, the firm had established a national footprint helping clients build wealth through personalized mortgage plans. Churchill aimed to earn coverage in national media outlets to further increase brand awareness, so engaged The Wilbert Group in 2021.
Through deep dives with loan officers and company executives, Wilbert tapped into storylines that merged what the firm wanted to talk about with what journalists wanted to cover. The first phase was set against the backdrop of a red-hot market with soaring home prices, and we found opportunities for Churchill to provide advice for buyers and sellers, including on local broadcast outlets. We also placed stories in Capitol Hill outlets such as The Hill and Politico on legislation Churchill supported to make it easier for first responders to purchase a home. When the market went south, we continued to find opportunities with new storylines, including a CNN story that spotlighted how Churchill loan officer Trudy Kelly saved her client thousands of dollars through a negotiated buy-down of the interest rate. We also placed stories with CNBC, USA Today, U.S. News & World Report, Business Insider and Realtor.com.
The Wilbert team so far has secured more than 630 news stories totaling more than 41 million coverage views and 7.07 billion media impressions. The increased brand awareness has helped drive Churchill’s business goals, no matter the fluctuations in the housing market.
Media Hits (2021-2024):
630
Coverage Views
41M+
Media Impressions
7.1 B
Matt Clarke, chief operating officer at Churchill, said:
“Brand awareness is everything in our industry and we must find ways to find the music behind the noise of a tumultuous market. We want buyers to know what makes Churchill different. The Wilbert Group has created a steady drumbeat of news coverage at the highest level, telling our story in local, trade and national media outlets. Wilbert’s team is relentless in generating results and has been a great partner for Churchill.”