Rural 1st helps people finance their dream of country living—often on properties so remote they don’t yet have water or electricity, making traditional lending impractical. Competing against national lenders and local banks, the brand’s deep rural expertise became its edge. Rooted in local culture and firsthand knowledge, the campaign told real customer stories of people getting “Closer to What Matters.” The results were exceptional: cost-per-site-visit efficiency improved 39%, familiarity jumped 360%, and leads far exceeded goals—so much so that at one point our client asked us to turn down the tap to allow lenders to handle the volume. By showing how Rural 1st makes the impossible possible, we helped the brand become the mortgage lender that truly understands life off the beaten path.