[Please note as we continue the story: this was initially using our most basic solution, without premium elements like our proprietary Multi-Channel Booster or Big 6 Distribution.]
After performing a quick analysis of their online presence, we showed Max and his team where they were going wrong and why their potential clients were unable to find them. They were almost invisible on the internet!
We also pointed out the things their competitors were doing right and explained how the prominent visibility of those competitors was driving most of their estimated traffic and sales.
The mortgage company’s corporate brand was a very strong brand and had a great online presence, but their ability to increase sales at any particular branch was severely limited by the rules and processes regulating the mortgage loan industry.
We set Max up on a basic 12-month news release campaign and agreed to evaluate the campaign at six months.
Because of the restrictions on advertising and promoting mortgage lenders, we had to request limited distribution of our news release articles.
Limited distribution refers to publication through media outlets whose guidelines are more relaxed in these categories. This means the articles we published would not get the same coverage as a standard news release.
At the start of the campaign, Max was closing an average of $7 million per month in total loan (sales) volume and had been stuck at that level for many months.
Three months into his campaign, his loan sales volume had grown from $7M to $10M. He was ecstatic!
And so were we! We knew he would get great results, even with our basic service. Yet we were not expecting this much from a limited distribution campaign, even though we had performed a thorough analysis before launching the campaign.
Even though Max's (limited distribution) campaign was exceeding expectations, he wanted to know if we could improve upon these results or maybe get more results even faster.
At this time, we added in the Multi-Channel Booster, which we call our "Secret Rainmaker Weapon".
We knew Max was going to be more than pleased and we were excited to start moving him to an even more powerful service.
After publishing just two multi-channel boosters, his loan sales volume grew from $10M to $15M.
Max and his team were so happy that they wanted to discuss opening and promoting additional locations.
While discussing ideas with them, they mentioned an upcoming charity event they were hosting. And that’s when the idea of using our Big 3 Premium Distribution with Multi-Channel Boosters came together.
[Please note: we added Bloomberg and other premium news sites in July 2022 to make it Big 6. Before this, it was Big 3 or then Big 5 - without the hyper-powerful Bloomberg. In October 2023, we have just added even greater Business Insider distribution, which takes our results to new levels again.]
After combing through hundreds of search results featuring similar content, we knew it could be done. We just needed to make sure we were abiding by the strict rules and guidelines that the syndication services required for publishing restricted content and getting approval.
Max already had a separate website specifically for his charitable organization, but we needed a dedicated page for this on their corporate website since that was the website we were promoting, not their charitable activities.
Once we had all the required information, we worked with the mortgage company to create the dedicated page on their corporate website all about their charitable work and community support.
Next, we had to work with our writing team to create the article so that it would comply with the strict syndication requirements. Our simplified instructions were:
“Do not use ‘mortgage’ in the headline. Don't mention anything about loans, mortgages or lending. We are going to link to a ‘community services’ page. We need this to sound like news, the kind of news you would see in a newspaper or on a news broadcast on television. Our client hired us to help them get into the Google 3-pack, increase traffic and attract additional new home mortgage loan borrowers.”