On Wednesday Citi unveiled mortgage.com, a revolutionary platform aimed at enhancing brand visibility and stimulating mortgage and refinance applications for the bank.
The company’s objective is to dominate organic home-buying searches within six months, prompting Citi to collaborate with Razorfish, a subsidiary of Publicis Groupe, to enhance search engine optimization strategies. Sean Stahlman, SVP of SEO at Razorfish, highlighted the tailored approach to target specific keywords and drive application demand.
Citi repurposed the URL, redirecting it to a learning platform within the home lending section on the Citi domain. The launch of mortgage.com in Q4 2023 signifies a strategic move to establish a trusted resource for home-buying and lending education.
The platform, developed throughout 2024, showcases real-time rate comparisons and informative content to guide users through home-related processes. Citi’s focus on content quality and consumer-centric approach aims to capture market share and solidify brand authority.
Market share and brand authority
Citi’s initiative to launch mortgage.com aligns with its goal to expand its presence in the mortgage sector. The platform, curated by a team of experts, emphasizes high-quality content and original digital resources to outperform competitors and cater to customer needs.
By analyzing market trends and competitor strategies, Citi aims to position itself as a reliable mortgage service provider. The platform’s launch signifies a step towards offering tailored products and services to a diverse customer base.
Overall, mortgage.com represents Citi’s commitment to growth and innovation in the mortgage industry, providing customers with valuable insights and tools to navigate the home-buying journey effectively.
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