Creating a brand for mortgage insurance
Perceptions among mortgage lenders were that all mortgage insurance companies were basically the same. United Guaranty has been aggressively trying to change this with innovative new tools like their risk-based pricing program, an industry first. It's an ideal position for an advertising campaign that stands apart from the herd (or flock) as well.
Waking up the lenders
For a mortgage insurance company, it's tough to get the attention of busy mortgage lenders. But that's what we had to do. Because FHA loans were changing and United Guaranty would be offering much better terms for borrowers than a traditional FHA loan, lenders needed to know they had a better choice and these ads did the job.