In order for the marketing initiatives to be successful, the Search & Convert team focused on continual conversion analysis, in-depth keyword optimization, and audience research to identify the key target audiences who were most likely to apply for a land loan.  

In order to ensure that the methods were effective, the team began by implementing macro and micro conversion tracking for all form submissions, application downloads, clicks on loan calculators, links,  elements, and more. Custom-created multichannel and quarterly business reports allowed the Search & Convert team to report results and strategize to effectively optimize marketing campaigns. Optimizations included location targeting, audience targeting, keywords and keyword match types for ad performance and organic search, conversion-bidding, and buyer journey conversion rates.

Using the benchmark analytics data for competitor comparison, Search & Convert strategically increased budgets across channels to outperform their previous performance and competitors. The team was also meticulous in its ethics of advertising credit, fair housing, and user privacy. Over fifteen months, Search & Convert raised the quarterly marketing qualified leads by 133%.