Genworth Financial Making Hispanic Homeownership Top Priority In So.Florida.

Genworth Financial Mortgage Insurance division had launched an integrated marketing campaign to increase homeownership among South Florida’s Hispanic community. The multi-faceted initiative features a new television advertising campaign and participation in targeted events to generate awareness among Spanish-speaking first time homebuyers.

The marketing effort centers on Genworth’s unique “Tu Casa Ahora” program, promoting its redesigned educational website, www.TuCasaAhora.com. The site provides potential homebuyers with useful information on the complex homebuying process, and includes information on the benefits of mortgage insurance for potential homebuyers unable to make the 20% down payment usually required for the purchase of a home.

In addition to information, the “TuCasaAhora” program provides users with up to $5,000 in discounts and special offers on home-related products and services, as well as helping them find lenders who are familiar with the needs of the Hispanic community and offer Spanish-language customer service.

The updated “Tu Casa Ahora” website features a new look and feel, with new images and messaging to educate Spanish-speaking consumers and help them through the homebuying process. Navigation and registration within TuCasaAhora.com are now easier thanks to the addition of a step-by-step instruction guide on the mortgage process. Also included are easy-to-use interactive tools, such as calculators and a glossary of terms, to help users calculate payments and analyze interest rates.

The television advertising campaign now airing in South Florida features informative spots in Spanish created by Zubi Advertising and produced by Sky Castle Production. The 60-second commercials, which began airing on a major Spanish-language television network in South Florida on February 10th, evoke the nostalgia of the childhood dream of owning a home and how TuCasaAhora.com can help make that dream a reality by providing assistance, education and useful resources.

“Buying a home is one of the most important moments in a person’s life,” said Kevin Schneider, President of Genworth Financial’s U.S. mortgage insurance business. “We created ‘TuCasaAhora.com’ to help make this process easier for Spanish-speaking homebuyers. Genworth strives to help people of all cultures realize their dreams of owning their own home, regardless of their language preference.”

The marketing campaign also includes participation in community events in South Florida. “TuCasaAhora.com” is a sponsor in the upcoming 42nd Annual Coconut Grove Arts Festival, which takes place from February 19th – 21st. The event is one of the nation’s premier outdoor fine arts festivals, exhibiting the works of fine artists and craftsmen from around the world.

Genworth Financial is partnering on this effort with several top financial institutions, including Chase Home Finance, HomeBanc Mortgage Corporation and RBC Mortgage. Lenders participating in the “Tu Casa Ahora” program commit to provide the best possible in-language customer service to Spanish-speaking borrowers.