Background
First Ohio Home Finance & First Union Home Finance are leading mortgage lenders providing various loan options, including mortgage and refinance services, to customers across the United States. They sought a strategy that would expand their digital reach, increase qualified leads, and improve their conversion rate.
Objective
As a growing mortgage lender, First Ohio and First Union faced the challenge of capturing leads from a broader geographic market while maintaining a personalized approach. Their existing website strategy needed to evolve to keep up with local and national players in the competitive mortgage and refinance sectors. Their objective was to generate a higher volume of leads from both organic traffic and digital advertising.
Strategy & Implementation
TriAd Marketing & Media designed and developed a comprehensive microsite strategy (small websites) that branched off from First Ohio’s main website. Over 20 location-based microsites were created, targeting specific segments of the mortgage and refinance markets across the country. These microsites were designed with two primary lead generation methods in mind:
Results
The microsite strategy continues to yield impressive results for First Ohio and First Union. Each week, the network of microsites generates numerous qualified leads, with significant contributions from both organic search and digital advertising. The SEO enhancements have improved the ranking of the microsites in local search results, while targeted ads effectively reached potential borrowers in several key regions.
“Our partnership with TriAd and our company’s growth go hand in hand,” says First Ohio President and CEO Tony Coplen. “The ability to generate our own organic leads for our sales team allowed First Ohio to lower our costs and sever our dependency on expensive 3rd party leads.”
This success story highlights the power of a well-executed microsite strategy and showcases TriAd Marketing & Media’s expertise in driving lead generation through digital channels.
Conclusion
By leveraging both organic SEO and digital advertising across a network of targeted microsites, both companies have experienced a marked increase in leads, demonstrating the effectiveness of localized digital marketing strategies. TriAd Marketing & Media’s approach not only expanded their reach but also ensured that First Ohio and First Union could engage with more potential customers in a personalized, region-specific manner.
Our bona fides
Check ‘em out
Team Fishel
Team Fishel is a privately held utility contractor serving customers in the electric power, natural gas and broadband/telecom industries. The company’s marketing challenge involved building a consistent Brand Identity among customers from different industries as well as a highly de-centralized regional office structure and geographically diverse employee family.
The solution evolved directly from the company name. Team Fishel created a vibrant corporate culture celebrating the “Team” concept and a theme that transcends geographical and industry boundaries – Team Fishel is the Best Choice in Utility Engineering, Construction, Installation and Maintenance. These elements are the cornerstone of the Team Fishel brand and all marketing communications.
Team Fishel and TriAd Marketing & Media have worked together for 40 years. This true partnership is stronger today than ever.
Ohio Plastic Surgery Specialists
Ohio Plastic Surgery Specialists is a plastic surgery practice with 2 locations and a board certified plastic surgeon offering a full range of cosmetic and reconstructive procedures. The challenge is for them to stay in the forefront and capture the attention of potential patients in a highly competitive market.
TriAd is constantly putting out new, valuable information about the practice, procedures, promotions, and more to the target audience through the website, digital and print advertising, social media, blogs and e-communications, all with a consistent brand and message in mind. We have assisted with a rebranding, the addition of new services, and the opening of new offices.
Ohio Plastic Surgery Specialists take the time to get to know their patients and provide reliable advice. This parallels TriAd’s belief in truly caring about our client’s business, believing in it, and treating it as our own. This is the spirit of long-lasting partnerships.
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