Fannie Mae Turns to Marketing to Increase HARP Awareness

by devteam April 25th, 2013 | Share

In an attempt to increase public knowledge about the availability of thernHome Affordable Refinance Program (HARP) which has just been extended forrnanother 2 years, Fannie Mae has created a selection of marketing materials forrnits servicers and approved lenders–a move that was announced earlier this month.  </p

The arrayrnof postcards, letters, and inserts for monthly mortgage statements come in genericrnformats or versions that can be customized with a company logo and contactrninformation and personalized with information for the borrower on his specificrnloan.  Some of the materials allow thernuser to highlight specific HARP features such as incentives for shorter loanrnterms or the programs’ availability to high loan-to-value homeowners.  </p

Fannie Mae outlines additionalrndetails on the program in their PDF guide, and gives hints on best marketingrnpractices and tips for improving direct marketing effectiveness such asrnpromoting “limited time only” response deadlines or using oversized envelopes,rnovernight mail, or two-day delivery so the solicitation stands out in thernmailbox.  Materials can be used inrncombination for repeated contact with the borrower.  There’s even a sample marketing plan.</p

Interested lenders or servicers canrnsee the materials and obtain more information on using them on FanniernMae’s website.

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About the Author


Steven A Feinberg (@CPAsteve) of Appletree Business Services LLC, is a PASBA member accountant located in Londonderry, New Hampshire.

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