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A branded aggregator can provide brokers with much more than just business support and a highly-evolved software platform, as The Adviser discovers
Every broker is different, and so each requires different things from their aggregator.
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Not all will be suited to the same business model; some require greater support, while others will look for an aggregator that lets them be totally independent.
Boutique aggregators like National Mortgage Brokers and Ballast provide brokers with a high level of support, while larger brokerages such as FAST, Choice, PLAN and Connective offer their brokers state-of the art software systems as well as a level of independence.
Branded aggregators such as Aussie, Mortgage Choice, Smartline and Loan Market Group provide their brokers with something different yet again.
These groups tend to offer broker partners both a high level of support and access to a professional communications team, national marketing campaigns and a strong public image.
According to Loan Market Group’s national director of sales, Mark De Martino, branded aggregators tend to suit brokers who are looking to kick start their career in third party mortgage distribution as well as those who are keen to grow their business.
“Independent, individual brokers have a lot of trouble building a brand in the marketplace,” he says.
“They inevitably struggle to get their name out there in the local community, let alone the region, state or nation. They struggle to build a brand that has scale.
“Brokers who partner with an established branded aggregator, like Loan Market Group, are not only able to leverage the national brand for their own benefit, but they are given immediate access to communication specialists and dedicated marketing materials.
“As a group, we are constantly engaging with the media and the community to build our brand – which ultimately benefits our members.
“In addition, we have a group of communications specialists that are constantly writing new marketing materials which brokers can send out to their database of clients.
“In today’s market, it is quite expensive for brokers to design and distribute their own marketing material. Worse still, once they have distributed their own material, there is no guarantee that it will hit the mark and entice potential clients.
“Branded aggregators employ proven marketing and communications strategies on a daily basis.”
But access to strategic marketing campaigns isn’t the only benefit associated with branded aggregators.
Smartline’s executive director Joe Sirianni says branded aggregators also have the benefit of providing brokers with “warm leads”.
“Borrowers want to use a company they trust and they are far more likely to trust a company with a national brand,” he says. “Our national brand ultimately draws potential borrowers through the door. Once they approach the company, we have a dedicated team of professionals who can qualify these leads and determine whether or not the potential borrower is ready to talk to a broker.
“Our qualified leads are then passed on to our brokers in what we refer to as a ‘warm handover’.”
Mr Sirianni adds that any broker who wishes to grow their business and is looking for a steady stream of warm leads and access to a wide range of marketing tools would do well to partner with a branded aggregator.
