New Look for long established Equity National

Press Release 9/28/2011

EAST PROVIDENCE - RI - “We were looking for a way to differentiate ourselves in the marketplace, which frankly is not easy in the title, settlement and valuation business. But the solution turned out to be right in front of us,“ so says Jim O’Donnell, President of Equity National. “We realized, like many companies these days, the real differentiator is the quality of the service we deliver to our customers. It’s the relationships. In other words, it’s not about us, it’s about you. ” O’Donnell, who has been with the company for 20 years, is quick to point out that “while the concept is by no means new, the application is completely unique.”

O’Donnell challenged his marketing team to think outside the traditional corporate box. “With the rise of social media we have seen a shift away from business’s touting their technology and process improvements in favor of a customer centric approach. In other words, the technology and efficiencies are a given. You don’t do business successfully for 23 years if you can’t handle basic blocking and tackling. What we wanted our customers to know is that their success is our success. That when a loan officer at one of our partner mortgage lenders gets the results of a title search, reviews an appraisal, or sets a closing date with his borrower, that, yes Equity delivered quality products for their customer. But it’s more than that, it’s personal, we did if for you. “

O’Donnell’s repeated stress on the word you is intentional. The new type treatment for the Equity logo features a slightly larger U emphasizing and echoing the new tag line “in it for you”. The logo itself is a subtle white on white emboss. “We like to say that your lender services company should be invisible, says O’Donnell. Equity’s website has been completely refreshed, the layout and colors give it a more relaxed feeling. “We eliminated redundant drop downs, and the heavy corporate colors, in favor of a more casual tone overall. Our business partners have enough stress in their day-to-day dealings with deadlines etc. We want them to relax and rely on us.”

“When creative came to us with the theme for the website - We’re all about you - the first image they brought us was of a man standing in a field of tall grass with his arms raised toward a rising sun. My first thought was, what does this have to do with our business? Then we read the tagline – With us you’ll be outstanding in your field – we were thrilled.” O’Donnell hopes this, along with the other visual puns on the site brings a smile to the face of his customers. “It’s a risk, but one we needed to take in order to stand out.”

Equity National is a lender service provider located in East Providence, RI and Jacksonville, FL. Founded in 1989, Equity a offers variety of title search, title insurance, loan settlement and valuations services utilizing a nationwide network of real estate appraisers in accordance with Fannie Mae, Freddie Mac, and in compliance with USPAP and FIRREA regulations. Contact Us.