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Digital Marketing Case Study: Homebridge Financial Services

Homebridge Financial Services, Inc. (Homebridge), is one of the top 10 privately held, non-bank mortgage lending firms in the U.S. For more than 25 years, Homebridge's vision has been to make the dream of homeownership a reality for every customer. Homebridge strives to do this by making the complicated mortgage lending experience simple, easy, and transparent for everyone involved. HomeBridge operates over 250 retail branches and over 2,000 associates across the United States.
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  • +42%
    Traffic To Homebridge Website From GMB.
  • +27%
    Click-To-Call Actions On GMB.
  • 107
    Yelp Actions In 3 Months.

The Challenge

Homebridge relies heavily on local search and organic search to drive both foot traffic to their branches and to generate leads for their 2,000+ associates across the United States. The multitude of digital marketing analytics tools used by Homebridge was making monitoring their online presence and reputation difficult and time-consuming. Homebridge also did not have bandwidth to effectively manage their Yelp presence.
  • Multiple tools were needed: Homebridge was using multiple tools, each with a unique user interface. This process was slow and required manual intervention.
  • High Total Cost of Ownership: Because they were dealing with multiple vendors, Homebridge was seeing a high total cost of ownership and a low return on investment.
  • Lack of scalability: Because of the high degree of manual effort involved, Homebridge was concerned that their existing processes were not scalable and would eventually break.
  • Lack of Yelp effort: Even though Homebridge felt Yelp was an important channel they did not have in-house expertise to manage it and none of their vendors could help.

The Solution

Milestone was selected as the Homebridge's partner based on Milestone's software services approach, a holistic combination of Software as a Service (SaaS) product with dedicated digital marketing expertise on local search and SEO. Homebridge began to leverage Milestone Local and Milestone Reviews platforms - with direct Yelp API integration - in September of 2018.
As part of its "software services" approach, Milestone cleansed and updated data for 173 locations located throughout the United States to maximize local visibility by geographical location. In addition, Milestone leveraged its API integrations into multiple online directories to ensure hyper-accurate data was published to Google GMB, Bing Local, Foursquare, Apple Maps, Waze, Uber, TomTom, Here Maps, and hundreds of other sites by publishing through aggregators like InfoUSA.
  • Milestone Local & Reviews with API-based Yelp Integration: Milestone's Local and Reviews products (part of the Milestone Presence Cloud) provided a cost-effective and scalable solution for the publishing of listings and monitoring of reviews.
  • Milestone Services: Milestone cleansed available data, ensured consistency, and distributed branch data across the digital spectrum, including maps, search engines, and data aggregators.

The Results

As a result of Milestone's "software services" approach, Homebridge was able to see nearly immediate results and an equally fast return on investment with increased keyword performance and yelp and GMB presence, resulting in direct growth in page traffic and click-to-call actions.
  • Keyword visibility: 45% growth in one month
  • Organic Keywords Ranked on Page 1: Up 13% YoY
  • Website keyword impact: Up 13%.
  • Click-to-Call Growth: up 27% YoY
  • Website visits from GMB: up 42% YoY
  • 107 total Yelp actions in 3 months
  • 901 page-views on Yelp in 3 months

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