Mortgage Alliance Company (MAC), a national mortgage firm, has purchased 7,189 radio ads for the spring real estate market.
The campaign ramps up Monday and runs until May. The target is primarily 24 to 54-year-olds.
Here are the three ads that Mortgage Alliance has produced: Ad#1, Ad#2, Ad#3. They’ll play in 22 markets and on 50 radio stations across the country. MAC CEO, Michael Beckette, is the spokesperson in each of them.
Louie Bettio, MAC’s Brand Champion says, “We’ve used radio over 8 years because it can quickly generate the ‘reach’ and the all-important ’frequency’ of our messages that drive consumer traffic to the Mortgage Alliance web site.
Some argue that branding doesn't matter as much as it once did in the mortgage business. They say mortgages have become commoditized and that people today have less brand loyalty. Others claim that commoditization is exactly the reason brokerage firms need to invest more in marketing.
Either way, campaigns like this, and that of competitor Dominion Lending Centres, are bound to put more pressure on smaller brokerages who don’t have similar marketing efforts and budgets.
Rob McLister, CMT
Is it not the customers/clients the reason why you create ads and request comments. I guess you only allow good comments. Disappointed to see my ad comment has been removed.
Kathy, Erroneously associating a reputable company with Michael Vick is not appropriate. We have a duty not just to commentators but to any company that is unfairly implicated.
I guess I have made a mistake then. I have been advised that it is the CEO of Mortgage Alliance “Michael Beckette” and not “Vick”. Is this correct. If it is I sincerely apologize.
Hi Kathy, That is correct. :)