Mortgage Solutions Financial

The objective

Improving lead generation with native tools, a CRM integration, and employee-creators

A trusted leader in financial services, Mortgage Solutions Financial (MSF) has helped countless families realize their dream of owning a home. Understanding that the modern homebuyer moves fast, MSF recognized the need to prioritize personalization and relevance in its marketing strategy to continue its mission successfully. Seizing the opportunity to increase its reach and reduce lead response time, the lender tapped into its longstanding relationship with TikTok Marketing Partner HubSpot, MSF’s smart customer relationship management (CRM) platform, to grow its presence on TikTok. MSF launched a TikTok lead generation campaign that would create a frictionless experience for potential homebuyers while improving response times and conversion rates.

The solution

Testing TikTok lead generation solutions and employee-creators for seamless conversions

For MSF, risk-taking and creativity are essential for advertising success. Rising to the challenge, they paired Spark Ads with TikTok Instant Forms to meet modern homebuyers where they are: on TikTok. TikTok Instant Forms allowed MSF to create customizable in-app landing pages and collect leads seamlessly within the TikTok app while maintaining its brand identity. These forms were designed to support a variety of interest fields, helping MSF tailor responses for the most relevant information and maximize conversion opportunities.

In an effort to support frictionless conversions, they utilized the TikTok x HubSpot integration that capitalized on TikTok Instant Forms by automatically transferring the lead data from TikTok to HubSpot in real-time. Additionally, the HubSpot CRM enabled MSF to constructively track ROI, monitor lead performance, and quickly make campaign adjustments on TikTok to reach its target audience.

Beyond leveraging a coordinated mix of solutions, MSF leaned into TikTok’s community-driven entertainment spirit. The company injected creativity into its campaign using employee-made content that spoke to the company’s real-world impact. Videos created by MSF employees directly from their TikTok accounts included UGC-inspired sounds, memes, lip-sync videos, and educational pieces. Each creative format resonated with TikTok audiences, balancing entertainment with the educational messaging aligned with MSF’s brand voice. The focus on employee-creators was a key driver for amplification in that it humanized MSF’s mission to foster deeper connections with audiences.

The results

Securing the leads

MSF's willingness to get creative and take risks led it to unlock a powerful marketing strategy. Combining HubSpot's ROI expertise and TikTok's lead generation solutions drastically improved MSF’s efficiency—reducing lead response time from six hours to under five minutes. Plus, the campaign’s focus revealed a valuable lesson on how working with employee creators can significantly impact amplification. With the campaign resulting in over 32,000 conversions, it established TikTok as an essential channel for MSF’s marketing strategy. On the heels of this success, MSF continues to leverage the TikTok x HubSpot integration to stay agile and focus on fostering a frictionless experience for homebuyers everywhere.