Lender targets brand awareness

LISTED mortgage provider Homeloans Ltd will launch a new national campaign this month featuring television and radio spots, and outdoor advertising.

According to Homeloans Ltd national marketing manager Alex Curr, the campaign’s products focus will also aim to brand Homeloans as an innovative lender.

“There are three executions we are doing,” Ms Curr said.  ‘We have the hassle-free home loan, the consolidating debt offering, and the third one is one of our great products, which is our go-between loan. 

“If you’ve found a home but you need to sell the existing home this loan gives you six months’ breathing space. You don’t’ have repayments in that time.

“We didn’t have an ad for the go-between loan and we wanted to freshen up our advertising. It will still have the Homeloans feel – we’re here to help you – but it needed to be freshened up and [be] a bit more targeted.”

She said the company’s sales force would track leads from the campaign, with that information to be used to assess each ad’s performance and to track the efficiency of the media used in each State.

“The next part of this campaign is integrating it with the sales force. They’ve been involved with the process. I’ve asked them what we should be promoting and what is selling well and what we have that is different,” Ms Curr said. “They will now follow up on leads and get information back to me.”

Radio advertising in Western Australia and NSW will air for eight to 10 weeks, while there will be a small amount of TV advertising in WA. 

Queensland radio spots begin in mid-March, as will a trial run of TV ads.

“We’re testing TV in the Gold Coast market. If we find that it works there we will look at doing more with TV,” Ms Curr said.

The new campaign has a media cost of $300,000 and will incorporate left-over TV spots from Homeloans Ltd’s Rugby World Cup media package.

 That campaign was Homeloans Ltd most recent TV exposure in the Western Australian market.

“Our last real campaign [interstate] was in NSW and Queensland last October. And it has taken our focus because we are really trying to get into those markets. We’ve really got a good brand in WA,” Ms Curr said.

She said the mortgage lender would aim to ramp up advertising again in August and September.

MJB&B Advertising and Marketing client services director, Callum McKenzie, said the campaign aimed to attract consumers to Homeloans’ products.

“The campaign is a very simple yet stylish canvas, which promotes the benefits of loans tailored for specific needs, with the aim of building a strong customer lead base for the Homeloans Ltd sales team,” he said.