Genesis Financial Corporation

DBA: BankPro Mortgage Solutions

Innovative Marketing Project

Presented by

: David Schwartz

70%

The percentage of websites that don’t make it 3 years.

Source: KenKai.com. (2011). Non-optimized site failure rate. Retrieved on 12/12/2011 from http://www.kenkai.com/seo-blog-article-90.htm

Overview 1. Situation Analysis 2. Objectives and Strategies Overview 3. Innovative Marketing Techniques

      Website Design and Workflow Search Engine Optimization Social Media Email Marketing Search Engine Marketing Web Analytics

4. Conclusion

• • •

Situation Analysis Key Takeaways:

Customer Environment

– Target consumers are extremely value-conscience, affluent, and Internet savvy – – – – The consumer’s main unmet needs are related to workflow The Internet provides unprecedented rate and fee transparency to consumers Consumers desire to build a strong relationship with their mortgage company Consumers are tired of the unethical behavior in the mortgage industry

External Environment

– – Push to aggregation and comparison oriented business models (Google, LendingTree.com, etc.) Trend toward self-service to save money (CloseYourOwnLoan.com) – – There are a myriad of choices in the California market Competitive rivalry is extreme with relatively no barriers to entry

Internal Environment

– GFC has very limited Internet marketing related knowledge and skills – – GFC launched the company online using only search engine marketing Can offer highly competitive rates and fees due to extremely low operating costs

Market Planning Objective

Use Innovative marketing techniques to achieve the following objectives in 2011/2012: (1) Increase site traffic by 15%. (2) generate 15% of the new website’s traffic through social media, and (3) obtain $40 million a month in incremental mortgages.

Strategy

Segmentation:

The California mortgage market was segmented by age and purchase intent in order to establish distinct user groups that have specific needs.

Target Audience: Positioning Statement:

Gender: Primary - Male / Secondary –Female, Primary Age Groups: 35 – 49 and 50+, Education: College Graduate HH Income: >$60k+, Race: Mainly Caucasian and Asian, Children: Primary: No For consumers who want to achieve the best value in California residential mortgages, GFC offers a hybrid business approach that offers better service and more affordable rates and fees over the competition.

Site Map and Desired Workflow Goal

The goal was to develop an intuitive Website that is structured to move the consumer through the following stages: (1) awareness, (2) interest, (3) learn, (4) shop, and (5) acquire.

I. GFC - Site Map II. Desired Workflow

Search Engine Optimization

XML Plugin SEO All-In-One Plugin

Goal

• • Long Tail Keyword Examples • California Residential Home Loans California Home Loan Home Loans In California Competitive Analysis http://genesisfinancialcorp.com/

california-home-loan

-why-us/

Links

Links were established with a number of high quality websites such as dmoz, Better Business Bureau, Upfront Mortgages, Twitter, and Facebook.

Google Adwords

• • •

Google Adwords: Test Budget

Competition: Companies with deep pockets (Chase Mortgages, Citi Mortgages, and LendingTree.com) Competitors ads were less relevant to the keywords “California Home Loans” Achieved over a 1% click through rate

Email Campaign

MailChimp: Easy Email Marketing Integration II. Professional Newsletters I. Integrated Form I.

II.

The header of the newsletter is hyperlinked to the homepage of the company’s website.

The newsletter offers easy access to the leading social media sites.

III. MailChimp offers the ability to share the content with friends, family, and business associates.

III. Analytics

Social Media

• • •

GFC’s Blog, Facebook Page, and Twitter Page

Full Integration Keyword Optimized Additional Content for the Search Engines Company Blog

Analytics

• • •

Google Analytics Offered A Complete Analytics Package for GFC

Customized Dashboard Geographic Analytics Down to the City Level Relevant Measures Such as Page Visits, Views, Time on Site, and Bounce Rate.