Radio campaign drives growth for brokerage

“Radio has always been good to us,” he said. “It has an instant response, people recognise it and it’s particularly good for re-engaging with consumers seamlessly.”

Mr Sayer said Mortgage House’s past success with radio advertising is the reason why he decided to introduce a new campaign to the market place.

“Before the GFC, we used to be on the radio and TV a lot, and that obviously stopped in 2008, but we’ve maintained our relationships with those who worked with us before,” he said.

“The radio campaign has been very strong [because] people tend to listen to a set number [of stations] regardless of what happens in the outside world.”

Mr Sayer noted that while the group’s digital platform is its most effective marketing channel, radio is not far behind.

“Digital is still superior today but you do need both,” he said. “Digital is coming through loud and clear with a non-ending velocity but radio is warm to everyone’s hearts, I think.”

Mr Sayer encourages other brokerages to look at using radio as a marketing tool but said it requires a sound level of commitment.

“If they want to engage in advertising and radio, I strongly recommend they do but there’s an art form, a little infrastructure and training required,” he said.

“To get started, they have to get their product, their message and the platform right, and they have to be prepared to spend time with customers on the phone, during and outside of hours. They also have to be prepared to work longer hours.”

Mr Sayer noted that the brokers who get involved in advertising and marketing benefit the industry overall.

“We want brokers to be proactive in advertising and marketing because it puts the broker brand and the broker profile out there so we become the go-to person. That’s where I’m hoping to take the industry – where the customer thinks of us first,” he said.

[Related: Broker sings and raps to woo clients]