A leading bank and top 10 mortgage originator needed a new, more effective approach to reach its aggressive growth goals for new mortgage and home equity loans. A more precise audience strategy that better identified and converted high-quality prospects at a lower acquisition cost was key.
We helped the leading bank increase new loans at lower acquisition costs:
In new mortgage and HELOC loans over 8 months
Acquisition cost per loan (42% lower than goal)
Booked loan rate
We developed an audience strategy by using credit bureau data to model clients and prospects who were more likely to respond and open loans with higher balances. We reached them with strong offers and calls to action, optimized the campaign cadence and reached prospects with messaging that employed a strategic omnichannel approach to maximize conversion.
We started by understanding and defining the key desired business outcomes:
We developed and executed an effective audience strategy and conversion plan using four essential steps: