MFAA relaunches consumer campaign

Originally launched on 10 May, the four-week campaign ran across key digital platforms used by consumers including social media juggernauts Facebook and Instagram along with other news outlets.

The campaign’s relaunch is already up and running as of Wednesday, 27 September 2023 and is set to run for a three-week period as the property market begins to ramp up during the spring selling season.

The campaign directed home buyers to the “Find a broker” tool on the MFAA’s consumer website – Mortgage and Finance Help – which allows them to search for an accredited MFAA close by.

The original four-week campaign in May to June reached over 900,000 people across Australia, with 2.7 million impressions, leading to over 8,000 additional visits to the “Find a broker tool”, which was double the usual site traffic, according to the MFAA.

MFAA chief executive Anja Pannek said: “With recent pauses in the cash rate, reports show that more buyers are entering the market. We’re reviving this consumer campaign to highlight the value mortgage brokers offer, so those looking for a home loan know their options.

“We also want to spread the message on the mortgage broker value proposition – that is the choice and competition they bring to the home lending market – to the many Australians yet to come off their low fixed rates who will be considering their refinancing options.”

The MFAA has encouraged its members to get involved with the campaign, providing resources to help its members promote the service they offer to clients.

Ms Pannek added the association has produced a toolkit for members, which includes images and wording they can utilise to promote their services.

“I encourage all our members to get involved, the materials are designed to have messages that will remain relevant well beyond the campaign period, by using them on their social media pages our members can help keep the momentum of the campaign,” Ms Pannek said.

First executive for member experience and partnerships appointed

The relaunch of the campaign followed the MFAA announcing the appointment of Melanie Kafka to the newly created position of executive, member experience and partnerships.

The new position is focused on “supporting members and developing industry partnerships”.

Ms Kafka, who was also MyState Bank’s regional manager of NSW and ACT, is responsible for driving the strategic direction and implementation of industry partnerships along with improving the overall experience for members and managing the MFAA’s state manager teams.

[RELATED: MFAA strengthens executive team with a new role]