As buyer activity continues to increase, professionals in the real estate and lending industry are becoming increasingly competitive with their marketing approach it seems.
Century 21 seems to be at the head of the trend, investing in four commercials that aired during this year’s Super Bowl. But Prospect Mortgage isn’t far behind, as it launches a national television campaign to draw attention to its renovation home loan program and help grow its brand.
"The Prospect Dream" is the company’s renovation home loan product that will be featured in the campaign, which will begin airing in February.
It is expected that the four-week campaign will reach more than 12 million unique viewers, focusing on networks such as HGTV, TLC and DIY.
"A renovation home loan opens a whole new segment of the existing home market for homebuyers who want to purchase a property that needs work, and it also allows current homeowners to make home improvements through a refinance," said Prospect's Chief Marketing Officer Kevin Morefield.
The company’s objective is to create awareness for Prospect and its unique home loan product.
The campaign commercials will follow loan customers throughout their renovation project by showing the drastic before and after images of the home.
The homeowners will also be placed on camera to discuss their experiences in obtaining an FHA 203(k) loan.
Morefield added, "By highlighting this innovative product offering, we see a tremendous opportunity to grow this segment of our business as well as an opportunity to differentiate Prospect from other mortgage companies that are focused solely on rate/term refinances."