BACKGROUND / CHALLENGE:

Fannie Mae serves homebuyers, homeowners, and renters by creating financial solutions that expand equitable access to affordable housing. Fannie Mae historically reached out to market their financial products and services directly to lenders, with a business-to-business approach. As a result, consumer awareness of all the support, tools and services that Fanie Mae offers is low, presenting the opportunity to going beyond the traditional and position Fannie Mae as it is, the leader of the market.

 

Fannie Mae engaged BARÚ for our expertise, offering consulting and marketing solutions to reach out to Latinos and present them with Fannie Mae’s offer with a culturally-relevant and in-language approach. The effort went beyond a marketing campaign, with BARÚ re-imaging a consumer facing website and educational experience.

 

BRINGING IT TO LIFE:

BARÚ developed an integrated program to support, promote and execute a marketing campaign focused on promoting Fannie Mae HomeView’s platform, a website tool featuring two key (and free) educational courses required in people’s home buying journeys.

​

RESULTS:

The consumer campaign went live in January ‘23 and is on-going, scheduled to run until July 2024. Preliminary results show Fannie Mae seeing increased website traffic ad well as positive engagement and social sentiments.