MARKETING WIZARD

🔆 Alterra Home Loans is committed to serving diverse markets & first-time homebuyers with the goal of helping families build generational wealth through homeownership.

🧠 As Marketing Project Manager, I served as the catalyst and funnel that brought marketing ideas into fruition. As the idea materializer, I was baptized The Marketing Wizard. In addition, I brought my creative vision to the company’s Social Media strategies and content creation.

🛠️ Project Management, Social Media Marketing, Leadership (team of 4 + outsourced talent), Event Planning, Content Creation, Copywriting, Adobe Software (Photoshop, Premiere Pro, After Effects).

📍Las Vegas Headquarters | Chicago Branch | Guadalajara, Mx Branch

MARKETING & COMM PROJECT MANAGER

I joined Alterra during the release of the Finally Home Program or Programa Por Fin En Casa, a one-of-a-kind opportunity for under-resourced communities to achieve homeownership and build generational wealth for their families. As the first company to ever offer this opportunity, our success in marketing this program became evidence that business and service can coexist.

As a company rooted in empowering and helping Latinos achieve homeownership, Alterra’s partnership with NAHREP (the National Association of Hispanic Real Estate Professionals) holds deep and historic meaning. As one of their premium sponsors, our team was dedicated to participating in and helping expand the advancement of NAHREP’s mission all over the country, as well as L’ATTITUDE, “a business-based national initiative focused on helping enlightened executives understand The New Mainstream Economy and the U.S. Latino cohort that is driving it”.

WALKTHROUGH

  • To assist in the recruitment of promising young talent and the promotion of the Finally Home Program by revitalizing and elevating Alterra’s social media presence and its marketing strategies in relation to NAHREP.

  • TARGETING YOUNGER GENERATIONS (recruits & customers):

    🔸 Rejuvenated ALL new graphic marketing material to stand out from the boring, industry-standard look.

    🔸 Embraced the value of the ever-changing meme culture and other trends and responsibly incorporated them into our social media strategy.

    BUILDING AN ONLINE COMMUNITY AND MOVEMENT:

    🔸 Encouraged and capacitated our Alterra Familia (from Loan Officers to Admin) to engage with us on Social Media and further expand our message and company culture.

    🔸 Created a Social Media strategy and system that strategically targeted the industry partners, potential recruits, and influencers our Alterra family wanted to build relationships with.

    🔸 Assisted in the creation and expression of Alterra’s first mascot, “Alma”: El Alma de nuestra compañía.

    PROMOTING THE FINALLY HOME PROGRAM:

    🔸 Utilized culturally-relevant online and offline marketing strategies to best promote the Finally Home Program to different demographics, especially the Latinx Community in the US.

    🔸 Capitalized on our participation with NAHREP to document networking events LIVE via Social Media and produce follow-up and RECAP content to continue promoting the Finally Home Program.

  • TARGETING YOUNGER GENERATIONS (recruits & customers):

    🔸 Created uniquely-themed, on-demand printed Marketing material for various branches, which increased their popularity and image in their respective cities (examples below).

    🔸 2/3 of the leads we received from social media (especially IG, our main focus) were from people under the age of 35.

    BUILDING AN ONLINE COMMUNITY AND MOVEMENT:

    🔸 Achieved a 175% surge in Alterra’s Instagram following and a 300% escalation in overall account engagement.

    🔸 Via shout-outs and collaboration posts, we aided over 20 Loan Officers produce content for their own accounts throughout the year, which also significantly increased their reach and engagement.

    🔸 After coordinating the creation of Alma’s gifs/stickers for public social media usage, our gifs collectively gathered over 500,000 impressions and 3,000+ uses.

    PROMOTING THE FINALLY HOME PROGRAM:

    🔸 Helped over 200 qualifying families become homeowners during the piloting period, which not only allowed for Alterra to retain the program but for new updated versions of it to be released.

    🔸 Created nation-wide awareness of the program at 10+ NAHREP conferences + L’ATTITUDE, which resulted in numerous new business partnerships for our branches.

🎥 EXAMPLES

Produced and edited the first ever promotional video and teaser for the Finally Home Program for internal distribution.

Filmed, produced, and edited the 2022 Alterra social media RECAP highlighting the following things:

🔸 Alterra and Finally Home Program Marketing Material

🔸 Footage from NAHREP Conferences + L’ATTITUDE 2022

🔸 President’s Circle Trip —a homage to Alterra’s Top Performers

🔸 Company Culture + Branch Highlights

Produced and edited a reel promoting the Finally Home Program with one of our branches at the NAHREP Southeast Regional Event in Atlanta, Georgia.

Conducted interviews at every NAHREP Conference our team attended, to receive live first impressions and feedback from real estate agents and other lenders about the Finally Home Program. Filmed in San Diego, CA.

Edited by Marcos, IG @marcosvsmars

Increased Alterra’s network and social media reach by collaborating with NAHREP members across the nation. Filmed in Dallas, TX.

L’ATTITUDE CONFERENCE: 2022 LOTERIA-THEMED BOOTH

🔸 Assisted the Creative Director with the vision for our 2022 Booth with the goal of honoring and celebrating L’ATTITUDE/NAHREP/ALTERRA’S Latin American roots, as well as highlighting our company culture and Alterra Familia members!

🔸 Coordinated the design, production, and delivery of marketing materials such as digital promo, Alma ft. L’ATTITUDE gifs, different styles of banners, step and repeats, cards, invitations, life-size cutouts, etc

🔸 Alternated between documenting attendees’ interactions with our booth AND doing live social media coverage of L’ATTITUDE.

PHOTOGRAPHY + GRAPHIC DESIGN + BOOTH MARKETING