Mortgage brokers bring in the lion’s share of new home loan business but prior to this campaign, they received the same campaigns created for our retail audience. Myself and a copy partner were briefed with creating a B2B home loan campaign just for brokers. While our rates at the time were competitive, they weren’t the lowest. We did however have one of the simplest and most efficient application processes for basic loans. The challenge was to turn this key proposition into an engaging campaign.
Our solution was black, white and simple all over. When it comes to communicating simplicity, nothing does it better than the classic ‘no frills’ supermarket home brand aesthetic. It’s the perfect visual shorthand to say ‘simple’, with the bonus effect of implying value. To highlight each simple selling point we created an entire suite of ‘Home Brand’ products.
Campaign channels included LinkedIn, email (direct and affiliate) and digital display on broker websites.
The concept worked well with digital display as the featured Home Brand product could be adapted to suit the ad proportions.
Mortgage broker industry websites tend to be very visually busy and feature a lot of the same ‘house keys and happy couples’ type imagery. The relative simplicity of these ads and the usual imagery (for the broker space) really helped them stand out.
