The Challenge
Intermediaries are a challenging audience to win over. They are primarily interested in 'what's in it for me' and will be swayed by products that will either generate more income for them or save them more time. The purpose of the 'Self Cert' brief was to bring to their attention that the Self Cert product from The Mortgage Works is calculated differently to enable their customers to borrow more money. Most lenders calculate the amount of money they can lend via multiples of the customerÕs primary income source. Many Self Cert customers have more than one source of income and have minimal financial commitments, meaning that they can borrow far more than traditional calculations allow.
The Solution.
Our solution was a route based on the uniqueness of the offering: "The Mortgage Works. The mortgage doesn't." The concept focused on the fact that the different approach to calculations means that with The Mortgage Works you can access a more accurate product for your customer's needs. The ads utilised the strong corporate branding with which The Mortgage Works is associated, and combined a striking visual approach with a provocative message. The ads were featured in key trade titles including Mortgage Strategy magazine, Mortgage Solutions and Mortgage Introducer.
The Results
The campaign generated significant leads for The Mortgage Works, and has contributed to their position as a top five mortgage lender.