PURLs Move Mortgages at Sooper CU
The 32,500-member Sooper Credit Union in Arvada, Colo., has found a technique for helping market its mortgage products.
In addition to its more familiar postcard and targeted email campaign to market mortgage loans, the CU also added a personalized URL, or PURL, to introduce members to mortgage services.
PURLs are URLs that often incorporate the member’s name and lead to Web pages that are personalized to them and which offer them messages especially aimed at their interests, explained Donna Ogorek, vice president of marketing and business development at Sooper CU.
“What we found is that the PURL turned out to be very popular. The personalization of a medium which is usually pretty anonymous allowed us to cut through the static that surrounds other marketing efforts,” Ogorek said.
The $242 million credit union is a client of CU Members Mortgage CUSO.
The credit union took in 18 new mortgage loans over the course of the campaign which ran over March and April of this year and Sooper CU has won CU Members Mortgage’s Marketing Achievement Award for the second quarter of the year for its effort.