Case Study: Elevating Mortgage Lender’s Profile with the Local Media
Client: Independent Mortgage Lender
Challenge: An independent mortgage lender approached MACIAS PR with the goal of raising awareness around his lending services, particularly targeting two unique media markets: Arizona and California. Adding complexity, the lender’s message was specifically aimed at veterans and military families — a niche but critical audience segment.
The CEO wanted to introduce his mortgage solutions to both current homeowners and potential homebuyers, but he needed a compelling narrative and tool that would resonate with the military community.
Media Strategy
MACIAS PR recognized that simply promoting lending services would not capture media attention or engage military families. Instead, the team developed a unique and practical solution: The VA Loan App.
This mobile app was designed to help veterans and military families quickly determine if they qualified for a VA loan — all within minutes, from the convenience of their phone. The MACIAS PR in-house team took full ownership of the project, from conceptualization to development, branding it as The VA Loan App and handling submission to both the Apple App Store and Google Play.
By turning a service offering into a tangible, tech-driven tool, MACIAS PR positioned the lender not just as a mortgage provider, but as an innovator genuinely invested in helping military families access their benefits.
Media Results
MACIAS PR’s integrated approach led to six TV news segments across Arizona and California, as well as coverage in online publications and newspapers.
Media coverage included: ABC 15 Phoenix, 3TV Phoenix, Channel 5 Phoenix, KOLD 13 Tucson, NBC 3 San Diego, Tucson News Now – and more.
The media buzz extended beyond the initial target markets, generating attention from other regions and amplifying the lender’s brand presence.
Not only did the coverage introduce the lender’s services to thousands of potential borrowers, but the VA Loan App also became a symbol of the company’s commitment to serving the military community — helping build trust and credibility in a highly competitive market.
Media Highlights:
The following pages showcase the media placements MACIAS PR secured for the VA Loan App. You can read an expanded version of our media coverage by clicking on link below
About MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Message us if you’d like to get a customized strategy.