- Finance of America (FOA, Financial) launches an innovative ad campaign to promote home equity solutions for homeowners aged 55 and up.
- The "A Better Way with FOA" campaign highlights reverse mortgages as strategic financial tools for retirement.
- The campaign uses a mix of traditional and digital advertising channels to reach a national audience.
Finance of America Companies Inc. (FOA) has unveiled a new advertising campaign, "A Better Way with FOA," aimed at empowering homeowners aged 55 and up to unlock their home's hidden value through innovative financing solutions such as reverse mortgages. This campaign, which includes television and digital ads, seeks to position reverse mortgages as a viable option alongside traditional home equity loans and lines of credit.
With over 50% of the average senior homeowner's wealth tied up in home equity, the company emphasizes the importance of leveraging this asset to achieve retirement goals and provide financial resilience against unexpected life events, market volatility, and rising costs of living. Kristen Sieffert, President of Finance of America, highlights the campaign's focus on educating customers about the benefits of home equity-based solutions.
The campaign features impactful stories, including a family from the "Sandwich Generation" who used a reverse mortgage to renovate their home, creating a space that accommodates both aging parents and a personal music studio, demonstrating the practical application of these financial tools without incurring additional monthly payments.
Through a combination of traditional and online media channels, including social media and out-of-home placements, Finance of America aims to enhance brand visibility and connect with a broader customer base. The campaign marks a pivotal step in the company's marketing strategy, aiming to engage with both current and future generations of homeowners.
