Why this $260m business opted for a consumer-recognised brand

High-performing broker and business owner Daniel Pym sat down with Loan Market’s Head of Buyer Experience Kate White to discuss many things about his business, including leveraging Loan Market’s brand to amplify his operations in Sydney’s inner eastern and inner western suburbs.

‘Consistency’ is the key to building an online brand that generates both awareness and leads, according to Director of Loan Market’s Double Bay and Erskineville offices, Daniel Pym.

“Your marketing doesn't have to be as catchy or sophisticated as a Super Bowl half-time ad, it just has to be there, regularly, for people to see,” he said.

His philosophy to marketing - alongside a 100 NPS score and an enabling managerial style - led his team to write $260m in loans last calendar year across the offices and made him a highly influential member of Loan Market’s prestigious Chairman’s Club.

Marketing support that does the work for you

Five years ago, Pym was using an external marketing agency for the bulk of his engagement strategy, but switched to Loan Market’s in-house marketing solutions prior to Covid.

He’s now capitalising on the brand’s digital suite of tools, including its automated solution Amplify and bespoke video service Broker Reels across social media.

Loan Market businesses benefited from the brand being viewed a combined 25 million times last year.

“Loan Market, in the last few years, has really stepped up (its marketing),” he said.

“If you're posting content regularly, then you become top of mind.

“Because we're appearing in their (social media) feeds … I think that that has led to a huge increase in the calls I get from people.”

Pym is also utilising Loan Market’s automated direct communications tools Nurture and Stay in Touch while he remains focused on his market’s best customer service offering.

“For all of my clients - for their birthdays, fixed rate expirations, interest-only expirations, for their annual reviews - Loan Market’s Stay-in-Touch is an automated communications program which is really helpful,” he said.

“They also have another one called ‘Nurture’, which is for clients that are in our database that haven't proceeded as yet.

“Loan Market also has a monthly newsletter, shoots videos for us, and can post on all our socials.”

Partnering with Australia’s biggest real estate network

Loan Market Double Bay also employs a handful of other ‘one-percenters’ in their marketing strategy. For instance, as a Loan Market-branded business, they have a direct relationship with Ray White. A simple text message from Ray White Double Bay to its database resulted in Pym engaging with a client on a $3m loan.

Loan Market’s relationship with Ray White - Australia’s largest real estate network - generated 22,000 leads for its brokers last year, bolstering the bottom lines of businesses and opening up new connections. Integration between Loan Market’s and Ray White’s CRMs creates a seamless exchange of leads in the respective systems.

As an aggregator, LMG allows business owners to trade under their own brand or as its consumer brand, Loan Market.

Pym was originally with the Group as Ray White Financial Services and believes the rebranding to Loan Market added ‘broader appeal to brokers’. So much so, he chooses to operate as Loan Market Double Bay and Erskineville rather than his own independent brand.

The Loan Market brand has higher recognition than a smaller independent brand and a wealth of resources available to his franchise members.

Loan Market franchises also benefit from an average +97 NPS score making them the most trusted network of brokers in Australia.

“It’s been really good for Loan Market to allow the flexibility because a lot of people do want to have their own brand,” he said.

“But for me, I don’t need to be ‘Dan’s Home Loans’. When you look at the support that I get - from the website to the hundreds of pieces of marketing I can use, and from all of the other support that’s there - it’s a benefit, not a hindrance, to be Loan Market.”

In addition to utilising Loan Market’s marketing tools, MyCRM and its advanced features for productivity and compliance, Pym has also tapped into its offshore data validation and loan processing team, BrokerForce. BrokerForce takes over the administrative duties that free up his Client Service Managers (CSMs) to provide more strategic service.

Listen to Daniel Pym and Loan Market’s Head of Buyer Experience Kate White talk more about his business here.