PEXA is a secure online platform that allows property transactions to be completed quickly and easily. It assists members – such as lawyers, conveyancers and financial institutions – to lodge documents with Land Registries and complete financial settlements electronically. It replaces a process that has traditionally been very manual, time intensive and paper based.
Electronic settlement represents industry change. Our brand position – PEXA is here to help.
This new positioning dictated the direction in the rollout and delivery of all new communication collateral, particularly in the development of a member forum and across the new website. Our content needed to all be underpinned by a simple, matter of fact, helpful tone of voice.
“We are the enabler of change in this industry and want to be seen as the people that are helping lawyers, conveyancers and financial institutions on this transformation to a digital future. In order to do that we need to be very authentic and genuine. Video is a great way to allow our customers to understand this and to talk about the change they’ve experienced.”
We needed to navigate complex content and understand the nuances in the relationships between the three audiences throughout the settlement process… and we need to deliver it quickly for the new website launch.
Working closely with the PEXA Marketing Team, we identified the pain points of the traditional settlement process in order to create scripts that best highlighted the benefits delivered by an econveyancing platform.
“At the outset Burninghouse made a big effort to understand our business which is important for a business like ours which is multifaceted and complex.”
We shot in multiple locations over two days with PEXA customers, enabling them to share their firsthand experiences in using the platform. By using the technique of filming ‘off-camera’ interviews – where the customers talk to the interviewer, rather than directly to camera – we were able to provide the interviewees with a level of comfort whilst talking about the subject matter, imbuing the footage with authenticity and credibility. Filming PEXA customers in their office environment, rather than in a studio also allows those watching the videos to easily resonate with their peers.
Burninghouse has helped shape the way lawyers, conveyancers and financial institutions understand the PEXA platform by telling authentic stories profiling real, identifiable customers and the benefits they each experience compared to the traditional property settlement process.
The videos have been hosted on YouTube and in addition to being uploaded to the new website, have also been posted to the PEXA Facebook and LinkedIn channels.
“We’ve seen great results from the videos and are looking to produce more. Our customers want to hear from other customers – they don’t want to hear us talking directly at them.”