Case Study

Background

We worked with Benjamin for 3 months during the fall of 2024 and followed up with him to see the results a couple months later. The reason Benjamin stopped working with us was because we brought him too many leads and he could not take on any more clients.

Benjamin, a dedicated mortgage broker based in New York, has been in the industry for four years. Despite his expertise, Benjamin has relied solely on referrals and word-of-mouth to grow his client base. This approach has left him with an unpredictable flow of new clients, closing only 2-5 deals per month, often leaning towards the lower end. With an average commission of $4,000 per deal, Benjamin has been struggling to support his wife, currently battling illness, and two children. Determined to provide for his family, Benjamin sought a more reliable way to generate new business.

Objectives

The primary goal was to establish a predictable lead generation system for Benjamin. Specifically, the objectives were:

  • Generate at least 20 qualified leads within the first month, booked directly into Benjamin's calendar for consultations.
  • Implement a sustainable digital marketing strategy to ensure ongoing lead generation.
  • Increase Benjamin's monthly deal amount to provide the financial stability his family needs.

    • Tactics

    To achieve these objectives, the following strategies were employed:

    SEO Optimization Enhanced Benjamin's online presence by optimizing his website for search engines, ensuring potential clients could easily find him when searching for mortgage services in New York.

    Targeted Advertising Ran targeted ads on Google, Facebook, and Instagram to reach a broader audience interested in working with a mortgage broker.

    Lead Qualification Implemented a lead qualification process to ensure that only the most promising leads were passed on to Benjamin.

    Consultation Booking Streamlined the process for booking consultations, making it easy for qualified leads to schedule time with Benjamin.

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    Results

    The campaign yielded significant results within the first month:

  • Ad Generation A total of 52 new leads were added to the system; the ads we ran seemed to be extremely effective.
  • Client Reactivation A total of 22 previous clients were added to the system who were due to renew their mortgages within the next 6 months.
  • Qualified Leads After our team contacted the leads for the qualification call, 27 of them were qualified to work with Benjamin. We then promptly scheduled them into a consultation call.
  • Unqualified Leads 47 leads were deemed unqualified due to various reasons such as bad credit, low income, or they were looking to close beyond a 6-month period.
  • Closed Benjamin closed 8 deals, significantly boosting his monthly income.
  • In Progress 5 deals are still being worked on by Benjamin, but there is a high chance they will close as long as there are no unforeseen circumstances.
  • Lost 14 deals were lost, mostly due to dishonest information provided.
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    Conclusion

    The implementation of a structured digital marketing strategy has transformed Benjamin's mortgage brokerage. By generating 27 qualified leads and closing 8 deals for an approximate value of $64,000 in commissions, Benjamin is now on a path to financial stability. The campaign not only met but exceeded the initial goal of 20 qualified leads, providing Benjamin with a predictable pipeline of potential clients. With ongoing optimization and nurturing of the remaining leads, Benjamin is well-positioned to continue growing his business and supporting his family during this challenging time.

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