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For this campaign, Paragon’s goal was to gain new mortgage loans (both second homes and new purchases), as well as refinances.

  • Three mailers
  • pURL that led to the white paper
  • Contest

After several meetings with the client, we recommended that to reach these customers and prospects, Paragon needed to develop a three-part variable data direct mail campaign combined with a personalized web page (pURL) and white paper. We then worked with AccuLink as its “behind-the-scenes” adviser to supply the infrastructure, production and fulfillment services to execute the project. The variable data mailers would emphasize the streamlined service offered by Paragon (“Quick and Easy Second Home Loans!”) and feature a pURL where recipients could provide their email addresses, answer a few questions and download a free white paper (which we wrote for them). The second and third mailings went to nonresponders, and the pot was sweetened with a free giveaway contest.

The results speak for themselves

The campaign attracted high-quality leads that turned into borrowers and exceeded the bank’s goal by more than 400 percent. The campaign also led to numerous referrals for both its residential loan program and commercial accounts, the opening of new checking accounts and equity lines, and even stock purchases — a nice bonus to the 1,432 percent ROI.