Better Leads At Lower Costs

Case Study: Mortgage Broker, Lead Generation

TOP-LINE RESULTS:
(Year-over-year, winter holiday season.)

Prior Cost Per
Non-Exclusive Lead

$80.00

New Cost Per
Exclusive Lead

$59.35

Reduction in Cost
Per Lead

–25.8%

Conversion Rate Percentage
Points Improvement

+1.3 pts.

overhead view of couple sitting on floor together using computer wireless internet while moving into new home

overhead view of couple sitting on floor together using computer wireless internet while moving into new home

The Problem:

The client’s new business organization was stagnating. The main lead source, paid referrals, was too expensive to expand and conversion rates were inadequate to grow the business. In addition, the lead source was increasing the number of buyers per lead it was prepared to sell to, a lack of exclusivity that further eroded conversion rates. With pressure on budgets and very limited margin for error, generating exclusive leads on a sustainable basis was marketing Job One.

The Solution:

Kairos Zero re-wrote the entire site content – which had consisted of 90% duplication from the parent company’s material. This started a stream of organic traffic to the site for the first time that continues to grow today.

Next up, the site’s conversion pages where visitors could request a mortgage quote, were completely redesigned and re-engineered to accommodate better conversion rates than in the past.

The bulk of the budget was then applied to AdWords. Selected site pages were developed as landing pages for AdWords traffic.

The Impact:

Since implementation, the cost per lead from AdWords is lower than the non-exclusive leads purchased previously. As the campaign is refined, the client is increasing their AdWords spend to maximize the benefit.

Seeing the impact that extra, exclusive leads could make on their business, the company is slowly transitioning its budget for leads away from the more expensive source, one that sells the same lead to several different companies, into its own marketing efforts to generate better leads at lower cost.