The new brand is focused on solutions for customers that don't fit in the box
Bluestone Home Loans now has a new look that focuses on the one in 20 Australian borrowers who are overlooked by the banks.
Bluestone launched the message “Lending shaped around you” that showcases the non-bank’s approach to fitting the loan to the customer, not the other way around. The brand update also includes a revamped website plus several new features.
“We had two problems we were looking to solve: firstly, feedback from brokers was that they weren’t completely clear what a Bluestone customer looked like and secondly, our lack of brand awareness with borrowers made it harder for brokers to recommend us,” said Campbell Smyth (pictured above), CEO of Bluestone Home Loans. “With our new brand positioning, we wanted to send a clear message that we champion the untypical borrower, regardless of circumstances.”
Bluestone said it has a loan for borrowers that don’t fit the strict lending criteria – whether they be a single parent working two jobs, a first-home buyer with a small deposit, a self-employed tradie, a permanent casual worker, or a professional couple looking to invest in property through their SMSF.
“Many borrowers feel that their particular circumstances make it harder to borrow,” Smyth said. “Here at Bluestone, we have more paths to get borrowers to a yes. Rather than an algorithm saying no, we take a human approach to providing a loan that's tailored for the borrower’s specific needs and circumstances rather than trying to squeeze them into the traditional boxes.
“For some brokers Bluestone has been regarded as a niche player in a niche market. With this new look and feel, we’re celebrating the diversity and individuality of everyone who aspires to buy a house. We think it’s a more modern approach to home loans and reflects the Australia of today.”
A series of events will be hosted by the non-bank next month to showcase its focus on helping brokers with a broker range of customers and grow their business. The Sydney and Melbourne events will feature international broker coach Ron Vaimberg, who is making his first trip to Australia.
- Melbourne – July 18
- Sydney – July 20
- Gold Coast – July 25
- Brisbane – July 26
The brand update comes following a number of changes at Bluestone aimed at improving support for brokers.
Earlier this month, Bluestone increased the upfront commission paid to brokers for Specialist, Specialist+, and SMSF loans. In February this year, the company launched a Scenario Hotline - 13 BLUE - to give brokers direct and immediate access to an experienced underwriter to discuss and workshop loan scenarios. Bluestone also made a number of policy changes designed to improve loan serviceability for borrowers.
Smyth said what makes brokers value their relationship with Bluestone was their flexibility and the service they receive from the non-bank’s team.
“Underpin those attributes with fairer commissions and access to experienced underwriters to help workshop solutions and we are confident we have a strong platform to help brokers with their ‘out of the box’ customers in the years ahead,” he said.
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