PROFIT FAUCET?: How to Double Your Results from Your Google and Facebook Ads in 30 days or Less for Your Mortgage Business

UNSCRUPULOUS TECHNOLOGY ADOPTION -> THE DIGITAL PLATEAU

When executed thoughtfully, employing AI in a business can be tremendously advantageous - especially for making effective data-driven marketing campaigns. But businesses face pressure to compete technologically and often make the naive error of investing too much in technology that does not result in tangible benefits or solve a predefined need.

This is particularly prominent in advertising decisions and in the insurance industry, when the qualified audience is niche and the conversion window is long. Given the breadth of marketing vendors and platforms to choose from, immature brands often blindly involve a selection of marketing technology and spend millions across channels without having a conversion strategy or ever truly optimizing their campaigns to full capacity. 

At some point advertising spend has a negative relationship with the campaign results. Sales and retention no longer increase proportionately to the budget alone without also improving the quality of site traffic and leads - this is called a digital plateau.

ENHANCING TRADITIONAL DIGITAL MARKETING

Identity Marketing is the most effective solution to the digital plateau as it applies to customer acquisition and retention. It allows advertisers to identify the people who want to buy what a business is selling and focus on converting them.

Advertisers who are unfamiliar with Identity Marketing run ads across channels, analyze data specific to each channel and optimize each channel separately. These businesses routinely spend up to 100% of their budget pursuing a tiny fraction of the market - people they have targeted based on demographic and interest assumptions or who have visited their website before - using only the AI available to them on their marketing platform.

HOW IDENTITY MARKETING WORKS

With Identity Marketing, an Artificial Intelligence anonymously tracks detailed data on the users who demonstrate an interest with the brand. This includes their online activity, interaction with the brand, interests, demographic data, keyword searches, content consumption, and other activities. The technology is 100% compliant with worldwide privacy laws so personally identifiable information is never compromised.

Unlike with the built-in AI on platforms like Facebook and Google Search, this anonymously tracks consumer behavior across all channels and devices to paint a comprehensive picture of the online behavior of a user who converts and scores the users to create a valuable custom audience.

Advertisers then target and retarget this audience in real time - and the user with look-alike buying behaviors - to reach qualified leads they could not reach with a traditional prospecting or retargeting strategy. The technology is used to orchestrate and optimize ads across all channels, including addressable radio and TV platforms such as Hulu, Apple TV and Sling. This omni-channel orchestration allows advertisers to select the right messaging, frequency and timing to reach each individual customer.

This capability has been especially revolutionary for TV and radio marketing, allowing advertisers to serve ads to users based on their propensity to convert, rather than broadcasting ads to a mass market - an antiquated method that wastes billions of impressions and ad dollars.

DEMONSTRATED RESULTS

Brands that implement this identity resolution technique have lower cost of clicks, leads and acquisition and better-quality leads. They have total control over their ROAS because their growth becomes directly proportionate to their savings - brands can grow by 80% and save 80% or grow by 40% and save 40%. 

When partnering with Identity Marketing expert Everheart Partners, for example, brands have been found to save up to 80% on customer acquisition costs and see an increase in conversions as high as 450% in 90 days. 

Progressive businesses started implementing Identity Marketing and other AI solutions in March 2020, when the pandemic first changed the marketing landscape, pushed competitors online and increased the cost of buying inventory. A study by Deloitte in Summer 2020 determined that these proactive businesses are, today, more resilient and thriving compared to those that didn’t take this initiative.

Everheart Partners is the leading Identity Marketing solutions provider, specializing in helping mortgage companies maximize their return on ad spend by generating higher-quality mortgage leads from their existing lead generation campaigns. Everheart Partners is in the business of exceeding clients’ business goals so they can reach theirs. One client generated 36% increase in revenue in 21 days with an 18X ROI; and clients appreciate Everheart’s 30-day money-back guarantee with a 1 year contract. 

Click the button below to schedule a free discovery call with Everheart’s business development team. See how the team can help you close the 4th quarter of 2020 with record sales and start 2021 with the right strategy to grow your mortgage business and get to the mortgage “buyers” before your competition does.