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Rocket Teams Up with Viral Nation to Amplify Homeownership Stories
In a groundbreaking move to enhance its social media presence, Rocket Companies has appointed Viral Nation as its very first social media agency of record. This comes on the heels of a successful Super Bowl advertising campaign, where Viral Nation helped Rocket generate an astounding 247 million views. Their new partnership aims to engage audiences more personally by showcasing real-life client stories and creating dynamic community connections.
Building Real Connections in a Noisy Digital Landscape
In an age where social media feeds are bustling with competing advertisements, Rocket is keen on cutting through the noise. Jonathan Mildenhall, Rocket's CMO, explained that homeownership embodies the American dream and deserves to be shared authentically. By emphasizing relatable narratives of customers navigating the home-buying process, Rocket aims to build trust with its audience. Viral Nation aims to craft campaigns that highlight these stories, making the brand more than just a financial entity, but a trustworthy ally in the journey toward homeownership.
Embracing Opportunity in a Competitive Market
While Rocket has a solid foundation in the mortgage industry, with a significant presence on platforms like Facebook and Instagram, it faces fierce competition from individual influencers who connect with potential home buyers. These "mortgage influencers" demonstrate that personal touch is invaluable, often possessing followers in the hundreds of thousands. By leveraging its resources and the expertise of Viral Nation, Rocket hopes to broaden its reach and resonate more profoundly with potential clients seeking guidance.
Pioneering Social Movements Around Homeownership
As the mortgage landscape evolves, Rocket recognizes the importance of not just selling loans but also inspiring homeownership aspirations. Reports indicate that about 80 percent of social media users seek out inspiration for their dream homes on these platforms. Through an innovative approach with Viral Nation, Rocket aims to foster a sense of community by sharing real stories and guidance to help individuals navigate their paths to homeownership — nurturing a supportive environment in the process.
As Joe Gagliese, co-founder of Viral Nation, aptly stated, "Rocket’s mission to redefine homeownership inspires us to build a social movement that empowers every American to envision themselves on this journey." This initiative not only reflects Rocket's commitment to its clients but also indicates a cultural shift in how brands can impact communities positively.
Future Vision: Doubling Down on Market Share
Looking ahead, Rocket Companies is on a growth trajectory, aiming to double its share of the purchase mortgage market by 2027 from 4 percent to 8 percent. This ambitious goal coincides with the recent acquisition of Redfin, marking a significant expansion of Rocket's influence. With strong marketing strategies enabled by Viral Nation and a clear commitment to community engagement, Rocket is well-poised to not only target customers but to build lasting relationships within the communities they serve.
As Rocket and Viral Nation embark on this partnership, homeownership stories decoded through social media could resonate widely, potentially transforming how people view their journeys to owning a home.
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