Generating home buying leads for PRMG:
Maria, a client required leads for her brokerage branch. Home Town Hero was also active at this time. A state-backed program that gave certain applicants $35K in 0% interest on their down payment.
Positioning the compelling offer as well as highlighting the key differences in home lending programs was paramount. Maria’s brokerage had key differences that would perceived valuable to prospects and we had to exploit this.
It was our job to educate prospects and drive them down the funnel to leave their information so a sales rep could get the job done.
Challenges
Identifying A Winning Angle:
Many angles could resonate with prospects. It was key to identify the messaging that spoke to the highest population while returning great Cost Per Click & Cost Per Lead. We created multiple hooks for the content and tested all the messaging within the first seconds of the video.
Language Barrier:
Florida is a dense multi-cultural state where most people speak Spanish or both English & Spanish. It was key to develop Spanish video content for testing and targeting these prospects.
Positioning Offer & Funnel Strategy:
Home Town Hero is a housing program that was backed by the State. With this, potential buyers were able to receive a 0% loan towards their down payment and closing costs that totaled up to $35K. This compelling offer was key to messaging position the content strategy & funnel.
Content Strategy 📽️📝
Content Strategy 📽️📝
The Funnel
As discussed previously, here are some of my top-performing creatives that practiced moving a viewer through the consumer awareness stages—ending in a conversion.
Hook: For Low-Income Avatars
After conducting demographic research, I found average housing income hovered between $60K-$70K. Meaning, Florida’s workforce does not make enough to purchase a median home that costs around $500K. This angle was written to appeal to the sentiment & experience of Florida residents.
Hook: For Low Savings Avatar
After conducting demographic research, I found Florida residents had very little to no savings. This hook calls out a common problem and offers a compelling solution. Home Town Hereo’s offered $35K for down payment and closing costs. A level prospects could pull to get their home.
Hook: Would $35K Help With Your Home Purchase?
Calling out to Spanish speakers who are actively looking for a home whilst offering them $35K made for a compelling hook.
Spanish Ads
Hook: Higher Home Loan Total Allowance
Other brokerages lend out less money and it’s harder to qualify for substantial amounts. With PRMG, those with lower salaries could borrow a lot more than with another brokerage. It was also compelling to add the Home Town Hereo’s program information.
RESULTS 📈💸💸
RESULTS 📈💸💸
Summary of Results
After $10k spent in 8 weeks, we generated leads for just $10 per lead.
Total Leads: 1,000
Cost Per Lead: $10
Ad Spend to date: $10,000