Case Study: Mortgage Choice

Mortgage Choice is Australia’s largest independently owned mortgage broker, and the only mortgage broking brand listed on the Australian Stock Exchange (ASX: MOC).

In FY2008/09, the company faced unprecedented issues and challenges as the mortgage crisis originating in the United States developed into a global financial crisis.

Reputation developed and implemented a comprehensive Investor Relations Strategy, which ensured Mortgage Choice was confident about its business model and the company’s future role in the housing finance market. This strategy focused on addressing the concerns or negative perceptions of key analysts and investors, proactively engaging with representatives of the media to achieve balanced coverage and solidifying Mortgage Choice’s position as a ‘thought leader’ within the industry.

The campaign ensured Mortgage Choice directly addressed concerns through targeted messaging and face-to-face meetings. Negative or incorrect media reporting was kept to a minimum, and relationships with key journalists, investors and analysts, as well as Government and industry representatives were developed and improved upon. Ultimately, the campaign was successful in ensuring the company was confident about its business model and its future role in the housing finance market. The campaign also had a positive impact on Mortgage Choice franchisees, customers and staff.

As a result of their work for Mortgage Choice, Reputation received a Commended PRIA Golden Target Award in NSW in the Investor Relations Communication category in 2009.

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