Evergreen Home Loans: Public relations and social media engagement

Leading the PR and social media efforts for one of the West Coast's largest home mortgage companies

Background

Evergreen Home Loans, headquartered in Bellevue, Washington, is a full-service direct lender with offices across the western United States.

The company is focused on customer satisfaction and engaged The Fearey Group to create a social media program that generated leads for loan officers, but also got loan officers involved in the process of celebrating with their customers when they got the keys to their new home.

Strategies

The Fearey Group and Evergreen Home Loans developed the #ShowYourKeys social media program. The program focuses on engaging loan officers to ask their customers to take a picture of themselves in front of their new home with their keys. The customer would then post the photo on social media and then Evergreen would share the photo on its corporate and branch social media properties.

 

Goals

  • Establish a social media marketing campaign for all of Evergreen Home Loans
  • Generate more leads for loan officers

 

Campaign Roll Out  

  • The Fearey Group developed a comprehensive campaign overview and roll out plan that relied on the following items
    • An initial pilot group of branches to beta test the campaign
    • A recommendation of collateral and procedure to streamline the process for loan officers
    • Materials to brief senior leadership, branch manager and individual loan officers on the campaign
  • The Fearey Group worked with the Evergreen Marketing Team to create collateral for loan officers including:
    • A PowerPoint deck that provided an overview and detailed instructions for the campaign
    • A branded Evergreen Home Loans key and instructions for participation to pass out to customers
    • A branded Evergreen Home Loans photo frame that states “Home Sweet Home” that is sent to customers after their photo is posted as a thank you gift from their loan officer

Results

Business leads generated for loan officers in the field. Multiple daily photos from customers around the Evergreen Home Loans system. More than 88,000 individuals reached via Facebook. Traffic from social media to the Evergreen Home Loans website increased 300+ percent in the first month of the campaign.

300
percent increase in web traffic
in first month

Contact

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