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ISCOVER
Staff Reporter
One non-bank lender has reaffirmed its commitment to the third party distribution channel through a new advertising campaign.
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From today onwards, Homeloans will run a radio advertising campaign in Perth which encourages borrowers to contact their mortgage broker directly.
Narrated by AFL champion and Homeloans ambassador, Matthew Pavlich, the radio commercials promote Homeloans’ simple process, low interest rates and generous customer benefits.
“We recognise the third party channel as crucial to the ongoing success of this business,” Homeloans’ national marketing manager Will Keall said.
“This might be viewed as an unusual move, but it makes a great deal of sense. Both independent and Homeloans research has shown that almost half of borrowers prefer to use a broker when securing a home loan.”
According to Mr Keall, Homeloans is flying against the typical approach of lenders whereby they try to steer borrowers away from brokers and secure the business themselves.
“We’re trying to harness the behaviour of borrowers turning to their brokers to arrange mortgages,” he said.
“If we can get borrowers to contact their broker and ask for a Homeloans loan, then that’s equally a win for brokers and Homeloans.
“Homeloans accepts that some borrowers will approach their brokers, who will in turn recommend another lender. However, these people are going to deal with their preferred mortgage broker anyway – irrespective of what lenders ask them to do in their advertising.”
