The overriding objective of Mortgage Choice‘s high profile marketing and public relations (PR) activities is to strengthen the brand’s status as a household name Kristy Sheppard, senior corporate affairs manager, writes.

We do this by implementing national lead generation and consumer education campaigns along with assisting our franchise network to develop their local advertising, marketing website and editorial media coverage campaigns.

Each mainland state has a state office with a field marketing manager and their assistant/s helping franchisees carry out state-based and local marketing/PR efforts.

Customer leads that arrive via our consumer website and national call centre are allocated to franchisees on a rotational basis.

The most common misunderstanding/expectation about marketing is that all it takes to bring quality customers in the door is a weekly ad in the local paper. Not so!

Franchisees can ‘ride on the coat-tails’ of Mortgage Choice’s established brand reputation and the successes we achieve through our marketing campaigns and editorial media coverage, while minimising their personal risk.

They can quite easily leverage in their local area our national and metropolitan advertising, branding and public relations activities. The more work that is being done for our franchisees, so to speak, the more time they can spend working on their business!