UMortgage lifts the lid on its influencer marketing strategy

In June, the Philadelphia-based home lender welcomed three prominent TikTok influencers – Nate Fain, Arielle Best, and Rebecca Richardson – as part of its expansion strategy and for a greater marketing push to bolster its portfolio of LOs. In line with the new hires, UMortgage also launched Homeowner HQ, a virtual branch dedicated to educating prospective and existing homeowners across the country.

“We approached Arielle, Nate, and Rebecca, not for their social following, but for their passion for educating prospective homebuyers about all of the nuances of the mortgage process,” UMortgage told Mortgage Professional America in an exclusive interview. “Our vision as a company is to educate consumers and people across the country on all the aspects of homeownership.

“That focus on empowering others through education resonates with a very specific group of people in the industry, and Rebecca, Nate, and Arielle fit into that group. They use social media to increase accessibility to their educational efforts, which aligns with our vision of creating life-changing opportunities through homeownership.”

The trio joined UMortgage after developing a large following on social media. Fain, also known as @themortgagecreator on TikTok, leveraged his 10 years of experience as an LO and unique personality to grow his following to nearly 250,000 followers and more than two million likes on the platform.

“For the last year or so, Arielle, Rebecca, and I have sort of joked that we should form a team,” he said. “We all have different personalities, but we share the same vision. I think that’s the mark of a really great team. Our main goal is to educate and empower the public so they can make an informed decision when getting a mortgage.