City National Bank
Helping Homeowners “Love It, Don’t List It”
A Market Shift Created an Opportunity
With mortgage rates climbing and housing inventory tightening, many homeowners hit pause on selling. But their dreams of something new didn’t stop. City National Bank saw a timely opportunity to encourage homeowners to reinvest in the spaces they already had, without packing a single box.
Turning houses into dream homes
Asher partnered with City National Bank to build a campaign aimed at homeowners who were staying put, but using a Home Equity Loan or Line of Credit to turn their current house into the home of their dreams.
We built the campaign around a catchy, smart idea: “Love It, Don’t List It.” The message hit home—literally—encouraging homeowners to upgrade kitchens, backyards and basements by tapping into the equity they’d already earned.
The creative focused on possibility, not paperwork. Real-life renovation inspiration, down-to-earth language and approachable design made financial decisions feel less overwhelming and more empowering.
A strategy built for impact
Asher’s media plan targeted the right audience with precision:
- Direct mail featuring bold, lifestyle-driven visuals and friendly copy
- Short-form social video ads showcasing transformation stories and project ideas
- Programmatic digital ads aimed at homeowners in key age and income brackets
The campaign highlighted simplicity, competitive rates and trusted local lending to convince homeowners that their dream home might already be the one they’re living in.
A Message that Stuck
The campaign was built on timely, powerful and relevant insight: stay, don’t sell. And, it was executed through an integrated, multi- channel strategy that combined direct mail, social media and digital ads. Messaging blended financial practically with lifestyle inspiration, positioning City National Bank as more than a lender. It reinforced their role as a trusted, human-first financial partner for homeowners looking to refresh rather than relocate.
Results that say “Love it”
When the market shifted, City National Bank didn’t sit still. With Asher’s help, they pivoted with purpose to deliver a campaign that was timely, relevant and resonant.
- Creative platform built on a powerful insight: stay don’t sell
- Integrated multi-channel strategy across direct mail, social and programmatic
- Messaging that blended financial practicality with lifestyle inspiration
- Reinforced City National Bank’s role as a trusted, human-first partner for homeowners
