Teachers Mutual Bank

TMB's home loan portfolio was the bank's largest single growth lever, and the product economics were unforgiving. Each application matters, the application-to-loan conversion is settled at the landing page and the broker handover rather than at the click, and acquisition cost has to stay materially under A$1,000 for the unit economics to work.

TMB's incumbent agency had not delivered across the variable, fixed and refinance product mix, and was being out-acquired by the Big Four and the non-bank lender field. Internal marketing wanted an acquisition engine that worked across all three product types, with attribution clean enough that the next year's plan could be modelled rather than guessed at.

Three connected flights across the home loan portfolio: Australian Dream (multi-channel, the largest of the three), Classic Home Loans (multi-channel weighted toward retargeting), and Fixed Home Loans (a tightly bounded six-week prime-rate flight). The architecture was the same each time.

Google Search carried the high-intent capture layer with state-level keyword segmentation (NSW, VIC, QLD, WA, SA, TAS, ACT, NT each separately campaigned, brand and generic split per state). AdRoll retargeting handled visitor recapture across the long home-loan consideration window. Facebook ran prospecting against custom audiences. Programmatic display via Google Display Network filled the upper-funnel reach gap. Selective placements on Finder.com.au and LinkedIn covered the comparison-shopper and white-collar segments.

Tracking was rebuilt on Campaign Manager 360 so cross-channel conversions could be measured rather than estimated. That was what unlocked the channel-mix decisions across the second and third flights.

Across the three flights the combined output was 103,211 clicks, 33.5 million impressions, and 342 verified home loan applications, at a blended A$716 cost per application. At TMB's documented 66% application-to-loan conversion rate that translates to approximately 226 settled home loans, and at the documented Australian average new home loan size in the engagement window that is approximately A$94 million in modelled originated home lending across the three flights.

The Fixed Home Loans flight delivered a 22.17% Google Search CTR over 33,009 impressions, 7.6 times the Finance and Insurance Search benchmark. In the same period, TMB's audited home loan portfolio grew 20.6% to A$5.2 billion, more than twice the mutual sector residential lending growth rate of 9.8%.