Wells Fargo Mortgage

Wells Fargo Mortgage did not need more traffic. They needed the right people on the phone. The difference between a mortgage lead and a qualified mortgage buyer ready to speak to a loan officer is enormous. One is a name and an email. The other is a live person who has already been through a funnel that educated them, pre-qualified them, and connected them directly to the right call center agent in real time. That was what we built. We created custom landing pages built around the specific demographic being targeted. A Spanish speaking first time buyer in Texas needed a completely different experience than a subprime borrower in Ohio or a move-up buyer in California. Each page spoke to where that person actually was in the process, what they were worried about, and what they needed to understand before they would pick up the phone. The financial information, the rates, the qualification criteria, all of it adjusted dynamically based on who was seeing it. Native ads drove the traffic, targeted by demographics so precisely that the people landing on each page were already the right profile before they read a word. The automated funnel handled the qualification process, filtered out the people who were not ready, and live transferred the ones who were directly to the call center. Hundreds of transfers a day, sometimes into the thousands. The cost per live transfer held at $25. For a mortgage operation at that volume that number matters enormously. We ran that system for seven years until Wells Fargo brought their digital media operation in house. Seven years is not a campaign. It is a result they could not find anywhere else.