Generating Leads with Content Pillars

A Complete Lending Solution

DataVerify—a premier provider of risk mitigation, data validation, and decision management solutions—provides mortgage lenders with the assurance to make quick and well-informed lending decisions. In 2016, mortgage giant Fannie Mae introduced the Day 1 Certainty initiative, which was designed to further digitize the industry and provide greater accuracy. This presented an opportunity for DataVerify, one of the first providers to get certified, and as an Authorized Verification Report Supplier for employment, income, and 4506-T tax transcripts, the company was at a significant competitive advantage—assuming that it could work quickly to educate both existing and prospective customers about Fannie Mae’s program and DataVerify’s related services.
 

Marketing Challenges

Mortgage processing is highly complex and lenders are bound by tight regulations. Knowing this, DataVerify hired Refactored to help it disseminate information as quickly as possible while keeping in mind its complexity and the industry’s strict guidelines. Refactored created a microsite to serve as a multipage landing experience separate from the primary website, enabling DataVerify to streamline its legal review process and publish the content faster. Content tabs helped visitors easily access data about Day 1 Certainty and the benefits DataVerify provided. The microsite also included Kentico forms that made it simple for potential clients to connect with DataVerify for further consultation.
 

Maximum Efficiency

As a result of Refactored’s innovative microsite approach, DataVerify became the first company to market its Day 1 Certainty services. The campaign generated 604 leads in its first two months, far exceeding the industry average at a cost of only $81 per lead. The initiative also provided insight into how DataVerify could maintain a high return of investment for future efforts, particularly in terms of the Day 1 Certainty campaign’s use of keyword data and website call tracking.