Out with the old
An audit and initial research revealed homebuyers were confused and going elsewhere to get their questions answered.
The existing site and content were overwhelming, unstructured, and in some cases duplicative. The customer’s perception of Chase didn’t match the info they saw.
Guidance and care
Encouraging and educating customers was paramount. A vibrant, colorful, and lifestyle look helped bring a more welcoming feel throughout. Early research and launch data showed this approach instilled more trust in the brand than before. Customers felt more informed in the next steps of their purchase because of the structured scenarios and content improvements.
Estimation and preparation
Each homebuyer has considerations outside of home price. From buying to refinancing, suggestions offer relatable tips for all the associated costs and goals customers have.
Superior service
As the largest bank in America, Chase should be the clear helping hand. To echo this stance, we created a host of touchpoints in digital and outdoor display.
This new content further communicated the value and unmatched service homebuyers could expect with the brand.
Instagram stories contextually welcomed new customers with useful insights to pre-qualify and start the discussion with a Chase advisor.
Regained customer confidence
Pre-qualification and loan origination saw an increase by more than 23% in the first quarter. And these changes helped to usher in a better overall relationship with homebuyers unsure of what to do next.