Finance of America reported consistent execution and growing profitability, emphasizing the importance of home equity solutions for retirement. The new marketing campaign, A Better Way with FOA, aims to engage younger borrowers and expand the company's reach. The partnership with actor Tom Selleck has been phased out, with the new campaign officially starting post-June 30. Early results indicate positive reception among younger demographics and in higher home value markets, along with a successful digital acquisition strategy that saw a 10% increase in leads.
Our second-quarter results reflect consistent execution, rising profitability, and the growing relevance of home equity solutions for retirement. Encouraging signals from our new brand campaign and digital initiatives are helping to expand our reach and deepen engagement with the next generation of borrowers.
In April, FOA announced the launch of its new marketing campaign, A Better Way with FOA. The campaign was designed to complement its long-running campaign with actor Tom Selleck.
Although Selleck once accounted for all of the company’s marketing presence, that had shifted to about 50% and would be maintained for at least the next few months.
Early indicators are promising. In just 90 days, TV leads signal growing appeal among younger demographics and in markets with higher home values.
#finance-of-america #home-equity-solutions #marketing-campaign #demographic-trends #digital-strategy
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