FOA is shifting its marketing strategy following its acquisition of AAG, launching the A Better Way With FOA campaign which emphasizes storytelling over celebrity endorsements. CEO Kristen Sieffert highlighted the campaign's aim to illustrate the practical benefits of reverse mortgages through relatable narratives. With early results showing a 16% improvement in conversion rates, FOA plans to gather insights on new customer demographics. The campaign reflects a response to economic challenges and aims to demonstrate how reverse mortgages can support financial stability for homeowners.
The A Better Way With FOA campaign moves away from celebrity endorsements to storytelling that reflects real-life goals, aiming to reshape perceptions of reverse mortgages.
By highlighting relatable use cases, FOA seeks to position reverse mortgages as pragmatic financial tools amidst economic uncertainties that affect customers' stability.
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