Following the success of its consumer-focused advertising campaign heralding the benefits of independent broker advice, MCAP is now developing an enhanced program along the same lines for launch early next year.
“The campaign has always been about the brokers not MCAP and that’s why mortgage professionals appreciated it,” said Gino Tieri, VP of sales for MCAP, pointing to the company’s summer campaign, wound down last month. “That is why we are mapping out an improved campaign for some time during the first quarter of 2013.”
This year’s campaign, begun in August, included ads focusing on the theme Why a mortgage broker is a better deal for you published in On The Go, a free consumer magazine distributed all over the Greater Toronto Area; five-second spots running for four months on electronic billboards at Toronto’s Union Station; as well as pamphlets and posters, running on the same theme, for brokers’ offices.
Other lenders such as MonCana and MCAP’s own RMG ran similar campaigns promoting mortgage brokers this year, encouraging some members of the channel to suggest that lenders get together to launch a “collective mono-line campaign” for a nationwide media blitz promoting the channel.
“MCAP has been running programs to help brokers promote their business to their clients and community for years,” Tieri told MortgageBrokerNews.ca. “The program offers free tools that help them grow their brand.”
Among those is MCAP’s Key to Hope, a campaign supporting Habitat for Humanity Canada and offering brokers opportunities for community involvement and profile building. The lender’s Broker Advantage program is also helping mortgage professionals expand their market by providing marketing tools, support, and training on best practices.
Still, brokers are increasingly clamouring for the kind of direct advertising support MCAP and others are providing, arguing it’s the only real way to put a dent in the dominance of the Big Five.