Anthony Waldron, REA Group’s CEO of financial services and Mortgage Choice, has shared the strategy behind the company’s new marketing campaign.
Read more: Mortgage Choice enters new era
With over 25 years of experience in financial services strategy, mortgage broking, and business development, Waldron was appointed to the role in early June to lead the next phase of growth within the property giant’s mortgage broking and digital home lending businesses.
“Mortgage Choice is one of Australia’s most trusted and recognised broker brands, with over 95% brand confidence among consumers,” Waldron said. “As part of the integration project, we’ve developed a new brand strategy for Mortgage Choice that reflects our new, combined broker network and the value we offer.”
REA Group acquired 100% ownership of Smartline in July 2019 and completed its acquisition of Mortgage Choice in July 2021.
“This new campaign introduces that refreshed brand to the market in a high-impact way, re-energising the brand in the eyes of consumers,” Waldron said. “It was also important to us that our Smartline franchisees who migrated their businesses to Mortgage Choice, were buoyed by coming into a brand that was top of mind for Australians – a brand that looks to the future but recognises the heritage of both Smartline and Mortgage Choice.”
The refreshed brand is supported by the new tagline “You’re never a loan,” which Waldron said is all about demonstrating that “when consumers choose Mortgage Choice, they’re choosing a broker who is more invested in their success than their money.”
“It’s fantastic to see our brand in market in such a high-profile way, backed by the one-on-one support of our dedicated franchise marketing team, who are working flat out to ensure our franchises are leveraging the refreshed brand,” he said.
