Brand Name & Identity
What do you want the new brand to be called? This could be your names, a team name, a business name, or something entirely new. If you have a few ideas, list them all and we can discuss.
If you have logo ideas or visual references, describe them here. e.g. "Clean wordmark with our initials," "something that feels modern but trustworthy," "warm tones with a house icon." Any inspiration images or URLs are helpful too.
What tagline or positioning statement do you want for the new brand? e.g. "Family built on mortgages," "Two generations. One goal." Or leave blank and we can develop options for you.
Colours & Visual Feel
Pick colours you are drawn to for the new brand Use the pickers as a starting point — you can also type specific hex codes or describe colours in the field below.
Any specific colours you love, hate, or want to avoid entirely?
Are there any websites — mortgage or otherwise — whose look and feel you admire? Share links or describe what appeals to you.
Nazarina — Bio & Background
How long have you been in the mortgage industry, and what has your career path looked like? Your current site references your DLC / Macklem Mortgages background. Tell us how you'd like your story told on the new site.
What are you most known for — what do clients and colleagues say about the way you work?
Any awards, designations, or milestones you want highlighted? e.g. AMP designation, volume awards, years in the industry, brokerage recognitions
Richard — Bio & Background
Tell us about Richard — his background, experience, and what led him to the mortgage industry. This is his introduction to clients who may not know him yet. Be as detailed as you like.
What does Richard bring to the team that complements Nazarina's experience? e.g. "Richard is younger and connects well with first-time buyers," "He brings a tech-forward approach," "He specializes in investment properties."
Any designations, education, or recognitions for Richard to highlight?
Services & Specialties
Which 3 services are your top priority — the ones you want to rank for and grow the most? Rank them if you can. e.g. "1. Self-employed, 2. Purchases, 3. Reverse Mortgage"
Are there any niche or specialty services you want to be known for that aren't on the list above?
Location Targeting
Nazarina's current office is in Burnaby (Hastings St.). Where will the new business be based, and which cities or regions do you want to rank for? List every location you want to appear in search results for — be specific. e.g. "Burnaby, Vancouver, Coquitlam, Port Moody, New Westminster, North Vancouver."
What Sets You Apart
You're a mother-son team combining decades of experience with fresh energy. What are the top 3 reasons a client should choose you over another mortgage broker or team? Be direct — these become the homepage trust signals and what AI tools repeat when recommending you.
What do clients most consistently say about working with you — the words that come up in reviews, referrals, and thank-you messages?
Is there anything about your combined story — the family dynamic, the transition, why you're doing this together — that you want featured on the site? This can be a powerful differentiator. Some clients connect deeply with a family-built business story.
Anything Else
Is there anything important about your business, your vision for the new brand, or your goals that we haven't asked about? Anything you want to make sure we get right?
