Marketing Brief

Support is critical in the mortgage industry. Kevin Paterson\'s A-Z review rates the marketing material that lenders issue to help brokers with sales and business development

Intelligent Finance set the standard for marketing to intermediaries when it launched its website in 2000. The use of cartoon-like characters gets the points across and the demos make full use of web functionality. The dedicated broker website has a wealth of information, downloads and tools. And, as befits one of the architects of the UK offset market, it focusses on this increasingly popular mortgage vehicle. A pleasant surprise greeted me with the Ipswich website. It has clearly spent a lot of time and effort developing its web proposition and the marketing aspects of the website are well put together. As a result it punches well above its weight for a mutual.

Intelligent Finance

has managed to stay fresh in a fast-paced marketplace where online functionality seems to improve on a daily basis. Some six years after it launched in the UK, IF has somehow been able to retain its position as one of the market leaders in the offset arena and the website does not disappoint in this regard. Everything you need is in the broker support section. There are lots of tools both online and offline as well as a range of documents that you can order in hard copy format or download. The sheer range of support is incredible and brokers can do everything they need through a single portal. IF has clearly understood what the broker community needs and responded with its offering.

Ipswich is a real eye-opener. For a small regional mutual, the website packs quiet a punch and is comprehensive. There is a dedicated intermediary section and the downloads are of good quality. The graphics on the marketing literature make them stand out and easy to grasp, and the layout is clear and clean. This eight-branch regional lender has a competitive range of mortgage products and a forward thinking approach to underwriting. The only thing missing is an online application although there is an online case-tracking facility.

In a sea of mediocre mutual lenders, Ipswich stands out as a progressive, well structured lender that the broker community should use more. 38,000 registered users can’t be wrong.