Sales Landing Page Mortgage Example

Since 2010, Canada Mortgage and Housing Insurance (CMHC) changed the mortgage insurance program to reduce the potential of a housing market bubble in the sub prime market for insured mortgages. These changes include CMHC insured rental properties with a minimum 20% down payment. Traditional lenders such as banks require mortgage loan insurance for loans to purchase a home with less than 20% of the purchase price. Most federally regulated lending institutions cannot provide mortgages without mortgage loan insurance for amounts that exceed 80% of the value of the home or purchases with less than 20% down payment (CMHC Website).

In 2012, the Office of the Superintendent of Financial Institutions introduced Guideline B-20, which required federally regulated banks to tighten their processes for approving mortgages and home equity lines of credit, particularly for self-employed income who can borrow only 65 per cent of the purchase value – 10 per cent less than what was allowed before B-20 – without default insurance from Canada Mortgage Housing Corp., Genworth Canada or Canada Guaranty (March 24, 2014 – Globe & Mail).

British Columbia (BC) with Metro Vancouver as the main urban center, has been identified as being the most entrepreneurial province in Canada. With 83.5 small businesses per 1,000 people, BC ranked first in the country in terms of small businesses per capita in 2012. The national average was 69.0 small businesses per 1,000 people. There were approximately 385,900 small businesses operating in BC in 2012, accounting for 98 per cent of all businesses in the province. About 82 per cent of these small businesses were micro-businesses with fewer than five employees. And self-employed workers without paid help represent 55% or 216,800 of all BC businesses (Small Business Profile – BC Stats 2013).

In addition to a high number of self-employed workers, Vancouver real estate is now the most expensive in the world. The average price for single-family detached houses in Metro Vancouver sold has soared to a record high of more than $1.36-million. March 4, 2014 – Globe & Mail.

Problem

For a financial services company specializing in private capital, identifying the changing market demands is the first step in providing tailored private mortgage solutions for two niche markets: 1) entrepreneurs who are investing in real estate and 2) self-employed homeowners in BC. These two groups are continuing to be significantly impacted by the mortgage tightening rules in Canada. In addition, banks can finance only a limited number of mortgages per real estate investor.

Non-salaried mortgagees are now suddenly finding themselves “turned down the by the bank or several banks” as they look to finance their real estate deals or to refinance their mortgages upon renewals. This represents an urgent matter for these types of mortgage consumers, but a growing opportunity for private mortgage lenders. The problem is generating B2C leads of entrepreneurs and the self-employed when they are ready to obtain private financing, with a need to close quickly.

Solution

The next step is the correct messaging for an integrated marketing campaign to resonate for the target audience. In this case, these consumers have an urgent problem after they are “turned down by the bank or several banks”. So the most effective messaging is:

Need a Private Mortgage? Turned Down by the Bank or Several Banks. We Can Help.

Once the correct messaging has been identified with message match in all touch points, the message needed to be tested and tracked for the lead generation system, that included several components for the integrated marketing campaign with continued optimization to generate leads for the sales team:

  • Responsive sales landing pages with lead capture forms
  • Email marketing with effective copywriting
  • PPC, SEO and social media for traffic
  • Call tracking numbers for inbound leads

Result With Sales Landing Page

Analytics from Google, Bing, Facebook, LinkedIn, Craigslist, Kijiji, Unbounce.com, InfusionSoft and CallRail consistently proved the “Turned Down the Bank…” messaging produced the highest results. Therefore, budgets and activities continuously shifted towards the highest performing ads across all ad channels, resulting in over 100 B2C quality leads in 60 days to the sales team.

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