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Colin scaled several growth channels for Fraction, a high-ticket DTC real estate finance company, from 0 to 5 figures/month across Facebook and Instagram, while achieving an enviable cost per lead (improving by over 100% from initial tests to scaled, optimized campaigns). At the end of his tenure, this channel was a primary acquisition channel fuelling the company's growth.
Fraction is a novel take on a reverse mortgage, helping consumers pull cash value out of their home equity. Their primary competitors in Canada were the big 5 banks, so we have to figure out how to create trust while scaling paid social media in an environment where new financial products are looked upon with suspicion.
Colin employed a combination of rigorous audience testing, a methodical test-and-learn creative strategy, and building all creative assets himself.
Colin scaled several growth channels for Fraction, a high-ticket DTC real estate finance company, from 0 to 5 figures/month across Facebook and Instagram, while achieving an enviable cost per lead (improving by over 100% from initial tests to scaled, optimized campaigns). At the end of his tenure, this channel was a primary acquisition channel fuelling the company's growth.
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