Urban Financial Group – Reverse Mortgage Lead Gen
“They understood our audience and how to speak to them with respect and results.”
Client: A financial institution specializing in reverse mortgages for seniors.
The Challenge: The brand needed to build trust and drive leads among audiences aged 65 and above, as well as their adult children, while reducing the cost-per-lead.
Our Strategy:
Ran branded and unbranded Google Search campaigns targeting mortgage-related queries and retirement planning
Launched Facebook campaigns featuring family-centric creative and testimonial-based video ads
Segmented audiences by income, location, and caregiving status
Used soft call-to-actions (e.g., “Request Your Free Guide”) and a progressive form strategy
The Results:
185% increase in form fills from seniors and caregivers
$29 average cost-per-qualified-lead
3.7x conversion rate on paid traffic