Norfolk Mortgage Trust
Driving Investment Lead Generation
“Unfold is the strategic marketing partner we needed. They took the time to understand our investors and challenges, and built a proof-of-concept programme that’s delivering a daily stream of quality investor leads. Their phased approach allowed the Board to see the impact of each layer – from the website, content, asset and articles to the email workflows – while keeping our budget in check. They’ve transformed our marketing and positioned us for sustainable success.”
Client:
Norfolk Mortgage Trust (NMT) is a New Zealand-based investment firm specialising in a diversified portfolio of property-backed assets. Their property fund offers investors a unique opportunity to participate in the property market with minimal effort, while benefiting from monthly returns at interest rates that tracks higher than bank deposit rates.
Job to Be Done:
Expand investor base and increase capital inflow.
Pain Points:
Limited Brand Awareness: While NMT had experienced growth through word-of-mouth referrals, their overall market presence remained minimal. This reliance on organic referrals limited their ability to reach a wider audience of potential investors and hindered further expansion.
Untapped Lead Generation Potential: Despite a significant number of New Zealanders actively seeking property investment opportunities, including REITs and passive income options, NMT was not effectively attracting or converting these potential leads into investors.
Investor Education Gap: Potential investors lacked a clear understanding of NMT's mortgage trust investment product and the specific benefits it offered compared to other monthly return investment options available in the market.
Unfold Digital Solution (Proof of Concept):
Unfold Digital approached the challenge by adopting the Jobs to Be Done framework, focusing on understanding the underlying motivations of potential investors and tailoring solutions accordingly.
1. Understanding Customers:
Conducted in-depth interviews and research to identify key pain points, motivations, and decision-making factors for potential investors.
Developed clear jobs to be done for potential investors to guide marketing and communication strategies.
2. Content & Website Optimisation:
Revamped NMT's website [avoiding an expensive rebuild] to improve user experience, navigation, and conversion rates.
Created a comprehensive investment guide addressing common questions and concerns, serving as a valuable lead magnet.
Produced an engaging video explainer simplifying NMT's investment process and value proposition.
3. Lead Generation:
Implemented targeted paid advertising campaigns across Google, Facebook and Instagram.
Established a consistent social media presence to engage potential investors and share informative content.
Leveraged the investment guide as a lead magnet, offering it in exchange for contact information.
4. Lead Nurturing:
Developed a multi-step lead nurturing sequence, providing educational content and personalised communication to build trust and guide leads towards investment.
Implemented a follow-up strategy for warm leads, addressing their specific needs and concerns.
Developed a monthly "NZ Property Snapshot" to showcase NMT's expertise in the property market and provide valuable insights to potential investors. This snapshot was incorporated into the lead nurturing process to further engage and educate warm leads.
5. Reputation Management & SEO:
Proactively addressed a negative article about an NMT director by placing a sponsored article with a reputable news media outlet, showcasing the director's expertise and integrity.
Optimised NMT's online content to improve search engine rankings (SEO) and ensure that positive information appeared prominently in search results related to NMT, pushing down the negative article.
Next Steps (Scaling the Solution):
Building upon the success of the proof of concept, Unfold Digital proposes to scale the solution by:
Expanding lead generation channels and optimising ad targeting for increased reach.
Refining lead nurturing sequences based on ongoing data analysis and customer feedback.
Developing additional high-value content to further educate and engage potential investors.
Implementing a comprehensive CRM system to manage leads, track interactions, and personalise communication at scale.
By continuing to prioritise customer understanding, data-driven decision-making, and full-funnel optimisation, Unfold Digital is confident in its ability to drive sustained growth for Norfolk Mortgage Trust.