Why Chase Focused on Black Homeownership

In the United States, the racial gap in homeownership is staggering: while roughly 70% of white Americans own homes, the figure for Black Americans has hovered closer to 45% or less for decades. Discrimination in lending, lower average incomes, redlining, and access to credit remain major barriers.

Chase saw an opportunity not just to grow its mortgage business—but to make a difference. The company launched the Legacy of Homeownership Tour, a national campaign aimed at increasing Black homeownership rates through education, empowerment, and strategic support.

How TheMoneyCoach.net Brought the Vision to Life

To make this initiative meaningful and trusted, Chase turned to Lynnette Khalfani-Cox, a passionate advocate for housing equity and a respected homeowner herself.

Through TheMoneyCoach.net, Lynnette led the Legacy of Homeownership Tour across the country—appearing at live events, delivering keynote talks, and speaking with audiences directly about the rights and responsibilities of becoming a homeowner.

Event topics included:

• The mortgage application process
• Credit and income requirements
• Down payments, PMI, and closing costs
• Common myths about homeownership
• How to get mortgage-ready

TheMoneyCoach.net team helped demystify the entire home-buying journey while encouraging consumers to see homeownership as an achievable and sustainable goal.

Real Conversations in Real Communities

The campaign brought together hundreds of attendees per city—primarily Black consumers who were motivated to build wealth through real estate.

These events weren’t just promotional; they were deeply educational. Lynnette shared personal stories, answered tough questions, and encouraged attendees to take the first or next step toward owning a home.

In addition to the live engagements, the campaign included:

• Articles, online content, and homeownership quizzes
• Television and radio appearances
• Social and digital amplification through Chase’s channels

The mix of mass media visibility and grassroots community interaction made the campaign both accessible and impactful.

Estimated Reach and Outcome

Although Chase didn’t publicly share sales results, the impact of the campaign was evident:

• Increased mortgage application interest among Black consumers
• Higher visibility for Chase in key target markets
• Improved perception of Chase as a partner in financial empowerment
• Repeat engagement with TheMoneyCoach.net for future initiatives

This was a high-trust, high-visibility collaboration that laid the groundwork for future inclusive lending campaigns.

Frequently Asked Questions

What was the main goal of the Legacy of Homeownership Tour?

To address the racial gap in homeownership by providing Black consumers with the tools, information, and support needed to pursue homeownership confidently.

Why was Lynnette Khalfani-Cox selected to lead the campaign?

Lynnette is a homeowner, financial educator, and advocate with a long-standing reputation for delivering practical, relatable financial content—especially for underserved communities.

What kind of education was offered at these events?

Everything from understanding mortgage basics and budgeting to overcoming credit challenges and preparing for closing costs.

Did this campaign only take place in major cities?

While focused on urban markets with large Black populations, the tour was part of a broader national strategy and was supported by digital content to extend its reach.

Was this a one-time initiative?

No. The Legacy of Homeownership Tour became a pillar in Chase’s wider efforts to enhance homeownership equity and build long-term trust in the Black community.

Final Takeaway

The Chase Legacy of Homeownership Tour, powered by TheMoneyCoach.net, exemplifies how targeted financial education can tackle systemic disparities. By focusing on empowerment, access, and culturally competent outreach, Chase and Lynnette Khalfani-Cox helped pave the way for a new generation of Black homeowners.