Throughout 2006, GHL Group has focused on delivering an unrivalled quality of service to its brokers, combined with the best products, facilities and e-commerce solutions available.
Established in November 2005, GHL Group was born from the merger of Genesis Home Loans and Guaranteed Home Loans and now more than a year on, the GHL Group is widely recognised as one of the country's biggest mortgage networks with over 200 registered Appointed Representatives (ARs) and over 60 Satellite Packagers.
With this multi-channel approach to business, the group is also one of the UK’s premier mortgage distribution companies.
John Smith, Sales and Marketing Director at GHL Group believes that throughout the merger it was very important to keep both of the brands because their customers became quite attached to the brand that they had signed up for.
"When we did the merger it was important for us to keep continuity within our membership and that’s why we took our time in terms of moving over to the one brand. The way we looked to do that was throughour first Gala Dinner Event last November.
Held at the De Vere Belfry, GHL drew together over 150 ARs and Directly Authorised brokers (DAs) to a ‘mini Expo’ during the day, with lenders supporting the event by hosting exhibition stands and holding seminars on hot topics and current industry issues.
During the evening, GHL presented awards to their top achieving brokers and packagers either side of unveiling their new corporate identity and announcing an overseas conference for ten of their ARs to Marbella in 2007.
Smith explained: "The Gala Dinner provided us with an ideal opportunity to unveil our new corporate identity after almost a year of marketing GHL Group with the Guaranteed Home Loans and Genesis Home Loans logos. This naturally helped with our everyone being able to recognise us as two companies that had become one.
"Our new corporate identity reflects how we have developed into a dynamic and forward thinking Network with clear ideas and strategic aspirations. The use of blue and grey and opting for a soft rounded typeface with lower case lettering denotes a crisp, clear and modern identity. The reversal of the 'g' to make the 'p' illustrates confidence and individuality.
"Merging two companies presented its challenges as we had to consider different cultures and processes. The transition took about a year and the end result has brought about the creation of a company where communication and customer service is paramount."
Key accounts
The end 2006 saw GHL Group select five of its packagers to become new Key Accounts. These were chosen based on their desire and ability to develop their business within the GHL Group Network and will receive the highest level of support in order to do so.
Smith explained that as part of this exclusive group, they would be able to package for all panel lenders (where licence can be obtained) as well as have access to a range services designed to generate increased levels of new business.
He said: "This is achieved by ensuring they receive market exposure whilst at the same time providing them with a full training programme aimed at enabling them to tie-in their own distribution channels.
"Although we have kicked it off with packager partners, we want to expand it to a maximum of 12, but also to bringing the key accounts for the ARs and not just for the packaged partners and directly authorised brokers."
Investing in technology
A strong emphasis is placed on ensuring that both the broker and their clients receive the highest quality of service possible, in a professional, personal and friendly manner.
This has become something of a GHL Group mission statement and one that is reflected in the commitment and resources invested in providing the ongoing development of both their staff and the group website.
Last year witnessed the unveiling of a number of e-commerce facilities which include an online Decision In Principle (DIP), real time case tracking, document upload facility, Life and GI Insurance services as well as a ‘Lender Zone’ providing product and lender related information and documents.
The online DIP service allows brokers to send a general mortgage enquiry to the GHL Placements Team, or to apply for a specific decision from one of 18 lenders on the group’s packaged panel.
A DIP response is provided within four hours, and details three of the most suitable options available. Once received by the broker, the website also provides the ability to convert this DIP into a full application online.
Smith said: "In a way 2007 will begin were 2006 left of, we want to emphasise and enhance our communication levels and distribution and bring lenders into that as well. And as the e-commerce side of the business continues to grow, we now have a fully operational compliance website, with everything on there to make sure you stay fully compliant. We’re in tune to what we need to be doing as a network, and that’s just the start.
