UniCredit Bank conducted a pilot program to sell mortgages through social networks. They developed a unique mortgage product where users could lower the interest rate by engaging on social media. They analyzed customer data to efficiently target Facebook ads. The program resulted in higher quality leads, higher conversion rates, and lower mortgage prices compared to other channels. The total approved mortgages valued 180 million CZK (approximately 5 million EUR). The bank plans to invest more in this approach based on the success of the pilot program.

1. Case study:
Pod2.cz and Pod2.sk
Selling mortgages on social networks
@Cenzanni @Zraloci @UniCredit_CZSK

2. The challenge
1) Selling mortgages online is hard.
Price for a quality lead is high.
2) Interest rates are perceived as too high.
@Cenzanni @Zraloci @UniCredit_CZSK
Let’s do a pilot!

3. The budget
About 370 000 CZK
(approx. 13 300 EUR)
@Cenzanni @Zraloci @UniCredit_CZSK

4. The execution
@Cenzanni @Zraloci @UniCredit_CZSK
We decided to:
1) Develop a special and unique product.
2) Include people into the development process
and use them as a medium at the same time.
3) Focus on precise data analysis and segmentation.

5. The product
Mortgage Interest rate: 2,5 %
1,95 %
The product
@Cenzanni @Zraloci @UniCredit_CZSK

6. The crowd
Users could lower
the rate simply
by hitting social media
buttons.
@Cenzanni @Zraloci @UniCredit_CZSK

7. The data
Our experience and data
from UniCredit Bank CRM enabled
us to segment the audience and
serve FB Ads more efficiently.
@Cenzanni @Zraloci @UniCredit_CZSK

8. The interesting fact
Did you know that:
People retargeted on mobile devices were
almost twice as likely to leave a lead
than those on desktops?
@Cenzanni @Zraloci @UniCredit_CZSK

9. The results
@Cenzanni @Zraloci @UniCredit_CZSK

10. Quality of leads:
63 %
lead to meeting conversion rate
@Cenzanni @Zraloci @UniCredit_CZSK

11. Efficiency:
55 %
higher lead to purchase conversion
rate compared to UniCredit Bank e-shop
@Cenzanni @Zraloci @UniCredit_CZSK

12. Price:
35 %
lower price for mortgage compared
to other distribution channels
@Cenzanni @Zraloci @UniCredit_CZSK

13. Total approved mortgages value:
180 MIO CZK
(approx. 5 MIO EUR)
@Cenzanni @Zraloci @UniCredit_CZSK

14. Wish UniCredit Bank invested more.
@Cenzanni @Zraloci @UniCredit_CZSK

15. Oh wait… they are about to!
@Cenzanni @Zraloci @UniCredit_CZSK

16. The pro tips
1) Do something authentic and special.
2) Forget engagement, involve people more.
3) Use your data, analyze everything, learn.
4) Repeat until the last day of your life!
@Cenzanni @Zraloci @UniCredit_CZSK

17. socialsharks.cz
@Cenzanni
@UniCredit_CZSK
@Zraloci
JAKUB KŘENEK
Social Media Manager
socialsharks.cz/jakub
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