A national television and radio campaign has positioned mortgage brokers as the go-to professionals for Australian home buyers seeking assistance.
The new campaign from mortgage insurance provider ALI Group comes as the industry deflects criticism from consumer groups and third-party businesses towards a remuneration model that accommodates good consumer outcomes.
The TV ad, which aired on 20 August in regional Victoria and will hit screens in Northern NSW and the Gold Coast, explains how mortgage brokers can allay borrowers’ fears by providing mortgage and loan protection insurance.
The 30-second advertisement lists a number of common "niggles" that plague home buyers, such as falling ill, losing a job, getting into an accident or simply worrying about servicing debt for 25 years.
Viewers are told to “ask your mortgage broker” about mortgage protection insurance, which is promoted as a simple way of dealing with niggles and common fears associated with taking out a home loan.
ALI Group CEO Huy Truong told The Adviser that raising consumer awareness about the value brokers provide is important, particularly when it comes to mortgage protection.
Mr Truong pointed to recent Roy Morgan data showing that almost two million Australians with a mortgage are not protected outside of their own superannuation fund.
“That’s a huge number of mortgage holders who are exposed,” the CEO said. “Free-to-air TV is still the channel that gets the most reach, and we are looking to educate Australians about mortgage protection and the important work that mortgage brokers do.”
The niggles campaign will be aired on radio from 28 August.
“We felt that audio visual was important to convey our message,” Mr Truong said. “We are rolling the ads out in regional areas to begin with, as it is those traditional mortgage belts that are the most underinsured.”
“We will also target the Perth market with our radio campaign as we know that region has been hit particularly hard with a slowdown in mortgage volumes and falling house prices. We want to show our support for Perth brokers.”
In addition to ALI Group’s branding, the TV ad includes the logos of ALI partners Aussie, Mortgage Choice and Loan Market in selected regions.
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James Mitchell has over eight years’ experience as a financial reporter and is the editor of Wealth and Wellness at Momentum Media.
He has a sound pedigree to cover the business of mortgages and the converging financial services sector having reported for leading finance titles InvestorDaily, InvestorWeekly, Accountants Daily, ifa, Mortgage Business, Residential Property Manager, Real Estate Business, SMSF Adviser, Smart Property Investment, and The Adviser.
He has also been published in The Daily Telegraph and contributed online to FST Media and Mergermarket, part of the Financial Times Group.
James holds a BA (Hons) in English Literature and an MA in Journalism.