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How to Win Big with First-Time Homebuyers During the Super Bowl
Brian Vieaux, President & Chief Operating Officer, FinLocker

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How to Win Big with First-Time Homebuyers During the Super Bowl

Brian Vieaux, President & COO, FinLocker

The Super Bowl has evolved beyond just a sporting event – it’s now a massive social media phenomenon. Over 50% of viewers will be actively engaged on their phones during the game, creating a prime opportunity to connect with potential homebuyers. With projections indicating significant increases in real-time engagement across platforms like Facebook, Instagram, Twitter, and TikTok, the 2025 Super Bowl presents an unprecedented opportunity to reach your target audience.

This year’s game is particularly significant, with

  • The Kansas City Chiefs, bringing the massive “Swiftie” demographic (last year, Taylor Swift mentions accounted for 5.6% of all Super Bowl social media activity)
  • The opportunity to connect and engage with diverse audiences
  • Peak social media engagement through short-form videos and live interactions
  • The unofficial start of the spring home buying season

Your Game Day Strategy

While Rocket is repositioning itself as the “Apple of homeownership,” and NerdWallet is using its Super Bowl debut to kick off conversations about healthy finances, you have something they don’t – local expertise.

Before the Game: Content Types to Prepare

  • Short videos about homebuying myths and facts
  • First-time homebuyer programs in your area
  • Credit improvement strategies
  • Success stories from recent first-time buyers
  • Common misconceptions about the mortgage process
  • Creative ways to save for a home purchase
  • Before-and-after scenarios of renters who became homeowners
  • Your agents’ virtual tours of affordable homes in your area
  • Budget planning templates for aspiring homeowners
  • Stories of existing homebuyers who bought a new home in the past 6 months
  • Infographics comparing monthly rent to potential mortgage payments in your local market
  • Local neighborhood insights and property values to highlight the housing market and the properties of your real estate agents in your area, especially if you’re licensed in Kansas City, Philadelphia and New Orleans
  • Schedule pre-written posts so they can quickly go live during key moments (pre-game, halftime, commercial breaks)
  • Set up themed hashtags combining local real estate terms with Super Bowl references

#HomefieldAdvantage[YourCity] – For posts about local market advantages
#TouchdownToHomeowner – Perfect for closing success stories
#ChiefsKingdomHomes[YourCity] or #EaglesNestHomes[YourCity] – Align with local team preference
#BrotherlyLove[YourCity]Homes – Playing on Philadelphia’s nickname
#KCtoHomeBase[YourCity] – Chiefs-themed local real estate
#SwiftlyToClosing – Capitalize on Taylor Swift’s attendance while highlighting quick closings
#FirstDownPayment – For first-time homebuyer content
#ChampionshipClosingsIn[YourCity] – Playing on the championship theme
#SuperBowlSundayOpenHouse – If hosting open houses during game day
#BigGameBigDreams[YourCity] – For inspirational homeownership content
#QuarterbackingYourMortgage – For mortgage guidance posts
#HomeBuyingMVP – For client success stories
#SuperMortgageSunday – For homebuying tips during the game

During the Game

Share real-time “Did You Know?” facts about homebuying during commercial breaks
Post mortgage calculator screenshots showing attainable monthly payments during halftime
Engage with local community hashtags and conversations
Run quick polls about home buying interests and concerns
Share “bite-sized” first-time homebuyer tips between plays
Respond promptly to any questions or comments about home financing
Create relatable content connecting game moments to homebuying journey milestones
Live-tweet reactions to mortgage-related commercials with your expert insights

After the Game

Follow up with everyone who engaged with your content during the game
Share a “Monday Morning Quarterback” analysis of mortgage rates and market conditions
Create a poll asking everyone to nominate their favorite ad
Launch a “Post-Game Game Plan” series about preparing for homeownership
Connect with local real estate agents to share leads and insights
Schedule consultations with engaged prospects while interest is high
Send personalized market updates to those who showed interest during the game
Create a “Highlight Reel” of your best homebuying tips from game day

Your Winning Advantage

Remember: While major lenders are spending millions on broad market awareness, you’re the local expert who can provide personalized guidance—not just flashy ads.