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The major banks have taken advantage of the current mortgage market by increasing their share of home loan that used to be held by smaller lenders. These include Westpac’s takeover of St George and CBA’s takeover of BankWest.
The credit crunch has allowed the majors to squeeze smaller lenders out of the market. But there were still 13,690 mortgage brokers practicing in Australia despite the squeeze. Of those, 10,000 were individuals.
Now the Federal Government is pumping an extra $8 billion into the mortgage market to “support competition”. But will this work?
Previously, non bank lenders competed with the majors on price and grabbed a large slice of the action. Subsequently, the major banks reduced their rates and offset the loss of income by closing thousands of branches across the nation.
Some people could see that the market was reorganizing itself and that there were opportunities to start businesses. Thus mortgage brokers as we now know them established themselves.
Each lender will only deal directly with brokers who submit a minimum level of applications per month. These minimum levels might be set around the one million dollar mark and brokers must meet them to maintain a direct relationship.
This is quite an ask for most mortgages brokers. One million dollars worth or home loans may constitute anywhere between one and five successful applications. Not many small brokers would be able to meet that minimum requirement and would be able to keep that direct relationship alive.
The mortgage broking industry therefore came into existence during a time when financial deregulation took hold in Australia. Brokers effectively became the sales team for smaller lenders who were not able to reach customers through their own resources.
Most non bank lenders do not have a network of branches they can use to peddle their wares. Nor do they have a large marketing budget that will allow them to advertise on TV. Mortgage brokers fill that void by selling the products that smaller lenders offer to the general public.
Mortgage brokers receive income by way of commissions from these lenders. They are paid per application that is approved and the loan subsequently drawn down by the borrower. Sometimes some of the commissions go to aggregators or franchisors if the brokers work under them. The aggregators help the brokers get around the minimum volume requirements, which allows them to deal with more lenders and offer their clients more choice.
or 20 years from now, the power of the internet as a marketing tool will probably remain unfazed. As the technology only continues to improve internet and mobile connectivity, it is essential that marketing efforts continue to align itself with this trend. Thus, when we speak of internet marketing service, there is a prime focus on its 3 most evident advantages namely a wide reach, practicality and being a reliable marketing tool that has the capacity to easily target its audience.
A Wide Reach
When we speak of internet marketing service, it is not just about gaining a nationwide audience. The audience is on a global scale. Compared to traditional forms of marketing and advertising such as TV commercials, billboards, newspaper flyers and radio ads, online marketing and advertising efforts do not have a limited scope. For instance, the success of traditional marketing efforts depends on the attention people dedicate to actually watching the TV commercial or if they have the off chance of hearing a particular ad on the radio.
However, the success of internet marketing service is ubiquitous. For as long as people have an access to the internet and they are looking for a particular product or service that you offer, there is a great chance that they will be able to access your website. Granted that your SEO, PPC and search engine marketing are strong, your efforts will definitely not go to waste.
A Practical Way to Do Business
Compared to traditional forms of marketing, internet marketing services are undeniably cheaper and more practical. It goes without saying that compared to making a TV commercial and engaging in internet marketing, the former is more expensive than the latter. In making a TV commercial, a budget needs to be created that will include production and airing expenses. Also, media outlets charge differently depending on the length of the TV commercial and that should be included as well in the budget.
By engaging in internet marketing, costs are greatly reduced. This puts small-scale businesses at an advantage because they can have that marketing edge to compete along with established businesses and organisations. Further, the price of working with a digital marketing group is cost-effective. Even if you want to engage in paid banners, pop-up ads and pay-per-click campaigns, the cost is still relatively affordable.
Targets the Audience You Want
When marketing online, one of the initial steps of engaging in a campaign is to know the demographics of the target audience. Although this step applies to online and offline marketing efforts, dedicating time in this step for an online marketing campaign has significant returns. First, there is an opportunity for customising the different pages of the website based on the profile, the purchasing history and preferences of the target audience.
Second, since online marketing allows you to know how your competitor is doing their business by visiting their website, you can use this as an advantage in coming up with a better website that communicates your marketing message best to your audience. With online marketing, not only will you be able to target your audience, you can guarantee that all your marketing efforts will reflect their interests and preferences at all times.