Apex 1031
An alternative landing page website for Plenti Financial's 1031 Exchange ads.
Introduction
Plenti Financial, a 1031 Exchange Accommodator and loan services provider, makes real estate investing delightfully simple. The company helps its clients retain and reinvest profits from real estate sales, saving investors an average of 30-40% in taxes. Plenti Financial is the smart investor’s choice and has a patent pending on its secure exchange process.
Formerly SellTaxFree, Plenti Financial began as a 1031 Exchange Advantage company and hired De Novo Digital to run ads for the site. The ads were not converting, and the marketing agency suspected it was because of the website. The pages did not represent the brand’s professionalism and were busy, overwhelming, and outdated. Rather than rebranding the entire site, the company proposed launching a test brand, Apex 1031, with a separate website to test the agency’s theory.
Branding
Challenge
Apex 1031 was created to determine whether a rebrand would impact lead capture from ads. The existing website was visually unappealing, and its content appeared outdated and untrustworthy. The Apex website would build brand credibility and offer more usefulness to prospective clients.
Solution
The rebrand would be a 180 transformation with an entirely different persona. The company had been in operation for nearly 20 years, but what was supposed to translate as established was coming off as outdated. For a business operating above industry standards, the brand needed to communicate that its experience made it the smart, straightforward, and easy choice. This required a clean site with a simple color scheme: blue for trustworthiness and green for security. The site would be easy to navigate, and the simplified, modern layout would illustrate intention and consideration for the user's time.
Impact
Both organic search and paid media efforts began converting. Users were spending longer on the site and reaching out to the company at a higher rate. By a large margin, the new brand was outperforming the original site. The modernized site was also attracting a younger user persona, an audience that previously hadn’t been drawn at a significant rate.
User usefulness
Challenge
1031 Exchanges can be complicated, even for real estate investors, but a good intermediary can explain the process and help individuals determine if they qualify. The content on the Apex website had to be easy to digest, and users had to feel like this company was the right choice at the end of their session.
Solution
The original website was overwhelmed with copy, so the content would be pared down and supplemented with digestible infographics, visuals, and media. The copy itself would contain more evergreen content, like definitions and explanations, that remain relevant to readers over a more extended period. Information was then broken down and categorized by question and topic so users, from beginner to expert, could easily navigate the site. A customer chat box was added to answer specific questions.
Impact
A more informed audience equals more qualified leads. Because users had a better understanding of the process and could use Apex’s resources to determine if they qualified, Plenti Financial gained credibility and saved itself time, money, and effort.
