9 questions Cliff McCloe can help Hometap answer.

Getting a customer to consider a new financial option is probably like pulling teeth. Before they act, they’ll demand clear explanations, human-centered stories, and compelling reasons to act.

That’s where I come in. For 15+ years, I’ve combined content strategy and copywriting to make complex offerings understandable and brands more relatable. Here’s how that experience can help Hometap turn consideration into action.

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 personality and purpose to the financial brand.

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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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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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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 connecting a shared mission to distinct 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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How can we help homeowners engage with Hometap’s growing tools and services?

EchoNous
Hometap’s expanding tools and services need content connecting the initial promise with practical guidance. For EchoNous, I led content strategy for a dozen marketing and tutorial videos addressing questions from skeptical doctors, procurement teams, and educators. From introductory product stories to on-device instructions, we put useful explanations where each audience needed them.

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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 around booking 1:1 sales meetings. Supporting drip emails used conversation starters, testimonials, and locally relevant messaging to sustain interest and give prospects a compelling reason to connect.

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How can you get people excited about financial education?

MetLife
When MetLife held financial education seminars at its corporate clients’ offices, getting employees to sign up was often challenging. Now, I don’t want to alarm all you fine folks at Hometap, but some people have the odd impression that finance and banking is—get ready to gasp—dull(!) So, we created an action-movie trailer to entice participants to sign up.

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Just how personalized can financial marketing get?

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A private-client financial planner approached us to create a video for a celebrity prospect. Before the client would even look at the financial presentation, they wanted proof the planner could understand their vision for the future and speak their visual, artistic, and spiritual language. We engaged an illustrator who knew our celebrity well to create something personal.
It’s all very hush-hush, so the password is on my resume.

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