Lima One Capital, the nation’s premier lender for residential real estate investors, brought in Infinity Marketing to help expand their rental product business through the use of search engine marketing (SEM) and a variety of other media tactics. Lima One segmented their products into three categories: FixNFlip, short term loans designed for investors that are purchasing and rehabbing homes for resale; Rental, which are longer term loans for investors in the rental property market; and Multifamily, which are loans intended for properties with five or more units. The FixNFlip product line was doing well, but Lima One Capital sought to expand their rental portfolio, drive loan applications, and optimize the cost per loan application (CPA).

Our team developed a robust digital media campaign that included SEM, digital display, and retargeting. With the client’s goals in mind, we made plans to continually diversify the media mix with additional integrated marketing approaches such as Pandora and paid social to generate incremental loan application volume.

Once the campaign went live, analytics revealed that retargeting was the strongest and most efficient driver of loan applications. Once a prospective customer visited a Lima One Capital webpage, such as the rental products or FixNFlip pages, they received corresponding retargeting banners. Shifting spend towards this tactic, the team optimized the campaign by targeting creative specific to the user’s behavior on the website. The banners shown here are examples of the rental targeted message that features a clear benefit message addressing their key motivation:  cash flow.

Lima One Capital saw substantial growth from our SEM, digital display, and retargeting campaign. This program has contributed to continued growth, leading the client to expand their team to support the increased loan application volume.