Positioning Mortgage Choice for unified performance with a shared purpose, network framework and clear messaging.
Challenge:
Building alignment across an entrepreneurial national network
The Mortgage Choice network unites more than 800 small business owners across Australia. Following the M&A integration of Smartline within REA Group Financial Services, the network’s next step was to align as one, harnessing its collective strength and accelerating growth as a united network under one brand.
The challenge was to align independent franchisees, brokers and head office teams behind a shared vision and purpose, one that celebrated their individuality while strengthening collective identity.
As part of REA Group, Mortgage Choice also had the opportunity to leverage the power, scale and digital capability of Australia’s leading property platform. The strategy needed to reflect this advantage while reinforcing the distinctive role of the broker network.
Brand Council was engaged to define a unifying purpose, shared principles and strategic framework to strengthen connection and clarity across the network.
Approach:
Co-creating the strategy with franchisees and stakeholders
Mortgage Choice franchisees are independent business owners, not employees, and their insight was central to creating a strategy that was jointly owned.
Brand Council led a national engagement program bringing together brokers, franchisees and REA Group leaders in focused sessions to define what the network stood for and how it could grow as one brand.
The process prioritised listening and participation, showing that REA Group valued franchisee experience and respected their independence. Smartline franchisees were involved early to strengthen integration and build trust across the combined network.
To embed the strategy across the network, Brand Council used national Business Development Days for face-to-face sessions with brokers and franchisees, building alignment, confidence and connection in the shared direction.
Through this collaboration, the Mortgage Choice community defined a unifying purpose, network DNA and guiding principles that reflected its shared ambition and future direction.
Solution:
Empowering Collective Potential
The outcome was a clear and confident network strategy built on shared ownership and deep insight. At its centre was the purpose “Empowering Potential”, supported by a vision for “a future where more Australians can achieve enduring security and prosperity through property.”
Brand Council translated the network’s collective input into a strategic framework and brand DNA that clearly articulated who Mortgage Choice is, what it stands for and how it creates value within REA Group. Grounded in the lived experience of franchisees, the strategy leveraged the network’s strength, hundreds of small business owners united by purpose, and the scale and digital capability of REA Group.
To ensure lasting impact, Brand Council developed a messaging matrix, proof framework, tone of voice and implementation plan to embed alignment across internal engagement, customer experience and communications.
The result was a confident and connected network with the tools, language and clarity to deliver as one brand. Mortgage Choice emerged with shared purpose, strategic focus and a framework for growth that aligned its people, purpose and performance across REA Group Financial Services.
“The Brand Council team were fantastic. Our project involved months of extensive in-person and virtual engagement across the organisation – from the exec team to our staff and franchisees. Throughout the project, Peta and Trudi provided an unmatched level of strategic guidance and insight, while remaining flexible and pragmatic. It was a real joy to work with a company that matched out own high standards and absolute focus on moving beyond the ordinary to develop something truly unique. The depth of consultation complete mean our franchisees feel true ownership of and pride in our DNA, guiding principles, vision and purpose. This work will act as a guiding light for our organisation for years to come.”
Sally Chadwick
Executive Manager – Corporate Communications, Events & Franchise Marketing
Expertise Areas
- Research & Diagnostic
- Brand Architecture
- M&A Strategy
- Purpose and Purpose led Transformation
- Putting Purpose into Practice (PPiP)
- Corporate Brand Strategy
- Communications strategy and implementation
