blake a.
brand:
Evergreen Home Loans
objective:
To build and lead a scalable marketing system that strengthened Evergreen Home Loans’ digital presence across corporate channels, executive storytelling, loan officer enablement, monthly campaigns, email, blog content, and nationwide training. The work supported a growing national brand, aligned multiple audiences under one creative direction, and turned content, campaigns, and internal education into a more consistent engine for visibility, trust, and growth.
scope:
Work supported approximately 150 to 180 loan officers, three recurring monthly content calendars, three monthly email audiences, executive storytelling, corporate social media, blog content, campaign strategy, field training, and brand consistency across a company footprint that grew from roughly 11 states to 40.
social media
Served as one of Evergreen’s most visible brand engines, supporting corporate storytelling, executive visibility, loan officer content, recruiting, product education, and field adoption. The work focused on building content that could scale across markets while still feeling timely, useful, and human.
spotlights:
As Evergreen expanded, loan officer spotlights helped keep the brand people-first and locally rooted by introducing followers to both legacy loan officers and newer team members in growing markets. Each spotlight was adapted for customer-facing and recruiting audiences, giving every interview more strategic reach.
short-form videos:
Short-form video became a key way to give Evergreen more personality, momentum, and cultural relevance across social. By mixing associate-led content with memes, trends, and timely platform formats, the strategy helped the brand feel more human, more current, and more connected to the audiences it served.
2023
2024
2025
2026
feed progression:
Evolution from corporate and stock-heavy content into a more defined visual system with branded series, associate faces, testimonials, mascot content, and stronger creative consistency. In a loan officer-driven industry, building people-first content required trust, timing, and a clear understanding of how to create consistency while earning access to stronger stories across the company.
a peek behind the curtain:
Click into the calendar for a real look at how a month of Evergreen content moves from idea to execution, including early notes, visual planning, caption development, calendar layouts, and the final graphics built inside Canva.
click here
campaigns
Connected business goals to creative systems, turning internal priorities, recruiting needs, product messaging, and field adoption into content people could understand and use.
This ad got over 1.6M impressions
Connected Evergreen’s growth story to specific markets, regions, and loan officer audiences. Through paid ads, organic posts, and localized messaging, the work helped position Evergreen as a strong next move for producers looking for support, momentum, and room to grow.
targeted recruiting:
click here
Connected Don Burton’s nearly 40-year leadership story to Evergreen’s continued growth, innovation, and national expansion. Through executive storytelling, performance review, and refined content direction, Don’s social presence saw a 140% increase in engagement over 6 months, with growth-focused posts helping strengthen his visibility as a leader shaping the company’s next chapter.
don's legacy:
Branding made it stick.
the bag:
Built as an internal content adoption initiative that gave loan officers an easier way to schedule brand-aligned social content. The system paired monthly content with internal promotion, simple education, and field-facing reminders to make posting feel more accessible. At its highest point, the platform reached 60% adoption.
Translated mortgage programs into clearer, more usable marketing moments for loan officers, agents, customers, and internal teams, helping complex lending tools become easier to understand, easier to share, and easier to connect back to real business conversations. Security Plus Seller Guarantee became a strong example of that work as the program increased from $5K to $10K, with refreshed messaging, updated visuals, and monthly field trainings that helped loan officers speak to the product with more confidence and consistency.
innovative products:
email marketing
Extended Evergreen’s campaign work beyond social, giving agents, leads, and customers a more structured way to engage monthly with timely housing topics, product education, blog content, executive perspective, and company growth updates.
main topic
blogs
quote from exec
growth map
clients
leads
agents
Rebuilt into a cleaner, more modular format designed for readability, stronger content hierarchy, and easier scanning across agent, lead, and customer audiences. Each send placed the most timely message at the top, then supported it with relevant blog content, executive perspective, and company updates that gave the email more structure and purpose.
email architecture:
Adding relevant blog content created a clearer path for readers to keep engaging beyond the main message. By placing timely articles and product-focused resources directly into the email structure, click-through activity increased by 550%.
blog placement + ctr:
quote for clients + leads
quote for agents
Quotes gave each send a stronger sense of leadership, connection, and company perspective. Whether highlighting growth, longevity, or innovation, this section helped tie monthly messaging back to Evergreen’s broader story.
executive voice:
training
Turned strategy into field adoption. Through one-on-one coaching, branch sessions, realtor trainings, and virtual workshops, the work helped loan officers understand how to show up online with more confidence, consistency, and brand alignment.
Made social media training more accessible across markets, giving loan officers and realtor partners practical guidance they could apply from anywhere. Topics ranged from page setup and platform basics to video creation, content planning, and stronger brand consistency online.
virtual sessions:
Brought the training into the field, creating space for real-time coaching, stronger relationships, and more tailored social media guidance. These moments helped turn broad marketing direction into practical next steps for branches, loan officers, and realtor partners.
in-person sessions:
field feedback
Field feedback helped show how the work was being received by the people it was built to support. From easier content scheduling to clearer social media guidance, loan officer responses gave the strategy a human proof point beyond the final assets.
This is why I care about building things people can actually use.
what this work proved
Evergreen became the clearest example of how creative marketing can operate at scale: across audiences, channels, markets, personalities, products, and internal systems. The work required taste, structure, speed, field trust, executive visibility, and the ability to make a growing brand feel more consistent without losing the people behind it.