The Real Deal New York

Goldman Sachs inks deal with former “Bachelorette” to sell home loans

JoJo Fletcher was a real estate developer before she starred on the reality TV show
April 29, 2018 10:00AM

From left: JoJo Fletcher, Goldman’s Head of Digital Finance Harit Talwar in the bank’s Manhattan headquarters. (Credit: Marcus by Goldman Sachs Twitter)

Starring on the ABC show is not just about love–it can also win you a job, as former “Bachelorette” JoJo Fletcher just proved.

Goldman Sachs is trying to cash in on Fletcher’s reality TV cachet to sell home loans for its consumer-lending arm, Marcus, according to Business Insider. Marcus and Fletcher have partnered on a series of promotional appearances to discuss the loans in front of the bank’s target audience — consumers in “middle America.”

Fletcher is reportedly seen as the perfect spokeswoman for the bank in communities where potential customers may harbor animus toward banks from the Great Recession or the Goldman brand may not hold much sway.

“She can help us reach consumers in unexpected places like consumer, lifestyle, entertainment, and home publications,” said Marcus’ head of brand and marketing communications, Dustin Cohn to Business Insider. In addition to Fletcher’s appearances on sponsored local TV segments, she will also post about Marcus on her personal Facebook and Instagram accounts, according to the New York Post. The bank did not reveal how much it was paying Fletcher for her work.

Marcus by Goldman Sachs launched in 2016 and has since originated about $3 billion in loans. Fletcher, for her part, is familiar with the world of real estate financing; she worked as a real estate developer before appearing on the ABC reality TV show. [Business Insider]Erin Hudson