With a message that now, more than ever, borrowers should be talking to a mortgage broker, a recent Mortgage & Finance Association of Australia digital marketing campaign successfully highlighted the value its members provide to Australian homebuyers.
The campaign ran nationally for four weeks in May and June, and reached over 900,000 people across the country and achieved 2.7 million impressions – the number of times the campaign was seen in consumers’ social media feeds.
It also resulted in over 8,000 additional visits to the ‘Find a broker’ tool on the MFAA’s consumer website, Mortgage and Finance Help, throughout the campaign period, double the usual traffic to the site. The tool allows people to search for an MFAA accredited mortgage broker in their area.
The campaign was released across key digital platforms that homebuyers use regularly to find information, including Facebook, Instagram and key news outlets.
“As the peak industry association for the mortgage and finance broking industry, it’s important to us that we promote the mortgage and finance broker proposition to Australians, especially now with rising interest rates and cost of living pressures. It’s more important than ever that people have access to the type of guidance and support that a broker offers so they can make the right decision,” said MFAA CEO Anja Pannek.
“Mortgage brokers should always be the first port of call for homebuyers and people refinancing their home loan, and the aim of our campaign was to showcase the service mortgage brokers offer their clients and keep them top of mind for anyone looking for a home loan.”
Specialist media planning and buying agency Yango was engaged to support the campaign strategy and execution.
“We developed a multichannel approach for the MFAA to engage future homebuyers with educational content around the benefits of using a mortgage broker. The data showed the audience was highly engaged, with all channels exceeding industry benchmarks. The campaign delivered significant reach and awareness for the MFAA along with an increased traffic to the website (up 102%),” said Natalie Robinson from Yango.
Speaking on the campaign results, Ms Pannek said: “It’s clear from the campaign results that our message, which is fundamentally to talk to your mortgage broker, has resonated with consumers.”
“Our members deliver an outstanding service which all Australian homebuyers should know about. And, with the foundation of the Best Interests Duty, consumers can be confident that they are in safe hands when working with their broker,” she continued.
The MFAA also produced a toolkit for members with images and wording they can use to help promote the services they offer, show clients they belong to the industry’s leading association and continue the campaign’s momentum.
The toolkit remains available to MFAA members to use in their own marketing. It can be downloaded from the MFAA member portal.
