‘My House’ powered by Crelan
Following the company’s devotion to helping young buyers in the realization of their first home, Crelan submits a good deal of ‘My House’ content this month. Practical tips and tricks, inspiring articles, checklists and pitfalls … all compiled in an online and offline information and inspiration magazine. That is how Crelan helps potential borrowers on their way to a first house or apartment. For concept and realization, Crelan called on Propaganda, one of the market-leading content marketing agencies in Belgium.
Start of the house-hunting
There are a few things and people to take into account when buying a first house. The ‘My House’ content gives 25- to 35-year-old buyers the necessary push to make these plans tangible and realize the dream of their own home. The ‘My House’ content nicely summarizes the most important aspects in this matter and refines the knowledge about buying and possibly renovating a home. There is an important focus on energy-efficient living, on the latest living trends and also on recognizable real-life testimonials. The fresh and light-hearted layout, and the chosen tone of voice, appeal to these young buyers and hold their attention.
Crelan as a reliable partner
Thanks to this smart content marketing approach, Crelan will improve its top of mind position with future customers. Not by use of product-specific or price-specific communication, but by helping the target group with clear-cut and relevant information. This allows the bank to build trust with potential borrowers and, in turn, strengthens Crelan’s position on the market for mortgage and renovation loans. In doing so, Crelan applies the ‘thinking like a publisher’ principle nicely to their communication strategy.
Meet the bank agent
The magazine has been available at the 600 independent bank agencies since the start of Batibouw. It is distributed among prospects and customers who belong within the target group of 25 – to 35-year-olds. The content can also be found on the bank’s website and social media channels. That way, Crelan creates a moment of contact before the prospect is even looking for a home, and long before they choose a bank to work with. The aim of the magazine is to place the Crelan banking agents in the top 3 of banks to consider when taking out a loan.