{"id":59755,"date":"2025-04-23T03:00:17","date_gmt":"2025-04-23T01:00:17","guid":{"rendered":"https:\/\/housesmarketplace.com\/foa-debuts-new-marketing-campaign-tying-home-equity-to-lifes-next-chapter\/"},"modified":"2025-04-23T03:00:17","modified_gmt":"2025-04-23T01:00:17","slug":"foa-debuts-new-marketing-campaign-tying-home-equity-to-lifes-next-chapter","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/foa-debuts-new-marketing-campaign-tying-home-equity-to-lifes-next-chapter\/","title":{"rendered":"FOA \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u044f\u0435\u0442 \u043d\u043e\u0432\u0443\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0443\u044e \u043a\u0430\u043c\u043f\u0430\u043d\u0438\u044e, \u0441\u0432\u044f\u0437\u044b\u0432\u0430\u044e\u0449\u0443\u044e \u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c \u0436\u0438\u043b\u044c\u044f \u0441\u043e \u00ab\u0441\u043b\u0435\u0434\u0443\u044e\u0449\u0435\u0439 \u0433\u043b\u0430\u0432\u043e\u0439\u00bb \u0436\u0438\u0437\u043d\u0438"},"content":{"rendered":"
\n

As it aims to appeal to potential clients who may be taking a closer look at tapping into home equity<\/a>, reverse mortgage lender Finance of America<\/a><\/strong> (FOA) has debuted a new marketing campaign in concert with its new creative agency<\/a> to illustrate the lifestyle impacts of its products.<\/p>\n

The campaign, called \u201cA Better Way with FOA,\u201d is being referred to as a new \u201cbrand platform\u201d by the company. It will be comprised of a national television advertising campaign and digital ads as it aims to achieve its aspirations of connecting with new customers. <\/p>\n

To get a better idea of what the campaign will entail, HousingWire<\/strong>\u2019s Reverse Mortgage Daily (RMD) sat down with FOA chief marketing officer Chris Moschner<\/a>.<\/p>\n

Complement to existing work<\/h2>\n

Naturally, anyone who thinks about FOA and the reverse mortgage industry leader it previously acquired \u2014 American Advisors Group<\/a><\/strong> (AAG) \u2014 will think of the ubiquitous ad campaigns featuring actor and spokesman Tom Selleck<\/a>. <\/p>\n

Moschner addressed this topic by saying that the work with Selleck is not going away but will coexist alongside the new campaign.<\/p>\n

\"Chris
Chris Moschner<\/figcaption><\/figure>\n

\u201cAt this point, we\u2019re not in a position to say what our long-term relationship will be, but I can say that he remains our spokesperson and a key part of Finance of America\u2019s strategy,\u201d Moschner said.<\/p>\n

For now, the new campaign and the existing Selleck campaign will continue to be used, he said, but the effectiveness of this approach will be assessed down the road.<\/p>\n

\u201cI think, over time, we will make a determination [regarding whether] we continue to live in this world where they are complementary, or is it a world where ultimately the Selleck campaign becomes, potentially, a minority player in an overall master campaign strategy?\u201d Moschner said. \u201cOr, potentially, even in a world where the Selleck work ultimately goes away. Those are decisions yet to be made.\u201d<\/p>\n

Selleck once comprised 100% of the company\u2019s marketing presence, but that has given way to a place where it\u2019s about 50\/50. This will be maintained for at least the next quarter, Moschner said.<\/p>\n

\u201cAs usual, we\u2019re a data-led company,\u201d he said. \u201cWe\u2019ll let the market tell us where to go from there. If it looks like that\u2019s working, potentially that goes longer. If it looks like we need to make any adjustments, we will adjust. We\u2019re not going to be ignorant of what the data is telling us.\u201d<\/p>\n

For now, however, the two campaigns exist simultaneously, and Selleck \u201cis still very much a valued member of Finance of America in support of that overall strategy,\u201d Moschner said.<\/p>\n

Change in engagement strategy<\/h2>\n

FOA President Kristen Sieffert<\/a> spoke about some of the intentions of the new campaign in a statement.<\/p>\n

\u201cAt a time when\u00a0conversations about aging<\/a>, financial flexibility, and quality of life are evolving, Finance of America is educating the market on how home equity can be used as a timely, valuable tool for a wide range of\u00a0 options,\u201d she said. <\/p>\n

\u201cA \u2018Better Way\u2019 signifies the power of having a broader plan, one that is built for the modern retirement<\/a> landscape that American homeowners are facing today.\u201d<\/p>\n

\"Kristen
Kristen Sieffert<\/figcaption><\/figure>\n

The mission in front of the campaign is about additional options, Moschner explained.<\/p>\n

\u201cAs we looked at the market, we [realized] we have two jobs to be done at a macro level: We have to convince people to begin with [the premise] that home equity is a retirement asset that can be used for the betterment of your financial security. <\/p>\n

\u201cBut there\u2019s also a large subset of people who are already open to the idea of tapping home equity to generate cash flow. For those people, it\u2019s about just putting reverse mortgages and proprietary products in their consideration set.\u201d<\/p>\n

With that assessment, the company settled on starting with those already open to the idea of tapping equity but who tend to disqualify reverse mortgages out of hand.<\/p>\n

\u201cThat\u2019s really the insight that really drove this campaign,\u201d Moschner said. \u201cAs we went to create this creative, we effectively said, \u2018Let\u2019s go talk about home equity directly and put these products into the consideration set.\u2019 That way, we can then help them understand in which cases they\u2019re better, in which cases they\u2019re different, and why it might be for them.\u201d<\/p>\n

How to modernize<\/h2>\n

This also meant that modernizing the approach to connect with potentially receptive clients needed to happen. In this case, it means \u201ctaking a broader view of these products and what category they fit in,\u201d Moschner said. \u201cAnd by doing that, you open the aperture and invite millions more people to take a look at our category who may never have before.\u201d<\/p>\n

Equating the company\u2019s products to other offerings \u2014 like home equity loans \u2014 doesn\u2019t go far enough, he added. But zeroing in on a lack of a monthly payment requirement was seen as a key differentiator, a theory that seemed to connect based on the testing the company undertook.<\/p>\n

It also means engaging more deliberately with potential clients earlier in the process, something that has not been as much of a focus in the past, Moschner said.<\/p>\n

\u201cWe really haven\u2019t been talking to that cohort of people who are just aging in, that 55-to-62 group, or even people who are marginally in this category who are about to turn 55,\u201d he said. <\/p>\n

\u201cWe want to be more deliberate about talking to them earlier and sooner, because we know if we talk to people in their 50s about the benefits and power of home equity, the chance of them turning to our category later in life \u2014 even if they don\u2019t turn to us immediately on their birthday \u2014 is significantly higher.\u201d<\/p>\n

<\/h2>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

As it aims to appeal to potential clients who may be taking a closer look at tapping into home equity, reverse mortgage lender Finance of America (FOA) has debuted a new marketing campaign in concert with its new creative agency to illustrate the lifestyle impacts of its products. The campaign, called \u201cA Better Way with […]<\/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-59755","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nFOA debuts new marketing campaign tying home equity to life\u2019s \u2018next chapter\u2019 - 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-debuts-new-marketing-campaign-tying-home-equity-to-lifes-next-chapter\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOA debuts new marketing campaign tying home equity to life\u2019s \u2018next chapter\u2019 - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"As it aims to appeal to potential clients who may be taking a closer look at tapping into home equity, reverse mortgage lender Finance of America (FOA) has debuted a new marketing campaign in concert with its new creative agency to illustrate the lifestyle impacts of its products. 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