Summit Mortgage
First-Time Homebuyer Campaign
How do you encourage renters to transition to homebuying in a slow market?
Empowered Execution
Goal
Objectives
Team
Goal
Create a marketing campaign that encourages renters to consider buying a house. We will focus on the fear of missing out (FOMO) and use retargeting ads on social media and owned advertising channels to drive interest and awareness. The campaign will follow a flywheel approach and include content across the upper funnel to educate and engage potential buyers. We will also create a landing page and blog content to provide resources and answer questions for those interested in purchasing a home.
Objectives
- Increase awareness of the benefits of homeownership
- Drive interest and consideration among renters
- Encourage renters to take action and explore home buying options
- Drive campaign performance through retargeting and social media advertising
Team
- Two Media Partners
- Internal Leadership Team
- Provided Project Management, Web Design, Art Direction, Digital Design
Deliverables
Campaign concept and strategy
Social media advertising creative
Owned advertising creative
Landing page design and development
Blog content
Performance metrics and analysis
OTT
SEM
Get it down on paper
Quick and messy scribble becomes a seed.
Owned media is effective when used strategically.
Landing Page
To create an effective landing page, it’s crucial to focus on the user experience (UX) and design for the user. The landing page should be optimized for ease of use and navigation, with clear calls to action that drive campaign performance. The use of video can be a powerful tool to engage users and provide them with valuable information about your product or service. Incorporating UX design principles, such as a clean layout, intuitive navigation, and responsive design, can help to create a landing page that converts visitors into customers.
Below is a link to the live page
Blogs
CRO modules and upper funnel tactics.
Results
Click-through rates (CTRs) increased from 12% to 17% through new email designs for B2B and B2C channels, designed interactive landing pages, and implemented blogs with keyword optimization. This helped increase sales volume from $70 million to $120 million in three months, a 71.4% increase.