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The Challenge:
How do you motivate home equity customers to leverage their line of credit instead of higher-ratealternatives?
The Creative Strategy:
Countrywide not only put convenience checks in the hands of thecustomer, the bank also made a nice cash offer with an end date tosweeten the deal. By focusing on the lower interest and the potentialtax deductibility of a HELOC, the letter reinforces the customer'sdecision to get the line in the first place.
Bullets in the body of the letter call out in quick-scan fashion the many smart uses for your HELOC cash. And a bold crosshead motivates action now by calling out the expiration date of the offer. An arrow icon draws the eye to the marketing message above the checks.
Direct, positive language and graphics give the piece a"can-do" attitude, while leveraging the upbeat Countrywide branding.This package makes you want to "pick up the pen"!