Alpha Mortgage Corporation
A regional lender with three brands and a post-COVID rate market to fight through.
- Role
- Head of Marketing
- Years
- 2019 – 2020, 2022 – 2023
- Industry
- Mortgage lending
- Capabilities
- Demand generationVideo marketingCRM rolloutWeb platformBrand architecturePartner marketing
- Site
- alphamortgage.com
Challenge
Alpha Mortgage ran three brands (AlphaMortgage.com, the Alpha Mortgage Advantage branch network and a Reverse Mortgage Division) with inconsistent standards, a dated web platform and loan officers without a modern follow-up system. Rates were volatile and borrowers compared lenders online before calling one.
What I did
- Designed, built and launched the new AlphaMortgage.com myself, and unified brand standards across all three brands.
- Designed a social and video lead system so loan officers showed up where borrowers were already looking.
- Led selection, rollout and adoption of SureFire Top of Mind CRM for 50+ loan officers and their referral partners, with automated nurture.
- Created "Beyond Alpha," a quarterly magazine for real estate partners.
- Replaced the traditional group photo with a composited virtual team photo: each person shot individually against the same light, so the picture updates in minutes when someone joins or leaves.
- Wrote, designed and produced the 92-page Alpha Mortgage Careers book, the recruiting piece that sells the company, its marketing engine and its tech stack to loan officers.
- Shot, directed and edited the brand films, builder-partner films and recruiting videos for the company and its branches, including the award-winning Home Buying Video Series.
- Created Operation PCS, the military relocation program and its marketing for service members moving to the Wilmington area.
What changed
- $40M in qualified mortgage opportunities within 30 days of launching the lead system.
- A 275% increase in inbound traffic and a 730% increase in internet lead volume within 90 days.
- Best Video Marketing, 2022 MAX Awards (Wilmington-Cape Fear Home Builders Association), for the Home Buying Video Series.
- Recruited back for a second tenure after a senior role at Guaranteed Rate.
The video program, 2019 to 2023.
Everything below was produced in-house during my two Alpha tenures: brand films and partner pieces in 2019–2020, then the 20-part Understanding the Home Buying Process series that won the 2022 MAX Award for video marketing.
Films from the engagement.
2022 MAX Award, Best Video Marketing
Wilmington-Cape Fear Home Builders Association
Alpha Mortgage took Best Video Marketing (non-builder company) at the 2022 MAX Awards for the Home Buying Video Series, a run of films I wrote, shot and cut to walk first-time buyers through the loan process.
Alpha Mortgage Careers
A 92-page recruiting book I wrote, designed and produced end to end: company story, culture, the sales track, 30 pages on the marketing engine loan officers get on day one, the tech stack, awards and partner testimonials. Shipped in print and as an interactive flipbook.
Read the flipbook 92 pages · print and interactive
The team photo and the book.
I've worked for a couple of Fortune 500 companies and Nick is hands down one of the most talented marketing professionals around. He's always looking at the bigger picture in terms of staying ahead of world class marketing ideas and strategies that set companies apart from their competitors. He's a team player that truly listens, collaborates, and turns ideas into something tangible.
One of the most talented marketing professionals I've ever been around. His ideas are cutting edge. Couple that with his hard work and dedication, you have yourself an amazing talent that any company would be lucky to have.
Alpha Mortgage Corporation ran the same four moves every engagement does: identify the gap, roadmap the fix, market, then optimize and hand off.
