Case Study: Idaho Housing and Finance Association makes homeownership feel attainable with Duft Watterson

Idaho Housing and Finance Association boosts homeownership confidence with Duft Watterson

The Idaho Housing and Finance Association (IHFA) faced the challenge of potential homeowners ruling themselves out of the market due to perceived barriers, myths about qualifying, and a fear of rejection. They engaged the vendor Duft Watterson to create a campaign that would make homeownership feel attainable and to highlight IHFA's Below Market Rate and Downpayment Assistance programs.

Duft Watterson developed the "Doubting Double" campaign, which used creative strategy, advertising, and video to personify people's internal critic and highlight common homebuying myths. The solution directly had IHFA dispel these misconceptions. While the provided text does not include specific metrics on the results achieved, Duft Watterson implemented a full media strategy, buying, and reporting for the campaign.

Idaho Housing and Finance Association