Muse Creative Awards | International Advertising Awards

United States

2018

LoanFly- Better Way To Mortgage Campaign

Entrant Company

Cornerstone Home Lending

Category

INTEGRATED MARKETING

Client Name

Consumer

Sub-Category

Integrated Marketing Campaign

LoanFly® is Cornerstone Home Lending’s exclusive mobile mortgage app. It’s an all-in-one app that lets users prequalify for a mortgage, search available homes, get helpful resources, and easily connect to their local loan officer. Clients can also access our secure online Borrower Portal from the app. The portal offers one convenient location for clients to upload documents, manage their paperwork, see their credit score, track loan status, and get a transparent view of the mortgage process from start to finish. In creating this campaign, we wanted to communicate a simple message: LoanFly® is the Better Way to Mortgage. We focused on these key value propositions: • FAST – Quick prequalification and LoanFly® Express Closing (15-minute closing day experience) • MOBILE – Ability to search for homes, get estimated payments, request rate quotes, check loan status, and upload documents all on their favorite device • PERSONAL – Local lending team with a servant’s heart, personalized mortgage guidance from an industry authority, and service on the user’s terms The campaign takes into consideration two main target markets – Strangers and Friends. We further segmented our target markets into homebuyers (consumers) and partners (industry professionals). We also developed top-level marketing plans to reach each specific audience and accomplish specific goals. Top-Level Homebuyer Journey: Stranger • Awareness – Advertising, referral, word-of-mouth, organic search Top-Level Homebuyer Journey: Friend • Research – Website and blog, social platforms, online reviews, friends and family • Engagement – Subscribe, social platforms, phone call • Action – Download app, search homes, prequalify, apply • Relationship – CRM emails, social platforms Top-Level Partner Journey: Stranger • Awareness – Personal contact, advertising, word-of-mouth, organic search • Engagement – In-person meetings, sales presentations, personal communication Top-Level Partner Journey: Friend • Research – Website and blog, social platforms, online reviews • Action – Referrals, co-branded marketing opportunities • Relationship – CRM emails, personal communication Based on the audience, we took two creative approaches: 1) Color – Audience: Strangers o Grab the attention of people who aren’t familiar with Cornerstone. Uses bright branding colors and bold messaging. 2) Imagery – Audience: Friends o Targets industry professionals and clients who know about Cornerstone. Reinforces our servant’s heart and personalized attention. Uses bold messaging set on warm, positive images. LoanFly® has steadily gained in popularity with the release of this campaign. Cornerstone Loan Officers have responded positively to the campaign and have implemented many of the tools into their day-to-day marketing.

Credits

Producer
Patrick Hampton
Editor
Sam Rossielo
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