Strategic Focus:
Strategic Focus:
Replace ‘Best Rate Syndrome’ with a ‘Partnership Advantage’ mindset.
Client
Situation & Ask
Client Situation & Ask
In 2015 Inglis Commercial Mortgages Inc. walked through our door confronted with 3 challenges:
1
The true value they were bringing to commercial developers was only appreciated after they worked with them.
2
The term ‘commercial mortgage broker’ came with category baggage. The common perception being that you only contacted a mortgage broker as a last resort, after the banks had turned you down.
3
Many commercial developers were primarily focused on finding the best rate.
Partnership
Greg Inglis and Richard Tower initially came to us because they were tried and frustrated of being lumped into the same category as other Commercial Mortgage Brokers. They challenged us to help them uncover and tell their story – one they knew spoke the language of successful commercial developers. The only hesitation from Greg at the outset of our relationship, was his belief that it would take months (maybe even years) for us to fully understand and appreciate the value of their approach and process.
Clarity &
Opportunity
Clarity & Opportunity
After the homework, category research, discovery activities, and numerous chats with Richard and Greg – we eventually learned 3 things:
1
These were obsessed with market research, validation and eliminating unknowns;
2
Their approach made identifies priorities that made ‘the best rate’ mindset obsolete; and
3
Their ability to package commercial projects made a lender’s job easier to green light – which resulted in multiple opportunities for their clients which often surpassed the original ask.
Big Picture Strategy
& Actions
01
Create a company name that reinforced the DNA of their story.
Everything Greg and Richard were doing in 2015 was built on a foundation of being entrepreneurial, tactical and intelligent – so the idea of having a name that subconsciously communicated intelligence was a no brainer for our team.
The name also needed to remove the stigma attached to the term ‘mortgage broker’. We achieved this removing the word broker, and replacing it with the word ‘strategy’.
02
Develop a Non-Traditional Visual Identity
Telling someone you are smart is a recipe for ‘eyerolls’. So we knew that the ‘iQ’ element needed to serve as a professional, yet humanizing beacon. It needed to be subtle, yet memorable.
03
Create a Website that Screamed ‘Credibility’.
The iQ website needed to speak the language of successful developers and lenders, feel authentic – but simultaneously let people know that the iQ team didn’t think or work like the average commercial mortgage broker.
04
Provide an Opportunity to Meet the iQ Team Online
We created the ‘Market Insights Video Series’ so potential clients would have the opportunity to experience how the brand and its people think and work, before they ever met.
05
Develop a Market Intel Tool
We created a weekly iQ Market Insights Report with market information ‘smart developers’ would want to track.
Growth & Results
Since 2015
1
Gone from securing 25MM to 2B in commercial mortgage financing.
2
Grown from 4 to 16 team members.
3
Office locations in Moncton NB, Halifax NS, and Ottawa ON (2025).
4
Established proven relationships with 50+ lending sources.