Case Study

Fannie Mae: Wildfire Relief

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38 %

of visitors in targeted states clicked on personalized content

Highlights

Situation

With wildfires wreaking havoc in the U.S., Fannie Mae wanted to provide wildfire relief information to homeowners and renters living in some of the most impacted states.

Challenge

The organization wasn’t certain how to effectively route wildfire relief information to the users who needed it most.

Our Solution

Acquia Cloud Platform, Acquia Site Factory, Acquia Content Hub, Acquia Personalization

Results

Metrics from the pilot showed that personalized content hit the mark:

  • Visitors who clicked on the personalized content exited less often and showed higher engagement with the loan lookup form and renter’s resource finder
  • 38% of visitors in targeted states clicked on the personalized content
  • Homeowners who saw the personalized content had a higher level of loan lookup activity
  • Renters who saw the personalized content had a higher number of resource form submissions

The Client

Fannie Mae, the Federal National Mortgage Association (FNMA), is a government-sponsored enterprise and a publicly traded company. Founded by Congress during the Great Depression as part of the New Deal, Fannie Mae aims to provide a reliable source of affordable mortgage financing across the country. Fannie Mae continues to support low- and moderate-income mortgage borrowers and renters by enabling greater access to home and rental housing financing in all markets at all times.

The Situation

Along with the devastation caused by the pandemic, wildfires have wreaked havoc across the world in recent years. Fannie Mae sought ways to provide critical wildfire relief information to homeowners and renters living in some of the most impacted states. 

The Challenge

The organization knew it wanted to get wildfire relief information to affected renters and homeowners, but wasn’t certain how to effectively route this important information to the users who needed it most.

The Solution

In a wildfire emergency, set in the middle of an existing pandemic crisis, Fannie Mae needed to target those most impacted as quickly as possible; its emergency relief programs were only valuable if those in need could access them. Because of this, Fannie Mae had to quickly rethink its historically traditional approach to connecting with customers, pivoting to a program geotargeting those most impacted by this disaster. This required the sudden need for a series of new, extremely personalized content and a completely new way of thinking about connecting with those who need their services immediately.

Working with FFW, the teams decided that the best approach to this pilot project was to display personalized content and calls to action about wildfire relief to seven highly impacted states. The site used geotargeting to identify visitors in specific states most affected by wildfires, showing them wildfire disaster relief info while keeping the default info for all other site visitors. 

The Results

Metrics from the pilot showed that personalized content hit the mark:

  • Visitors who clicked on the personalized content exited less often and showed higher engagement with the loan lookup form and renter’s resource finder
  • 38% of visitors in targeted states clicked on the personalized content
  • Homeowners who saw the personalized content had a higher level of loan lookup activity
  • Renters who saw the personalized content had a higher number of resource form submissions

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