Rapid Mortgage Industry Growth of the Customer Relationship Advertising™ Platform
March 31, 2022, DURHAM, NC — Adwerx, the only Customer Relationship Advertising™ (CRA) solution, provides automated digital advertising for over 500 enterprises and their 400,000 users. They specialize in providing personalized advertising at scale for distributed sales teams across mortgage, real estate, wealth management, financial services, software companies, and more.
In mid-2020, after growth in other sectors, Adwerx deployed their unique FaceForward™ advertising methodology in the mortgage ecosystem – an approach to advertising that automatically inserts the lender’s local loan officer into the ad creative alongside corporate branding and messaging, and then targets the ads specifically at the loan officer’s pipeline of prospects. In less than 18 months, Adwerx has already signed 28% of Scotsman Guide’s Top 25 originator enterprises.
Scott Roller, who tracks software adoption in the mortgage lending industry as President at Vendor Surf, advised, “This is impressive by any standard, and rather remarkable considering this was during the height of the historic Refi Boom, when lenders were solely fixated on overflowing pipelines. The Adwerx integrations with Salesforce, Hubspot, and the mortgage-specific CRMs Total Expert and Surefire are significant factors as well in the rapid adoption.” Roller also cited the much-heralded compliance aspect of the platform, where lenders can ‘set it and forget it’ – always in compliance.
Adwerx templates humanize the mortgage lender to the consumer, tapping into the psychological principles of trust and empathy that drive consumer behavior. The platform delivers customized ads across premium websites, Facebook, Instagram and mobile apps. The result – driving brand visibility and growth through automation that can lift production by 15%. The solution also reduces turnover by 42%, as sales producers are not prone to leave one-of-a-kind results-producing technology behind. There are already documented cases where highly sought-after loan officers required the Adwerx platform as part of the recruitment process.
Many lenders have perfected traditional marketing programs, but few have been able to do the same for advertising. Studies show that 91.7% of ads featuring a person’s face attracted more attention than non-face ads. “CRA is rooted in a simple idea – people buy from people. You wouldn’t send an email to a prospect without having it personalized and signed by an actual human loan officer, so why do that with your advertising? CRA is the logical complement to your CRM and clients love it because it’s fully automated,” said Jed Carlson, Adwerx CEO.
Carlson went on to mention key value propositions for lenders, which include:
- Humanizing digital ads to be seen on premium website where prospects browse and that they trust
- Enterprise-wide compliance via dashboards, templates, workflow and rule
- Two-way sync with enterprise data resources
- Establishing brand familiarity with prospects – the personalized ads passively ‘follow’ each prospect as they browse the Web and social media – keeping the salesperson top of mind at all times
- Offering add-on packages to clients’ loan officers so that they can spend their discretionary marketing budgets on campaigns tailored to their specific needs; Flexibility, controlled, compliant
“Not many meetings are in person these days, but people still buy from people. Adwerx customers find great value in humanizing their sales force digitally, whether they have a team of 10 or 10,000 producers. Our mission is to make such strong foundation-building available to any company,” Carlson said.
Ad campaign flexibility corresponds directly with user costs, such as which marketing channels are to be utilized (e.g., web, social, etc.) and the frequency of displaying ads to prospects. Campaigns and budgets are always customizable to specific needs.
Adwerx provides Customer Relationship Advertising™ to over 500 enterprises and more than 400,000 sales producers. The platform provides personalized advertising at scale for distributed sales teams across real estate, mortgage, wealth management, financial services, independent software vendors, or any other sales organization that could benefit from humanizing their brand and keeping their sales producers top of mind, all the time, with the right audience. Ad templates are created using a FaceForward™ method – an approach to advertising that puts the company’s local salesperson or agent on every ad and is based on the psychological principles of trust and empathy that drive human behavior.
Adwerx targets these customized ads programmatically to the salesperson’s specific list of prospects or clients across popular websites, Facebook and Instagram, mobile apps, and streaming TV – increasing brand visibility, boosting productivity by 15%, and reducing turnover by 42%. Learn more at adwerx.com.