There’s No Place
Like a New Homepage
B2B, FINANCIAL SERVICES
Radian has grown from a leading mortgage insurance company into an industry powerhouse with a suite of mortgage, risk, real estate, and title services. Their current online offerings provide everything from lending calculators and lender training to mortgage and investment services.
With the range of products and services offered, the marketing and acquisition plan needed to be flexible and diverse to match.
A strategy for paid media was developed to run across various platforms; attracting mortgage lenders, loan servicers and investors at various levels of interest. Ads direct customers to digital tools, landing pages and lead gen opportunities depending on the tailored strategy for each given audience.
Daily campaign monitoring assures best practices to keep up with trends and opportunities, providing the best ROI for budgeted ad dollars.
How and Why
Flightpath’s overall approach is broken into three campaigns, each utilizing multiple facets to reach a specific Radian audience. Retargeting is used throughout to strengthen audience interactions.
The Refreshed Radian
Paid search and social works to promote Radian’s revived brand identity, along with their new suite of services and innovative thought leadership. These ads lead users to the new homepage and insight pages.
A Place for Information
This portion of the campaign is a long-tail approach to keep Radian top of mind for customers in need of services, now or in the future. Ads drive viewers to online tools and training opportunities offered by Radian.
A segment of ads aimed towards a traditional “conversion campaign” focus on a more ready audience subset, and on platforms more likely to convert (eg., LinkedIn). Paid search and other ads promote Radian’s Valuation and Analysis services. Data is captured through gated content.