FOA Partners with Innovative Marketing Agency for a Bold New Era
Finance of America (FOA) is embarking on an exciting journey to redefine the narrative around reverse mortgages, and they have enlisted a fresh creative partner to amplify their vision. David & Goliath, a renowned marketing agency, steps in with a mission to educate homeowners on the vital role of home equity in retirement, particularly targeting an audience that often feels overlooked—those aged 55 and older.
A Revolutionary Approach to Reverse Mortgages
In a vibrant announcement, the agency emphasized a commitment to revolutionizing the reverse mortgage sector. “This new work aims to educate homeowners on the important role of home equity in retirement,” the agency stated. FOA aims to reshape perceptions around reverse mortgages and related offerings, establishing itself as a trailblazer in the industry.
David Angelo, the visionary founder and creative chairman of David & Goliath, articulated the agency’s invigorating ambition, stating, “We 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.” With this partnership, FOA is poised to reimagine how reverse mortgages can empower individuals to embrace their best life in retirement.
Crafting a Comprehensive Brand Strategy
The partnership will cover fundamental aspects of FOA’s messaging, including:
- Developing a holistic brand strategy
- Innovating social and communication tactics
- Crafting creative ideation that culminates in a 360-brand repositioning campaign
The first of these campaigns is scheduled to launch in the second quarter of 2025, showcasing FOA as a potential ally for homeowners exploring strategies to leverage their home equity. The agency hints at a groundbreaking platform that promises to catalyze growth that the category has long sought.
Expanding Horizons for Potential Clients
Chris Moschner, FOA’s Chief Marketing Officer, expressed a commitment to expanding their clientele. He stated, “The reverse mortgage marketing paradigm has stayed the same for decades, but modern times call for modern solutions and modern messaging.” Through this new initiative, FOA aims to break the reverse mortgage adoption barrier that has hindered many from maximizing their retirement resources.
Moving Forward with Confidence
In a statement to HousingWire’s Reverse Mortgage Daily (RMD), Ashley Honoré Smith, SVP of Brand and Communications at FOA, shared their eagerness to transition into this exciting new phase. “With our post-acquisition integration work behind us, it’s time to shift our focus to the future of reverse mortgages,” she said. Bringing on an esteemed agency like David & Goliath signals FOA’s serious commitment to unlocking the vast potential of the reverse mortgage market.
Interestingly, the announcement did not mention Tom Selleck, the longtime spokesperson for American Advisors Group (AAG), who transitioned to FOA following the acquisition of AAG’s assets. While FOA’s executives highlighted Selleck as a pivotal element of their renewed marketing efforts, the exact role he will play in this new messaging remains unclear.
Last summer, FOA underlined its partnership with Selleck in new advertising materials, showcased on its investor website and YouTube channel.
Anticipating Change in the Marketing Landscape
Last November, FOA President Kristen Sieffert discussed a desire to reshape the company’s marketing approach. During a recent earnings call, she elaborated on their ambitious goals. “We’ve invested quite heavily in consumer research to really understand how to better reach the total addressable market that exists,” she explained. “This complete advertising and brand platform transition will go live in Q2, migrating away from legacy campaigns into vibrant new initiatives this summer.”
Editor’s Note
This story has been updated with a statement from Ashley Honoré Smith, SVP of Brand and Communications at FOA, to reflect the company’s evolving marketing strategies.
As FOA continues on this dynamic path, one can only anticipate the transformative impact it will have on the reverse mortgage industry, empowering homeowners to realize their full potential in retirement. Stay tuned for updates as this campaign unfolds, and witness how Finance of America positions itself as the leader in redefining retirement through home equity.
