Hero Housing Finance
Stories Built, Dreams Financed
Buying a Home Is Never Just a Financial Decision
Hero Housing Finance is the home loan subsidiary of Hero FinCorp, the financial services arm of the Hero Group. It competes in a market where the major public sector banks are household names, where interest rates are compared obsessively and where product differentiation between lenders is often marginal.
Brand trust does disproportionate work in that environment, and Hero Housing Finance had a brand awareness problem. Not enough prospective home buyers in the target markets knew the name well enough to include it in their shortlist before they started comparing rates. On top of that, the campaigns running were generating form submissions but not quality ones. Too many leads were from applicants unlikely to progress, which degraded the economics of the entire programme.
The Emotional Math Behind a Home Loan
Home buying is an emotional process as much as a financial one. The journey from "we are thinking about buying" to "we have chosen a lender" travels through aspiration, anxiety, family conversations and questions about identity and belonging. It is not primarily a spreadsheet exercise.
Brands that communicate only on rate and eligibility arrive late in that journey, when the shortlist has already formed and the decision is nearly made. Brands that build genuine recognition and warmth earlier, when a family is still in the aspiration stage, are already part of the conversation when the moment to apply arrives. That insight shaped the campaign strategy from the very beginning.
How we
solved it.
Upper funnel brand campaigns were built around the moments that make homeownership meaningful rather than around financial features. The feeling of a first morning in a new neighbourhood. The particular satisfaction of a space that belongs entirely to your family. The confidence that comes from knowing the roof over your head is yours. Video content carrying these ideas ran across YouTube and Meta, reaching 2 million people per month at peak and driving a 150% lift in brand awareness.
Mid funnel performance campaigns were rebuilt with tighter qualification criteria covering income band, employment type, property location and desired loan amount. Fewer low quality submissions followed, alongside a 40% improvement in lead quality and a 3.5x ROAS.
Testimonial videos with real Hero Housing Finance customers speaking in their own words from within the homes they now owned were distributed across YouTube, Instagram and the website. Specific and human social proof carries far more weight than a well designed banner advertisement ever could.
See it
in motion.
The Hero Housing Finance
outcome.
A 40% improvement in lead quality changes the economics of the entire downstream funnel. Better leads take fewer hours to qualify, progress through the approval process faster and convert to funded loans at higher rates. Loans sanctioned per rupee of marketing spend, not leads generated, is the metric that actually matters in home finance, and this programme moved that number substantially, echoing the full funnel discipline behind DBS Bank's banking strategy and SUD Life's performance driven insurance marketing.
