In a previous article in this series I wrote about why Facebook advertising is becoming a more critical part of the lead generation mix for lead generators and response-oriented marketers.
Now in this article I want to share with you a specific case study from an industry you may not immediately think of when it comes to advertising on social media – mortgage broking.
Trilogy Funding is one of Australia’s premier mortgage brokers specialising in serving the needs of property investors. They’re also one of our longest-standing clients. We first started working together in 2005!
Within their target market of “property investors”, Trilogy further identified sophisticated property investors with at least 3 properties / $1.5M in loans as a sweet spot that they can serve better than almost any other broker.
This is a textbook application of the “80/20 Principle Squared” – they were able to get hyper-focused on the small piece of the market that generates maximum value for their firm. (You’ll find further reading on this topic over at this article on Value Proposition Formulation).
It’s an important first step to know WHO you want to target…
But it’s another thing entirely to strategise HOW you’re going to target them – and then executing on that strategy.
That’s where Facebook advertising comes in…
Trilogy’s Ideal Client can potentially represent very high value, but they don’t grow on trees. That’s what makes these results even more impressive.
Over a period of 6 months … Read More >>