D O N ’ T K I L L C O M P E T I T I O N

B R O K E R C A M PA I G N K I T

S U P P O R T M O R T G A G E B R O K E R S

PROTECT COMPETITION, SIGN OUR PETITION AT

brokerbehindyou.com.au Mortgage & Finance Association of Australia

Dear Member,

On February 7th, the MFAA launched our defence of the mortgage broking industry, with a national campaign - Don’t Kill Competition - designed to show consumers and politicians what a world without mortgage brokers would look like.

The industry has come together like never before, with aggregators, lenders and other suppliers pooling their resources to fund this campaign, which is designed to utilise the support of everyday consumers and voters to amplify the message intended for decision-makers and politicians.

The Royal Commission has recommended policy changes that would greatly damage our industry, and each of us must now take action.

The campaign comprises advertising across newspapers, radio, outdoor (billboards), television and digital platforms and is designed to demonstrate that banning commissions would be a great outcome for large lenders with branch networks, but a terrible outcome for everyday Australians.

We believe this campaign will be effective in defending and promoting the industry at a time when all Australians need to be reminded of the incredible value you bring to your customers. We are now calling on you to support the cause by making your voice heard. Please share the campaign as often and as widely as possible.

Mike Felton Chief Executive Officer – MFAA

The big ideaThe key to success is action. We want consumers to know what’s at stake, and politicians to know that we’re making a stand. This campaign aims to generate public support by demonstrating what homebuying in Australia could look like without the mortgage broking industry acting as a counterbalance. The myriad of channels our message will appear in will not only spread awareness, but apply pressure on key decision-makers to make the right call.

Building on the momentum from last year’s Your Broker Behind You campaign, we’re rolling out a variety of executions across the country. This includes advertising in metropolitan and regional areas, across television, radio, newspaper, outdoor, digital and social media. Each element focuses on keeping competition alive, and directs the public towards the brokerbehindyou website where they can sign a petition and send a pre-written email to their local politician.

We’ll be providing you with the campaign material to use, so you’re armed with the assets to defend your industry*.

Your partYour efforts are even more essential this time around. We need you to spread the word and get as many online petition signatures as possible, and communicate your concerns to your local federal MP.

On the website home page, there is an option to click “I’m a consumer” or “I’m a broker”. This gives you and your customers the chance to email your local politician on how the impact of potential changes will affect your life personally. All you need to do is enter your postcode, select your local MP, fill in your personal details and press submit.

We have also provided you with some user guidelines and tips if you are planning to meet with your local MP.

We have developed social media campaign assets for you to share across social platforms.

DOWNLOAD SOCIAL ASSETS

*The MFAA believes that campaign kit material is compliant with the law. Individuals should be cautious when deploying material, particularly to social media, to ensure that any additional statements made by the user are not false or likely to mislead the reader. In addition, care should be taken with the words ‘bank’, ‘banker’ and ‘banking’, use of which is regulated by the Banking Act 1959.

The social media movement We have developed social media campaign assets for you to share across social platforms.

Designed to fit upload requirements for Facebook, Instagram and LinkedIn, these social media materials include JPGs and the corresponding messaging.

You’ll be able to access these assets – and all other material mentioned – on brokerbehindyou.com.au

POST 1

Copy: Without mortgage brokers, finding a home loan will be harder and could become more expensive. Sign our online petition at brokerbehindyou.com.au and keep competition alive..

Image: MFA0019_Facebook_Locked.jpg

POST 2

Copy: Legislation changes are threatening the mortgage broking industry, which could lead to higher home loan interest rates. Sign our online petition at brokerbehindyou.com.au and keep competition alive.

Image: MFA0019_Facebook_Confused.jpg

POST 3

Copy: Getting your home loan will be even harder without mortgage brokers. Sign our online petition at brokerbehindyou.com.au and keep competition alive.

Image: MFA0019_Facebook_Banker.jpg

DOWNLOAD SOCIAL ASSETS

Read all about itThis campaign also includes a set of press adverts, which will feature in both regional and national newspapers to raise public awareness.

The teaser campaign, aimed at politicians, has already been launched, and featured an open letter that succinctly covered the facts and potential pitfalls should the wrong decision be made.

This asset will be posted online for you to share, and also be available for you to upload on your own channels.

All eyes on usWe’ve created a 30-second TV commercial that starkly communicates to current and future homeowners what Australia would be like without brokers to level the playing field, and directs viewers to sign the petition on the website. This will be aired across the country on regional networks, from Sky News to SBS.

To bolster our efforts, share the advert when it’s posted on our social accounts, or upload it yourself from the provided campaign resources.

DOWNLOAD TV COMMERCIAL

DOWNLOAD TEASER PRESS ADS

DOWNLOAD CAMPAIGN PRESS ADS

It’s all onlineOur digital strategy is set to make a big impact across the nation. Our message will feature as a homepage takeover on the Financial Review website as an example, and we’ve also created a range of digital banner ads that will target people who go to websites that are in any way related to our industry. This ensures that our ads are reaching the right people at all times.

We also have sponsored Facebook posts, so our message will appear in people’s news feeds.

Be sure to like or share any posts related to the campaign that we upload from MFAA social platforms. The more traction we get on social media, the better our chances are of ensuring this conversation continues organically on a national level.

The great outdoorsOutdoor media such as billboards also play a big part in this campaign. Traffic all around the country will see our bold message, ensuring that no one will remain in the dark about what competition does for the homebuying process.

Make some noiseWe’re set to dominate the airwaves with a 30-second radio ad. It reflects the message in the TV commercial, outlining what’s at stake with the same clear call to action. This will be played on a range of stations to ensure maximum reach.

Again, the audio file can be uploaded to your social media platforms and can also be included in your communications to your customers and network to further spread the word.

DOWNLOAD RADIO AD

DOWNLOAD DIGITAL ASSETS

DOWNLOAD EMAIL SIGNATURES

Wave your bannerAs a part of our efforts to push this campaign at broker events, we’ve created pull-up banners centred around the ‘don’t kill competition’ sentiment. The artwork is available – along with all the other assets – on the website, so you have the option to download and produce banners to maximise impact.

DOWNLOAD PULL UP BANNERS

A helpful hubAll campaign resources can be found on this section of brokerbehindyou.com.au. Simply download the resource you’re after and use these to promote our campaign for maximum traction with your clients and community members.

DOWNLOAD ASSETS

#dontkillcompetitionMortgage & Finance Association of Australia

PROTECT COMPETITION, SIGN OUR PETITION AT

brokerbehindyou.com.au