Summary

Imobiliare.ro Finance, a Romanian leading mortgage broker, is a project I’ve started collaborating on during my time at Homevest, the digital mortgage platform for non-residents (see the case study). 

While mortgages were the common thread across both projects, the setup was different: Imobiliare.ro Finance was already an established brand in the local market, with significantly more available resources: a large partner network, profile events, access to subject-matter experts, and a dedicated communications team. 

Goal

Increase organic growth by creating in-depth content to attract a targeted audience of local property buyers and increase brand relevance in AI search.

Challenge 1

Market reluctance to use mortgage brokers and preconceptions related to the free services of a mortgage broker. 

It’s hard to convince clients to use a service if they don’t understand what the service is about. Our approach was more educational, aiming to explain, translate the technical language and show that a mortgage broker has the expertise, knowledge, and tools to help customers secure a mortgage suitable for their financial profile.

Challenge 2

Banks dominated search results and were perceived as more trustworthy, making it difficult to compete on authority.

We highlight the benefits that a broker can bring to customers by helping them compare multiple offers. Explaining and writing from a neutral perspective made our comparison articles the best-performing ones. 

Action

We implement an SEO content strategy by building topical authority clusters and producing high-quality content that addresses user intent. In creating the articles, we use internal insights from brokers and explain in the customer’s language the process of accessing a mortgage, demystifying the common misconceptions around the topic. 

Where we are today

The site’s visibility in search increased by +600% within six months by publishing in-depth articles and using relevant internal linking. Today, we have reached 5M impressions, and the brand ranks for highly relevant keywords, sometimes even outperforming banks. 

This growth was achieved by publishing over 50 new articles and refreshing existing ones with a focus on: 

• Targeting long-tail keywords 

• Building topical authority clusters

• Crafting content by using social listening insights, addressing customers' pain points and adding expert perspectives

We also distributed over 60 advertorials across relevant media outlets to boost brand authority in key regions, which also contributed to LLM citations and mentions. 

As a result, the AI Share of Voice (SOV) is over 20%, which is above average and means that 1 in 5 AI answers about mortgages in Romania mention the brand. 

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