{"id":59581,"date":"2025-04-04T03:05:05","date_gmt":"2025-04-04T01:05:05","guid":{"rendered":"https:\/\/housesmarketplace.com\/foa-enlists-new-marketing-agency-in-renewed-push\/"},"modified":"2025-04-04T03:05:05","modified_gmt":"2025-04-04T01:05:05","slug":"foa-enlists-new-marketing-agency-in-renewed-push","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/foa-enlists-new-marketing-agency-in-renewed-push\/","title":{"rendered":"FOA \u043f\u0440\u0438\u0432\u043b\u0435\u043a\u0430\u0435\u0442 \u043d\u043e\u0432\u043e\u0435 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0435 \u0430\u0433\u0435\u043d\u0442\u0441\u0442\u0432\u043e \u0434\u043b\u044f \u0432\u043e\u0437\u043e\u0431\u043d\u043e\u0432\u043b\u0435\u043d\u0438\u044f \u0443\u0441\u0438\u043b\u0438\u0439"},"content":{"rendered":"
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Top-five reverse mortgage lender Finance of America<\/strong><\/a> (FOA) has enlisted creative advertising agency David&Goliath<\/strong> (D&G) to serve as its new creative agency of record (AOR), following a competitive process including several other candidate agencies.<\/p>\n

The company \u2014 which formally announced the arrangement on Thursday \u2014 includes business and brand strategy, creative development and industry thought leadership initiatives, according to the announcement.<\/p>\n

\u201cThis new work aims to educate homeowners on the important role of home equity in retirement, and revolutionize the reverse mortgage category while redefining an entire audience that has historically been neglected when it comes to communications\u2014specifically those aged 55+,\u201d the agency said.<\/p>\n

David Angelo, founder and creative chairman of the agency, explained that the company\u2019s work will aim to cement FOA as an industry leader and to reshape perceptions around reverse mortgage and the company\u2019s adjacent offerings.<\/p>\n

\u201cWe have an enormous opportunity to create some of the most impactful work this category has seen, and it will have the power to improve thousands of lives,\u201d Angelo said. \u201cWe\u2019re excited to help the category leader transform their industry and to place the Finance of America brand in the position to reshape perceptions of reverse mortgages by demonstrating the many ways they unleash your best life in retirement.\u201d<\/p>\n

The new arrangement will encompass several different areas of the core messaging, including \u201cdeveloping brand, social and communication strategy along with creative ideation and production of a 360-brand repositioning campaign,\u201d according to the announcement.<\/p>\n

The first campaign is scheduled to launch in the second quarter of 2025, and will consist of work aiming to highlight the company\u2019s potential as a partner for homeowners who may want to explore tapping into their home equity, with the agency alluding to a \u201cnewly developed long-term platform by D&G has the power to catalyze the type of growth that has been elusive for the category.\u201d<\/p>\n

Chris Moschner, FOA\u2019s chief marketing officer, added that the new advertising material is squarely focused on expanding the base of potential clients.<\/p>\n

\u201cThe reverse mortgage marketing paradigm has stayed the same for decades but modern times call for modern solutions and modern messaging,\u201d Moschner said in a prepared statement. \u201cThis new brand platform will elevate the category and help break the reverse mortgage adoption barrier that is holding so many back from enjoying the full potential of their retirement.\u201d<\/p>\n

Ashley Honor\u00e9 Smith, SVP of brand and communications at FOA, told HousingWire<\/strong>\u2018s Reverse Mortgage Daily (RMD) that the company looks forward to turning the page toward the next phase of its marketing ambitions.<\/p>\n

\u201cWith our post-acquisition integration work behind us, we\u2019ve shared that it\u2019s time to shift our focus to the future of reverse mortgages,\u201d Smith said. \u201cBringing on an esteemed agency like David&Goliath is a demonstration of how serious we are about actualizing the potential this category has only spoken of for far too long.\u201d<\/p>\n

Absent from the official announcement were any mentions of Tom Selleck, the longtime spokesman for American Advisors Group<\/strong><\/a> (AAG) who transitioned to speaking for FOA following the company\u2019s acquisition of AAG\u2019s assets. FOA officials previously said that Selleck was a key element<\/a> of FOA\u2019s renewed marketing efforts following the acquisition, but it\u2019s unknown how or if he will factor into this renewed messaging.<\/p>\n

Last summer, FOA included Selleck in new advertising material<\/a> posted to its investor website and its YouTube channel.<\/p>\n

Last November, FOA President Kristen Sieffert spoke about a desire to craft a new marketing approach<\/a> for the company. In March during an earnings call, she elaborated further<\/a> on what the company hopes to accomplish with a fresh marketing strategy.<\/p>\n

\u201cWe\u2019ve invested quite heavily in consumer research to really understand how to better reach the total addressable market that exists,\u201d she said. \u201cWe\u2019ve been working over the last year now on a complete advertising and brand platform transition, [which] goes live in Q2. We\u2019ll be fully migrating away from our legacy advertising campaigns into the new campaigns in the summer.\u201d<\/p>\n

Editor\u2019s note:<\/em><\/strong> This story has been updated with a statement from Ashley Honor\u00e9 Smith, SVP of brand and communications at FOA<\/em>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Top-five reverse mortgage lender Finance of America (FOA) has enlisted creative advertising agency David&Goliath (D&G) to serve as its new creative agency of record (AOR), following a competitive process including several other candidate agencies. The company \u2014 which formally announced the arrangement on Thursday \u2014 includes business and brand strategy, creative development and industry thought […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-59581","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nFOA enlists new marketing agency in renewed push - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/foa-enlists-new-marketing-agency-in-renewed-push\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOA enlists new marketing agency in renewed push - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"Top-five reverse mortgage lender Finance of America (FOA) has enlisted creative advertising agency David&Goliath (D&G) to serve as its new creative agency of record (AOR), following a competitive process including several other candidate agencies. 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