Your Home Is Our Priority
Maspeth Federal Savings has a long history of relying on traditional media, however, in the midst of a pandemic, they chose to explore stepping into the digital realm of advertising. Like most financial institutions, they decided to focus on building their mortgage portfolio within their market area.
Services used on this project
- Design
- Web
- Digital
- Analytics
Let the Numbers Tell the Story
400%
increase in monthly applications
$0.9
per ad click
$360
per received pre-approval/application
Project Goals
The client was looking to increase mortgage applications and pre-approvals while being able to track results through digital channels.
The Process
After thorough research of the market area, we determined Google Search, Display, and Remarketing would be the most effective channels to bring in new applications and pre-approvals. We leveraged responsive search ads, as well as HTML5 display and remarketing ads to achieve maximum exposure for the budget. To support this effort, we created a custom landing page optimized for conversions. The campaign ran for three and a half months from mid-August until the end of November.
The Results
As a result of the pandemic, the client had not done any traditional advertising for four months in 2020. However, due to the success of the digital campaign, the mortgage team kept pace with the pipeline of applications they had received in 2019. Additionally, they were able to provide us with a full application and pre-approval report showing when these were received, which allowed us to reconcile digital conversions with off-line results. Each month, an average of 39% of all received applications and pre-approvals were directly tied to digital efforts.
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