The Problem
In a competitive housing market with rising interest rates and low home inventory, securing a mortgage can feel daunting for potential homebuyers. Many are unsure where to start, while others struggle to find a trusted financial partner who offers guidance, competitive rates, and personalized support. FFCCU recognized the need to expand its reach as a trusted resource for homebuyers while growing its in-house mortgage portfolio.
The Solution
We transformed the mortgage experience into a superhero-worthy journey. By introducing Mortgage superheroes and the Mortgage Defenders, the credit union established itself as a rescuer in the housing market, offering personalized preapprovals, competitive refinancing options, and guidance in an uncertain market. This program utilized dynamic marketing strategies to position FFCCU as a go-to mortgage partner.
Action Steps:
- Launched a digital awareness strategy with a bold, superhero-themed mortgage campaign including heroic “Never fear, Captain Mortgage is here!” messaging to position FFCCU as a trusted mortgage resource.
- Created personalized email campaigns for members and prospects, including follow-ups for abandoned applications, to nurture leads and drive conversions while reinforcing the superhero theme.
- Enhanced visibility through audio and video ads featured on streaming sites, podcasts and OTT platforms, capturing a wider audience.
- Hosted regular free mortgage seminars led by the Mortgage Lending Officer, providing members with valuable insights and building trust.
- Rewarded new mortgage holders with a branded pop-up house and gift card, encouraging referrals with a $100 incentive for successful recommendations.
Results
FFCCU’s innovative approach to mortgage marketing yielded impressive outcomes:
- 368 mortgages closed since bringing the MLO in-house in 2019.
- $55 million in loans, averaging over $9 million annually.
- 8,500 landing page visits in the 2024, reflecting high engagement.
- 28% cross-sell rate: Mortgage holders also secured at least one additional FFCCU loan.
Drive Engagement with Creative Campaigns
FFCCU’s superhero mortgage campaign demonstrates how bold, creative marketing can transform a financial product into a member-centric experience. Whether it’s crafting standout campaigns or reaching new audiences, Ladderside Marketing can help your organization deliver impact and results. Contact us today to create campaigns that empower your members and boost your brand visibility.
