Direct Marketing / Demand Generation

Direct Marketing / Demand Generation

Equity National, a national title and settlement services company for mortgage lenders developed a first-of-its-kind insurance product that addressed a critical need that their target audience didn’t know existed. Equity had a difficult challenge. To get the word out they had to get the attention of very busy, very guarded C-Level decision makers and from there, educate them about a hidden problem they were unaware of.

As we learned about Equity’s breakthrough insurance product, we discovered that mortgage lenders were exposed to substantial financial risk that wasn’t covered by traditional settlement protection insurance. In fact, many lenders had already suffered significant losses due to the flaws in their existing coverage.

What We Did

We had to break through the clutter and tell an important story to C-Level decision makers at 50 of the most influential lending institutions across the country. To do that, we utilized our multi-step integrated campaigns.

An integrated campaign enables companies like Equity to close larger, qualified accounts. The goal of the process is to build the trust and credibility necessary to engage ideal prospects in transparent conversations about how a partnership can impact their bottom line. The focal point of an integrated campaign is an educational web briefing that positioned Equity National as an innovator in the title and settlement services space and a company worth listening to.

To get the target audience to the briefing we shipped a 3-dimensional mailer. The outside of the box said If only all loans came with one of these. Inside of the box was a life ring with messaging that alerted the target audience that they were at risk. On the heels of the mailer, our telesales team began making outbound calls with the sole purpose of scheduling the briefing. It’s the combination of the marketing piece and outbound calls that increased response rates to 100%.

High Impact Mailer

Print Brochure

Print Brochure

Results


  • 100% response rate for first phone meeting
  • 50% response rate to attend educational web briefing
  • 25% in sales pipeline
  • 4% deals closed with potential to close up to 25%

“WOWorks was extraordinarily effective in cutting through the clutter and delivering the right message to the right person. The program radically changes the odds of meeting C-Level decision makers. The integration with marketing and sales is the power of the process.”

Jim O’DonnellPresident Equity National