Sherpa Knows how to Drive New Mortgages for Credit Unions

This is what we can do for you

Credit unions like yours operate in a highly competitive, regulated environment in which you compete against the big 5 banks and their deep pockets.

Security is paramount, yet the ability to leverage digital marketing can level the playing field. Agility and technology are critical elements for growing your assets under management.

Sherpa combines our IT and Programming expertise with our talented Creative and Digital Marketing teams to build you a digital marketing ecosystem that delivers tangible, positive ROI while ensuring brand safety and member privacy.

Below is a case study that demonstrates how Sherpa utilized a deep understanding of Credit Union products and buyers to drive highly qualified mortgage leads for Cambrian Credit Union in 2019.

Driving Funded Mortgages in 2019

Challenge and Approach

Cambrian Credit Union came to Sherpa in 2019 with the goal of increasing net new mortgages throughout the buying season. Cambrian asked Sherpa Marketing, "How can we outsmart the other local credit unions and pull market share from big 5 banks?" Our teams had to figure out how to be more present and effective during those online, intent rich moments in the competitive Manitoba market.

Our recommendation and focus quickly shifted to online, digital lead generation and to capturing meaningful data early in the buying season so Cambrian could nurture prospects during the long sales process.

How can we outsmart the other local credit unions and pull market share from big 5 banks?

Sherpa's digital and traditional media strategy leveraged age, demographic, financial literacy and geography based on buyer personas. Market research showed compelling data to start breaking down the intent, channel use and search criteria of different types of buyers.

Once buyer personas were created, Sherpa then layered additional market research and historical data to find insights into where those buyers are located and pair the right message with the right moment.

Highlights

Over 7 million
impressions delivered

By breaking the campaign up into three distinct phases within the customer journey, Sherpa was able to successfully educate, encourage and fund the purchase of mortgages for users within our key buyer personas. If you were in Manitoba and fit our targeting, you saw our ads and offers, multiple times.

Sherpa designed and programmed a very user friendly, online custom home affordability tool to give prospective buyers confidence in their home search price range and allowed Cambrian to collect the information needed to nurture leads throughout the customer journey.

26% of users indicated purchase intent and provided their contact information

4 out of 100 Home Affordability Completions Funded a Mortgage

Through the creation of a multi-channel, fully integrated campaign Sherpa employed attribution best practices to create end-to-end measurability to prove campaign success to Cambrian's C-Suite.

Result

$608 Cost of Acquisition per Funded Mortgage

Sherpa was relentless in our commitment to driving Cambrian's cost per acquisition down throughout the lifetime of the campaign. The result? An incredibly profitable approach - securing Cambrian's next generation of long-term members.

Creative with Messaging and Offers that Convert

Sherpa created an omni-channel strategy to deploy multiple media assets across various digital and traditional channels. These assets varied in style and included locally-relevant illustrations utilized in video, motion graphics and static applications.

Are you interested in seeing how Sherpa executed this mortgage campaign in greater detail?

Sherpa would love to meet you and/or your team to hear about your goals and challenges. There is no fee or obligation and whatever comes out of that meeting is yours to keep.

Book some time in my calendar below or call 519 274 1596.
P.S. I can show you in just half an hour!

Book now

Glenn Cressman
Chief Client Officer

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