Digital Marketing for Mortgage & Home Equity Market
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Digital Marketing Strategies for emerging mortgage and home equity markets
Transcript of Digital Marketing for Mortgage & Home Equity Market
Digital Marketing
Strategies for emerging mortgage and home equity markets
Perfect (Digital) Storm Emerging
Mortgage & Home Equity Market
The consumer mortgage and real estate market is swiftly gaining momentum.
Consumers have regained confidence and financial stability. At the same time, real estate markets have reset and stabilized at affordable values, while mortgage rates are remaining at historic low rates.
These trends are combining to whip up the perfect storm for an impending mortgage boom. But, that’s not all...
Consumers have moved online
Yes, the mortgage and home equity market is heating up, but you can’t pull the 2000-2008 playbook off the shelf and run it again. Consumers have made a radical shift online.
Watch Walmart close down stores in deference to Amazon. Cable channels, like HBO and ESPN, struggle to move to paid digital models to battle Netflix. Meanwhile, financial service products like insurance and small business loans are approved and funded in a blink (click) of an eye.
What’s Your Plan?
Overview
Market Trends
Savvy Consumers
Marketing Platforms
Compelling Economics
Kaleidico Offerings
Market Trends
Housing equity values has returned to 2005-2007 levels
Home prices steadily climbing back to 2000-2006 levels
Shortage in rental inventories, while homes for sale inventory is very low
Yields on low-risk, high value mortgages are at historic lows
Mortgage rates continue to hold at historic lows
Something's about to boom.
Savvy Consumers
Consumer Behavior Trends
Desktop to Mobile
Voice to Data and Video
Bundled to Fragmented
Strategic Digital Responses
Everything must be, at a minimum, mobile responsive and probably should be mobile adaptive.
Consumers hate voice (telesales) driven experiences. Live chat data and video experiences are the new call centers.
Your content must be micro, mobile, and ubiquitous. Bite-size, portable, and everywhere consumers might spend 30-60 seconds in between distractions.
Consumers demand quick, frictionless experiences.
Marketing Platforms
Faster to launch
Powerful yet affordable cloud-based platforms and architectures allow for us to set up new businesses and business profit-centers at lightening speeds.
Allowing us to test, scale or discard new entrepreneurial and intrapreneurial innovation on a continual basis.
Creative destruction and innovation S-curve lifecycles are quickening.
Simpler to integrate
Building powerful marketing platforms and automations are increasingly an exercise in snapping together best in breed point solutions.
We regularly weave together content management, email and marketing automation, and customer acquisition and relationship management platforms in a simple web launch.
Don’t blow your marketing budget on technology
However, performance is trickier
The secret is to leverage these innovations in cloud-based platforms and best-in-class point solutions to quickly stand up minimum viable products (marketing platforms) and saving the majority of your marketing budget on consumer acquisition.
Getting consumers’ attention has become harder and more expensive. If you want a competitive ROIs:
Invest in the consumer’s attention.
Save it for marketing with technology
Compelling Economics
Leverage digital and platforms
Quickly build online platforms, leveraging proven technology and familiar UI/UX patterns to deliver credible and trustworthy experiences to consumers.
In financial services, unique and compelling experiences are more about making the process simple, while consistently fulfilling expectations.
These factors make delivering a new or revised platform faster and more affordable.
Rapid growth hacking
Lead generation and user acquisition is the secret sauce of mortgage growth. However, this activity is growing in complexity, but not necessarily in cost.
It’s no longer sufficient to call your favorite mortgage lead provider, open a call center, and start originating millions.
Gaining consumer attention (and holding it long enough to originate a mortgage) requires a diverse graph of marketing and remarketing campaigns that all point back to you.
Real-time performance metrics
No mortgage company or operation attracts the same consumer audience. And although there are many proven strategies and execution frameworks that we know work, the ability to test, measure, adjust, and scale or cut is critical.
Understanding the criticality of implementing with immediate visibility into your marketing campaigns is not only important to speeding up success, but prevents you from blowing through your marketing budget with little to show for it.
Digital platforms increase margins
Kaleidico Offerings
Proven experience in financial services
More than services. We consistently create value.2000-2004 - DeepGreen Bank from startup to acquisition to LightYear Capital
2004-2008 - Lead management software provider to the largest mortgage banks: IndyMac Bank, American Home Mortgage, New Century, PHH Mortgage
2010-2015 - Quizzle from startup to acquisition by Bankrate
2014-Current - Continue to grow financial service practice
Digital framework that consistently delivers results
Digital Strategy & Modeling
Are you in the early stages of building a mortgage company or ramping up your operations for the emerging market?
Kaleidico can assist you in building a strategic plan and modeling your marketing plan as well as projecting your expected outcomes.
Our models and data are built on aggregate data sets being revealed, in most cases, by currently running campaigns.
Traffic Generation
In the new digital world, no business operation survives long without web traffic. But, with so many options and venues, consumer attention continues to fragment, making it harder to attract and capture.
Kaleidico is actively working on audience development in the online financial services market. We know, test, and discover new traffic generation opportunities (and dead ends) every single day. We bring that knowledge to your business.
Lead Generation & User AcquisitionGetting consumers’ attention is one thing, but you don’t make money unless you can capture and lead them to do business with you--hopefully, more than once.
Kaleidico is unique in its focus on generating more than just oddball advertising and pretty pictures, everything we create has a purpose and must culminate in a new customer.
As we say, “It isn’t beautiful unless it works beautifully.”
Lead Management Strategy
Our heritage draws from our early innovation in lead management software, automating high volume, intelligent lead routing in very large call centers.
We have a deep understanding of what helps an Internet lead and online consumer close with you after their initial inquiry.
Kaleidico can help you build the strategy and implement the proven techniques to turn your marketing budget into new customers and revenue.
Lead Nurturing Strategy & ExecutionNot every lead closes. Or do they?
Less than 25% of Internet leads are “sales ready.” Only 2-5% of those leads will close in the first contact. However, 50% of those leads will close--somewhere.
You must ensure that your marketing strategy and execution includes a strong lead nurturing program to keep you in the game and relevant to those consumers in decision mode.
Full-service, industry expert, marketing agency
