Homeownership is more than buying a house, it’s a launchpad for financial freedom, generational wealth, and a sense of safety and security that many call the American Dream. But issues like predatory lending, widening economic inequality, and barriers to financial literacy have effectively shut millions of Americans out of this milestone. These issues also disproportionately effect people of color, especially Black Americans, hindering families’ abilities to break out of generational poverty. Today, the rate of white homeownership exceeds that of Black homeownership by nearly 30 percentage points—a gap rooted not in lack of desire, but in lack of opportunity and access.
As part of the US Department of Housing and Urban Development (HUD), the Office of Housing Counseling (OHC) sought to address this gap and create change for all those who deemed homeownership out of reach. They partnered with housing counseling agencies nationwide—exchanging certification of knowledgeable housing and finance professionals for federal funding to bring their expertise to the general public for free or low-cost. The challenge? Too few people know these services exist. Despite proven results, awareness of HUD-certified housing counseling remains low. That’s why we focused on a core goal: Connect people to the resources that can transform their financial futures. We aimed to raise awareness, reach underserved communities, and help more Americans take the first steps toward owning a home.
When the idea of a housing counseling awareness campaign emerged, the housing market was booming with pandemic-era low rates. But tides quickly turned as housing costs surged, inventory dropped, and interest rates skyrocketed. Younger generations grew increasingly discouraged. Through social listening, expert interviews, and conversations with potential homebuyers, we confirmed what the data suggested: many had lost hope of ever owning a home.
In response, Red Carrot pivoted. We built a strategy rooted in empathy, aiming to meet people where they were—financially, emotionally, and geographically. The “Let’s Make Home the Goal” campaign was designed to emphasize preparation and long-term readiness for homeownership. Through integrated paid and social media and direct outreach in underserved communities, we increased awareness of HUD-certified housing counseling by underscoring our key message: start your journey now, so you’re ready when the market is. We didn’t shy away from buyers’ concerns; we addressed high costs and fluctuating mortgage rates head-on, with actionable tools like financial literacy resources, budgeting tips, and planning guidance to make homeownership feel achievable. Messages such as “When interest rates come down, will you be ready to step up?” promoted housing counseling as a long-term strategy for readiness—not a quick fix.
We officially launched the campaign during National Homeownership Month in 2024, aligning with the summer homebuying season. Our media strategy integrated high-intent digital channels, trusted influencers, and culturally relevant placements to reach prospective first-time homebuyers. Paid search and search-informed display advertising captured real-time intent. Podcast integrations with hosts like Draymond Green and Questlove embedded messaging into trusted, relatable conversations. We also brought the campaign into community spaces—placing out-of-home ads in barbershops and salons where housing conversations often happen organically. Social media activation on Facebook, YouTube, LinkedIn, and Snapchat enabled precise targeting based on each platform’s user behavior. Together, these strategies ensured the campaign was present in the moments that mattered—when interest sparked, trust was forming, and decisions were taking shape.
To address low awareness around OHC and housing counseling, we launched the #AskOHC video series to demystify the homebuying process and position counselors as trusted resources. This 6-part series increased engagement and dispelled common myths, putting real faces behind the message.
To engage stakeholders, we maintained collaboration with local government agencies, nonprofits, and housing organizations. These partnerships extended the campaign’s reach and made OHC’s resources more accessible to underserved audiences. Notably, the campaign engaged Zillow to amplify content and host earned media ads, unlocking millions of new potential buyers in support of accessible housing.
To celebrate and elevate housing counselors nationwide, we launched Housing Counselor Day. The day featured a Reddit “Ask Me Anything” session where attendees engaged with counselors in real time. We also hosted a “Hack Your Homebuying” webinar with experts from Zillow, Truist, and Money Management International. The event brought housing counseling expertise directly to the public—one step closer to homeownership.
Red Carrot delivered substantial, measurable results for the "Let’s Make Home the Goal" campaign. In 12 weeks, we:
Achieved over 45 million paid ad impressions and 120,000 organic impressions, significantly raising awareness of HUD’s housing counseling services.
Generated 300,000 ad clicks, a considerable increase from the prior year’s 31,360 clicks, demonstrating heightened engagement with OHC’s resources.
Hosted 23 community events with over 3,000 people directly engaged, connecting HUD with communities and empowering prospective homebuyers with essential resources.
Earned over one million views on an educational video series, #AskOHC.
Conducted the first-ever Housing Counselor Day, attracting over 1,500 attendees and bringing housing counseling into the national conversation.
Facilitated educational webinars and training sessions that strengthened housing counselors’ expertise.
Developed over 100 materials for a digital partner toolkit that saw over 6,500 visits and earned over 1,000 downloads.
Through a combination of community engagement, innovative digital strategies, and strong partnerships, Red Carrot successfully elevated the OHC brand and extended the impact of housing counseling services on thousands of individuals and families. Following periods of government distrust and discouragement around the housing market, attendees at numerous local events could be heard thanking HUD representatives for being in-person in the community and sharing their resources, as they left with business cards of local HUD-certified housing counselors and tools they can use to get their financial education started. The impact of our messaging effectively increased access to crucial knowledge and helped more families get their place to call home.
