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Achieving a £20M equity sale by putting the customer first

Hand with keys with art by Petr Strnad

First Mortgage, with branches throughout the UK, has the best Trustpilot rating of any UK mortgage broker. Attacat have been able to make their “customer delight” obsession to drive growth through search and social channels.

The £20 million sale of the business could have been seen as a culmination. Instead it’s seen as a validation of doing the right things on the road to further success.

Being trusted by First Mortgage is a particular honour for the Attacat team as their marketing team previously worked in another Edinburgh digital agency.

The challenge

The First Mortgage and Attacat partnership began with the desire to increase the lead volume from their PPC campaigns. As experienced digital marketers, the new First Mortgage marketing team realised the additional value Attacat could bring.

We also provide ongoing and varied content production. As time progresses the relationship is moving from just providing tactical marketing to also providing strategic growth support.

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The approach

Taking over the Google Ads

Through identifying new opportunities, expanding high performing areas and cutting out waste, we’ve increased leads by 97% whilst reducing the cost per lead by 46%.

Hyper local content

By combining real time local housing data with market commentary in a way that can be scaled across the UK, more than 100,000 visitors have been attracted to the site. And that’s just one strategy.

Content promotion

Additional traffic and search engine ranks have been achieved by promoting the various content created. This has been done through local outreach and with search, social, display and remarketing ads.

Too many leads!

The nice problem of ongoing success. By 2020 the volume of leads was making it difficult to service every lead. The perfect time to talk about process improvement, automation, chatbots and HubSpot!

The results


year-on-year growth in 2019


consecutive record years


equity sale in 2019


rating from 8816 reviews

“The team at Attacat have really gone the extra mile for us over the last 3 years of working with them. Their approach to managing paid strategies is methodical and has helped drive our CPA to levels we thought were highly unlikely. They have also created top quality content that, together with carefully crafted out-reach campaigns, has not only improved our search engine visibility, but has been by far the best content we’ve received from working with any other agencies and freelancers. We’ve grown considerably over the years and our partnership Attacat has played a key role in helping us achieve that."

– Henri Sundman, Head of Marketing at First Mortgage

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Coin with art by Petr Strnad

Lessons in customer-centric growth

First Mortgage is another Attacat client who is obsessed with customer service. it’s an investment that pays dividends with 70% of new business coming from recommendations. The culture of monitoring the Trustpilot review rating is an example all can follow.

Another take-away is that they do the basics very well. The website is to the point and the service focuses on what matters.

In focusing on helping customers to secure their dream home, First Mortgage have been able to continually move their goals upwards.

Want to increase your leads?

Abstract plus art by Petr Strnad

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