A complete analysis of Vermont Housing Finance Agency's online presence, as well as their competitors. This includes strengths and weaknesses of the website, social media channels, and all other owned, paid, and earned media, as well as a detailed content schedule, budget breakdown, and more.
2. Overview
● Located in downtown Burlington on the corner of Saint Paul St & King St.
● Specialize in providing low interest rate mortgages, tax credits, and down
payment assistance
● Non-profit funded by the government
● Knowledgeable and experienced staff
4. “
The goal is to make recommendations that enable
VHFA to improve their customer outreach and
feedback throughout the financing process, as
well as improving their digital media.
8. EMAIL MARKETING
Recommendations:
● VHFA use a email service such as MailChimp
○ UPDATE: the switch looks better, although it should be more
specialized content
● Separate audiences vs. mass emails
○ Ex. prospective homebuyers, first time VHFA homeowners,
etc.
● Mock Email - Weekly Tips Series for first time homeowners
10. MOBILE RECOMMENDATIONS
● Update website so that it is mobile friendly
○ Hard to zoom and click
● Important to be mobile friendly with rising
number of mobile users
● Do not recommend mobile app
Place your screenshot
here
11.
12. SEO
On Page | Homepage Recommendations:
● Add keywords and phrases to website
● Update website title tag and description tag to include more keywords
● Add homepage text to website homepage
● Off-Page Recommendations:
● Create relationships with these external links:
○ Union Bank
○ People’s United Bank
○ Vermont Federal Credit Union
○ Northfield Savings Bank
○ New England Federal Credit Union
● Engage in social sharing
13. SEO - Keywords & Phrases
Affordable housing in Vermont
Mortgage assistance in Vermont
Low-income housing
Mortgage tax credit
Affordable rental assistance
Down-payment assistance
+Mortgage+finance+assistance
Home+finance+assistance
“ASSIST program”
+Affordable+rental+properties+in+Vermont
Affordable homes in Vermont
Housing tax credit
Mortgage help in Vermont
Low-income rentals
Low-income housing finance
assistance
“Vermont housing finance
programs”
Mortgage and loan assistance
Affordable mortgage help
Sustainable housing in Vermont
+Low+rate+mortgage+and+loan+
services
Vermont housing
Vermont Housing Finance
Agency
[VHFA]
15. SOCIAL ADVERTISING
Recommendations:
● We recommend boosting Facebook and Twitter ads
○ The Campaign tool is useful for preferred ad distribution
■ Facebook campaigns show up on Instagram
● Appropriate platforms for the target market
● Incorporate keywords such as assistance and affordable in the
advertisements
Measurement:
● Track Facebook ad impact by using Facebook analytics
● For Twitter, VHFA can keep track of how many likes and retweets the
advertisements get
● Use Twitter analytics to learn how many people are viewing the ad,
interacting with the provided links, and what the audience reach is
17. BANNER ADS
● We recommend that VHFA use
banner ads.
● Banner ads should be placed in local
Vermont online newspapers and
sources as well as on home buying
and real estate websites.
○ Ex. Seven Days, Burlington Free
Press, VTDigger and other
Vermont real estate websites.
● Measurement: Click Through Rates
(CTR)
Place your screenshot here
19. Public Relations
● Google Alerts to keep track of VHFA
mentions
● News releases/media pitches that
highlight VHFA news
● Press releases/media advisories for
upcoming events
20. Outlets & Measurement
● VT Digger
● Burlington Free Press
● Seven Days
● Vermont Public Radio
● Vermont Business Magazine
● Local 22 & Local 44 Fox News channels
● WCAX
● WPTZ
● WDEV
● VPR
● Local Vermont newspapers around the state (Barre, Montpelier, etc).
● Local talk shows (WVMT, Vermont PBS, PEG TV, etc).
Success will be measured through Google Alerts
