In the world of marketing, precisely reaching the right audience is the key to success. Regardless of the industry, effective communication is not only a matter of the number of audiences, but more importantly their quality - the more tailored users, the greater the chance of conversion. This is especially true in the financial industry, where customer decisions are preceded by a long process of analysis and comparison of offers.

We were approached by a client operating in the mortgage sector who was looking for effective methods to reach people planning to buy property. His goal was not a mass campaign aimed at random users, but a precise selection of potential customers who are actually considering financing an apartment or house with a loan. He knew that the key to success was not the number of contacts, but their quality - he was only interested in leads with a high level of engagement, ready to talk to a financial advisor.

The mortgage industry is demanding - real estate financing decisions are among the most important in consumers' lives, and competition in the market is fierce. The client needed a marketing strategy that would not only attract attention, but also make the recipients take specific actions. So we had to find a solution that would not only reach the right people, but also ensure that they were genuinely interested and ready to talk about loan terms.

Identify the profile of the ideal customer

The first step in our strategy was to precisely define the profile of the ideal customer. An effective marketing campaign begins with precise audience segmentation - the better matched the target group, the higher the effectiveness of the activities and the higher the likelihood of conversion. A mortgage is a product that requires thoughtful communication, so our goal was to reach only people who were actually considering taking out a mortgage, not random users.

We knew that there were users in our database who were actively interested in financial products. Our online forms, which regularly collect data on users' preferences and needs, provided us with valuable information about their purchase intentions. Through questions about financial plans, such as the purchase of real estate or the need for a loan, we were able to select people who explicitly declared an interest in a mortgage.

To further narrow down the target group, we analyzed additional factors influencing the credit decision. Among other things, we took into account age, professional status, income level or previous interest in financial topics. In this way, we were able to determine precisely who is most likely to make a loan decision in the near term, and who is only considering the topic in the long term.

Thanks to this approach, we were able to create a target group with high conversion potential - people who were not only interested in a mortgage, but were also ready for the next step, which was to contact a financial advisor.

Outreach strategy

Having precisely defined the target audience, we proceeded to implement the communication strategy. It was crucial not only to reach potential customers, but also how we would do it - we had to choose channels that would be effective and at the same time natural for the audience. We opted for e-mail marketing and SMS marketing, as both of these tools allow direct and personalized communication.

E-mail marketing - precise and engaging communication

We decided to sending targeted e-mail campaigns to people who have recently shown interest in a mortgage. The key to success was content personalization - We did not send generic offers, but carefully tailored messages that took into account the needs and expectations of the audience.

By analyzing user behavior, we were able to adjust both the content of the message, as well as the time of sending. In the e-mails, we presented attractive credit offers, educational content on real estate financing and A clear call to action (CTA), encouraging people to contact an advisor. We also used automation, to send reminders to users who opened the message but did not take a further step.

Emails have proven to be an effective tool in building a awareness and confidence in the offer, especially for those who needed more time to make a decision.

SMS marketing - fast and effective contact

At the same time, we have set our sights on SMS marketing, to reach potential customers in a way direct and immediate. SMS messages have a high open rate (even above 90%), making them one of the most effective communication channels for lead campaigns.

Our strategy was based on shipping short, engaging messages, which conveyed key information and included a clear call to action, such as:

📲 "Are you planning to buy an apartment? Check the best mortgage offer - fast decision, favorable terms. Answer YES to contact an advisor."

This allowed users to express interest in a simple way, which allowed us to respond quickly and forward leads to the sales department. SMS marketing was particularly effective for people who had previously opened an email, but did not follow up - the SMS reminder often motivated them to contact us.

Synergy of activities = greater effectiveness

The combination of e-mail marketing and SMS marketing allowed us to get synergy - Emails built awareness and provided detailed information, while SMS acted as a reminder and motivator for quick response. This multi-channel strategy significantly increased the effectiveness of the campaign and allowed the effective acquisition of leads ready to talk about a mortgage.

Results 

The results of our activities significantly exceeded the client's expectations. Already in the first month of the campaign we delivered 300 hot leads - people who are realistically interested in a mortgage and are ready to talk to a financial advisor. What's more, thanks to the constant monitoring of campaigns and optimization of activities, we maintain this result on the steady, providing the client with a regular flow of new, valuable contacts. Every month we deliver more leads that translate into real transactions, which confirms the effectiveness of our strategy.

Our approach was based on precise segmentation, accurate selection of communication channels and effective combination of e-mail marketing with SMS marketing. This case clearly shows how crucial it is not only to have the right tools, but also to use them skillfully based on the accurate analysis of data and user behavior. The result is a campaign that not only generates numbers, but more importantly delivers real results - customers who are ready to take a loan decision.

If your company also needs an effective marketing campaign, which generates real results and increases sales, contact us! 🚀 Together we will create a strategy that will bring measurable results and help you achieve your business goals.