The Big Game isn’t just football anymore—it’s the biggest “second-screen” night of the year. People watch ads, react in real time, vote in polls, and share takes during every break. That’s your opening: while national brands buy awareness, you can turn game-day attention into local conversations that move first-time buyers from “someday” to “let’s get pre-approved.”
This year’s game matters for homebuying because:
- It’s a coast-to-coast matchup you can localize instantly. If you’re licensed in Washington (Seattle market), New England (Patriots territory), or California (host-state buyers), you can build team-themed posts that spotlight your down payment options, underwriting timelines, and neighborhood guidance, without sounding generic.
- The host venue gives you a natural “buy where you live” angle. With the game at Levi’s Stadium, lenders and LOs licensed in California can lean into “home-field advantage” content: local affordability snapshots, county/program callouts, and “what $X/mo can look like here” posts that feel timely and regional.
- The teams unlock ready-made content series for licensed markets. Use Seattle Seahawks and New England Patriots to structure a simple campaign: “12th-Man Down Payment Plays” for Seattle-area buyers, “Patriot Proof Pre-Approval Checklist” for New England buyers, and “California Closing Calendar” for the host-state—each ending with the same CTA (pre-approval, KeySteps signup, or a 15-minute game-plan call).
- The halftime show features Bad Bunny, which brings huge cross-demo engagement and social chatter.
- It lines up with the emotional runway into spring buying season: people are thinking about “what’s next” right as listings (and motivation) ramp up.
Your Game Day Strategy: Be the “Neighbor” with the Answers
One of the headline advertisers, Rocket Mortgage, is continuing its brand evolution—this time pairing with Redfin and leaning into a warmer, neighborly tone that frames homebuying as a shared milestone, not just a transaction.
Their teaser even uses Lady Gaga and a “next-door” concept to widen the emotional scope from financing to finding the home.
That’s your cue: be the local, human version of that idea—the person who can say, “Here’s what’s realistic in your ZIP code, and here’s how to get ready.”
Before the Game Content to Prep and Schedule
Aim for short, useful, highly “shareable” content you can post fast during breaks.
Quick-hit video ideas (15–45 seconds):
- “3 things first-time buyers need to know to get started”
- “Down payment myths vs. reality”
- “What credit score ranges really change for pricing/options”
- “The fastest way to lower your monthly payment: 3 levers you control”
Local-first posts (high converting):
- Down payment assistance programs in your area (with simple eligibility bullets)
- “Rent vs. buy” comparisons using local rents and realistic starter-home ranges
- Neighborhood spotlights: commute, schools (if you cover that), walkability, vibes
- “Starter home tour” reels with local agent partners
- “What $X/month buys in [City] right now” carousel posts
Story content (builds trust):
- Recent first-time buyer wins (with permission): timeline + what made it work
- “From offer to close” checklists
- “What I wish I knew before buying” quotes from past clients
Scheduling tips
- Pre-write posts for: pregame, end of 1st quarter, halftime, 4th quarter, post-game Monday
- Build 2–3 templated “reply comments” so you can respond quickly to questions
- Create a pinned story highlight: “First-Time Buyer Playbook” (FAQs + links + CTA)
Game-Day Hashtags
Use 1–2 consistent campaign tags + 1 local tag per post.
Core
- #TouchdownToHomeowner
- #GamePlanToHomeownership
- #FirstDownPayment
- #HomeBuyingMVP
- #PreApprovalPlay
- #KeysAreTheGoal
- #FirstTimeBuyerPlaybook
- #QuarterbackYourMortgage
- #BigGameBigDreams[YourCity]
Community vibe
- #WelcomeHome
- #AmericanDreamsCanComeTrue
- #FindYourPlaceTogether
- #FrontPorchFuture
- #BackyardBeasties
- #HomeIsASharedWin
- #WelcomeHome[YourCity]
Washington + Seattle + Seahawks themed (for WA-licensed LOs)
- #SeattleStarterHomes
- #PugetSoundPreApproval
- #EmeraldCityHomeGoals
- #SeattleHouseHunt
- #WAFirstTimeBuyer
- #WashingtonHomePlaybook
- #SoundToSettlement
- #SeattleClosingWins
New England + Patriots themed (for New England licensed markets)
- #NewEnglandNewHome
- #NEFirstTimeBuyer
- #BostonToBackyard
- #MassMortgageMoves
- #ConnecticutClosing
California + Bay Area + Levi’s Stadium angle (for CA-licensed LOs)
- #BayAreaHomeGoals
- #SantaClaraHomeSearch
- #NorCalNewHome
- #SiliconValleyHomes
- #CaliforniaClosingCrew
- #CAFirstTimeBuyer
- #BayAreaPreApproval
- #SouthBayHomeHunt
- #GoldenStateHomePlan
Quick rules so the hashtags don’t feel spammy
- Use 3–6 hashtags max per post.
- Mix 1 core + 1 neighbor + 1 local/team + 1 intent (pre-approval / first-time buyer).
- Keep the rest in your caption language, not your tags.
Example combos (copy/paste)
Seattle buyer reel: #KickoffToKeys #SeattleStarterHomes #PreApprovalPlay
New England checklist post: #FirstTimeBuyerPlaybook #PatriotProofPreApproval #NewEnglandNewHome #MortgageReadyMode
Bay Area affordability carousel: #BayAreaPreApproval #BayAreaHomeGoals #SearchToSettlement #CAFirstTimeBuyer
Neighbor/community post: #NextDoorDreams #NeighborToNeighborHome #HomeIsASharedWin #GamePlanToHomeownership
During the Game: What to Post (without being annoying)
You’re not trying to “steal the game.” You’re trying to show up at the moments people are already scrolling.
- Commercial breaks: 1-slide “Did you know?” myth-buster + CTA (“Comment ‘PLAYBOOK’ and I’ll DM the checklist.”)
- Halftime: quick affordability frame (“If rent is $____, here are 3 ways buyers lower payments.”)
- Live polls: “What’s your biggest blocker—down payment, credit, monthly payment, or finding the right home?”
- Reactive content: if a housing-related ad hits, post a calm expert take (“Here’s the real-world version in our market…”)
- Fast replies: treat comments like mini consults (and invite DMs politely)
After the Game: Turn Engagement into Appointments
The Monday after is where deals get born.
- DM everyone who voted/commented with a single helpful asset (not a pitch):
“Want my 1-page ‘First-Time Buyer Game Plan’ for 2026? Happy to send.” - Post a “Monday Morning Quarterback” recap:
- what buyers can control this week (documents, credit plan, savings target)
- what your local market is doing (inventory/price trends in plain English)
- Launch a 5-day mini series:
“The 5 Plays to Get Mortgage-Ready” (one per day) - Offer 15-minute “pregame” calls:
“No application needed—just a game plan.”
Your Winning Advantage
National brands will win attention. You win conversion because you can translate hype into a real next step in someone’s real neighborhood. And in a year when the biggest mortgage ad is literally about neighbors, your community voice matters even more.
See how FinLocker can turn your game day leads into mortgage-ready buyers. Watch an online demo or book a 1:1 demo.
