Bank of America purchased Countrywide Financial Corp. in July 2008, moving Bank of America from the 5th largest home lender in the US to the 1st. Bank of America needed to launch a new home loans brand and position themselves as the leader in the space and ultimately create a marketing platform to drive new home loan leads.

In Phase 1 of this transition, we developed and launched the Influencer site with a two-fold purpose: to start building credibility in a stressed out market and to engage and solicit feedback (on the site) from influencers and arm chair experts, whose valuable advice and vote of credibility would be monument in helping us shape the face of home lending.

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