Social Acquisition Generates 35% of Residential Lending Leads

CONTEXT

Residential lending (HELOCs, refinance, and purchase loans) is a primary revenue driver for Fremont Bank.

After building out the bank’s content and social media functions, I saw opportunities to:

• expand into paid social

• turn existing audience engagement into a direct lead generation channel

INSIGHT

The most effective campaigns connect financial decisions to moments people are already thinking about.

In this case:

• the COVID-19 pandemic created heightened awareness around home, family, and financial stability

• emotionally resonant content increases engagement and conversion

SOLUTION

I conceived and led a series of social acquisition campaigns for residential lending:

• Home loan products were positioned within the context of real-life moments (family, uncertainty, long-term planning)

• Leveraged timely cultural context (pandemic) to increase relevance and urgency

• Emotionally engaging creative was combined with clear calls to action

EXECUTION

• I led the strategy and rollout of paid social campaigns focused on lead generation

• Directed creative to integrate emotional engagement with financial decision-making

• Built campaign structures designed to convert attention into qualified leads

RESULTS

• The campaigns generated 35% of total residential lending leads

• They established social media as a material acquisition channel for a core revenue line