In 2017, Eagle Home Mortgage and Universal American Mortgage Company, both subsidiaries of Lennar Mortgage, merged together into one. This involved a complete rebrand with an “all but the kitchen sink” approach.
As a Content Marketing Coordinator, I was responsible for ensuring that our new content had our updated voice and tone – joyful, empowering and authentic. This included copy for the website, email campaigns, print media, video scripts, blog articles and social media. The idea was for our audience to subconsciously connect our brand with being at home.
*As of 2020, Eagle Home Mortgage has changed its name to Lennar Mortgage.
Website Redesign
Following the merge, we took on the project of redesigning the Eagle Home Mortgage website to establish our new branding. Buttoned-up suits we are not! We wanted to address our audience as we would some smart friends at a lively dinner party; friendly and conversational.
Email Campaigns
At Eagle Home Mortgage, we focused on delivering a casual and authentic message across all digital marketing efforts, including emails for lead capture, drip and nurture campaigns.
The Front Porch Blog
With the rebrand, financial literacy became a cornerstone of our content. Whether it was their first home or their fifth, The Front Porch Blog provided plenty of resources to keep our customers feeling informed and inspired. We provide tips from saving for your down payment to getting to know your neighbors and everything in between!
Social Media
Homebuying Hurdles
When it came to thinking like a first-time home buyer, being a millennial non-homeowner really had its perks. During one of our brainstorming sessions, I had to ask myself, “Why haven’t I purchased a home yet?” The team and I listed as many reasons as we could and began tackling them one by one. Thus, our Homebuying Hurdles campaign was born. Click through the below social posts to read up on how a hesitant first-time homebuyer can overcome these hurdles with ease:
Mortgage Chat Mondays
As a continuation of our financial literacy efforts, the Mortgage Chat Monday series launched on social media in 2017. We used these fun, short videos of our team to drive our following to learn more about the mortgage process. The more our customers know, the more confident they will feel during their homebuying journey.
refinance myths
A lower interest rate and lower monthly payments sound like a dream, but what’s the catch? With our Refinance Myths campaign, we guided our customers to ask the right questions to determine if refinancing their mortgage is right for them.
eBooks
Print Marketing
Digital Mortgage
In 2018 we launched our Digital Mortgage Experience, aiming to deliver a best-in-class, mobile-friendly application for our customers. This campaign stretched across the board with blog posts, internal and external videos, press releases and print collateral.
