Reflections Advertising
Agency generates high quality leads while reducing costs for their mortgage client, Mortgage Solutions Financial.
The Objective
Reflections Advertising is a creative agency that provides social media management, training, web development and marketing to a variety of clients across industries. Based in Colorado Springs, they strive to influence how people think and feel about their client's businesses. Reflections turned to TikTok to build an always-on campaign designed to reach and convert potential new customers for their client, Mortgage Solutions Financial.
The Solution
Reflections Advertising set up a Lead Generation Campaign for Mortgage Solutions that combined multiple TikTok tools. First, they developed a creative strategy to help their client produce TikTok content that would resonate with their target audience. They worked with Mortgage Solutions' loan officers as creators to create educational videos featuring TikTok trends and business information. Then, they boosted these organic videos as Spark Ads with Broad Audience Targeting, allowing TikTok's algorithm to target the best people for the ads without pre-defined parameters. These ads drove users to an Advanced Instant Form where people could share their contact information and other relevant details with the client.
The Results
Reflections Advertising produced incredible results for Mortgage Solutions. As a result of adopting Spark Ads with Broad Targeting directing to an Instant Form (which captured high quality leads quickly and effectively), Mortgage Solutions garnered over 9K leads in the span of a year - resulting in a 90% decrease in CPC. During that same time, they achieved an average CPL of $11 (55% lower than on competing platforms) and a 13.5% CVR from lead to application taken. The client shared that the leads generated via TikTok were much higher in quality as they are 100% more responsive than leads garnered from other social platforms. By prioritizing best creative practices alongside a paid approach, their loan officers who were leveraged as creators gained 14K+ followers! Moving forward, Reflections Advertising plans to continue investing in TikTok tools for Mortgage Solutions Financial and for their other Colorado-based clients.
Tips & Takeaways
Prepare for success with your client. Become familiar with TikTok's campaign dashboard, ad resources, and data interface.
Learn about TikTok Ads Manager here
Test and learn. Use your client's organic channel as a sandbox to test different content ideas, then boost high-performing posts with Spark Ads.
Learn about Spark Ads here
Understand your client's needs. Make it easy to reach and convert their target audience with TikTok solutions.
Learn about Audience Targeting tools here
Working with TikTok was an eye-opener. We have found that this platform delivers a better quality of lead and has helped drive more engaged applicants to our loan officers at a fraction of the cost. Working with TikTok's Agency Partner Manager is well worth it and has helped guide us without impacting our brand or message. It is our preferred platform to work with.
