HousingWireHousingWire
During last month’s Super Bowl broadcast, Rocket Companies unveiled its “Own the Dream” campaign, which the company describes as a means of redefining homeownership as a pathway to generational wealth rather than just a transaction.
The company’s ambitious commercial — which featured John Denver’s “Take Me Home, Country Roads” — was only the first part of the “Own the Dream” rollout from Rocket’s marketing team. The Detroit-based parent company of Rocket Mortgage previously announced a refresh to its brand identity at the start of 2025 in an effort to unify Rocket’s many companies under a single umbrella.
Rocket officials said the next phase of the campaign, dubbed the “Own the Dream” manifesto, will premiere Wednesday at 7 p.m. ET during the NBA game between the Cleveland Cavaliers and Miami Heat. The game will be televised on ESPN. The manifesto is a one-minute extended cut of the original ad that premiered during the Super Bowl.
Rocket’s latest 10-K filing for the fiscal year ending Dec. 31, 2023 — which was added to its investors page on Monday — highlighted the reasoning behind its heavy marketing initiatives.
“The increased interest rate environment has adversely affected, and may continue to adversely affect, our revenues or require us to increase marketing expenditures to increase or maintain our volume of mortgages and/or cut costs to maintain margins,” the filing read.
Notably, the company’s marketing and advertising expenses dropped from $1.2 billion in 2021 to $7.36 million in 2023 — the filing’s most recent annual data for marketing expenses — which Rocket said was “primarily due to a decrease in performance marketing in 2023.”
