UWM enters the big leagues and unveils its first Super Bowl commercial
Quicken Loans maybe the “official mortgage sponsor” of NFL and the face of the Rocket Mortgage Super Bowl Squares contest, but one of its biggest loan rivals is composing its own big game on Super Bowl Sunday.
United Wholesale Mortgages, who is now one of the nation’s biggest lenders, will air its first Super Bowl commercial during this year’s game between the Kansas City Chiefs and the San Francisco 49ers.
The ad is the lender’s first Super Bowl ad and the ad itself is a direct shot through the arc of Quicken Loans.
The announcement, which can be seen below, opens with a sudden that playing with rockets is fun when you’re a kid, but not so much when you’re an adult.
The ad highlights the “FindAMortgageBroker.com” website, which is powered by UWM and helps borrowers find a mortgage broker in their area.
The ad claims that by using a mortgage broker, who works with multiple lenders instead of just one, borrowers can get a “faster, easier and more affordable” mortgage than what they would get using Rocket Mortgage from Quicken Loans or other lenders.
UWM and Quicken Loans are used to competing with each other. Both are among the top lenders in the country, but UWM only sells wholesale, while Quicken Loans sells retail (mostly through Rocket at this point) as well as wholesale, through Quicken Loans Mortgage Services.
In fact, one could even say that companies are rivals, as we saw a few years ago when each company accused the other is underhandedness in the competition for borrowers.
But in advertising during the Super Bowl, UWM is following a path originally set out by Quicken Loans, which launched its first Super Bowl commercial. Four years ago.
The ad unveiled Rocket Mortgage and its slogan “Push Button.” Get Mortgage “to the nation as a whole, but this slogan has led to some severe confusion and angst among the general public.
But Quicken Loans wasn’t the only lender to make a big push during the Super Bowl that day. SoFi also ad during Super Bowl 50, spending 20% of their advertising budget on their Super Bowl advertising.
SoFi was back the following year, although it took a different approach, choosing to purchase one of the commercials that would only work if the game was in overtime. That year’s game actually dragged on, resulting in a big victory for SoFi.
Quicken Loans returned to the Super Bowl commercial game a few years later, hiring actor Keegan-Michael Key to appear in his a d, which was much better received than its first tour.
Super Bowl viewers will apparently see another Quicken Loans commercial this year, as the lender has recently been tease an appearance of Game of Thrones and Aquaman star Jason Momoa in his commercial.
The Quicken Loans ad will be a national spot, which will likely cost the lender somewhere between $ 5 million and $ 5.6 million if the ad lasts 30 seconds. If it’s longer, the price goes up, of course. And that doesn’t take into account the cost of producing the ad itself.
UWM, on the other hand, takes a more focused approach. The company’s announcement will be available in “select markets,” the company told HousingWire.
The company hasn’t indicated which markets they would be, but the decision to advertise what will be the most-watched TV show of the year in each market is still a big deal for the already large lender.
To learn a bit more about why UWM is running the Super Bowl commercial this year, UWM CEO Mat Ishbia provided HousingWire with an exclusive video discussing the company’s reasoning.
In the video, Ishbia says the announcement is not about UWM. Instead, Ishbia said it was about supporting mortgage brokers.
Check out this video below.