Question

Topic: Taglines/Names

Mortgage Product Name

Posted by fpope on 11/4/2016 at 11:57 AM ET 500 Points
Looking for a catchy name that sparks interest and encourages action from our target buyer. This is a short term mortgage with an excellent rate, paid closing cost and an easy closing process. It is geared towards the person who's preparing for the future and would like not to have a mortgage when they retire. They likely have had their mortgage for a while, but could certainly benefit from paying it off much sooner than anticipated. Our Lending VP likes the name Target Mortgage or Pivot Mortgage...but from a marketing perspective, I need something with a little more of an emotional connection involved. (And Milestone Mortgage is already taken.) I thought about Mortgage Eliminator, but some may initially only hear the negative connotation to the word "eliminator". Any ideas or suggestions are greatly appreciated! Thank you.
FP
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/4/2016 at 12:15 PM Member
    Retire Free (Mortgage)
    Worry Free Retirement (Mortgage)

  • Posted by Mike Steffes on 11/4/2016 at 8:45 PM Member
    "...a catchy name that sparks interest and encourages action..."

    Easy & Short Mortgage
    Simple and Quick Mortgage
    Time Value Advantage Mortgage
  • Posted by Gary Bloomer on 11/5/2016 at 12:05 PM Member
    Why does this name have to be "catchy"?
  • Posted by fpope on 11/5/2016 at 12:16 PM Author
    The promotion of this product is intended to gain market share in a sea of many other financial institutions. So, by catchy I just mean attention grabbing or memorable enough to cut through the clutter of all else competiting for their attention in the same arena. I like the suggestions so far, but I'm really wanting something that connects/makes a bigger impact. If I go "normal", then I'll blend in with everyone else.
  • Posted by SteveByrneMarketing on 11/5/2016 at 10:35 PM Accepted
    Re: "short term mortgage with an excellent rate, paid closing cost and an easy closing process."

    This phrase describes the name of the mortgage loan 'segment' you and your competitors occupy — you all claim it. The trick is to discover how your brand can be differentiated in a meaningful way from those competitors. Then when you know your positioning statement, you can reduce it to a memorable and meaningful brand name, e.g. Drive-Thru Mortgage ... maybe memorable but this example will not make the right emotional connection with customers. Hope this helps.
  • Posted by dalcid on 11/7/2016 at 9:13 AM Accepted
    Priority Mortgage
  • Posted by fpope on 11/7/2016 at 9:52 AM Author
    That does help. Thank you.
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