The Investor's Edge (formerly known as Do Hard Money) is a hard money lender that provides short term funding to real estate investors.

The company's single family residential loans are based on the equity in the property rather than the qualification of the borrower. In order for both parties to make money, the numbers must work across the board. 

In an effort to educate real estate investors with its specific loan criteria the company rolled out a brand new property-finding software to make it easier to find, fund, and market properties.

With the goal to educate real estate investors, improve lead quality, increase conversion rates and boost revenue, I created a Facebook evergreen ad campaign to accomplish this objective.

The campaign featured a number of content-rich blog posts, free/low-costs products, testimonial videos and an Investor's Edge introductory-style webinar that highlighted areas of the fix and flip system's 10-steps to success.

New content was viewable every 2-3 days. These ads were specifically targeted to people of custom built audiences who had thoroughly engaged with previous videos and blog posts. At the end of the 10 day cycle, the free webinar was available for viewing.

Constant split testing in ad copy, creative, and audiences led to a successful ad campaign.