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Mortgage Lender Marketing

Case Study:

American Fidelity Mortgage

Mortgage Lender

THE CHALLENGE

Mortgage Lender Marketing

1

BRAND AWARENESS

American Fidelity Mortgage Services, Inc. (AFMSI) had no social media presence. Understanding that social media is a critical part of marketing, they wanted to establish themselves online. AFMSI relies heavily on referrals, therefore they need to be in front of real estate agents and potential homebuyers.

2

BUILD RELATIONSHIPS
AFMSI needs to connect and build relationships with more real estate agents. Real estate agents are a critical piece of referral business for them.

3

POSITION AS AN EXPERT
AFMSI needs to set themselves apart from other mortgage lenders on social media. They have over 41 years of experience in the industry and should be the go-to expert lender.

Mortgage Lender Marketing

THE PLAN

BRAND AWARENESS

  • We established branding elements to have a consistent, recognizable look across all platforms.

  • We established a consistent posting scheduling utilizing different forms of content - posts, carousels, videos, Reels. 

BUILD RELATIONSHIPS

  • We researched and followed local real estate agents on social media platforms ensuring these agents were reputable and serviced areas where AFMSI wanted to have more business.

  • We support the accounts of local real estate agents through daily engagement - likes, comments and messages.

  • With AFMSI being a part of the community for over 41 years, we wanted to follow and engaged with local businesses to show them support.

POSITION AS AN EXPERT

  • We established content pillars to introduce and spotlight their loan officers, and share valuable tips and advice with potential homeowners and current homeowners, mortgage industry updates, and the rate climate.

THE RESULTS

+432

FOLLOWERS IN

5 MONTHS

+20%

AVERAGE MONTHLY ENGAGEMENT RATE

3,700+

AVERAGE MONTHLY

IMPRESSIONS

3,000+

AVERAGE MONTHLY

REACH

  • AFMSI has established relationships with over 208 real estate agents

  • AFMSI's engagement rate is 3.5x the industry benchmark

  • AFMSI's monthly impressions are 11x their follower count

  • AFMSI is consistently contacted through direct message to collaborate with local businesses for partnerships and sponsorships

Joe Cuttone
"At the end of 2021, we were ending 2 very profitable years in the mortgage industry. I was looking forward to a fresh approach, from outside of our organization, for our marketing. The Branding Room Floor was the right agency at the right time for us. I am very happy with their energetic and innovative approach. They analyzed my company and created several campaigns for me and my loan officers. Very satisfied."
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