Ygrene New Homeowners Acquisiton Campaign

NEW PROSPECTS. NEW OPPORTUNITIES. NEW PROFITS.
HERO Marketing exceeded Ygrene’s expectations with their first-ever New Homeowner Acquisition Campaign. Our team effort knocked it out of the park with an entirely new prospect pool, creative that broke new ground, huge numbers, and lots of profit to the bottom line!
CAMPAIGN RESULTS
The Wave 1 “New Home, New Beginning” campaign showed great results over the general acquisition control with an 88% lift in response rates and 78% lift in conversion rates. Wave 2 “Dream Bigger, Finance Smarter” performed even better against the general acquisition control with an astounding 7x ROI (a 43% increase) and a 24% reduction in cost per acquisition. The early indication that lifestyle photography outperforms branded illustrations has continued to be tested in direct mail acquisition programs.
HERO’s winning formula of listening to the data, utilizing pre-market research, collaborating early and often with the client, and broad-based creative exploration raised the performance bar. It also resulted in two more campaign waves that incorporated email and Facebook ads to further amplify performance. The New Homeowner Acquisition Campaign was so effective it has earned a place in Ygrene’s ongoing direct marketing plan, and it will move forward with a unique test-and-learn strategy for 2021. Plus, the program offers the benefit of producing a new pool of prospects every month.
“The new homeowner campaign was a game-changer for our direct marketing program. Going after this newly-found segment with tailored creative has produced significant results for our organization, and we’ve added it to our overall marketing plan. We look forward to seeing the results it will produce in the coming years.” – Ygrene Direct Response Media Manager