Although there are several advertising campaigns running for multiple mortgage firms, one will be featured in the Super Bowl.
The cost to run a 30-second television commercial during the Super Bowl has been estimated to be more than $4 million.
Among mortgage firms that have advertised their brand at the NFL’s premier event
was the now-defunct Ameriquest Mortgage Co.
Now, Quicken Loans Inc. is
stepping up to the plate.
The Detroit-based company said Wednesday that it will buy 60 seconds to spotlight its Rocket Mortgage — which was unveiled in November. The spot airs during the first half of the game.
“If this new mortgage experience from Quicken Loans can turn an intimidating process into something less daunting, more people will buy houses,” a transcript of the dialogue reads. “If more people buy houses, they will need kitchen gadgets, appliances and furniture for their house. We will then need more people to make those amenities. With more craftsmen employed, they will also buy houses… and so on. It all starts with a website that simplifies home financing.”
Quicken — which was founded by billionaire and Cleveland Cavaliers owner Dan Gilbert — noted that the campaign was developed in association with the Fallon agency.
Quicken additionally is launching the Rocket Mortgage “Push Button, Get Stuff” Sweepstakes. A $100,000 grand prize is being awarded.
A more humorous tact was recently taken by LendingTree, which said in October that it teamed up with Onion Labs, the creative arm of the parody news site the Onion, to produce a video that has a borrower trapped in a bad mortgage as if her were trapped in a bad marriage.
“Faced with the challenge of delivering a complex message while also demonstrating the hopelessness and anxiety many borrowers feel, LendingTree turned to the creative services division of Onion Inc., Onion Labs, to develop smart, savvy, easy-to-understand and witty branded content,” a statement from Onion Inc. said.
LendingTree’s video is online at .
Public relations firm Seroka sees opportunity for home lenders to capitalize on the TILA-RESPA Integrated Disclosure Rule. The Waukesha, Wisconsin, company says it will help its clients create easy-to-understand materials that summarize TRID documents.
In addition to cutting borrower frustration — Seroka’s package promises to help originators impress clients, enhance trust and loyalty, and build referral opportunities.
Direct mail has been helping loan originators capture a bigger share of the recent spike in mortgage applications, according to iti Direct Mail. The Pasadena, California-based firm says it delivers mail merged letters with personalized envelopes that don’t look like junk mail.
“We have studied the way people perceive business mail and we know what readers want to see,” iti Direct Mail Marketing Director Alan Barseghian said in the announcement.
NAMB, which is also known as The Association of Mortgage Professionals, reports that it was able to generate interaction by hosting the first NAMB Social Media Contest. Applicants were advised to utilize the #MortgagePro hashtag, and a winner was randomly selected.
