Case Study: HUD Office of Housing Counseling Restores Homebuying Confidence with Red Carrot

HUD Office of Housing Counseling drives 45 million impressions in 12 weeks with Red Carrot

The HUD Office of Housing Counseling faced the challenge of promoting homeownership and its counseling services during a volatile housing market characterized by rising interest rates and affordability concerns. Many potential buyers felt discouraged, and traditional messaging was at risk of feeling tone-deaf. The office partnered with vendor Red Carrot to reframe its services and restore confidence.

Red Carrot developed a campaign that reframed homeownership as a journey of readiness, anchored by the provocative question, "When interest rates come down, will you be ready to step up?" The vendor used an empathy-led messaging and intent-driven media strategy that included search ads, social media, and trusted community placements. The solution drove over 45 million paid impressions and 300,000 ad clicks, significantly increasing awareness and engagement. The campaign also earned awards for its effectiveness.

HUD Office of Housing Counseling