Building a measurable pipeline of awareness, trust and qualified mortgage enquiries.
A focused digital marketing system designed for a high-consideration mortgage business.
CRE Capital Canada is not selling an impulse purchase. Mortgage financing is a high-trust, high-value decision in which prospects typically research, compare, seek reassurance and then speak to an advisor. This proposal builds attention first, earns trust consistently, captures high-intent demand, and then optimizes the system using real lead data.
“We will not measure success by how busy the social feeds look.”
Every month has a purpose. Every campaign has a hypothesis. Every lead source is tracked. Every major decision is tied to evidence.
15content assets / month
$3KGoogle + Meta media / month
6month growth horizon
01
Organic Social15 core assets / month
02
Google + MetaLead generation engine
03
LinkedIn AdsOptional professional layer
01
STRATEGIC DIAGNOSIS
What the business needs from digital marketing
A strategy designed for a considered financial decision—not a content treadmill.
01
A sharper digital position
CRE Capital should be visible not simply as another mortgage broker, but as a knowledgeable financing partner for clients whose circumstances require more thoughtful structuring.
02
Trust before conversion
Prospects need evidence of expertise, transparency, process knowledge and credibility before they are likely to submit a mortgage enquiry.
03
A niche-led content engine
The strongest existing strategic signal is the focus on self-employed business owners and professionals who may not fit conventional lending models.
04
A measurable acquisition system
Social content creates familiarity; Google captures active intent; Meta expands reach and remarkets; LinkedIn can selectively reach professionals and decision-makers.
05
Continuous optimization
The first six months should be treated as a controlled growth program, not a fixed advertising package that runs unchanged regardless of results.
02
TARGET AUDIENCE
Primary residential audience, supported by commercial decision-makers
Secondary commercial audiences include entrepreneurs, business owners, real-estate investors and developers seeking commercial real estate, construction, land/development, CMHC or bridge financing. The commercial audience will be addressed through selected content and campaigns without diluting the core residential lead-generation message.
MT
IDEAL CLIENT PROFILE
Self-employed business owners & professionals
Established, ambitious professionals who research financing online, value personalized advice, and may face qualification friction because of non-traditional income.
Canada, with priority attention to major urban and suburban markets such as the GTA, Vancouver, Calgary, Edmonton, Ottawa and Montreal.
Age
Primarily 25–60+ years old.
Gender
All genders.
Income
Typically middle-to-high income; research indicates $100,000+ annual income, while taxable income may not fully reflect earning capacity for self-employed borrowers.
Complex income verification, fluctuating income, traditional qualification friction, limited time and uncertainty around which lender is appropriate.
03
DIGITAL GROWTH ARCHITECTURE
One system. Three connected jobs.
01
Organic Social
Make CRE Capital visible, useful and familiar before the prospect is ready to enquire.
Awareness + trust
02
Google Ads
Capture people already searching for purchase, refinance, self-employed and other qualified financing needs.
High-intent demand
03
Meta Ads
Create demand, educate, retarget engaged audiences and test lead-generation creative.
Demand creation
The system is deliberately complementary. The objective is not to make every platform do everything. Each channel has a distinct role in moving prospects from awareness to research to enquiry.
Channel
Primary role
What we will do
Primary success signal
Facebook
Reach, familiarity & retargeting
Publish educational and trust-building content; retarget engaged audiences; test lead-oriented campaigns.
Qualified traffic, lead form activity, retargeting response
Instagram
Awareness & education
Short-form mortgage education, pain-point content, animated Reels, social proof and human brand storytelling.
Reach, video engagement, profile actions, qualified enquiries
Search campaigns around high-intent mortgage needs; separate themes for purchase, refinance, self-employed and other qualified intents where volume supports it.
Qualified enquiries, search conversion rate, cost per qualified lead
Meta Ads
Demand creation + retargeting
Prospecting, educational creative, lead generation, retargeting and audience refinement.
Qualified enquiries, cost per lead, lead quality
LinkedIn Ads
Selective professional targeting
Optional campaign layer for professionals, entrepreneurs and business audiences once budget and offer are agreed.
Qualified leads and cost per qualified lead
04–06
SOCIAL MEDIA + CONTENT
15 monthly content assets built around strategy, not repetition
Each month Netexper will develop a complete content calendar containing 15 core content assets: 10 image-based posts and 5 animated Reels. Content will be adapted for Facebook, Instagram and LinkedIn so that the same strategic idea can be communicated appropriately to each audience and platform rather than copied blindly across channels.
10image posts / month
Designed graphics, carousels, educational slides, data/statistics, FAQs, myths, process explainers, service highlights and social proof.
5animated Reels / month
30–60 second educational or motion-led pieces designed to create attention and communicate one clear idea quickly.
3organic platforms
Facebook + Instagram + LinkedIn, with platform-appropriate adaptation.
Make the audience feel understood. Brand introduction, self-employed pain points, “why applications get complicated,” service overview, trust foundations.
07
PAID ADVERTISING STRATEGY
Google + Meta as the primary lead engine
Paid media is built around lead quality, not vanity volume.
Because mortgage decisions are high consideration and relatively infrequent, the program will prioritize intent, relevance and qualification over raw lead volume.
CAPTURE EXISTING INTENT
Google Ads
Search campaigns organized around high-intent financing needs, with separate themes tested as search volume and data allow.
Intent-led search structure
Message alignment around self-employed income, refinancing, purchase and alternative financing needs
Negative keyword discipline to protect budget
Conversion tracking tied to lead submissions and, where available, lead quality
Landing experience recommendations where conversion bottlenecks are identified
CREATE DEMAND + REMARKET
Meta Ads
Use prospecting, education, lead generation and retargeting to build familiarity before asking for an enquiry.
Prospecting for self-employed professionals and business owners
Education-led and myth-busting creative
Retargeting where tracking infrastructure permits
Lead forms and/or conversion pages with sensible qualifying questions
Creative testing across hooks, headlines, formats and offers
A STRATEGIC OPTIONAL LAYER
LinkedIn Advertising
Reach professionals, entrepreneurs and business owners in a strong professional context. It should not be presented as a guaranteed lead-volume channel.
Paid LinkedIn acquisition can require substantial time and media investment before dependable lead economics emerge. A separate media budget should therefore be agreed only after reviewing the client’s appetite, offer, targeting and expected acquisition economics.
07B
CREATIVE & BRAND SAMPLES
Sample Social Media Designs
High-converting, brand-aligned visual assets designed for Meta ads and organic social campaigns.
These custom artwork concepts demonstrate the visual direction, messaging clarity, and brand consistency that will drive CRE Capital Canada’s paid advertising and organic social presence.
Consultation & Guidance
Simple Guidance. Better Options.
Educational and trust-building creative designed to address prospect questions and drive direct consultation enquiries.
Engagement & Conversion
Lock In The Right Mortgage
High-impact conceptual ad creative built for feed-stopping attention, high click-through rates, and strong brand recall.
Direct Call-To-Action
Your Dream Home Is Calling
Interactive-style mobile creative prompt tailored for direct lead form completion and immediate action.
08
SIX-MONTH LEAD GENERATION ROADMAP
A controlled learning-to-scaling model
1
MONTH 1 · FOUNDATION
Clean baseline & first signals
Account audit/setup, tracking, audience research refinement, creative development, launch initial Google/Meta tests, begin organic content.
Success looks like: clean baseline, valid conversion path, first performance signals and clear hypotheses.
Review six months of data, document winners, prepare the next-quarter growth plan and identify additional opportunities.
Success looks like: a repeatable playbook for continued acquisition, content and budget allocation.
09
INVESTMENT & BUDGET
Transparent monthly structure
BASE MONTHLY INVESTMENT$4,000CAD · excluding separately approved LinkedIn advertising
$2KGoogle
$1KMeta
$1KAgency
Item
Monthly CAD
Six-Month CAD
Notes
Google Ads media budget
$2,000
$12,000
Paid directly to Google platform / funded as media spend.
Meta Ads media budget
$1,000
$6,000
Paid directly to Meta platform / funded as media spend.
LinkedIn Ads media budget
To be agreed
To be agreed
Separate budget; not included in the base media total.
Campaign maintenance & management
$750
$4,500
Campaign setup, monitoring, optimization, testing, reporting and management.
Social media management & design
$250
$1,500
Monthly calendar, 10 image posts, 5 animated Reels and platform adaptation.
Total base monthly investment
$4,000 + LinkedIn
$24,000 + LinkedIn
Includes $3,000 monthly Google + Meta media and $1,000 monthly Netexper agency fee.
Budget principle. The proposed $3,000/month media budget is intentionally split $2,000 Google / $1,000 Meta because Google captures existing high-intent demand while Meta provides broader demand creation and retargeting opportunities. LinkedIn is kept separate so the client can make a deliberate decision on a higher-cost professional acquisition channel.
10–12
SUCCESS · REPORTING · DIFFERENTIATION
The scorecard we will manage against
The most important paid-media KPI will not be “cheap leads.” It will be the relationship between spend, lead quality, qualification and downstream opportunity. We will monitor platform metrics such as reach, engagement, CTR, CPC, landing-page conversion, cost per lead and campaign-level conversion rates, while progressively moving the focus toward qualified enquiries and—where the client can supply feedback—opportunity quality.
ReachAwareness signal
CTRMessage relevance
CPCTraffic efficiency
CPLAcquisition efficiency
Qualified LeadBusiness relevance
Opportunity QualityDownstream value
REPORTING & COMMUNICATION
Visibility into what is happening and why
Monthly performance report covering campaign, content and budget performance.
Optimization notes explaining what changed, why it changed and what result it should influence.
Monthly content calendar supplied for review before production/publishing.
Lead-quality feedback loop to move optimization from platform metrics to business outcomes.
Quarterly strategy review at the end of Month 3 and Month 6.
WHY THIS APPROACH IS DIFFERENT
Built for clarity, discipline and measurable progress
No “set and forget” campaigns.
No content for content’s sake.
No vanity-metric reporting.
Transparent learning when an idea underperforms.
A six-month view designed to learn, refine and scale.
Business-aware marketing that respects residential and commercial audiences.
13
LEAD HANDLING & CONVERSION READINESS
Marketing generates the opportunity; speed and process convert it.
Lead generation is only one half of the equation. Once an enquiry arrives, the customer experience needs to be fast, professional and consistent. We recommend agreeing a simple lead-handling workflow with CRE Capital Canada before scaling spend.
1
Capture
Lead captured through Google, Meta, LinkedIn or another approved conversion path.
2
Acknowledge
Lead receives an immediate acknowledgement or confirmation where technically available.
3
Follow up
CRE Capital contact attempts follow-up within an agreed response window.
4
Qualify
Lead is qualified against purpose, location, broad financing requirement and timeline.
5
Record
Outcome is recorded so marketing can distinguish qualified opportunities from low-intent submissions.
6
Optimize
Monthly feedback is returned to Netexper so campaigns can be optimized toward real business value.
14–15
SCOPE · EXPECTATIONS
Keeping the engagement clear from the beginning
Client responsibilities. Provide timely access to required advertising/business accounts, accurate business and service information, timely content approvals, suitable brand assets, prompt handling of leads, and feedback on lead quality. Advertising and content claims remain subject to client approval and applicable platform, privacy and financial-services requirements.
WHAT TO EXPECT IN THE FIRST 90 DAYS
A realistic path to performance
Because mortgage financing is a high-consideration and lower-frequency category, we recommend allowing approximately 2–3 months for the campaigns to establish meaningful patterns and begin producing the first reliable lead signals. This is not a promise that no lead will occur before that point; it is a planning expectation that protects the strategy from being judged before sufficient learning has accumulated.
01–30Foundation, tracking, creative launch, audience and keyword discovery.
31–60Testing and refinement; identify stronger messages, queries, audiences and creative.
61–90Prioritize strongest combinations; improve qualification and conversion.
16–18
DELIVERABLES · LAUNCH · COMMERCIALS
What the client receives each month
1Complete monthly content calendar
10Image-based social posts
5Animated Reels
3Primary organic platforms
∞Google Ads optimization
∞Meta Ads optimization
1Monthly performance report
QQuarterly strategy review
ONBOARDING & LAUNCH REQUIREMENTS
Confirm agreement, scope and monthly investment.
Provide access to Google Ads, Meta Business Manager/Ad Account, Facebook, Instagram and LinkedIn assets as applicable.
Confirm primary business contact, approval process and lead-response workflow.
Provide brand assets, existing website/landing pages, current service information, approved testimonials/case studies and existing analytics/tracking access.
Complete initial audit and submit the Month 1 strategy/calendar.
Launch the first creative and paid-media tests after approval.
Begin the monthly optimization and reporting cycle.
COMMERCIAL SUMMARY
Netexper agency fees$6,000Google + Meta media$18,000Base six-month total$24,000LinkedIn advertising media: to be agreed separately.
Monthly social media strategy and calendar
10 image posts + 5 animated Reels monthly
Facebook, Instagram and LinkedIn organic management
Google Ads management
Meta Ads management
Campaign monitoring, testing and optimization
Monthly reporting and strategy recommendations
Lead-generation strategy and conversion recommendations
Full website redesign or development
Landing-page development or major UX redevelopment
Professional video shoot / on-site production days
Photography, voice-over talent or stock subscriptions beyond standard resources
Third-party CRM implementation or paid software subscriptions
LinkedIn media spend
Taxes, payment processing fees or platform charges outside media budgets
Guaranteed lead volume, approved mortgage files or revenue outcomes
19
FINAL RECOMMENDATION
Build the engine before trying to scale it.
Our recommendation is to approve the full six-month program rather than approaching social media and paid advertising as isolated monthly activities. CRE Capital Canada has the ingredients of a strong market position: a broad lender network, an established brokerage model, residential and commercial capabilities, and a customer segment with real financing pain points. The opportunity is to turn those strengths into a consistent digital story and a measurable lead-acquisition system.
The first six months should therefore be viewed as the period in which we build the foundation, establish market signal, discover what converts, and create a repeatable playbook. The long-term objective is not merely to grow followers or impressions. It is to make CRE Capital Canada easier to discover, easier to trust, and easier to contact when a prospect is ready to discuss financing.
CRE
NETEXPER
Strategic digital marketing. Measurable growth.
Six months. One system. Better signal every month.
Information synthesized from materials supplied for this engagement
This proposal incorporates the business profile, value proposition, audience research, competitor analysis, persona research and social-media strategy information supplied by CRE Capital Canada. Where the proposal introduces new recommendations—such as the six-month paid-media roadmap, content pillar expansion, lead-handling workflow and reporting framework—these are Netexper recommendations built from that strategic foundation.
