Campaign revealed as CEO touts benefits of franchise model
Broker franchise network Loan Market has unveiled a multimillion-dollar national marketing investment as it aims to increase its Australia-wide brand awareness.
Announced at Loan Market’s annual Scale Up conference this week, the group revealed its largest-ever marketing push with a three-word call to action: Make it Yours.
By targeting TV, radio, outdoor and digital marketing streams, Loan Market aims to refocus the group’s broker-focused position to a customer-centric position.
“This brand investment is all about connecting brokers to more customers in a way that feels real, modern and empowering,” said Angela Tracey, Loan Market’s chief marketing officer.
“Our campaign is centred on authenticity and ambition, moving away from a rate-driven message to something more human.
“That’s where brokers have a real edge. In a world where AI is reshaping everything, the strength of a brand with the connection it builds, the trust it earns is what sets a broker apart. Technology can’t replicate that.”
Loan Market has partnered with high-profile media agency Sports Entertainment Group (SEG) to deliver the media strategy, which will officially launch to consumers on 1 September. SEG has previously worked with McDonald’s, Flight Centre and Chemist Warehouse.
David McQueen (pictured), chief executive of Loan Market, used the campaign launch to tout the benefits of Loan Market’s franchise model (Loan Market exists under the Loan Market Group banner, which also houses the LMG mortgage aggregator for independent brokerages).
“On average, Loan Market generates over 65 per cent more digital leads per broker than independently branded brokers in the Loan Market Group network. That’s what a national brand delivers; measurable impact for local businesses,” said McQueen.
“We’ve seen consistent trends across the network. Businesses that operate under the Loan Market brand tend to be more profitable, with more than two per cent uplift in operating margin."
Loan Market-branded businesses also generate substantially higher website traffic volumes, McQueen noted. Loan Market brokers also have access to peer-to-peer learning and personalised coaching program Elevate.
