ASB home loan sales generation

'This audience often feels guilty: they’re successful, they should be able to afford a house and they want to get on the property ladder. But their lifestyle leaves little for a deposit.'

Here’s what ASB did

ASB’s competitors were leading on rate and as 100% finance was still a new concept, leading on the offer itself was not an option.  What’s more, anything about real estate would likely be overlooked. Without a deposit the audience mindset is ‘I’m not even in the market’.

Extensive data analysis selected an audience that were eligible for a 100% mortgage, did not have a home loan elsewhere and were tenants.

ASB had to find an attention grabbing way of telling this target audience about its 100% home loan.

New Zealand Post helped create a handy ‘Goodbye Landlord’ letter in a reusable envelope. The ‘ready to go’ letter reinforced the message that ASB makes it so easy to move into your own home – even giving notice is a breeze.

The result of this low cost, highly engaging mailing was impressive. ASB offered 100% finance – and achieved over 1100% return on its investment (ROI).