Challenge:
iCapital, a company specializing in home loan brokerage, came to Pelican Bay with three main challenges: website creation, social media management and performance Ads, specifically Meta Ads. The company needed a complete strategy to stand out in the competitive market and attract qualified clients.
1. Website creation
We developed a dynamic and appealing website with a focus on lead generation. The design was designed to be intuitive and functional, making it easy to navigate and encouraging visitors to convert into leads through strategically placed contact forms.
2. Social media management
We set the tone for iCapital’s social networks after a detailed study of the competition. We opted for differentiated and informative communication, providing educational content to potential clients. Weekly posts address relevant topics on home loans, helping to build trust and authority in the area.
3. Performance Ads (Meta Ads)
Our approach to Meta Ads has been structured in three phases, adapting to the growth of the company and the budget available.
- Initial phase:
Objective: To create brand awareness.
Strategy: We implemented campaigns focused on increasing followers, allowing for a clear KPI to measure and optimize. This approach ensured that the budget was used efficiently, avoiding waste and establishing a solid audience base.
- Second phase:
Objective: To address the entire conversion funnel.
Strategy: With the increase in investment, we expanded the campaigns to include follower acquisition, website traffic campaigns and lead campaigns with residual budget. We used a retargeting audience made up of users who interacted with the social media profiles, thus increasing the relevance and effectiveness of the campaigns.
- Third phase:
Objective: Focus 100% on attracting leads.
Strategy: We focused on lead generation using different audiences, especially retargeting. This phase benefited from the work done in the previous phases, with an audience already familiar with and interested in the brand, which facilitated conversion.
Results:
The strategy implemented for iCapital was a success. The initial phases were crucial for creating brand awareness and nurturing qualified remarketing audiences. As a result, in the third phase, we managed to generate a monthly volume of 30 leads. The gradual and well-designed approach has allowed iCapital to establish itself as a benchmark in the home loan market, attracting qualified customers and growing sustainably.
