Broker profile: Sandra Abela, Choice Home Loans

I was looking for an aggregator and I was drawn to the fact I didn’t have to create a name. I could go under a branded company.

What are the benefits of being with a branded business?

If you’re a one-man band like I am, people aren’t going to know ‘Joe Blow Home Loans’. So I decided that going with a branded name that was more recognised would give my potential clients the comfort that they’re actually going with a bigger entity.

I thought a lot about public perception. With a company like Choice Home Loans, which has a good reputation, I didn’t have to prove myself. I found that to be a bonus when I joined – and I still  find it to be a bonus to tell you the truth. I’d rather be marketed as Choice Home Loans than Sandra Home Loans.

What type of broker does the branded business model suit?

It suits all di erent types of brokers, but that doesn’t mean it suits each and every person looking to be a broker. As a broker who is branded ‘Choice Home Loans’, I take comfort in the fact Choice works hard to make sure people working under the same banner have the integrity, reputation and trustworthiness that customers expect.

I have found that Choice do their homework very well. I am very happy to stay with them.

What advice would you give to brokers who are thinking about making the switch?

By all means do so.

The marketing support is very valuable. And it’s not just the marketing support; the computer software is excellent. We’ve always been up to date with terminology from the very beginning. When I first joined, we were one of the few brokers who actually had a computer system to go and see clients with.

Can a branded business help you with lead generation?

Choice provides me with lead generation. I also do my own lead generation. I get asked to sponsor different local events and I’m quite happy to do that and generate additional leads from word of mouth. That said, I still advertise as Choice Home Loans.

Most of my leads are generated from Choice and they’re all excellent. You get the occasional one that’sodd, but then you get the occasional one that’s odd from people who ring you from other sourcestoo.