Major brokerage launches sweeping rebrand

by Mackenzie McCarty20 Nov 2012

Choice Home Loans has re-launched its brand online, with a new consumer-oriented website that it hopes will build its brand among mortgage customers and deliver online leads to its 125 brokers.

The new website, located at, has been designed to raise the profile of its brokers in search engines such as Google to drive leads to broker CRMs, and is also mobile and tablet-friendly.

Choice CEO Stephen Moore said brand recognition will become an increasingly important asset for all brokers in coming years.

"Already, the industry is seeing a trend towards people seeking a better deal on their mortgage and more personalised service from trusted brands in the market," he said.

Choice will roll out a new series of marketing collateral in coming months to support its new consumer face, and has also promised brokers enhanced business systems and a deeper resourcing pool as part of the re-launch.

Moore said the move was aimed to help existing brokers build their businesses, but added that Choice was also keen on recruiting new brokers to increase its brand recognition among consumers.

The website very prominently features Choie's Advantedge-funded white label offering, ChoiceLend, which has quickly risen to become one of the top four lenders on its panel.

“Our goal is to be a recognisable, trusted partner for brokers with our brand representing a mark of reliability and quality for their customers,” Moore said.

"A trusted and reliable brand is particularly important in maintaining customer loyalty as consumers move online and become increasingly social and mobile."