15,000+ Subscribers in 4 Months
“Working with Twenty One Twelve Marketing was a fantastic experience. They took the time to research and understand our business and industry, and the marketing strategy they designed around our needs produced excellent results.”
– Craig Muttitt, Founder of FOMO Mortgages
The Client
Mortgages. It’s a saturated space and, let’s be honest, not particularly sexy.
The challenge was to create a new mortgage brand capable of becoming a major player in the industry.
Twenty One Twelve was tasked with building FOMO from scratch, focusing on achieving quick recognition using the power of collaborations.
The Challenge:
Standing Out in a Saturated Market
As a small, independent firm in a highly competitive space, FOMO needed to differentiate itself where there is very little to distinguish services from competitors.
Most competitors rely on template websites and jargon-heavy messaging.
The challenge was to create a brand that cuts through sameness and resonates with real people.
The Strategy
The Strategic Approach
We designed and built the FOMO brand to be as far removed from the average mortgage broker as possible.
The strategy focused on three core principles:
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A brand and tone that is fun, down-to-earth, and a people’s champion
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A compelling magnet beyond mortgage advice, using giveaways and competitions
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A clear purpose linked to the brand, through a philanthropic element
The Approach
Brand, Collaboration, and Data
Brand & Tone
We stripped back jargon-heavy messaging and focused on conversational, accessible communication, extending this across all channels.
Sponsored Collaborations
Partnering with complementary brands allowed FOMO to quickly gain awareness and traction within its target audience.
A collaboration with lastminute.com helped take FOMO to:
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10,000+ subscribers
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1,200+ Instagram followers
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50+ inbound leads
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Multiple conversions
All within just a few months.
Zero-Party Data & Nurture
We captured meaningful data from users and used it to segment audiences, enabling personalised communications and ongoing lead generation.
The Results
In just over four months, FOMO achieved:
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15,000+ subscribers
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1,200+ Instagram followers
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60+ qualified leads per month
Additional outcomes included:
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A 5-star Google rating with growing reviews
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A CRM system for tracking and monitoring leads
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Zero-party data enabling personalised marketing
This created a strong foundation for nurturing, educating and converting subscribers into clients.
Strategic Insight
All the subscribers, followers and leads in the world are redundant if you’re not converting quality clients.
The focus was on building engaged, high-quality data that can be converted into written business.
Why it Worked
The strategy combined:
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A differentiated brand in a saturated market
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Rapid awareness through collaborations
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Data-driven segmentation and personalised communication
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A user experience designed to convert
Supported by ongoing optimisation, new campaigns and continuous improvements to the website and lead generation systems.
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This page summarises the key highlights from the FOMO partnership.
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