RATE SAVER
Integrated Marketing Campaign
Rate Saver was a co-branded campaign created for Coldwell Banker Heritage and PrimeLending around a promotional mortgage-rate program.
The creative had to make a complicated offer understandable at a glance while accommodating lender requirements, brokerage branding and substantial legal disclosure.
After the initial awareness campaign generated strong inquiry, the creative evolved to address more specific buyer and seller situations while expanding the same co-branded system across additional formats and channels.
FROM BROAD AWARENESS TO TARGETED STORIES.
REFINING THE MESSAGE
The second round moved beyond a broad explanation of the offer and placed Rate Saver in more specific real estate situations — including fixer-uppers, older homes and listings that needed another reason for buyers to take a closer look.
A FLEXIBLE VISUAL SYSTEM
A consistent house motif, contour-line texture and bold rate treatment allowed the campaign to shift between light, blue and dark layouts without losing recognition.
EXPANDING INTO PRINT
As the campaign grew, the visual system was adapted into targeted print pieces that agents could use directly with prospective buyers and sellers.
TARGETED MESSAGE, LOCAL DELIVERY
The postcard concepts carried the same campaign identity into more specific property and seller scenarios. Agent photo and contact areas made the pieces practical for local use while keeping the promotional offer and co-branded identity visually consistent.
EVOLVING THE BILLBOARD
The billboard evolved along with the campaign. The later execution simplified the message and gave the promotional offer more immediate emphasis while still accommodating two brands, a call to action and required disclosure within a format designed to be understood at a distance.
THE MESSAGE STAYED CONSISTENT. THE FORMAT DIDN'T HAVE TO.
BRINGING THE CAMPAIGN INTO MOTION
Two short videos extended the campaign into simple buyer and seller stories, giving the offer more context than a static ad could provide.
Rate Saver — Story 01
Rate Saver — Story 02
CAMPAIGN EVOLUTION
BUILT TO EVOLVE
Rate Saver grew from a broad awareness campaign into a flexible, multi-channel system built around more specific buyer and seller situations. Across digital, print, billboard and video executions, the campaign retained a recognizable co-branded identity while adapting the message to the audience and format. Expanded creative was completed for a planned relaunch, though changing market conditions ultimately shifted the timing of deployment.