MCapital Holdings LLC.

MCapital Holdings specializes in residential and commercial loans for borrowers and brokers, as well as trust deed purchases to the investor community.

MCapital Holdings LLC. has provided private money products to clients interested in their ethical, intelligent approach.

Their long history in the business and tremendous access to lenders allows them to ensure their borrowers get the best loans possible. 

Working with MCapital Holdings

It all began in 2019 with a conversation between our Creative Director and the Principal of MCapital. It was one of those scenarios to see what Bloq Marketing’s capabilities were and how MCapital be established online and generate business with what was available at the time.

Creating an Identity

In March 2020, at the beginning of the pandemic, we began work by creating the company logo for print and online usage. Therefore a series of typeface/wordmark logo concepts were designed with colors that would display this sense of trust and professionalism. Like many demos, we did two rounds of logo concepts with various layouts and color combinations. We were fortunate to hit our mark in the second round of concept designs with a typeface and icon logo.

Helping with A Domain Name

Many businesses want to use a domain name that matches their business license name, but sometimes those domain names are either taken or parked to sell for a higher cost. We are always happy to assist where needed, so we helped MCapital Holdings come up with a name that was available, short, and easy to remember, so we came up with mcapitalllc.com. A domain name the principals were happy with, and we were too.

Communication Support

From the beginning, we knew we had multiple projects to fulfill. However, that didn’t stop us from taking on the challenge. So we scheduled each project by priority. First, the company needed its communication system setup, from phone numbers to email accounts. So we introduced Freedom Voice to get an 800 number for their main line. Second, the emails. At first, we were thinking of using the cPanel for all emails. However, that would prove to be a challenge since there were going to be many employees requiring support to set up their mobile phones with the email settings, so we suggested GSuites (Google Workspace). It was the best suggestion we provided the company because it made their onboarding process very easy.

After being set up with Google Workspace, we began preparing the signature lines for each SDR. However, while the signature lines were in preparation, we created a hosting account and began to set up the MX Records to point to Google servers, something we needed for the emails to work.

Web Design

Our next project was designing the MCapital website. Now that we had a domain and hosting account ready, we had to decide what platform to use for the website, Joomla, Wix, or WordPress. We decided to use WordPress as the platform of choice. It was a no-brainer since we knew the system would be easy to use for both the client and our team. 

When designing the template, we kept it simple by rendering two template designs with simple, clean, and professional elements. Our process took three main phases, design, content creation, and development.

The objective was to have a form where prospects input their information using a simple vertical form. However, a traditional long-form offered a poor experience. So we thought of shortening the inquiry form by creating two columns where needed. But that took us back to square one, and it wasn’t going to work. 

So we decided to see other inquiry form styles, and thankfully, our client provided a sample from a non-competitor business that was using card slides instead of a long boring form. Instead of reinventing the wheel, we decided to use JotForms since it allowed creating cards for what we were looking for to solve the problem.

Email Marketing

Now that we were close to completing the website, we began planning our first marketing strategy to get leads. And we decided to start with email marketing since our client had a list of contacts collecting cyber dust. The objective was to use a reliable email client. We first tried MailChimp, but we soon hit a wall. The mail provider had a policy that conflicted with the Lending industry, so we had no choice but to look for alternatives. We decided to use Constant Contact, and lucky we were able to be able to work with them.

After clearing the email client obstacle, we began with phase one of the process by gathering content and then moved on to phase two, designing the email template. The design would play an important role, as it would dictate whether the recipient will take action or not. After phase two, we move to phase three, implementing the template and preparing the email inside constant contact. Then we test, and finally, we blast and wait to collect data. The results were positive, we saw many inquiry submissions and from there, the MCapital Agents got to work.

CRM System

For some time now, Bloq Marketing was using HubSpot as the CRM of choice for its simple and cost-effective use. MCapital asked us what CRM was good for them, so we suggested HubSpot because we were using it and were already familiar with the features. However, like many other challenges we had previously, we hit a wall. The system had a limitation, and to open up features, would be expensive. So we looked at other alternatives that would provide the solutions our client was looking to have in the CRM. These alternatives were Insightly, SalesForce, and ZoHo. The results of each were either too costly or limited in features.

Eventually, we came across a private CRM specializing in lending and decided it was good to use for the time being until something better came up.

As a marketing company, our job is to find solutions for our clients to manage tasks. Those solutions come in the form of combined applications to execute such tasks. But even so, we always found ourselves with limited tools and expensive bills. Through some research, we came across a CRM that had all the bells and whistles, with integrations and automations.

We finally found the system we were searching for!

Conclusion

Today we have a website that provides real estate lending information. And through an intake form that takes 14 steps to complete, the inquiry form helps determine whether the submitted information is eligible for a loan or not. This process helps MCapital scrub non-eligible inquiries. 

But the eligible inquiries begin their process in the CRM we helped customize with automation, workflows, triggers, and manual actions.

We also continue to work with MCapital providing monthly email marketing and support.