New American vs Amerisave

What Konnecto identified

User Journey

Gap identified:
Young adults considering their mortgage options are looking into Bank of America's website and are highly interested in how quickly they can pay off their future mortgage.

These consumers want to learn how to speed the payments process and search YouTube for "paying off a mortgage faster". Then, consumers watch educational videos, including a video by Laura Pitko - a channel that explains and provides advice on real estate and finance concepts. Next, these consumers watch the video "How to pay off a 30-year home mortgage in 5-7 years" on this channel before continuing their research and converting with AmeriSave.


Our recommendations:
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment:

1. YouTube Advertising: Target this consumer group with YouTube advertising on times and days which they are most active (Sunday & Saturday, 18:00-23:00).

2. Youtube Partnership: Partner with YouTube creators such as Laura Pitko, who create videos in the real estate and finance space to disrupt consumers before interacting and converting with competitors.

Supportive Metrics

YouTube Channel: Laura Pitko
Subscriber Count : 116K
“How to pay off a 30 year home mortgage in 5-7 years”
(6.1M Views)


YouTube Ad Targeting Keywords:

  • “Pay off mortgage faster”

  • “Pay off mortgage early”

  • “Paying off home loan early”

Monthly Search Volume: 91K

Avg. CPC: $4.3

Competition: Low

IMPACT SCORE

5

IMPLEMENTATION TIME

1 Hour

INDUSTRY

Loans & Mortgages

SEGMENT

Male (26-35)

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