LendingTree, the nation’s leading online source for competitive home loan offers, says the effort will run nationally across TV, radio, print, online, direct marketing and social media. LendingTree partnered with Merkley+Partners in New York, NY for the creation of the campaign which addresses the full breadth of LendingTree services and is built around the core proposition and heritage of LendingTree, which is to empower borrowers to make smarter financial decisions.
Lending Tree’s Lauren Pilon tells RBR-TVBR about the buy: “We are testing a wide array of networks, from networks like HGTV and ESPN to networks like Fox Business and CNN. The radio plan has not been finalized so nothing to report there.”
“With record low interest rates and an improving housing market, consumer interest in mortgage financing is flourishing. However, our research shows there is an enormous amount of anxiety and uncertainty associated with getting a mortgage,” said Gabe Dalporto , LendingTree CMO. “This campaign was born out of that insight. It builds on LendingTree’s pro-consumer brand heritage by demonstrating how consumers can have more control in the mortgage process and redress the balance of power with banks.”
The campaign leverages research into customer pain points around uncertainty and anxiety in the mortgage shopping process, conducted over the past year through quantitative and ethnographic research. The first set of new commercials began airing 5/6 with more planned to be introduced in the coming months.
Lending Tree’s website can be found here: URL: https://www.lendingtree.com