Customer-centric approach to CCCFA
Non-bank home loan provider Resimac NZ has capitalised on its position as a lender that is “doing things differently” with its new ad campaign.
The campaign focuses on Resimac’s customer-centric approach to the recent regulatory requirements introduced by the CCCFA, calling out some of the difficulties borrowers were reportedly experiencing when applying for mortgages with the big banks.
Resimac NZ general manager Luke Jackson (pictured) said the campaign was launching during a period of great uncertainty for those looking to buy property.
“With our proven track record of customer-first innovation, most recently demonstrated by our response to the CCCFA reforms, we wanted to send a strong message to the market that Resimac is a genuine competitor to the banks when it comes to mortgages,” Jackson said.
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Jackson said the new campaign would benefit brokers and advisers dramatically by making Resimac more recognisable to everyday consumers.
“Our goal is to make it known that we are residential property lending specialists whose sole purpose is to ultimately help people purchase properties. By treating customers as individuals and building mortgages around their needs, we are a very different breed to the traditional financial institutions,” he said.
The ad featured an open letter to the big banks about the CCCFA changes published in leading broadsheet newspapers and would be supported by radio ads, a national radio promotion, as well as digital networks and social media.
“We appreciate that it can be challenging for brokers and advisers to educate their customers about lenders other than the banks, with alternate lenders only representing a fraction of the market and lacking the brand recognition of the majors,” Jackson said.
“This campaign will help change that by creating greater brand awareness and educating customers on Resimac’s value proposition.”
Jackson said Resimac focused exclusively on home loans to benefit its customers, helping them to win at property.
“This single-minded focus means we’re able to offer great products, including mainstream prime mortgages, at competitive rates paired with an efficient and dedicated service,” he said.
“It also allows us to be agile and responsive to market, regulatory and consumer changes, enabling us to deliver customer-centric products and services ahead of the curve.”
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With variable rates becoming the cheaper option in the current lending market, Jackson said he anticipated more customers being open to alternate lenders.
“That makes this campaign perfectly timed to capitalise on a greater appetite for a property lending specialist like Resimac, which also makes the jobs of our broker and adviser partners that little bit easier when it comes to recommending suitable mortgage products,” he said.
