Flexible Mortgages Campaign
ROLE: Creative Director, Concept, Script, Illustration, and Animations by Jody Pritchard
Scriptwriting assistance by John Maas, and Aaron Wollner
Many people have the means, but not the documentation to get a traditional mortgage and have been turned down enough times to think it's not possible. Quontic Bank has a unique suite of mortgage programs specifically tailored to atypical borrowers, especially those who are self-employed. The campaign included connected TV, social, ads, and a landing page with a heavily tested and effective mortgage pre-qualification flow.
Landing Page Interaction Strategy
The landing page for this campaign flowed through a short series of questions to pre-qualify for a mortgage using several psychological techniques for conversion that were heavily tested with successful increased conversion.
Positive Reinforcement
A green outline and check positively reinforce the users selection. Leading users to be more confident in their selections and to be more likely to complete the form.
Loss Aversion
When the user began to navigate away, this pop-up window increased the number of users that finished the form through language that made them not want to loose progress.
Mental Simulation
Throughout this form the language begins with "I" for increased mental simulation. Priming people to picture themselves taking an action led to increased conversion.
Joy
By picturing a celebration when users have completed the form we leave them with a sense of joy for the next steps.
Advertisements
Ads were targeted towards two audiences, borrowers on Meta and Brokers on LinkedIn. We quickly saw that Mortgage Brokers were more likely to interact with more playful messaging like the paper shredder. Borrowers connected more with images that featured houses.
