Expanding Homeownership
Through Inclusive Marketing
Creative Development • Production • Integrated Campaign • Product Launch • Financial Services
The Challenge:
Despite a growing number of middle-class, underrepresented homebuyers and increased interest in homeownership, Bank of America was not top-of-mind among these consumers. Many perceived the mortgage process as unwelcoming, overly complex, and biased. Consumers questioned whether the bank’s promises of speed and simplicity truly applied to them.
The Insight:
For many first-time homebuyers aged 25–39 in diverse communities, homeownership represents a vital step toward financial stability and generational wealth. While the desire was strong, there were real concerns about systemic barriers—ranging from higher denial rates to a lack of culturally competent service. What these audiences wanted was a simplified, respectful, and personalized path to homeownership.
The Solution:
We conceived, developed, and executed an integrated campaign—spanning TV, print, digital, and outdoor—that challenged traditional financial marketing conventions through a visually distinctive approach that departed from category norms.
Results:
New accounts increased by 15% in target markets, alongside a significant uplift in brand and product consideration among underrepresented homebuyers.