Digital Display Campaign

for Reali Loans
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Carpe Diem, Homeowners!

To meet Reali's vision of a smart, simple homeownership process, having a stake in mortgage financing was essential. So in 2019, Reali acquired Lenda, an online mortgage lender, and (once the systems were integrated) it was time to turn up the lead flow.

Reali Loans Social Media Graphics
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THE COMPETITION

In 2021, a combination of low mortgage rates and COVID-19 meant refinances were booming (and new mortgages were not). The brief was to develop a mix of campaign themes to test across paid channels (FB, GDN, LinkedIn) along with a campaign landing page on reali.com.

Fortunate for us, the competition wasn't particularly inspiring — a mix of rate-baiting and cheese factory stock. triangles. To differentiate, we aligned on three pillar to guide the creative:

  • Empathize: Competitors' ads are transactional. They lack personality, so it's difficult for the audience to connect. Reali is here for the long haul, so we need to make more meaningful connections.
  • Educate: Competitor ads take an insider approach and assume the audience understands the whys and wherefores of refinancing. We know that assumption to be wrong.
  • Elevate: Competitor ads don't raise the creative bar; they iterate on the same themes (triangles, low rates). They don't inspire, engage, or stop the scroll. We'll up the ante, creating more meaningful, personal engagement.
Reali Loans Social Media Campaign
No items found.
THE APPROACH

Prior testing has proven that creative that quantifies the value of a product outperforms creative that simply catalogs features. It's answering the WIIFM, the "what's in it for me?"

The Reali Short Guides approach takes the Reasons campaign one step further, adding animation to address the simplicity of the process and the ratification of the outcome through zippy, 15-second video and Facebook carousels.

The Reasons to Refinance campaign answers that question in as many ways as there are reasons to refinance. We believe the strongest campaigns tend to be the most flexible ones: this approach makes it easy to swap in iterations of topics that resonate and weed out those that don't.

We also created a few Wild Card approaches for social to drive interest and engagement on our channels.

Reali Loans Social Media Campaign Graphics
No items found.
THE RESULTS

The campaign results proved that taking a chance on the unexpected helps you stand out from the competition, regardless of how deep their pockets are. On social channels, engagement numbers doubled from the baseline. Customers especially loved Dave:

Reali Loans Social Media Campaign Graphics Dave
No items found.

Carpe Diem, Homeowners!

To meet Reali's vision of a smart, simple homeownership process, having a stake in mortgage financing was essential. So in 2019, Reali acquired Lenda, an online mortgage lender, and (once the systems were integrated) it was time to turn up the lead flow.

Reali Loans Social Media Graphics
No items found.
THE COMPETITION

In 2021, a combination of low mortgage rates and COVID-19 meant refinances were booming (and new mortgages were not). The brief was to develop a mix of campaign themes to test across paid channels (FB, GDN, LinkedIn) along with a campaign landing page on reali.com.

Fortunate for us, the competition wasn't particularly inspiring — a mix of rate-baiting and cheese factory stock. triangles. To differentiate, we aligned on three pillar to guide the creative:

  • Empathize: Competitors' ads are transactional. They lack personality, so it's difficult for the audience to connect. Reali is here for the long haul, so we need to make more meaningful connections.
  • Educate: Competitor ads take an insider approach and assume the audience understands the whys and wherefores of refinancing. We know that assumption to be wrong.
  • Elevate: Competitor ads don't raise the creative bar; they iterate on the same themes (triangles, low rates). They don't inspire, engage, or stop the scroll. We'll up the ante, creating more meaningful, personal engagement.
Reali Loans Social Media Campaign
No items found.
THE APPROACH

Prior testing has proven that creative that quantifies the value of a product outperforms creative that simply catalogs features. It's answering the WIIFM, the "what's in it for me?"

The Reali Short Guides approach takes the Reasons campaign one step further, adding animation to address the simplicity of the process and the ratification of the outcome through zippy, 15-second video and Facebook carousels.

The Reasons to Refinance campaign answers that question in as many ways as there are reasons to refinance. We believe the strongest campaigns tend to be the most flexible ones: this approach makes it easy to swap in iterations of topics that resonate and weed out those that don't.

We also created a few Wild Card approaches for social to drive interest and engagement on our channels.

Reali Loans Social Media Campaign Graphics
No items found.
THE RESULTS

The campaign results proved that taking a chance on the unexpected helps you stand out from the competition, regardless of how deep their pockets are. On social channels, engagement numbers doubled from the baseline. Customers especially loved Dave:

Reali Loans Social Media Campaign Graphics Dave

Carpe Diem, Homeowners!

To meet Reali's vision of a smart, simple homeownership process, having a stake in mortgage financing was essential. So in 2019, Reali acquired Lenda, an online mortgage lender, and (once the systems were integrated) it was time to turn up the lead flow.

No items found.
PROJeCT ROLE
Creative Director
RESPONSIBILITIES
Concept, Copy, Design, Animation
PROJECT TYPE
Digital Display
PARTNERS
Client: Reali Loans