National Mortgage Firm Gains 481% Growth Through Market-Adaptive Performance Channels 

Outcomes

Objective

A national mortgage company partnered with the Outcome Engine to acquire new consumers interested in purchase and refinance mortgage options. For nearly six years, this marketer has utilized Perform^[cb] as a customer acquisition partner, working together to navigate various economic cycles and adapt to changing market conditions. Considerations such as varying interest rates, home value fluctuations, and consumer spending changes all play a necessary role in the mortgage company’s customer acquisition strategy. With these dynamics in mind, the Outcome Engine worked alongside the marketer’s existing strategies and tapped into new channels to scale qualified growth.

Approach

When approaching new performance-based channels to scale this mortgage company’s customer acquisition, both historical and current market conditions needed to be considered. For instance, during the COVID-19 pandemic when interest rates plummeted, customers flooded the market and less aggressive advertising campaigns sufficed. However, low interest rates coupled with steep inflation increased the value of homes. The market change led to the decision to create more traditional refinance campaign positioning. It wasn’t long before interest rates began to rise, but home values stayed the same. Now, a previously unpopular market, cash-out refinance and Home Equity Lines of Credit (HELOC), was a prime untapped opportunity for scale. 

The team developed campaigns across new channels, utilizing the Outcome Engine’s AI-powered targeting capabilities to maximize the potential that cash-out refinance and HELOC presented. By consistently tracking their main KPIs—Cost Per Lock and Cost Per Fund—through custom reporting, Perform^[cb] ensured precise measurement and optimization. While managing volume and assessing competitive payouts, Perform^[cb] worked to pinpoint the most valuable consumers and continue to target them effectively. With a focus on campaign interaction and FICO targeting, a significant increase in volume and alignment was achieved.

To deliver additional incrementality, the team tailored offers with specific filters such as income, loan amount, and FICO scores. Other incentives, such as payout structures and caps, were included to create a winning setup for both the marketer and their campaign partners.

Results

By expanding into new channels and optimizing alongside their existing strategies, the national mortgage company achieved a 481% increase in growth in just six months, and a 78% increase in conversions quarter-over-quarter. This marketer has trusted Perform^[cb] as a dedicated customer acquisition partner that fosters commitment and loyalty while providing valuable insights on performance and competition, and has resulted in the Outcome Engine becoming one of their top 5 overall traffic partners. 

Looking for incremental customer acquisition to efficiently exceed your goals? Reach out to Perform^[cb]’s Outcome Engine team of experts today to start driving new growth for your brand.