Case Study: ROI of Social Media for Mortgage Industry

My BFF Social, Media, Marketing and Advertising was hired by the nation’s 7th largest mortgage company to help them expand their social media presence and enhance consumer preference with key target audiences. The following results demonstrate the impact of a professional social media marketing and advertising team; as well as dedicated reputation management services.

Audience Growth

To begin let’s take a look at some key metrics. During the engagement our client’s:

  • Facebook audience expanded from 5,000 to over 50,000;
  • Instagram following rose from under 100 to more than 1,200; and their
  • LinkedIn audience grew from under 1,000 to over 21,000.

Here is a graph highlighting our growth efforts on behalf of our client:

In conjunction with this massive audience expansion, My BFF Social’s creative expertise and disciplined execution resulted in tremendous growth for consumer engagement. The mortgage industry standard is a 1% engagement rate for social media content, 2% is considered good for any industry, our client experienced an average of 3.5% throughout 2018 and 2019.

The chart below highlights My BFF’s “Digital Drumbeat” strategy. These efforts focus on targeted campaigns that engage the user on a consistent basis throughout the course of the year, but then increase consumer engagement dramatically during peak home buying season in order to increase overall business opportunity.

Targeting Millennials on Instagram

The following image demonstrates a year-over-year comparison of our client’s Instagram presence before and after My BFF Social implemented their “Optigram” social media strategy. These efforts were solely devoted to targeting Millennials resonated well with the next generation of consumers.

Here are just a few examples of our creative:

Media Monitoring and Customer Response

With growth comes challenges… By increasing our social audience across all platforms by over 500% in two years, engagement increased significantly and with any business activity growth presents challenges and opportunities.

To ensure a positive online experience for our client’s customers, My BFF Social also monitors customer comments across the digital landscape of social media and third-party platforms.

In 2019, My BFF Social monitored nine platforms including, PissedConsumer, Yelp, Glassdoor, Google Reviews, Facebook Reviews, etc. and responded to over 3,200 customer sentiments. Rapid response is key in converting a lead and satisfying customers.

Employee Brand Advocacy

Another prioritized focus of our work is on employee advocacy and engagement. We developed creative concepts designed to prompt staff members to become more involved with their company’s digital platforms, and even better position their personal/professional online presence. Here’s an example of a campaign we developed:

We have the creative capabilities to accommodate any marketing request or need, and we take great pride in providing the best possible service at a competitive price, far less expensive than hiring an employee to manage your social media.

We look forward to helping you increase your business opportunities through our proven system of high-level creative, marketing and advertising.

Contact My BFF Social at 412-477-3349 or email us at

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