As 2015 comes to a close, this is a great time to start preparing for your credit union’s 2016 home loan campaigns. Heritage Valley FCU in York County, PA successfully launched a two-month personalized, targeted direct mail campaign that resulted in a dramatic increase of first-time mortgages.
Tara Kochansky, Marketing Director at Heritage Valley FCU, needed to raise awareness about first-time home loans, even though they had been offered to members for years. “Despite countless email campaigns, branch signage, and flyers, there was still a lack of awareness amongst our membership for the program,” explained Kochansky.
Heritage Valley FCU partnered with Synergent Direct Marketing Services to execute an effective, profitable campaign. “This campaign started with targeting the right members. Heritage Valley FCU worked with Synergent Direct Marketing Services to extract member data that would work the best for this campaign,” said Shannan Heacock, Synergent Senior Marketing Services Representative. “Credit union members between the ages of 25 and 55 with no first-time home loans with Heritage Valley FCU were sent a personalized postcard with a friendly incentive to contact their credit union’s loan officer for purchasing or refinancing options.”
The postcard contained a unique URL specific to the home loan campaign. Inclusion and use of this URL yielded 177 clicks to the site. Over the two months, 10 new mortgages were completed as a result of this campaign, yielding a $702,344 increase in total mortgage lending for Heritage Valley FCU over the same period last year.
Launching a Home Loan Campaign
Contact Synergent’s Direct Marketing Service Representatives at firstname.lastname@example.org to learn how to launch a similar campaign at your credit union! Visit our Knowledge Base to review the full Heritage Valley FCU Home Loans case study and other resources we offer.
Recipe for Success
Heritage Valley FCU partnered with Synergent Direct Marketing Services to launch a successful campaign using the following services:
- Campaign strategy and development
- Data review and targeted extract
- Creative and content development
- Full color personalized postcards
- List preparation and mailing services
- Unique URL
- Reporting and analysis