Norfolk Mortgage Trust
Building Trust That Converts: A Reputation-Led Growth System for Investment Brand.
“Their phased approach allowed the Board to see the impact of each layer – from the website, content, asset and articles to the email workflows – while keeping our budget in check. They've transformed our marketing and positioned us for sustainable success.”
- Glenys Holden, CEO, Norfolk Mortgage Trust
Context & Challenge
Norfolk Mortgage Trust (NMT) had the fundamentals right: a loyal investor base, a strong performance record and prudent management. But beyond their circle of existing investors, they lacked brand presence and visibility. Their website wasn’t delivering new investor leads, and the organisation was relying heavily on word-of-mouth referrals.
The challenge was twofold:
Clarity & Visibility – to make Norfolk’s value easy to understand and discover in a competitive investment landscape.
Trust & Conversion – to build credibility with new audiences and give them the confidence to invest online.
Solution:
Using our systematic, trust-building approach, we designed a phased growth programme that would earn credibility at every stage of the investor journey. Each layer was implemented with clear goals and metrics so Norfolk’s Board could see measurable progress without over-committing budget.
What we delivered:
Growth & messaging strategy – aligned to investor jobs-to-be-done (income, retirement stability, wealth diversification).
Website transformation – designed around clarity, trust cues, and conversion-ready user journeys
High-trust explainer video – simplifying Norfolk’s proposition in under two minutes.
Performance marketing campaigns – Google & Meta ads targeting high-intent investors.
Full SEO audit and content strategy – lifting visibility and ranking for reputation-driving search terms.
New online investment application flow – reducing friction and enabling direct digital investment.
Lead nurture workflows – automated emails to guide prospects through confidence and decision stages.
Sponsored content & PR - Informed Investor Magazine – to build authority
Monthly ‘State of the Nation’ blog posts to demonstrate market expertise and property insight.
Performance reporting – end-to-end lead and conversion tracking for optimisation.
Results:
From zero to scale – online investment applications now consistently drive seven-figure inflows per month.
New credibility in market – digital presence has shifted Norfolk from a word-of-mouth brand to a trusted, reputation-led growth engine.
Repeatable system – a measurable marketing model now in place, ready to flex and scale as Norfolk grows.
Major milestone – in just the last 2 months, Norfolk has seen over $2 million invested directly through the system.
“We helped Norfolk shift from word-of-mouth to a high-trust, content-led growth engine — one that builds credibility and confidence at every stage of the investor journey.”
“Unfold is the strategic marketing partner we needed. They took the time to understand our investors and challenges, and built a proof-of-concept programme that's delivering a daily stream of quality investor leads. Their phased approach allowed the Board to see the impact of each layer – from the website, content, asset and articles to the email workflows – while keeping our budget in check. They've transformed our marketing and positioned us for sustainable success.”
- Glenys Holden, CEO, Norfolk Mortgage Trust
