The MFAA has released the results of its digital marketing campaign, which highlighted the value its members provide to Australian homebuyers.
The campaign, which ran nationally for four weeks in May and June, reached more than 900,000 people nationwide and achieved 2.7 million impressions, which is the number of times the campaign was seen in consumers’ social media feeds.
During the campaign period, the integration led to a significant increase in website traffic on Mortgage and Finance Help, the MFAA's consumer website. More than 8,000 additional visits were recorded on the ‘Find a broker' tool, which enables users to locate an MFAA accredited mortgage broker in their local area. This surge in traffic doubled the usual visits to the site.
The campaign was released across key digital platforms that homebuyers use regularly to find information, including Facebook, Instagram, and key news outlets.
“As the peak industry association for the mortgage and finance broking industry, it’s important to us that we promote the mortgage and finance broker proposition to Australians, especially now with rising interest rates and cost of living pressures,” said MFAA CEO Anja Pannek (pictured above).
“It’s more important than ever that people have access to the type of guidance and support that a broker offers so they can make the right decision,” Pannek said.
“Mortgage brokers should always be the first port of call for homebuyers and people refinancing their home loan, and the aim of our campaign was to showcase the service mortgage brokers offer their clients and keep them top of mind for anyone looking for a home loan.”
Specialist media planning and buying agency Yango was engaged to support the campaign strategy and execution.
Natalie Robinson from Yango said the agency developed a multichannel approach for the MFAA to engage future homebuyers with educational content around the benefits of using a mortgage broker.
“The data showed the audience was highly engaged, with all channels exceeding industry benchmarks,” Robinson said. The campaign delivered significant reach and awareness for the MFAA along with an increased traffic to the website up 102%.”
Speaking on the campaign results, Pannek said it was clear from the campaign results that the message, which is fundamentally for borrowers to talk to their mortgage broker, had resonated with consumers.
“Our members deliver an outstanding service which all Australian homebuyers should know about. And, with the foundation of the Best Interests Duty, consumers can be confident that they are in safe hands when working with their broker,” Pannek said.
The MFAA also produced a toolkit for members with images and wording they can use to
help promote the services they offer, show clients they belong to the industry’s leading association and continue the campaign’s momentum.
The toolkit remains available to MFAA members to use in their own marketing. It can be downloaded from the MFAA member portal.
