Belong Lending Mortgage

Opportunity

Belong Lending, a Detroit-based mortgage and homeownership education company, was preparing to officially open its headquarters with a community-centered grand opening and ribbon cutting. As a Black-owned, education-first lending institution, the goal extended beyond visibility. Belong Lending sought to:

  • Introduce the brand as a trusted, transparent mortgage resource

  • Attract prospective homebuyers and community members

  • Position leadership as experts within Detroit’s housing ecosystem

  • Demonstrate real commitment to community engagement and accessibility

The internal goal was to attract 300+ attendees, generate meaningful media coverage, and ensure the event reflected both professionalism and neighborhood-rooted authenticity.

Strategy

Ki Takeaways Communications developed a media-forward, community-driven launch strategy designed to maximize visibility, attendance, and long-term brand connection.

The strategy focused on four pillars:

  1. Earned Media & Visibility – securing broadcast, print, and digital coverage before and during the event

  2. Community & Influencer Engagement – leveraging trusted local voices to amplify awareness

  3. Seamless Event Communications – ensuring clear, consistent messaging across all attendee touchpoints

  4. Post-Event Conversion – using follow-up communications to convert awareness into ongoing engagement and education

Execution

Ki Takeaways Communications led end-to-end communications, publicity, and attendee engagement for the grand opening, including:

Public Relations & Media

  • Wrote and distributed an official press release announcing the grand opening

  • Secured earned media placements with:

    • Michigan Chronicle

    • FOX 2 Detroit – two segments (broadcast + digital Living Online)

    • CBS Detroit – onsite broadcast segment + digital Living Online coverage

  • Coordinated onsite media logistics and spokesperson preparation

  • Served as primary media liaison during the event

Influencer & Community Outreach

  • Identified and invited local influencers, community leaders, and Detroit-based creatives

  • Coordinated influencer attendance and organic social amplification

  • Supported outreach to local celebrities and trusted neighborhood figures

  • Ensured the event reflected a welcoming, inclusive, and celebratory atmosphere

Event Communications & Attendee Experience

  • Built and managed the Eventbrite landing page

  • Developed all attendee-facing communications, including:

    • Initial invitation confirmation

    • Week-before reminders

    • 24-hour reminders

    • Day-before reminders

  • Managed real-time guest communication and flow coordination

  • Sent post-event thank-you emails with clear calls-to-action to:

    • Learn more about Belong Lending’s services

    • Access homeownership education resources

    • Stay connected with the brand

Impact

Attendance & Community Response

  • Goal: 300+ attendees

  • Result: Well over 300 attendees, with overflow crowds spilling into the street

  • Strong turnout from community members, prospective homebuyers, partners, and leaders

  • High onsite engagement with Belong Lending leadership and team

Earned Media & Visibility

Estimated impressions based on broadcast and digital reach

  • FOX 2 Detroit (2 segments: broadcast + Living Online): ~1.8M+ impressions

  • CBS Detroit (broadcast + Living Online): ~1.2M+ impressions

  • Michigan Chronicle (print + digital): ~100K+ impressions

Total Estimated Earned Media Impressions: 3.1M+

Brand & Business Outcomes

  • Positioned Belong Lending as a credible, community-rooted homeownership resource

  • Increased awareness among first-time homebuyers and Detroit residents

  • Strengthened relationships with media, influencers, and local leaders

  • Created sustained post-event engagement through strategic follow-up communications

  • Reinforced Belong Lending’s commitment to education, transparency, and community access

Services Provided: Public relations strategy and execution, media relations, press release development, influencer outreach, community engagement, event communications strategy, Eventbrite landing page development, attendee communications management, onsite media coordination, post-event engagement strategy

“Kiana Montgomery has been nothing short of incredible. As our publicist at Belong Lending, she helped us gain major news exposure, secured multiple press features, and flawlessly coordinated our grand opening event with over 400 guests, without a single hiccup. Her professionalism, creativity, and execution made all the difference. We’re proud to have her as part of our team.”
— Demetris Holloway, Jalen Scott, and Antoinette Gassaway Belong Lending