Radian: Lead Gen for Mortgage Insurance Leader
Challenge
Radian has grown from a mortgage insurance company into an industry leader in the real estate and lending space. Current offerings provide everything from lending calculators and lender training to mortgage, investment and title services. With the range of products and services offered, the marketing and acquisition plan needed to be flexible and diverse to match.
Solution
A strategy for paid media was developed to run across various platforms; attracting mortgage lenders, loan servicers and investors at various levels of interest. Ads direct customers to digital tools, landing pages and lead gen opportunities depending on the tailored strategy for each given audience. Daily campaign monitoring assured best practices to keep up with trends and opportunities, providing the best ROI for budgeted ad dollars. The overall approach was broken into three campaigns, each utilizing multiple facets to reach a specific Radian audience. Retargeting was used throughout to strengthen audience interactions. The Refreshed Radian Paid search and social worked to promote Radian’s revived brand identity, along with their new suite of services and innovative thought leadership. These ads led users to the new homepage and insight pages. A Place for Information This portion of the campaign was a long-tail approach to keep Radian top of mind for customers in need of services, now or in the future. Ads drove viewers to online tools and training opportunities offered by Radian. Customer Growth A segment of ads aimed towards a traditional “conversion campaign” focused on a more ready audience subset, and on platforms more likely to convert (eg., LinkedIn). Paid search and other ads promoted Radian’s Valuation and Analysis services. Data was captured through gated content.
Results
485,000 B2B Impressions 88% Increased Conversions +30% Increase in Conversion Rate - 70% CPA Decrease
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