Quicken Loans' $4.2 million digital marketing strategy targets first-time home buyers ages 20-25 through targeted videos, personal finance websites, and mobile ads. The strategy emphasizes low rates, quick closings, being America's #1 online mortgage lender, and community outreach. Success will be measured by interactions on social media, feedback from Google AdWords campaigns, and click rates for pre-roll ads and website banners.
4. Budget Breakdown
Pre-roll ads: $45 CPM; $45,000 total
Video ad production cost; $300,000
Website banner space; $3.8 M
Agency cost; $63,000
TOTAL COST: $4.2 M
5. Points of Emphasis
Low rates, stress-free process
Quick closing times save you money!
America’s #1 Online Mortgage lender
Great in community & with Veterans
6. How to Reach the Audience
Utilize targeted videos
Personal finance websites
Mobile ads ‘on the go’
7. BIG Idea: Coming Home
Stresses Quicken Loans’ commitment to
community outreach
Promotes company ideals
Provides tremendous public
relations for the company
Gives exposure to the Quicken
Loans Racing team
8. Google AdWords
Expand keywords beyond just “Quicken Loans”
Target first-time buyers (eg: ‘first home’ & ‘new
house’)
Consider all options while trying to ‘stretch’ the
budget
9. Social Media Strategy
Use hashtags wisely
Spread awareness for ‘Welcome Home’ project
Video series on Facebook/Twitter pages
Interact!
10. How to Measure Success
Monitor social media interactions
Track Google AdWords feedback
Pre-roll & web banner click rate
Media & client feedback following
‘Welcome Home’