Plenti Financial
A site rebrand for an established, industry-leading financial service provider.
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. With 40+ years of experience, Plenti Financial is the smart investor’s choice and has a patent pending on its secure exchange process.
Plenti Financial and De Novo Digital developed Apex 1031, the accommodator’s test brand, to determine if a rebrand would increase the company’s conversion rates. The marketing agency created a clean, modern, and trustworthy website for the test brand, and it soon began outperforming the original site. The site was so successful that ad clicks were redirected to its landing page, and a new buyer persona emerged.
The test confirmed that a site rebrand would better reflect the reputable company and boost business.
Branding
Challenge
Real estate investors want to make informed, lawful decisions because their money and time are valuable. An experience that felt professional, trustworthy, and secure was essential. Formerly SellTaxFree, the company was well-established, but its branding and name needed to be updated. Its clientele trended towards an older demographic, and ads were not converting.
Solution
The Apex 1031 site proved effective, so a similar design with a simple color scheme was adapted for the Plenti Financial website. Real estate, bank, and other financial websites were used as inspiration to create clean, templatized, and modern pages that were easy to read and navigate. The Plenti site was heavier in content, so a mega menu would separate 1031s from loans to organize resources and appeal to users at all stages of the buyer's journey (awareness, consideration, and decision). This was also important as it would improve the quality of leads and highlight the credibility and expertise of the industry-leading company.
Impact
The rebrand and website update personify the transparent, knowledgeable, and quality services that Plenti Financial provides. An accommodator with its clients’ best interests in mind, real estate investors have few reservations about Plenti Financial when accessibility and satisfaction are prioritized at all stages of the process. Plenti Financial has made an authoritative impression on users and continues to climb in SERP rankings. It has seen an influx of quality leads and an expanded audience.
