Bank of America Home Loan Assistance webpage with headline “Struggling with your home loan payments? We’re here to help,” offering two clear options: “I want to stay in my home” and “I would consider leaving my house.” Portfolio work by copywriter Paul Baker, who created empathetic, user-focused content strategy during the sub-prime crisis.
Client

Bank of America

Title

“Let’s work together”

Role

Senior writer; Subject Matter Expert

About This Project

With an M.A. in Art History I never thought I’d become an expert in home loans, how disastrously they can go wrong, and how many alphabetical programs sprang up to set things straight.

At the height of the sub-prime crisis in 2010, BofA offered over 30 distinct loans to homeowners in various stages of default. My job was to remove stress, blame, and guilt—while using short blocks of information, concise differentiators, and clear next steps to help people find their best solution. (2-year project).