Case study · Home equity
Splitero: a demand engine for a new home equity product, $10M LTV in pipeline.
Splitero launched a home equity investment product with no demand engine behind it. FGV advised the martech stack, built a conversion-focused site and ran direct mail, Google and Meta from launch, driving 8,000+ leads and $10M of lifetime value into pipeline.
- LTV in pipeline
$10M
LTV in pipeline- leads driven
8,000+
leads driven- over MQL goal on $1.5M spend
+60%
over MQL goal on $1.5M spend
Who is Splitero?
Splitero offers home equity investments as an alternative to a HELOC.
What was the challenge?
Splitero was launching a new home equity investment product with no demand engine behind it: no acquisition channels running and no site built to convert the traffic those channels would bring.
What did FGV do?
We advised the go-to-market martech stack, built a conversion-focused site, and ran direct mail, Google and Meta from launch.
- GTM and martech advisory
- Conversion-focused website
- Direct mail
- Paid search (Google)
- Paid social (Meta)
What were the results?
The program drove more than 8,000 leads and put $10M of lifetime value into pipeline. It beat Splitero's MQL goal by 60% on $1.5M in spend.