How we used our targeting system to target only prospects with a specific job title
Overview
Our client, a seasoned mortgage advisor, wanted to reach a very specific niche audience: individuals in a stable but unique employment field who might struggle to find traditional mortgage products. Many of these people face challenges qualifying for a mortgage under conventional terms, and they seek advice on navigating the unique financial hurdles they encounter. The goal was to deliver the message that the client’s services could guide them to secure favourable mortgage terms, even with non-traditional income and to get real results in the form of actual clients.
Campaign Objective
The primary objective was to drive quality leads by getting this specific audience to engage with our client's mortgage advisory services. Given the narrow focus, the goal was to increase qualified leads rather than drive general traffic.
Challenges
Audience Identification: The audience was not only niche but also difficult to identify using broad demographic or geographic parameters. Employment type was the primary qualifier, yet this information is not typically available directly through conventional ad targeting options.
Message Relevance: Since many people with non-traditional income have experienced roadblocks with mortgage providers, they needed reassurance that the service would be suitable for their unique circumstances.
Efficient Budget Use: Since a broader targeting approach would dilute the budget, we had to ensure that every dollar spent reached individuals within this narrow employment type.
Solution
Our strategy centered on leveraging occupation-based targeting combined with tailored messaging that spoke directly to the unique financial situations of these individuals.
1. Targeting Strategy
Platform Selection
We identified Facebook as optimal platforms for employment-based targeting:
Meta (Facebook/Instagram) allowed us to directly target by interests. However, the main selling point for Meta ads was the freedom we have to customise our ad creatives and copy write to be able to use these features as a form of targeting making it clear who our client is offering their services to. With further refinement Facebook enabled us to leverage interest-based and behavioral targeting around our target audience.
2. Personalised Ad Creative
The ad copy and visuals were designed to resonate with the target audience’s unique experiences:
Each ad clearly positioned the client as a “specialist in mortgages fortheir audience.” It emphasised the message of overcoming traditional mortgage obstacles, tapping into the pain points this audience commonly experiences.
Results
We used conditional formatting to filter out unqualified leads based on the information they provided us. This included, total amount to be borrowed, deposit available, employment status, when they will be buying a property, and visa status (for foreign nationals). We are able to qualify based on any questions we deem necessary to produce the highest intent and best qualified leads possible so that our client is only speaking to prospects of value to this situation.
Results
Conversion Metrics
The campaign is still running to this day, and the results continue to demonstrate significant engagement from the target niche:
Conversion Rate: We were able to provide the first clients for this newly established business, within the first 2 months we achieved roughly 60% of all clients where converted and ready to be moved forward within 6 months. Some of the other 40% where kept within the pipeline as potential clients to be moved forward after 6 months.
The client reported that these leads were highly qualified, requiring less introductory explanation and demonstrating a clear understanding of their own needs. As an added result of this campaign we where able to produce increased awarness of this newly established company as well as providing added interest to the social media pages.
Conclusion
This case study illustrates how a well-planned, niche-focused digital marketing strategy can drive exceptional results for highly specialised services and preffered client types. By refining our targeting approach, we successfully connected our client’s mortgage advisory service with the individuals who most needed it. This campaign not only drove qualified leads but also strengthened the client’s brand within a previously underserved market segment, positioning them as a trusted expert for in the field and proving the targeting possibilities available through expertly approached social media marketing.
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