Challenge

In the heavily regulated financial services industry, loan operators have strict rules around what companies can and can not market. And in the competitive consumer lending space, trust is what sets a business apart. Tower Loan needed to create and manage a wealth of content to help build trust with potential customers, emphasize company values, and ensure Tower Loan’s locations were seen. With more than 250 locations to list and hundreds of customer reviews to manage and respond to daily, Tower Loan’s small team knew there had to be an easier way to manage local marketing.

Tower Loan’s challenges included:

• Low review response rates and long response times, with the team taking over 24 hours to get back to reviewers.
  
• Data accuracy and access issues managing reviews and listings, which required logging in to multiple platforms and accounts.
  
• Minimal social posting and low engagement due to the time and manual effort required.
  

• Genius Search Agent optimized digital marketing efforts by refining keyword strategies. Frequent Google updates made it difficult for Anchor Pacifica’s team to stay ahead, but Search Agent eliminated the stress by continuously optimizing keywords for improved search visibility.
  • “I had to come up with keywords, and with so many constant Google changes, it’s helpful to have a partner that can gather that information and help me figure out what to do. The Genius Search Agent has helped optimize keywords easily,” noted Kelli.  
    

• Genius Social Agent allowed seamless management of all local social media pages from a single dashboard. The ability to create, optimize, and schedule posts across all properties significantly improved organization and marketing impact.
  

To build trust with potential customers and provide better engagement with current ones, Tower Loan implemented SOCi to consolidate its marketing into one source of truth for the company. Specifically, the team implemented SOCi Genius to help personalize and streamline its localized marketing:

Solution

• Genius Search Agent optimized digital marketing efforts by refining keyword strategies. Frequent Google updates made it difficult for Anchor Pacifica’s team to stay ahead, but Search Agent eliminated the stress by continuously optimizing keywords for improved search visibility.
  • “I had to come up with keywords, and with so many constant Google changes, it’s helpful to have a partner that can gather that information and help me figure out what to do. The Genius Search Agent has helped optimize keywords easily,” noted Kelli.  
    

• Genius Social Agent allowed seamless management of all local social media pages from a single dashboard. The ability to create, optimize, and schedule posts across all properties significantly improved organization and marketing impact.
  

Genius Reputation Agent: Provides personalized responses to every Tower Loan review, across every location, platform, and channel. Automated review notifications are sent to regional supervisors for the locations in their area, keeping teams focused on areas for improvement and highlighting where they’re excelling.

Genius Social Agent: Creates localized social media content to drive greater engagement and sets Tower Loan up for success moving into new markets by creating content before locations even open, leaving one less thing for local managers to worry about.

Tower Loan, operating in the highly regulated and competitive financial services space, struggled to scale local marketing efforts across its 250+ locations, hindered by slow review responses, data access challenges, and minimal social media engagement. 

To build customer trust and improve marketing efficiency, the company turned to SOCi, consolidating its efforts under one platform. Using SOCi’s Genius Agents for Reputation and Social, Tower Loan drastically improved its ability to respond to reviews and post localized content. Review volume grew 150% and social media engagements saw up to 900% increases in post interactions and impressions across platforms. Listings also saw major gains, with year-over-year boosts in impressions, clicks, and visibility across search and maps.

Meet the Customer

Tower Loan is an independent finance company whose primary business is consumer installment lending. Headquartered in Flowood, Mississippi, Tower Loan operates offices across six U.S. states, serving hundreds of thousands of customers annually. Tower Loan is committed to supporting its customers and is focused on growth, with plans to enter the Florida and Tennessee markets in 2025. 

As Director of Marketing, Michael Scarborough leads Tower Loan’s customer acquisition and retention efforts. When Michael joined Tower Loan in 2009, he single-handedly took on the challenge of building the company’s online presence from the ground up. His early efforts laid the foundation for success, ultimately leading to Tower Loan’s partnership with SOCi to scale and streamline listings, social media, and reputation management.

Meet the 

Visionary

Meet the Customer

Summary

Summary

Michael Scarborough

Director of Marketing

Results & Impact

Tower Loan significantly boosted its digital performance, achieving faster review response times, stronger sentiment, and major gains in social media engagement. With simplified processes and centralized reporting through SOCi, the team streamlined new store openings and saw dramatic year-over-year improvements across reviews, listings, and impressions.