Sharing thought leadership in housing

In performing its mission to promote homeownership and support the U.S. housing market, Freddie Mac generates massive amounts of insight into mortgage lending – potentially invaluable to the lenders and mortgage servicers that comprise Freddie’s direct constituency.

But how to turn that ocean of information – much of it dense, technical and more appropriate for academics and professional economists – into ideas of value to lenders, mortgage servicers and other housing finance organizations?

That was the challenge Freddie Mac brought to VShift, and in response VShift developed “Borrower of the Future,” a comprehensive communications program designed to convey practical information about how changing demographics, economics and social trends are influencing the U.S. housing market. The program provided a platform to share insights into borrowers – younger, more ethnically diverse and less financially secure than their parents’ generation – to help the housing industry better understand its customers and implement strategies and programs to serve these future borrowers more effectively.

The content was delivered across the web, digital video, social media and print channels aimed at industry participants. It made use of Freddie Mac’s vast data and extensive experience to explore the new dynamics of the evolving housing sector, turning complex material into bite-sized messages appropriate for modern, time-pressed, nontechnical audiences. Additional content from academia and financial media was also distributed.

Now in its third year, the campaign has succeeded unlike any prior effort undertaken by Freddie Mac, building the organization’s brand and serving as a model for using hard-earned insights to reinforce Freddie Mac’s position as the preeminent thought leader in the housing sector.