Making YBS Accord the home of the broker

The Challenge

A thriving intermediary lending business is crucial to the success of the Yorkshire Building Society. But it seems that brokers are only interested in choosing lenders who offer the lowest rate. Given that YBS had fallen behind on this score and mortgage brokers were defecting to other providers, how could YBS win them back?

The Insight

Lenders don’t talk to brokers about the people who matter most – the end-clients. But brokers do. Making clients happy is one of the most rewarding aspects of their work. They are emotionally connected to the lives and dreams of their clients, and put it at the heart of everything they do.

The Solution

While a low rate is important, it’s not the only thing that gets brokers going. We then set about building a strategy that built on their partnership with YBS Accord, rather than treating them as a series of isolated cases. Putting their clients at the heart of everything would deliver a remarkable broker experience for YBS Accord.

The Idea

We arrived at a compelling communications platform – YBS Accord is ‘The Home of Happy Clients’.

The positioning created a new tone of voice and a series of hero propositions – all to create industry-leading initiatives and a business centred on making their clients happier than their competitors.

The Remarkable Difference for YBS Accord

In less than 6 months, the NPS score shifted from -10 to +65. And YBS Accord are not only fast becoming the broker’s first choice lender, but are leading the way in the sector…

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