AmeriFirst Home Mortgage had a traditional marketing strategy that revolved around direct mail and a few phonebook ads. They knew they were leaving money on the table because they didn't have a strong online strategy and weren’t measuring their marketing results. They were looking for a way to complement their relationship-based way of doing business with an online presence, along with tools to track results.
more site traffic after 1 year
more leads after 1 year
increase in sales after 2 years
AmeriFirst Home Mortgage is a community mortgage banker with 30 years in the business. First time homebuyers are their specialty. From conventional loans to government-backed programs, they are committed to finding the right mortgage for any homebuyer.
AmeriFirst Home Mortgage had a traditional marketing strategy that revolved around direct mail and a few phonebook ads. They knew they were leaving money on the table because they didn't have a strong online strategy and weren’t measuring their marketing results.
AmeriFirst’s main challenge was complementing their successful relationship-based way of doing business with an online presence. They had a website for more than a decade, but they needed to transform it into more than just an online brochure.
They also faced another challenge: they didn’t know how to effectively turn website visitors into sales qualified leads. Although they couldn’t see the profiles of their visitors, they suspected that a large volume of their web traffic came from people who weren’t ready to buy a home. To capture the right audience and stay top of mind for early shoppers, they needed to create a system of education and lead nurturing.
Creative Director of Marketing
AmeriFirst Home Mortgage
Dan Moyle, Multimedia Marketing & Communications Specialist, joined AmeriFirst in December 2010 just as the leadership team was exploring inbound marketing. Says Dan, “Content was an easy sell for me because I came from a newsroom. For anyone who is skeptical of this strategy, I remind them that they are selling to a person. It's all about knowing your audience.”
Dan thinks that this applies to all industries. “People don't want to consume content about mortgages, but they do want to consume content about buying a home. Every industry has a million things you can talk about... Give them content that makes a difference in their world. And if you're the only one doing it then you'll reach them that much more powerfully.”
Dan was comfortable with the idea of creating content, but marketing was new to him and AmeriFirst needed help and the right tools to get started. HubSpot’s training and service offerings played a big role in his decision to implement HubSpot. "Our inbound marketing consultants have been phenomenal and pushed me to be a better marketer. I was a t.v. newsperson and they've really taught me to be purposeful, analytical and experimental as a marketer."
AmeriFirst has been especially successful using HubSpot’s tools to implement an inbound marketing strategy because they know their audience well and run multi-channel campaigns – from blogging to social media to email nurturing.
They had a clear picture of their customers before they implemented HubSpot, so their first step was to create content for each of their “personas.” They started with first time homebuyers because they are the most active online.
To capture their attention, AmeriFirst created a series of videos about “Renters’ Nightmares.” On these site pages, they include Call-to-Action buttons for helpful content about buying a first home. Each connects to a HubSpot Landing Page with a form to collect the contact’s information. Today, they average a 20% landing page conversion rate.
Dan also uses HubSpot’s Blogging Tools to attract new leads. SEO recommendations and social publishing tools are built right into the product, so he has everything he needs in one place. Dan blogs almost every day and has gathered nearly 2,000 email subscribers to his blog in two years.
Since the homebuyer buying cycle can be long, AmeriFirst knew they’d need to keep their prospects warm. With HubSpot’s Email Tools, AmeriFirst is able to stay in front of their potential clients with more information and new tips on a weekly basis. They gain helpful feedback about what messaging is working through the data they receive and via customer responses.
Dan is also starting to leverage HubSpot’s Social Inbox to more efficiently monitor AmeriFirst’s social media activities.
He says, "The success we’ve seen with HubSpot would take a dozen people on a team, finding each tool, and all of the instruction/advice/guidance from a dozen separate sources. I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform."
Before Implementing HubSpot, AmeriFirst had trouble even measuring its website activity. In the first month of using HubSpot, they had 1,200 website visitors. Using inbound tactics, their monthly traffic was 2.1x higher after 6 months of using HubSpot, 3.8x higher after 1 year, and 16.6x higher after 2 years. They have seen as many as 60,000 website visitors in particularly strong months!
AmeriFirst also grew the number of monthly leads coming from its website by 20.1x after 6 months of using HubSpot, 51.7x after 1 year, and 90.7x after 2 years.
They can further attribute results to their bottom line. Dan says, “The newest information is that we can close the loop and see that at least 5% of our business wouldn’t have happened without inbound marketing. These leads never would have found us otherwise. And it's growing.”
Along with this growth, AmeriFirst has benefited from cost savings. “With the HubSpot software, we’ve been able to cut spending on advertising dramatically. I’ve helped branches cut their budgets way back on spending like phonebook advertising, in lieu of getting found in search engines."
Says Dan, "Adding HubSpot has been just icing on the cake of bringing in more leads that we didn't have before and being able to actually measure them."
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