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Headquartered in Madison and reporting assets of over $5 billion and mortgage loans of over $3 billion, AnchorBank is Wisconsin’s largest thrift and a leading lender in residential real estate. AnchorBank wished to target first-time homebuyers in specific demographics, becoming a familiar name to these prospective customers to increase the likelihood that they would choose AnchorBank when they were ready to purchase a home. AnchorBank also wanted to generate strong, active leads for their residential loans officers for regular follow-up, answering questions and providing information in order to keep AnchorBank actively in prospect’s minds.
Enter the team of Proven Direct, who developed and implemented a cross-media campaign consisiting of direct mail pieces that used a recipient’s first name on both sides of a postcard, a personalized url leading recipient’s to landing pages, and one of two monetary incentives.
The campaign achieved a visit rate of close to half a percent, and 80% of those who visited their landing pages completed the survey.