Overview:
Trailbook set out to become the go to marketing platform for mortgage brokers, delivering a structured way to generate leads and manage client growth. Before engaging Fulcrum, Trailbook was pre revenue and searching for clarity on its market, value proposition, and systems. The opportunity was clear, but the path to a repeatable and scalable model had not yet been defined. Within weeks of working with Fulcrum, Trailbook onboarded its first 10 customers, established a clear position in the market, and validated a repeatable acquisition model. What began as an early concept was transformed into a structured business with the foundations to grow sustainably.
System Diagnostics:
Trailbook’s team faced uncertainty around who their ideal customer was and how best to reach them, how to structure their service into a repeatable model, how to acquire and retain clients with consistency, and how to build systems that could scale as demand grew. These challenges created friction and slowed momentum, leaving the business struggling to move beyond concept into sustainable growth. Fulcrum was engaged to help define the model, validate demand, and build the operational backbone for scale.
Pressure Points:
Market Fit
No validated ICP or clear message to attract and retain mortgage brokers.
Service Structure
Delivery was bespoke, making it hard to repeat or scale without losing quality.
Acquisition Approach
No consistent process for generating and closing leads.
Operational Foundations
Systems for onboarding, delivery, and account management were either absent or unrefined.
The Framework:
Research & Analysis
Interviews & Feedback
Strategy & Positioning
Validation & Testing
Structuring & Refinement
Launch & Iteration
System optimisation:
Fulcrum guided Trailbook through deep research and customer interviews, helping identify the needs and language of its ideal client profile. The offer was refined, repositioning Trailbook as a clear solution to a defined pain point for mortgage brokers.
The service was productised into structured packages, balancing scalability with quality control. Sales scripts, outreach sequences, and onboarding flows were introduced to create a repeatable customer journey.
Operational systems were implemented across delivery and account management, ensuring brokers had a consistent experience from first call through to ongoing results. Testing cycles were run to validate the framework, with rapid iteration ensuring every process was backed by real data.
performance gains:
Market Entry
Onboarded 10 customers in the first week of testing.
Repeatable Model
Validated a structured acquisition and delivery process that could scale.
Operational Efficiency
Introduced systems for sales, onboarding, and account management.
Positioning Clarity
Defined a strong value proposition and aligned messaging to the target market.
Scalability
Trailbook now operates with a foundation capable of supporting long-term growth.
