Finance of America

Direct Mail

As a copywriter, I’ve owned our direct mail channel for all of 2025. Unlike digital (where every action becomes a data point), it’s a challenge to track customer behavior. This requires constant testing and the ability to develop deep insights about what matters most to our audience. This is definitely a team effort, but the results have been tremendous: our best MoM lift in response rate was 105% from June to July for a letter that became the new control.

USPS Informed Delivery Ad

The comprehensive direct mail program starts here for people who have opted in to the free USPS mail tracking program. Informed Delivery gives homeowners a sneak peek into what’s about to land in their mailbox. We send several highly-targeted campaigns each month, so I created a single ad to cover them all and ramp up excitement with one of our primary benefits.

One Concept, Three Ways

Many of our Q1 and Q2 iterations featured the stars of our TV spot promoting the advantages of our HECM product. Scroll the carousel to see how I brought our strategy to life as a retargeting postcard, full-sized letter, and bi-fold self mailer. These sends followed the end of our relationship with a very high-profile celeb spokesperson—and impressively outperformed that familiar face.

The Complete Package

Exhaustive testing led us to the current Q4 control format of an 8.5"x14" letter with a full-color buckslip and enticing copy on the envelope. Letter #1 here was our team's first firm offer prequal, which meant balancing complex compliance reqs plus advantages, the offer, trust signals, social proof… truly the complete package with a thoughtful layout that only seems effortless.

Ads and Social Media

We've made a massive investment in lead gen as part of our new digital customer experience, including a $1 million-a-month acquisition budget through Q4. I've created campaigns across all channels in support of this effort and early quarterly numbers have exceeded KPI goals.

Paid Search Ads

Implementing a full-funnel approach to ads, with exciting sets that stand out in the typical sea of paid search sameness

Meta Ads

Targeting Facebook users with educational content and social proof to introduce the benefits of reverse mortgages

LinkedIn Posts

Promoting webinars, product advantages, and our commitment to excellence for potential partners and our in-house team

Wholesale Partner Engagement Assets

In addition to our retail loans, Finance of America funds white-labeled reverse mortgages for household-name financial institutions and smaller broker-dealers. These partners are an integral part of our business. My B2B work ranges from direct response to experiential assets to customizable B2B2C marketing materials.

Double-sided Event Flyer

I created this promo flyer for Account Execs recruiting new partners at the 2025 Florida Assoc. of Mortgage Professionals Convention. Holding attention can be a challenge at events, so my goal was to tell a seamless story with headlines alone. The two sides of the flyer are complementary but each was crafted to stand alone—essentially a 2-for-1 asset at the booth.

Partner Network Educational Brochure

One of the biggest advantages of partnering with FOA is the full suite of customizable networking and marketing materials we provide. I created this 8.5"x11" customizable brochure for partners to educate financial advisors about reverse mortgages. Assets like this require walking the fine line of persuasion without selling, which is a requirement for B2B2C.

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