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Fannie Mae Marketing

To provide reliable, affordable mortgage financing by creating a more sustainable housing finance system for all Americans

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To provide reliable, affordable mortgage financing by creating a more sustainable housing finance system for all Americans

Strengths

  • BRAND: 80+ years of trusted reputation in housing finance
  • REACH: Nationwide presence with extensive lender network
  • DATA: Unparalleled mortgage data sets for market insights
  • RESOURCES: Strong financial position with government backing
  • EXPERTISE: Deep industry knowledge across housing lifecycle

Weaknesses

  • REGULATION: Operating under significant federal constraints
  • TECHNOLOGY: Legacy systems limiting digital transformation
  • PERCEPTION: Public confusion about role vs. direct lenders
  • DIVERSITY: Gaps in reaching underserved market segments
  • AGILITY: Slow decision-making processes due to size

Opportunities

  • INCLUSION: Expand affordable housing options for underserved
  • DIGITAL: Modernize mortgage experience via tech partnerships
  • SUSTAINABILITY: Lead climate-resilient housing initiatives
  • EDUCATION: Develop resources for first-time homebuyers
  • DATA: Monetize insights through expanded analytics offerings

Threats

  • COMPETITION: Fintech disruption of traditional mortgage model
  • ECONOMY: Market volatility affecting housing affordability
  • POLICY: Potential changes to government backing structure
  • DEMOGRAPHICS: Shifting homeownership patterns among Gen Z
  • CLIMATE: Increasing costs from natural disasters

Key Priorities

  • DIGITAL: Accelerate technology modernization initiatives
  • INCLUSION: Develop targeted strategies for underserved markets
  • EDUCATION: Enhance homebuyer resources and financial literacy
  • SUSTAINABILITY: Position as leader in green housing solutions
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To provide reliable, affordable mortgage financing by creating a more sustainable housing finance system for all Americans

DIGITAL REVOLUTION

Transform mortgage experience through technology

  • PLATFORM: Launch next-gen digital mortgage application with 99.5% uptime and 40% faster completion rates
  • AUTOMATION: Implement AI-powered approval process reducing decision time from 3 days to 4 hours for 60% of applications
  • INTERFACE: Redesign customer portal achieving 85% satisfaction score and 40% increase in self-service usage
  • ANALYTICS: Deploy predictive modeling system that improves targeting accuracy by 30% and reduces acquisition costs by 25%
MARKET EXPANSION

Reach underserved communities with inclusive approach

  • DIVERSITY: Increase mortgage approvals for minority borrowers by 25% while maintaining strong credit standards
  • EDUCATION: Launch financial literacy program reaching 1M first-time homebuyers with 40% conversion to pre-approval
  • PARTNERSHIPS: Establish 15 new relationships with community organizations serving low-to-moderate income areas
  • PRODUCTS: Develop 3 new mortgage products specifically designed for gig economy workers and self-employed
CONTENT LEADERSHIP

Become primary source for homebuying education

  • CURRICULUM: Create comprehensive homebuyer education series achieving 5M views and 35% completion rate
  • TOOLS: Launch interactive mortgage calculator suite with 750K monthly active users and 25% share rate
  • INFLUENCERS: Develop partnership program with 50 financial experts generating 15M authentic impressions
  • COMMUNITY: Build online forum reaching 100K active members with 75% engagement in educational content
GREEN INNOVATION

Lead sustainable housing finance evolution

  • PRODUCTS: Launch green mortgage program with preferential rates, achieving 10K adoptions in first quarter
  • CERTIFICATION: Develop industry-standard home efficiency rating used by 30% of appraisers within 6 months
  • PARTNERSHIPS: Form alliances with 5 major sustainable building organizations driving 20K qualified leads
  • AWARENESS: Execute sustainability campaign generating 45M impressions and 30% increase in brand association
METRICS
  • Market share in secondary mortgage market: 45%
  • Customer satisfaction (NPS): 85
  • Digital mortgage application adoption: 75%
VALUES
  • Inclusion: Embracing diversity to drive innovation and better serve all communities
  • Integrity: Acting ethically and transparently in all business dealings
  • Service: Putting customers first with exceptional experiences and solutions
  • Excellence: Delivering high-quality results through operational efficiency
  • Innovation: Developing forward-thinking solutions for evolving market needs
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Align the learnings

Fannie Mae Marketing Retrospective

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To provide reliable, affordable mortgage financing by creating a more sustainable housing finance system for all Americans

What Went Well

  • FINANCIALS: Net income increased 15% year-over-year, exceeding forecasts
  • VOLUME: Mortgage acquisitions grew 7% despite rising interest rate env.
  • TECHNOLOGY: Digital application platform adoption rate hit 68% milestone
  • PARTNERSHIPS: Strategic fintech collaborations expanded by 30% YOY basis
  • REPUTATION: Customer satisfaction scores improved 8 points to 82/100 NPS

Not So Well

  • DEFAULTS: Delinquency rates rose 2.2% in economically stressed regions
  • EFFICIENCY: Cost-to-income ratio remained above target at 42% vs 38% goal
  • OUTREACH: First-time homebuyer program fell 15% short of quarterly goals
  • MARKETING: Brand awareness declined 5 pts among 25-34 year old cohort
  • DIVERSITY: Minority mortgage approvals missed internal targets by 12%

Learnings

  • SEGMENTATION: Targeted approaches outperformed broad market initiatives
  • DIGITAL: Mobile-first strategies showed 3x engagement rates vs desktop
  • MESSAGING: Simplifying complex mortgage terms increased conversion by 24%
  • AUTOMATION: AI-assisted application review reduced processing time by 40%
  • LOCAL: Regionally customized campaigns outperformed national by 35% CTR

Action Items

  • PERSONAS: Develop detailed buyer personas for five key audience segments
  • CONTENT: Create educational series targeting first-time homebuyer journey
  • ANALYTICS: Implement advanced attribution model for marketing ROI by Q3
  • CHANNELS: Optimize digital media mix based on recent performance data
  • TESTING: Establish A/B testing framework for all major campaign elements
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To provide reliable, affordable mortgage financing by creating a more sustainable housing finance system for all Americans

Strengths

  • DATA: Vast mortgage data repository ideal for AI applications
  • SCALE: Infrastructure to deploy AI solutions nationwide
  • PARTNERSHIPS: Established relationships with tech providers
  • COMPLIANCE: Strong framework for responsible AI governance
  • RESEARCH: Dedicated innovation teams exploring AI use cases

Weaknesses

  • LEGACY: Outdated systems hindering AI integration
  • TALENT: Shortage of specialized AI/ML expertise internally
  • ADOPTION: Cultural resistance to automation initiatives
  • SILOS: Data fragmentation limiting AI effectiveness
  • SPEED: Slow implementation cycles for new technologies

Opportunities

  • AUTOMATION: Streamline mortgage approvals with ML models
  • PERSONALIZATION: Tailor offerings using predictive analytics
  • RISK: Enhance fraud detection and credit risk assessment
  • FORECASTING: Improve market predictions with AI models
  • EXPERIENCE: Create conversational AI for customer service

Threats

  • COMPETITION: Fintech firms with superior AI capabilities
  • PRIVACY: Increasing regulations around data usage
  • EXPLAINABILITY: Growing demand for transparent AI decisions
  • SECURITY: Rising sophistication of cyber threats
  • DISRUPTION: AI potentially changing core business model

Key Priorities

  • AUTOMATION: Prioritize AI to streamline mortgage processes
  • PERSONALIZATION: Develop targeted AI-driven marketing
  • TALENT: Acquire specialized AI skills through hiring/training
  • GOVERNANCE: Establish ethical AI framework and standards