Fannie Mae
Staging a Welcoming Homecoming Journey
The Federal National Mortgage Association was founded in 1938 by Congress to stimulate the housing market by making more mortgages available to moderate- and low-income borrowers. Fannie Mae is a leading source of mortgage financing in the United States and is committed to advancing the financial literacy of multicultural and Millennial audiences around housing.
The Challenge
Financial literacy and home ownership lags among Blacks, Hispanics and Millennials, despite the high aspirations of these groups. To this end, Fannie Mae asked Purpose Brand to develop an educational ecosystem that reached these groups.
The Solution
We did extensive market-based content and segmentation analysis to understand the buyer’s journey for multicultural and intergenerational life stages, from rent to home purchase to home retention, and incorporated competitive and partner analysis to develop a cohesive content strategy. The output was a detailed mapping of themes and SEO-informed topics by life stage and a guide to writing millennial content that appealed to subsegments.
Our research identified key gaps–areas where Fannie Mae could work with partners to educate and advance the housing market. After this strategy was presented to the executive team, Fannie Mae staff and partners used it to refocus their advocacy and tailor editorial maps across web properties.
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