10 questions I want to help Hometap answer.

Navigating the ins and outs of home equity loans is the last thing most homeowners want to do (I know. I’m one of them!) Before they’ll even think about acting, they’ll need clear explanations, human-centered stories, and compelling reasons to get off the couch and act.

That’s where I come in. My name is Cliff McCloe, and I want to be your next Senior Brand Copywriter. For 15+ years, my professional mission has been to make complex offerings understandable and brands more relatable. And I’m ready to help Hometap achieve its mission of making homeownership less stressful and more accessible. Alright, let’s get started with the questions!

1) How can human stories bring “Invested in Homeowners” to life?

Umpqua Bank
Hometap’s promise becomes meaningful when homeowners see how it connects to their lives. For Umpqua Bank’s “Crazy About You, Serious About Your Money” campaign, we used real customer stories to make its service commitment tangible. I wrote copy pairing those stories with relevant banking products, bringing the trademark Umpqua personality to the brand.

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2) How can Hometap build connections as it enters new markets?

Umpqua Bank
Entering new markets means introducing Hometap and an unfamiliar financial option. When Umpqua Bank expanded into Puget Sound, our “We Heart” campaign connected the brand with people’s love for their neighborhoods and local businesses. I wrote web, social, and print copy inviting participation. More than 70,000 love notes poured in, nearly tripling expectations.

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3) How can we make home equity investments clear and relevant at first glance?

Workplace from Facebook
Homeowners unfamiliar with home equity investments need a clear explanation and a reason to care. Workplace from Facebook faced a similar challenge: its platform did so much that the bigger picture was difficult to grasp. I developed the content strategy and script for a lead-generation video built around audience needs and a simple, approachable story.

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4) How can one Hometap story connect with different homeowner priorities?

World Vision
Homeowners facing unexpected bills or planning renovations need different reasons to consider Hometap. For World Vision, I helped develop two audience-specific campaign strategies for donors with different motivations. We adapted messaging across videos, banner ads, and a landing page, giving each group of prospective sponsors a relevant reason to act.

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5) How can we help homeowners engage with Hometap’s growing tools and services?

EchoNous
Hometap’s expanding tools and services need messaging that fits their unique needs. For EchoNous, I led content strategy for a dozen marketing and tutorial videos that addressed questions from a wide range of audiences, including skeptical doctors, weary procurement teams, and overworked educators. From introductory product stories to on-device instructions, we put useful explanations where each audience needed them.

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6) How can Hometap’s emails and landing pages turn campaign interest into inquiries?

Nintex
Hometap’s emotionally engaging campaigns need clear next steps that turn interest into inquiries. For Nintex’s LEAP conference campaign, I organized landing-page content and UX to drive bookings for 1:1 sales meetings. Supporting drip emails used conversation starters, testimonials, and locally relevant messaging to give prospects a compelling reason to connect.

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7) How can we get people excited about financial education?

MetLife
Hometap needs financial education that earns attention and gives homeowners a reason to engage. For MetLife, we tackled low interest in workplace financial seminars by turning the invitation into an action-movie trailer. I helped make a seemingly dry subject entertaining, giving employees a more compelling reason to sign up.

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8) Just how personalized can financial marketing get?

Client redacted
Hometap’s home-centric approach is all about helping people achieve their unique goals. A financial planner had the same idea. His very well-known prospect wouldn’t review any proposal until they were sure the planner understood the prospect’s vision, spirituality, and visual language. Working with an illustrator who knew the prospect well, we told a story that made them feel heard. It’s all very hush-hush, so the password is on my resume

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