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Top Non-bank Mortgage Lender Makes Homeownership More Accessible Through Connection Campaign

One of America's top seven non-bank mortgage lenders had to move beyond traditional outreach methods to authentically engage with Hispanic/Latino and Black/African American communities while recognizing the varying levels of English proficiency within these groups.

Mortgage Lender

Challenges Faced

To resonate with these underserved markets, the mortgage lender had to reimagine how it personalized the homebuying journey. They faced three distinct challenges in their mission to connect with these communities:

Traditionally translated marketing materials failed to capture the cultural nuances and unique perspectives of the homebuyers.

Creating genuine connections required deep cultural understanding that went beyond simple language translation.

Generic marketing approaches weren't effectively addressing the specific needs and concerns of Hispanic/Latino and Black/African American communities.

The Journey Begins

A thought-provoking question sparked our partnership with the mortgage lender: "What if we could create marketing that truly speaks to these communities, not just at them?"

Anyone can translate content. Our goal was to create real connections that would resonate with potential homebuyers.

 

Strategic Approach

To do that, our team developed a ground-up strategy that prioritized authenticity and cultural relevance:

 

We conducted in-depth market research to understand the specific needs, preferences, and pain points of each community.

 

Instead of translating existing content, we created fresh, culturally relevant assets from scratch in target languages.

 

We implemented A/B testing with a closed network of community members to ensure our messaging and imagery resonated.

 
 
Thanks to its real and relatable approach, the new campaign achieved impressive outcomes:
 

Significant increase in loan applications

Significant increase in loan applications from the Hispanic/Latino and Black/African American communities.

 

Strong Positive Feedback

Strong positive feedback from target audiences about the messaging that led to improved brand perception.

 

The Campaign was Praised

The campaign was praised for being "spot-on" and aligned with their vision.

 
 

The Solutions That Made It Possible

At the center of this shift was TransPerfect Digital, TransPerfect's multicultural marketing solution that combines cultural expertise, creative services, and deep market understanding to help organizations create real connections with diverse communities.

Looking Ahead.

With a solid foundation in authentic multicultural marketing, the mortgage lender has set new standards for how financial institutions engage with communities. Their success opened doors for future outreach and deeper connections.

Reimagine the future of your business — TransPerfect helps you get there.

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