Overview
Armstrong Moving is partnering with Acorn Finance to offer customers financing through Upgrade for moving expenses. The financing offer includes a variable APR of 10.99%–16.99% for 10-year terms. Customers can get an estimate, apply for financing, and, if approved, have all moving expenses covered by the loan, which they repay over 10 years. The content strategy leverages Armstrong’s existing marketing channels (one-pagers, email, website, and banners) to promote this financing option, driving awareness and conversions.
Objectives
Awareness: Drive awareness and applications for Armstrong’s Moving Loan through Acorn Finance and Upgrade.
Engage: Create compelling, clear, and concise content that encourages customers to apply for financing.
Integrate: Integrate financing messaging into Armstrong’s marketing channels.
Convert: Drive applications by highlighting ease, affordability, and transparency of the financing process.
Target Audience
Primary: Potential customers seeking moving services who need financing to cover costs.
Secondary: Existing leads who have received estimates or shown interest but haven’t committed.
Focus: Address cost concerns to convert leads into customers.
Key Messages
Affordable Financing: Spread moving costs over 10 years with competitive rates (10.99%–16.99% variable APR).
Simple Process: Get an estimate, apply for financing, and move with ease.
Trusted Partnership: Powered by Acorn Finance and Upgrade, ensuring reliability and transparency.
Stress-Free Moving: Focus on your move, not the upfront costs.
Trigger Terms
✅ What Are Trigger Terms?
Trigger terms are specific credit-related words or phrases in advertising that "trigger" a legal requirement to include more detailed loan disclosures.
🚨 Common Trigger Terms (that require disclosures)
Using any of these in your ad triggers the need for clear, prominent disclosures:
1. The amount or percentage of any down payment
“Zero down”
“$500 down”
“Only 10% down”
2. The amount of any payment
“Just $99/month”
“Pay only $200/mo”
“Low monthly payments”
3. The number of payments
“60 easy payments”
“12 monthly installments”
4. The period of repayment
“10-year financing”
“Pay over 24 months”
5. The amount of any finance charge
“Only $500 in interest”
“Pay just $1,000 in finance charges”
✅ If You Use Trigger Terms, You Must Also Disclose:
The APR (Annual Percentage Rate), using that term
The terms of repayment (e.g., number, amount, timing of payments)
If there’s a down payment required, the amount or percentage
These disclosures must be:
Clear and conspicuous
In close proximity to the trigger terms
In equal prominence (can’t hide them in footnotes)
❌ Safe Phrases (that do not trigger extra disclosures)
These are generally safe and don’t trigger TILA disclosures:
“Financing available”
“Easy credit terms”
“No credit needed”
“Get pre-qualified”
“Affordable financing options”
“Subject to credit approval”
⚠️ Special Considerations
“0% APR” or “No Interest” offers do trigger disclosures unless they’re clearly explained with all repayment terms.
Buy now, pay later can be risky—ensure you're not implying no interest or payments without stating terms.
✅ Best Practice Example (Compliant Ad Copy):
“Monthly payments as low as $150/month for 120 months. APRs range from 10.99%–16.99%, depending on creditworthiness. Subject to credit approval. See full terms.”
Link to Google Presentation