Australian Broker TV

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Why your business brand needs a hand

Many brokers are too busy writing loans to find time for marketing their business. But one specialist lender has offered to pick up the slack. We speak to Mario Rehayem of Pepper Home Loans about the Brand Hand campaign and the tricks to promoting your brand.

Video transcript below:

Donna Sawyer, Australian Broker TV
Donna Sawyer:
 For those busy Brokers who write loans all day and struggle to find time market their business, help is on its way.  Pepper Home loans has launched a campaign which rewards Brokers with business and marketing support.  But is it something Brokers really want?

Mario Rehayem,  Pepper Home Loans
Mario Rehayem:  We service a wide range of brokers, brokers that settle 300,000 a month to 35- 40 million a month.  So every Broker has a very similar trait and that is they concentrate on their business so much in the sense of just writing loans and they are consumed into just injecting time into the business and seeing clients where they tend to forget to market their brand and this is where we are coming in.  We are saying you don’t need to be time consumed, just tell us what you would like and let our marketing team take care of it from there.  So it’s really listening to them. I have been on the road non-stop for the last 24 months and constantly brokers keep on telling me that they just don’t have time to inject back into their business. 
Donna Sawyer:  Mario Rehayem of Pepper Home Loans says brokers often do a better job of promoting the lender rather than their own brand and that’s a mistake.
Mario Rehayem:  The two main areas that tend to come up with branding and brokers is one, they don’t understand it, they don’t know how market their brand.  Some of them are very good at marketing themselves but they don’t know how to market their brand. So when they seek clients they tend to actually market the lenders brand more than their own which is an area that we are concentrating on with this road show which is what you shouldn’t be doing.  You know it should be all about the broker’s brand and not the lender, but one thing they do come across is budget, they don’t ever allocate a marketing budget, okay and they don’t have the time.  So this is where the brand hand comes in and says well we are going to allocate that budget for you simply by selling loans with us and then we will give you the expertise using our resources and our marketing team.  So we are adhering to what they have told us and it’s you know as clear as day, lenders sometimes even struggle to get a good brand campaign out.  How do you expect the broker to do that where their forte is writing loans and providing solutions to the customers.
Donna Sawyer: The Brand Hand campaign isn’t necessarily aimed at attracting new brokers to Pepper.  Mario Rehayem says it’s a value add.
Mario Rehayem:  What we are trying to do with the Brand Hand is actually give back to the brokers, that are actually using us.  So we are going to the broker, “well you are using us”; instead of just paying someone a high commission which they will utilise that money somewhere else outside of the business, we are going to try to control that and go, “you know what, let us give you a hand to increase the awareness of your brand by just simply giving us business that you are going to give us anyhow, but this is a way we can just give back to the market”.
Donna Sawyer:  This is Donna Sawyer reporting for Australian Broker TV.