8 min read

Innovest NZ

Published on

31 Mar 2025

Key Results and Impact

Call Pickups Jumped to 85%

Lead Quality Skyrocketed

Advisers Are More Productive

The Brand Feels Familiar and Trusted

Contributors

Holly Adelaide

Brand Messaging Specialist

Rohit Sood

Managing Director

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Campaign Breakdown

Back in October 2024, Danny Yong from Innovest NZ reached out to us for a hand. Innovest’s a mortgage broking biz in Auckland, helping people refinance their home loans or buy their first home. The goal? Get more quality leads – not just a heap of names, but real people ready to chat.

Interest rates in New Zealand were all over the place, so they also wanted their ads to stay fresh and up-to-date. That meant quick turnarounds, smart messaging, and always being on the ball.We kicked things off with a big focus on people looking to refinance – they’re usually employed, already own a home, and are easier to convert. That’s where 70% of our effort went. The other 30%? Helping first home buyers – it takes a bit longer, but Danny’s passionate about helping young Kiwis get into the market.

We upped the lead quality by qualifying them better, even though it meant leads cost a bit more (around NZ$15 now, up from $5). But hey, better leads mean better results.With auto bookings, reminders, and a solid CRM we built just for them, things took off fast. Pickup rates jumped from 20% to 85%, and Innovest’s pipeline is looking real healthy.

The Challenge: Chasing the Right People

When Innovest first came to us, they were getting plenty of leads – but not the kind you actually want to call back. Too many tyre-kickers, not enough ready-to-go buyers. The housing market was changing fast, and they needed something that kept up.

Here’s what wasn’t working:

Cheap Leads, But No Real Value

Sure, they were only paying NZ$5 per lead – but most leads weren’t serious. They didn’t answer the phone, or ghosted halfway. Advisers were wasting time on people who were never going to convert.

We fixed that by tightening up the forms and asking better questions upfront. It meant fewer leads overall, but way more solid ones.

Cold Calls Were Getting Cold Responses

Advisers used to call leads at random times, hoping they’d pick up. But most people didn’t – and it showed in their pickup rate, which sat around 15–20%.

Now, people book calls at a time that suits them and get reminders by SMS, email and WhatsApp. Way more organised – and now 85% of calls actually happen.

Coordinating International Production & Editing

Ads Weren’t Hitting the Mark

Their old ads were a bit dull. No real personality, nothing that stood out. So we made sure the new ads were punchy, personal and trustworthy – showing real advisers and real success stories.

The Systems Weren’t Built for Brokers

Their tech setup wasn’t built for what mortgage brokers actually need. So we built a custom CRM just for Innovest, with everything they need to track deals, calls, and performance – all in one place.

The problem wasn’t lead numbers. It was quality, timing, and tools – and we sorted the lot.

Strategy: Lead Booking and Better Ads

We didn’t just tweak a few ads and cross our fingers. We built a proper system to attract the right people, get them to book calls, and make it easy for advisers to close the deal. No more guessing, just a plan that worked.

Here’s how we did it:

Refinance Leads Were the Sweet Spot

Most of the budget went to finding people who already had a home loan and wanted a better deal. These people are quicker to convert and easier for advisers to work with.

Smarter Forms That Qualify Leads Early

We added extra questions to our lead forms to make sure people were actually ready to talk. This meant fewer time-wasters and better quality chats.

Bookings With Built-in Reminders

Leads could book straight into an adviser’s calendar – no back and forth. Then we hit them with friendly reminders, so they didn’t forget. Simple, but super effective.

A CRM That’s Actually Useful

We built a custom system where advisers can make calls, update lead info, and see exactly where each deal is at. It’s all built for mortgage broking, not just some off-the-shelf tool.

How We Solved the Challenges

Innovest didn’t just want a short-term fix. They wanted a proper system that worked long-term — and that’s what we gave them.

1. Eye-Catching Ads That Build Trust

We made high-quality videos and image ads that featured real people from the Innovest team. That way, when someone saw the ad a few times, they already felt like they knew who they were calling.

2. Booking System with Reminders

Once a lead filled out the form, they booked in a time that suited them. From there, we sent reminder messages on SMS, email and WhatsApp. Fewer no-shows, more real chats.

3. Custom CRM for Mortgages

We built a CRM just for Innovest – it tracks where each lead is at, lets advisers call from the system, and helps Danny see how everyone’s performing.

4. Smart Budget Split

Most of the spend went into refinance leads, which close faster. The rest went to helping first-home buyers, with extra support and follow-up to keep them moving.

Results and Impact

From the first few weeks, we saw things shift in a big way. The changes we made started working straight away — and they’ve kept on delivering.

Call Pickups Jumped to 85%

Before, only 1 in 5 people would pick up when called. Now, with bookings and reminders in place, most people are ready and waiting for the call. That’s a massive jump.

Lead Quality Skyrocketed

We used to get leads for NZ$5, but many were duds. Now we spend around NZ$15 per lead, but they’re genuinely ready to talk. It’s better for advisers, better for results.

Advisers Are More Productive

With bookings sorted and fewer no-shows, advisers spend more time helping people and less time chasing leads. Everyone’s happier – and they’re closing more deals.

The Brand Feels Familiar and Trusted

People see the ads a few times before they book – so by the time they chat with someone from Innovest, they already know the name, the faces, and what to expect.

All round? Huge improvement.

What We Learnt: Big Lessons from This Strategy

This campaign taught us heaps — about what works, what doesn’t, and what mortgage brokers actually need to grow.

Quality Beats Cheap Every Time

You can get cheap leads — but if no one picks up or qualifies, they’re a waste. Better to pay more and actually get results.

Let People Book Their Own Time

Booking systems aren’t just convenient – they actually make people show up. Add reminders, and you’re golden.

Build Tools That Fit the Business

Generic systems just don’t cut it. A custom CRM built for mortgage brokers made all the difference here

Future Plans: What’s Next for Innovest?

We’ve built a strong foundation – now it’s time to grow it even more. Here’s what we’ve got planned:

Smarter Retargeting Ads

You can get cheap leads — but if no one picks up or qualifies, they’re a waste. Better to pay more and actually get results.

Email Sequences for First-Home Buyers

Longer sales journey? No worries. We’ll keep in touch with helpful tips and reminders.

Adviser Training Inside the CRM

We’ll add scripts, playbooks, and resources right inside the CRM so everyone’s working off the same page.

Live Market Insights Dashboard

A new dashboard will help us keep ads sharp with real-time rate updates and market trends.

Conclusion

Working with Innovest NZ has been awesome – from fixing dodgy leads to building a system that runs like clockwork. What started as a simple lead-gen campaign turned into a full brand and systems revamp.

They’re now getting more quality leads, having more real convos, and growing faster than ever. With a killer CRM, booking system, and ads that work, Innovest isn’t just keeping up – they’re leading the way.

And we’re just getting warmed up.

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