How Fay Group Unified Multi-Brand Social Media Management and Accelerated Employee Advocacy with MarketBeam
ABOUT FAY Group
Founded in 2008 and headquartered in Chicago, Illinois, Fay Group is a diversified financial services platform focused on mortgage and housing solutions across the U.S. Through a portfolio of specialized brands — including Fay Servicing, Genstone, Fay Financial, and other affiliated entities — the company supports the full mortgage lifecycle, from servicing and asset management to advisory and capital solutions. Fay Group works with banks, credit unions, institutional investors, and homeowners nationwide, combining scale, regulatory expertise, and technology-driven operations to manage complex mortgage portfolios efficiently.
THE CHALLENGE
As a holding organization managing multiple distinct brands and regional accounts, Fay Group faced a complex digital challenge. The team needed to manage several social media pages under one unified strategy while still positioning each brand individually and preserving its unique voice. At the same time, they wanted to enable sales representatives and executives to amplify content in a compliant and structured way, reinforcing their expertise in the market. Maintaining visibility across performance, engagement, and growth metrics across all accounts added another layer of complexity. Balancing brand-level autonomy with centralized governance required a scalable and well-structured approach.
THE SOLUTION
With MarketBeam, Fay Group implemented a centralized yet flexible social media strategy. Through a unified global publishing calendar, the organization gained oversight of all campaigns while allowing each business unit to execute content aligned with its specific objectives. Segmented user groups were structured to support brand-level targeting, and employee amplification was strategically activated to position sales representatives and executives as thought leaders. Centralized analytics provided clear visibility into performance across all pages, enabling data-driven decisions. This approach allowed Fay Group to execute a cohesive corporate strategy while empowering each brand to drive measurable growth.
THE RESULTS
21,000
new followers gained across multiple
brands in one year
220,000
Total impressions generated across
accounts
12,000
website visits driven directly from social
media
THE BENEFITS
Follower Growth
● Over 21,000 new followers gained across multiple brands in one year
● Several business units experienced 4-digit follower increases, signaling strong brand
positioning and audience expansion
Increased Visibility & Reach
● More than 220,000 total impressions generated across accounts
● Certain business units achieved 90,000+ impressions individually, demonstrating
sustained content performance
Website Traffic Impact
● Over 12,000 website visits driven directly from social media
● Top-performing business units contributed thousands of referral visits, proving measurable marketing ROI
Employee Amplification Impact
● In select business units, employees contributed up to 80% of total engagement
● Strong correlation between employee sharing activity and follower growth
Start Your Journey with MarketBeam
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