KAITELYN PLOUDE

FHA Mortgage Campaign

After a two-year application process to become Direct Endorsed (DE) lenders for the Federal Housing Administration (FHA), BayCoast Mortgage was excited to share the news with the community. When strategizing how to get this information out into the market, the first place we started was with a press release which told the entire story of the approval process and benefits to the customer. From there, we used that content to develop an entire campaign around FHA mortgages to increase the number of new FHA accounts in the spring of 2021.

The main purpose of this multi-channel campaign was to communicate that BayCoast Mortgage Company’s FHA process was more streamlined and easier than ever before with a goal to gain $1 Million in total new FHA mortgage accounts by the end of April 2021. After meeting with leaders from the Mortgage area, the team decided on a direct mail postcard, two acquisition emails, a web banner on the homepage linked to a landing page, and social media posts in addition to the press release and internal communications.

As the graphic designer for this campaign, I started with posting an image on our internal blog/intranet page and by sharing a Marketing Update message with employees via Teams to let all employees know about the exciting news before we made the information public. I followed by designing a mass email to local realtors to directly communicate with the audience that would likely recommend BayCoast Mortgage to clients. A second version of this email was sent to existing Bank customers who were currently renting to cross-sell mortgages to these customers. The next phase was to develop an image to post on our social media page to let our followers know about our exciting news. Meanwhile, our digital team worked on a landing page and posting the web banner onto our homepage. Finally, we sent a direct mail postcard to prospects and specifically targeted renters with a household income greater than $60k in Rhode Island and Bristol, Plymouth, and Norfolk counties in Massachusetts.

One of the key elements to the design of these pieces was including the interest rates in large, bold text and drawing attention to these historically low mortgage rates. We were also sure to include the mortgage logo in the top left corner for maximum visibility to increase brand awareness so that the target would see recognize the company after multiple exposures to the messages. Icons and bright colors were used near the contact information to encourage the audience to reach out and also to help break down any language barriers to the call to action.

Overall, this campaign was a great success in terms of response and revenue. With a goal of gaining $1 Million in new FHA accounts, the campaign ultimately brought in just over $3.5 Million in new mortgage accounts demonstrating success in both design and strategy.