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Strategic marketing wins award for Pivotal Financial

Pivotal Financial, the RE/MAX Australia-owned finance group, has enjoyed back-to-back wins in the annual Connective Excellence Awards, taking out the Marketing Award for 2019.

Pivotal Financial general manager Matthew Andrews said the group had established a powerful brand identity in the 2017/2018 financial year and the 18/19 focus was to promote the brand to their core target audiences of the customer, the RE/MAX network, referral partners, and mortgage broker partners.

“I wish to fully acknowledge the person integral to us winning this award, our operation manager, Justine White,” Mr Andrews said.

Welcoming the award, Ms White recognised and thanked Mr Andrews for the trust placed in her ability.

“Matthew and I are both from banking backgrounds, not marketing, but he put his trust in me,” Ms White said.

“While we work as a team, he gave me the opportunity to take on the marketing of Pivotal Financial.

“We focused our marketing program on building high-quality marketing collateral (printed) and digital content that would be relevant, practical and have longevity.

“We focussed on strengthening our existing client relationships through education while also attracting new ones using a variety of platforms to reach and connect with these people including regular electronic mail, blogs, newsletters and RBA updates; and regular LinkedIn, Facebook and Instagram posts from Pivotal as a brand and from our brokers.

“And we are fortunate with our internal promotion to the RE/MAX network through Yammer and Precinct platforms,” Ms White said.

Mr Andrews said a sustainable and versatile platform was created to educate and promote Pivotal Financial services.

“I believe we stood out in website development and social media strategies.

“A comprehensive marketing strategy has been instrumental in the growth and success of our business and brand, and achieving a 25 per cent increase in settlement productivity across diversified lending platforms, a 21 per cent increase in loan volumes generated from our RE/MAX network, 175 per cent growth in our social media footprint and 125 per cent growth in ‘likes’ on the Pivotal Facebook page – all within 12 months.

“Lead generation from our digital platforms grew by 200 per cent year on year, with eight leads a week being generated; and eight new team members have joined Pivotal in the year,” he said.

Pivotal Financial won the marketing award last year after its successful restructure, rebrand and relaunch of the mortgage broking business for RE/MAX Australia.

“Connective Excellence Awards recognise the best of the best in Australia’s mortgage and finance broking industry, with winners chosen for their expertise, integrity, initiative and outstanding customer service standards,” Mr Andrews said.

“Connective is a dynamic and progressive thinking aggregator and a valuable strategic partner that has helped Pivotal Financial properly grow our business through giving us guidance and support.”

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