FOC U S FE AT U R E : R A M S
Lockdown doesn’t need to mean slowdown RAMS also took it a step further and forged ahead with the development and launch of their new brand campaign – Home loans are what we do. “We actually saw this as an opportunity to really create a difference, and as different marketing channels became congested, we realised we needed to invest in a campaign that would have fresh cut through and really own the home loans space,” says Jake.
RAMS Managing Director Jake Bromwich and his team responded to the COVID pandemic by continuing to support their customers, staff and their valued franchise network in the face of lockdowns, sticking to their business growth strategy – including recruiting new franchisees – and adapting to new ways of working. For home loan provider RAMS, which prides itself on human connection and face to face interactions with its customers, the pandemic has provided a new set of challenges. Managing Director, Jake Bromwich, said this led to the business seeking ways to ensure RAMS could continue to connect with Franchisees, the means to maintain and grow their operations while also strengthening its back-end operations like Credit, Risk, Marketing and other associated functions. “We take our role in the community very
seriously. We also strongly believe that by remaining available for our customers, and demonstrating that we are open for business, it represents an important message of stability within the communities in which we operate. So it’s critical to ensure we remain visible and that our Franchisees are set up to continue to attract new business and also assist our customers who require support during COVID,” says Jake. In terms of remaining visible, Jake says RAMS Marketing continued with delivering their National Media Plan. This included leveraging traditional channels like free to air TV and investing more into online video and digital channels with a view to maintaining and building the awareness and consideration of their brand and keeping RAMS top of mind. “Our local area marketing also shifted towards localised, targeted strategies such as Facebook consideration and lead generation activity, LinkedIn content series, Spotify and Radio advertising, as well as up-skilling for Franchise Principals and Home Loan Managers. We also improved digital lead generation, launching “in-App” lead generation in Facebook, so customers can complete the enquiry within the App. The approach means we generate more RAMS leads now than prior to COVID lockdowns, and they are better quality, converting to applications at a higher rate.”
22 Business Franchise Australia and New Zealand
Jake says while marketing aims to keep RAMS top of mind to attract prospective home buyers, a strong brand needs equally strong propositions that cater to market needs - propositions that are carefully considered, rather than just being a reactive response to a changing environment. For example, while RAMS’ key focus and expertise is with First Home Buyers and Self-Employed, the business identified and acted on an opportunity with re-finances. Even prior to COVID RAMS invested heavily in innovating its construction lending proposition. This is an area that is accelerated in an economic recovery, and the HomeBuilder grants did just that. As a result, the enhanced construction proposition won the Excellence in Franchise Innovation category at the 2020 Excellence in Franchising Awards. But as Jake explains, attracting business with effective marketing and competitive propositions is just the first step. Once customers make that first contact, it’s then a matter of engaging to meet their needs. This is RAMS strength and fuels the service proposition on which the business thrives – the all-important in-person contact RAMS franchisees have with their customers every day. “It’s what makes us unique in this digital world. We use digital to support our vision to make the dream of home ownership possible for more Australians, but it’s not the key channel we prefer to engage with our customers.” “Many prospective customers feel like a small lamb in a big paddock when it comes to
