Dream Home Campaign

A gap in our customer communication’s plan was exposed as customers left the funnel after they had pre-qualified but before they met with a Loan Officer. We needed to keep the customer in the communication journey until they could meet in person.

Research showed that many of the new first time home buyers were not searching for their “starter home.” They had put off that purchase until they were ready to buy a more permanent home.

The Dream Home direct mail piece reaffirmed the customer’s decision to work with Capital One and further explained expectations during the next phases from Capital One and the journey of buying their dream home.

The leaky bucket was plugged with the success of the Direct Mail piece! The Dream Home concept was then rolled out to social media and paid banner ads driving users to more information and the pre-qualification process.