Executive Summary
In the competitive mortgage landscape, selling Adjustable-Rate Mortgages (ARMs) to diverse demographics posed a significant challenge. Our team leveraged data-driven insights to launch a targeted campaign that resonated with both Millennials and Baby Boomers, yielding impressive results.

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Challenge
Selling ARMs to diverse demographics with limited resources and a tight timeline.

Objective
Develop a targeted marketing campaign that resonates with both Millennials and Baby Boomers, driving engagement, conversions, and business growth.

Approach
Understanding Our Audience: Data analysis revealed that younger homebuyers lacked understanding of the refinancing process, while Baby Boomers already grasped the benefits of ARMs. Boomers responded to message-driven marketing, while Millennials were more visual and responsive to imagery.

A Classic Twist with a Modern Spin
We created a campaign featuring a playful, retro-inspired image with a modern twist. The iconic "Rosie the Riveter" was reimagined with a bold, tattooed arm, cleverly incorporating the ARM acronym.

Results

• Launched in January 2019

• Millennial conversions doubled year-over-year (YOY)

• Successful adaptation of marketing strategy to drive engagement, conversions, and business growth

 

Conclusion
By understanding the unique preferences and behaviors of our target demographics, we developed a targeted marketing campaign that effectively resonated with both Millennials and Baby Boomers, driving impressive results and business growth.