One Million Dollar Plus: Reaching a High-Net-Worth Audience
As an ultra-luxury financing advisory firm, One Million Dollar Plus wanted to upgrade their digital marketing presence and build brand awareness specifically to reach a high-net-worth audience seeking to refinance their real estate. They turned to THO to serve as their strategic communications partner, to map out a plan to make it happen.
While the company continued to get new clients by referrals, they wanted to expand their brand. The first step was Improving their digital presence, which was critical. In addition, the development of a thought leader outreach – reinforcing the market knowledge along with building brand credibility –was key to the program. They also wanted to raise their credibility and knowledge. Because those seeking multi-million loans typically have complicated financials, key to the program was sourcing those willing to serve as brand ambassadors and be included in the outreach.
THO embarked on a phased program that accomplished both goals.
The first step was a complete website overhaul, which modernized the firm’s image and included a simple navigation solution as well as new case studies and clear call to action sections. Social media channels were also added to the digital mix.
Once that was completed, THO developed a media relations campaign. Given many of the clients do not want their names revealed, THO navigated the outreach to be able to use the intel, without revealing the identity of the client. This allowed us to move forward announcing new transactions, demonstrating how this market could access and expand their portfolios, and weaving OMDP as a finance advisory firm that was adept at helping this niche market navigate the financial world.
Once the website redesign was complete, One Million Dollar Plus began to see immediate traction. The SEO began to feed leads and the visual presentation was that of a professional financial advisory firm that someone could trust.
The media relations efforts positioned the firm’s founder as a highly skilled advisor, who was adept at working with those with complicated financial situations, yet he was able to find solutions. As a result, placements were achieved in key financial outlets including Bloomberg, Variety, KESQ, and the Los Angeles Times among others.
Today, the firm remains one of the top financial advisors to this select niche market in Southern California.