Mortgage Professionals Canada – the industry organization that represents nearly 15,000 brokers, insurers, lenders and other stakeholders – is touting the advantages of expertise to potential homeowners in a new, national campaign.
Called “There’s a Better Place to Start,” the campaign focuses on a few key insights, gleaned from the organization’s own research: the share of non-homeowners who think they’ll never be able to buy a home in Canada has increased by 15 percentage points in just six months, and 69% of homeowner respondents are anxious to renew their mortgage due to higher rates.
Their concerns are intensifying amid a mounting housing affordability crisis in Canada.
“So many Canadians are scouring online for information, trying to figure out what’s best for them, which results in so much conflicting information and options to choose from,” says Lauren van den Berg, president and CEO of Mortgage Professionals Canada. “Our message is: Stop doom-scrolling and talk to an expert who can provide real answers.”
The campaign is digital-first and hones in on some of the biggest concerns of potential homebuyers. In a 30-second hero spot, questions such as “What rate should I get?” and “Variable or fixed?” are among those the would-be homeowner frantically searches for online before turning to a broker.
The OLV is supported by digital (including banner ads) and messaging across the brand’s owned social channels.
“The most important step you can take is to talk to a mortgage broker early on,” says van den Berg. “They are with you every step of the way to answer all of your questions and guide you to your new home with personalized, unbiased and objective advice.”
The campaign launched Oct. 15 and will run through the fall. Enterprise Canada handled the PR.
