2025 NC Housing Finance Agency Home Ownership Campaign

The Client

The Goals

Our overall marketing goals with NC Housing Finance Agency are to increase qualified applicants, prioritize statewide accessibility, and expand their audience both younger and older.

Each year, we create a campaign with the NC Housing Finance Agency. This year, our campaign is Home is for everyone.

This campaign emphasizes accessibility, stability, and education, making home ownership feel achievable and inclusive for every North Carolinian. It reflects the NC Housing Finance Agency’s mission to foster a sense of community and empower diverse audiences through resources, guidance, and support, both physically and digitally.

As part of our Integrated Marketing Creative Campaign, we recommended tactics such as producing a video series, creating a Guide to Home Ownership, Digital Ads, TV Commercials, Radio Ads, Print Collateral, events and partnerships, Public Relations, Billboards, Organic Social Media, and optimizing their Microsite.

Watch Our Video Series:

This year, we wanted to move the message from aspirational to achievable, showing how home ownership can be for everyone. We wanted our campaign to truly reflect and connect with everyone regardless of age, life stage, or background.

The cornerstone of this marketing campaign is a four-part video series sharing real stories of North Carolinians becoming homeowners, with a personal twist: our friends and family stepped in as the actors, and we filmed in our own homes, not staged sets.

We stripped away the Hollywood, the designed sets, the aspirational-but-not-quite-achievable lens that we often see in marketing campaigns. Instead, we brought in friends and family, told stories, and reminded people that with the NC Housing Finance Agency, buying your first home doesn’t have to be a dream, but is within reach.

• Starting Your Journey
• A Place To Grow
• Building Wealth
• A Place of Your Own