Fannie Mae
Fannie Mae is “a reliable source of affordable mortgage credit that supports homebuyers and renters across the country. [Fannie Mae] enables 30-year fixed-rate mortgages that give homeowners stable monthly payments and the option to prepay at any time. This ‘American Mortgage’ has become the standard, helping millions achieve the American dream of homeownership.”
In 2024, the Enterprise Marketing Team ran an integrated marketing campaign for new homeowners to help educate and provide resources on the ins and outs of homeownership. When they approached the Social Media Team asking for a few organic social posts, I thought we could do them one better.
Knowing that this team’s primary KPI was email sign-ups, it was time to test and learn.
The keys to homeownership
Lead Gen for the Win
Worked with all key stakeholders to approve Fannie Mae’s premier lead gen ad campaign and connect Meta’s ads manager to Salesforce. Wrote all primary copy, headlines, and descriptions in addition to reviewing visuals from in-house creatives. Worked with the paid media agency to develop audience targeting within the special ad category.
Results: 3.6K email sign-ups
Sign Me Up
Other ways to subscribe to the newsletter included email embedded forms, NOA letter inserts, and website direct traffic. Once enrolled, users received one newsletter/month in their inboxes for their first year of homeownership. The emails provided thematic information, with the option to learn more via the campaign landing page, the FM app, and our HomeView site.
Results: 6K form submissions
Bonus Metrics
The lead gen ad campaign was so successful, I presented on our results during an all hands meeting, and teams now regularly ask how to better leverage paid social into their campaigns.
Results: 761K impressions, 10K+ link clicks, $10.77 CPL
Lead gen accounted for 57.4% of email sign-ups during 3-month test run; 30% of email sign-ups for full campaign duration
