Social Acquisition Generates 35% of Residential Lending Leads

CONTEXT

Residential lending is one of Fremont Bank's primary revenue lines. After building the bank's content and social functions, I identified the next move: start using it to generate qualified leads.

INSIGHT & STRATEGY

People don't decide to purchase or refinance a home because they saw a banner ad. The decision is driven by a need home ownership can provide — stability for a family, security for the future — not rates and terms. I repositioned the home loan product line around prospects actual needs so the campaigns met them in their moment.

RESULT

The campaign delivered for 35% of total residential lending leads, establishing social as a material acquisition channel for a core revenue line.