FirstBank knew two things to be true: diverse audiences are increasingly concerned about qualifying for a mortgage, and that despite its focus on “banking for good”, FirstBank was not perceived as an option for first-time homebuyers. The bank made it its mission to change that.
In the spring of 2021, the COVID-19 pandemic was making homeownership even more challenging for first-time buyers. In response, FirstBank launched a campaign called “Empowering Homeownership”. This campaign showcased real customers and new homeowners who, despite personal and financial obstacles, were able to buy a house—thanks to the bank’s creative approach to lending. FirstBank highlighted their strong philosophy of doing what’s right for customers, communities and employees.
By visiting one website, aspiring homeowners could read and watch powerful stories—from an immigrant with no credit, to a young couple striving to provide a brighter future for their child—ultimately achieving their homeownership dreams. Customers could peruse articles, and learn tips and tricks for saving for a down payment, information on affordable housing options and a how-to of navigating the home purchase process.