As a leading mortgage lender in Midcoast and Southern Maine, Bath Savings has a long history of providing homebuyers with local, custom lending solutions.
Over the last decade, homebuyers have increasingly been able to take the process of house-hunting and mortgage research into their own hands with the help of online technology. And with these changes in consumer habits, came the need to customize Bath Savings mortgage marketing strategy for the digital age.
Using a multi-platform approach including search engine optimization, pay per click advertising, display remarketing and social media, we set out to target homebuyers when and where they were actively researching real estate and home loans online.
The initiative started in the fall with a comprehensive site optimization plan to improve the bank’s visibility in organic search results for target mortgage terms. With small but steady increases, BSI achieved prime page-one positioning for highly competitive terms within six months, and monthly organic visits to the Mortgage page increased 54% year over year.
The following spring we rolled out a comprehensive digital ad campaign to complement print and radio. All media drove visitors to custom landing pages designed to educate and convert prospective mortgage customers with options to submit an online application or appointment request. By summertime, the results spoke for themselves. Mortgage loans were up by 28% year over year and loan commitments were up 80%.