Leading non-bank Liberty has unveiled a direct-to-consumer branding and advertising campaign in a strategic move to support mortgage brokers.
Liberty has long been a well-known lender in the broker and adviser channels, however, Liberty’s national sales manager, John Mohnacheff, says it is important for the lender to raise its profile with consumers, particularly in the current heated property market. According to Mohnacheff, brokers were kept centre of mind when developing the campaign and it will help boost brokers’ businesses.
“Our whole focus is to help support our network of brokers by positioning Liberty as a lender that offers a broader range of financial solutions to a broader range of clients,” he told Australian Broker
“We know from our own research that borrowers prefer a lender they’re familiar with. We also know it helps our brokers write business if we get our name out there. And in many ways there’s never been a better time to be the leading mainstream specialty lender – we’re currently seeing increased growth right across our portfolio. With better brand recognition and our wider range of products it means more great options for brokers and their customers.”
Mohnacheff says the campaign will be a holistic one, involving a variety of communications across a variety of platforms.
“We’ve got some big things in the pipeline planned across the range of digital, outdoor, print, TV and radio. One of the immediate and really exciting elements of the campaign is Liberty’s head of consumer advocacy, Heidi Armstrong will be presenting a national radio show. It’s called the Liberty Small Business and Property Barometer with Steve Price and will air on the Macquarie
Radio Network each Thursday night at 9pm,” he told Australian Broker
“We’re also sponsoring a number of sports teams, such as Shane Van Gisbergen’s TEKNO V8 team and there’s more yet to come – it’s an exciting time.”
According to Mohnacheff, there is no better time to invest in the brand with non-banks becoming more relevant in the current market.
“Well I don’t want to call it too early, but I think we’re seeing a significant move in market share back toward non-banks for the first time in many years. That’s because non-bank lenders like Liberty have consistently delivered innovative products, driven competition and worked in partnership with brokers,” he told Australian Broker