Case study:

Pod2.cz and Pod2.sk Selling mortgages on social networks

@Cenzanni @UniCredit_CZSK@Zraloci

The challenge

1) Selling mortgages online is hard. Price for a quality lead is high.

2) Interest rates are perceived as too high.

@Cenzanni @UniCredit_CZSK@Zraloci

Let’s do a pilot!

The budget

About 370 000 CZK

(approx. 13 300 EUR)

@Cenzanni @UniCredit_CZSK@Zraloci

The execution

@Cenzanni @UniCredit_CZSK@Zraloci

We decided to:1) Develop a special and unique product.2) Include people into the development process and use them as a medium at the same time.3) Focus on precise data analysis and segmentation.

The product

Mortgage Interest rate: 2,5 %

1,95 %

The product

@Cenzanni @UniCredit_CZSK@Zraloci

The crowd

Users could lower the rate simply by hitting social media buttons.

@Cenzanni @UniCredit_CZSK@Zraloci

The data

Our experience and data from UniCredit Bank CRM enabled us to segment the audience and serve FB Ads more efficiently.

@Cenzanni @UniCredit_CZSK@Zraloci

The interesting fact

Did you know that:

People retargeted on mobile devices were almost twice as likely to leave a lead than those on desktops?

@Cenzanni @UniCredit_CZSK@Zraloci

The results

@Cenzanni @UniCredit_CZSK@Zraloci

Quality of leads:

63 % lead to meeting conversion rate

@Cenzanni @UniCredit_CZSK@Zraloci

Efficiency:

55 % higher lead to purchase conversion rate compared to UniCredit Bank e-shop

@Cenzanni @UniCredit_CZSK@Zraloci

Price:

35 % lower price for mortgage compared to other distribution channels

@Cenzanni @UniCredit_CZSK@Zraloci

Total approved mortgages value:

180 MIO CZK(approx. 5 MIO EUR)

@Cenzanni @UniCredit_CZSK@Zraloci

Wish UniCredit Bank invested more.

@Cenzanni @UniCredit_CZSK@Zraloci

Oh wait… they are about to!

@Cenzanni @UniCredit_CZSK@Zraloci

The pro tips

1) Do something authentic and special.

2) Forget engagement, involve people more.

3) Use your data, analyze everything, learn.

4) Repeat until the last day of your life!

@Cenzanni @UniCredit_CZSK@Zraloci

socialsharks.cz

@Cenzanni @UniCredit_CZSK@Zraloci

JAKUB KŘENEKSocial Media Managersocialsharks.cz/jakub

Want to know more? Let‘s discuss it over coffee, wine or beer!