Your Key to Your Dream Home – Using Design to Perfect Mortgage:
Residential Home Funding Corp.
WEB, GRAPHIC DESIGN, BRAND STRATEGY, PHOTOGRAPHY, VIDEO, MOTION GRAPHICS
Residential Home Funding Corp. is a mortgage banker based in New Jersey and New York with over 40 locations all over the East Coast.
Residential Home Funding Corp.’s goal is “to be the lender of choice for our customers by providing both diversified and competitive mortgage financing options with excellent customer service.”
Can a mortgage be quick and modern? How do we celebrate the home buying and refinancing process while keeping it authoritative and competitive?
A strategic design of – website, messaging, collateral, graphics, photography, and video – that not only celebrates mortgages as the key to your dream home but as personalized, competitive, and quick.
Residential Home Funding Corp. went through major positive growth from when I started in 2016:
A fully redesigned website that brought them more than 3x the traffic and around 400 leads per month!
Over 400 pieces of collateral, including flyers, emails, advertising pieces, banners, posters, a booth, booklets, brochures decals, graphics, and more.
The following words are from the company’s president himself at the company annual meetings: The two years after we started working together proved to be the most successful for the company … ever!
The project was initiated after I was brought on as a Marketing Designer for Residential Home Funding Corp. I attended several meetings with the then-President of Residential Home Funding Corp., Tom Marinaro, and Marketing Director Georganne Benvenuti. Together we established we needed to create an active influence and strategy for the Residential Home Funding brand.
The meeting got deep. Lots of mortgage and industry knowledge was shared. Terms included mortgage loan origination, amortization, and acronyms like FHA (Federal Housing Administration) and USDA (United States Department of Agriculture) were used.
The Marketing Director and I had all sorts of confused looks on our faces. But once we got past the jargon, we were able to surface key insights into the pain points of the first-time homebuyer and refinance clients of Residential Home Funding Corp.
“Our clients are very diverse and shop online. How do we appeal to them?”
CLIENTS & DESIGN
“We need to develop our presence online and clearly show the breadth of our products to our clients.”
Residential Home Funding Corp.’s clients are increasingly getting younger. The average age of the first-time home-buyer is 32 years old. As such Residential Home Funding Corp. needed to update its brand to meet these client’s needs. Residential Home Funding Corp. also lacked any in-depth information on all their products online.
This discovery got us started. We began working on visual content and messaging with a new design that was applied across all touch-points.
DEFINING THE BRAND
Discovery meetings, studying the competition, and research enabled me to clearly define the Residential Home Funding Corp. brand: How it should look and be experienced.