Digital marketing and lead generation

Digital marketing and lead generation campaign developed for a U.S. mortgage professional, connecting paid acquisition with structured lead follow-up and conversion.

My background in the U.S. mortgage industry gives me an understanding of both sides of mortgage marketing: generating consumer interest and building an organized process for moving leads toward appointments and closed business.

In this representative mortgage campaign, approximately $1,000 in advertising spend generated ~40 leads, ~10 appointments and ~5 closed clients/loans.

The work combined campaign strategy, audience targeting, creative development, lead generation and follow-up rather than treating advertising as an isolated activity.

My work included:

• Campaign strategy and audience development • Mortgage-focused marketing messaging • Advertising creative and content • Paid lead-generation campaigns • Landing and lead-capture journey • Lead organization and CRM follow-up • Appointment-generation strategy • Campaign monitoring and optimization • Performance tracking and reporting

CAMPAIGN → LEAD → CRM → FOLLOW-UP → APPOINTMENT → CLIENT

I specialize particularly in mortgage, lending and financial-services marketing, but the same structured approach can be adapted to other businesses where lead generation must connect directly with sales follow-up.

My focus is not simply generating clicks or impressions. The objective is to build a measurable customer journey from initial marketing activity to a meaningful business outcome.