Overview: REX & Co. is an innovative, new real estate investment company dedicated to helping homeowners access the equity in their homes without debt. The REX Agreement enables qualifying homeowners and homebuyers to convert home equity into immediate cash with absolutely no interest charges and no monthly payments

Business challenge: Like any new company with a great product, REX & Co. needed to build awareness about its REX Agreement, and clearly communicate the benefits to homeowners, financial services professionals, realtors and more.

Solution: THUNDER FACTORY created the positioning and tagline "Possibilities, not payments" to succinctly describe the benefit of the REX Agreement. The positioning served as the platform for a fully integrated marketing campaign that included a new corporate website, sales collateral, tradeshow graphics, print, radio, and online advertising.

Results: Launched first, the new corporate website enabled REX & Co. to communicate its unique product benefits to a wider audience of consumers. The integrated marketing campaign began in late summer 2007 and increased website traffic by 300%. Qualified leads increased an extraordinary 1000% over the period immediately preceeding the start of the campaign.