Challenge:
Basis100 is a publicly traded company that provides automated property valuation to the U.S. mortgage market via the Internet. These property valuations are used to determine equity in a homeowner’s residence. In 2000, automated property valuation technology was untried and did not have much exposure. Basis100 was determined to be the industry leader in the U.S. yet did not have a large marketing budget.

Solution:
Strategy - we determined that public relations was the best vehicle for gaining brand exposure. There are a number of trade publications that deal with mortgage banking and technology in the U.S, as well as tradeshows. A combination of ghost articles and opinion pieces developed by experts within the company would increase our profile and lend credibility to the technology. We targeted key journalists and organized a media tour with Basis100 executives, to develop relationships and communicate our message. At every opportunity, we promoted the executives as experts in the field through speaking engagements.

Tactical - we developed a press kit that included a backgrounder on the company as well as trends and fact sheets focused on adoption of new technology in the mortgage banking industry. We developed a series of ghost articles and were successful in getting them placed in targeted trade publications. Over the course of almost three years, we produced almost 150 press releases, many of them focused on the U.S. market.

Results:
Basis100 is now the leader in the U.S. automated property valuation market with over 50% market share. Key spokespeople are regularly approached for speaking opportunities and for opinions regarding events in the industry. We achieved exceptional results of over $8.00 of ad-equivalent exposure for every $1.00 spent in public relations.