Overview

Acquisition Efforts in Consumer Finance: Telemarketing

Goal

Leverage the telemarketing channel to establish a well-timed outreach for compliant prospects and aged leads as soon as Activate signals they are seen in-market looking for your specific mortgage products.

Focus campaign measurement on engagement metrics closely related to dials, such as contact rate, contact rate, consumer interest, and transfers.

Strategy

Dial TCPA compliant consumers as soon as their in-market activity for any mortgage related product changes to ‘seen’ (‘low’ or ‘high’).

Consumers often have many questions as they are considering purchasing or refinancing a home and may be more likely to engage with a well-timed call as their in-market behavior increases. This strategy is great for reviving aged leads and extracting value out of an otherwise untouched portion of your portfolio.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: Treat calls to both groups the same, using the ‘Not Seen’
segment as your control group
Measurement: Lift in contact rate, consumer interest,
and transfer rate between Groups 1 & 2
Play 01

Dial Email Non-Engagers

#consumer-finance #acquisition #telemarketing

Play 02

Dial Email Engagers

#consumer-finance #acquisition #telemarketing

Play 03

Dial Aged Leads

#consumer-finance #acquisition #telemarketing

Play 04

Dial TCPA Compliant Prospects

#consumer-finance #acquisition #telemarketing