Finance of America B2C

Direct Mail

As a copywriter, I 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, 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.

Web to mail retargeting postcard

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 one example of how I brought the concept to life with a retargeting postcard. 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 control format of an 8.5"x14" letter with a full-color buckslip and enticing copy on the envelope. Letter #2 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.

First touch audience HECM mail kit

Prequal audience firm offer mail kit

Paid Search and Social Media Ads

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 2026. I've developed campaigns across paid social, display, and search in support of this effort and quarterly numbers have exceeded KPI goals across all channels.

Meta: Gen X targeting with cultural signifiers

Our proprietary products are available to homeowners as young as 55, which brings us into the consideration set for a new generation of borrowers. I developed this creative around recognizable moments from their formative years. These concepts tested nostalgia, identity, and cultural familiarity while reinforcing the flexibility a reverse mortgage can offer.

Meta: Family support and legacy use cases

For many homeowners, it simply makes sense to tap into their single largest asset when it could have the greatest impact: today. This campaign explored the many ways borrowers use a reverse mortgage to support loved ones, from creating space for multiple generations to easing the financial burden of long-term care and redefining what legacy looks like.

Microsoft display and Google search

Search and display require a special kind of discipline. With limited space and creative fatigue, we have seconds to stand out on a crowded page (seriously, have you used Bing lately?). These ads balance compliance, education, trust signals, and curiosity with a single goal: get the click.

Integrated Marketing Campaigns

Each month this quarter, we partnered with USA Today on a coordinated print and digital campaign reaching millions of readers nationwide. Every ad set featured a full suite of newspaper and digital placements with messaging and layouts thoughtfully adapted for multiple sizing specs without losing the core idea.

USA Today full-page newspaper ads

These full-page newspaper ads anchored each monthly campaign within a broader brand story before adapting into smaller print formats and companion digital creative (available below). Each concept balanced awareness, key advantages, and compliance while introducing homeowners to a different perspective on using home equity in retirement planning.

Investopedia digital ads

Digital placements appeared across Investopedia and other People Inc. properties, reaching homeowners who were actively researching personal finance, retirement, and home improvement topics. Each campaign included multiple ad sizes with messaging tailored to fit while reinforcing the central campaign concept.

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