Mortgage intermediary firm Purely Mortgages has signed a new type of multi-media lead generation deal which could see a growth of clients through the new ITV Local service.
In the first deal of its kind for the financial services community, Purely’s whole-of-market mortgage advice services will be promoted on the front screen of a new online and southeast-targeted ITV news and entertainment service and which subsequently clicks through to a specialised website where consumers can find out more about their mortgage options.
More specifically, a link on the ITV Local service clicks through to white-labelled service known as ITV Local Mortgages which gives consumers interactive information about the mortgage market through a mixture of written and video content, and can allow them to apply for mortgages.
ITV Local’s commercial links act as an alternative route for business searches but Purely has a prominent position on its main screen beside the wider generic Business Finder tool.
The ITV Local Mortgages content will be regularly updated and contain exclusive mortgage deals and includes a mortgage calculator.
Mark Chilton, chief executive of Purely Mortgages, explains while the firm does not expect many enquiries in the early days of ITV Local's launch, the firm is excited about being involved in the project because this is the first multi-media web-based local TV channel in the world.
"We're not expecting enormous volumes of traffic but over time we expect it to grow, and the real benefits will come when they build the property channel carrying property programmes and regional content," says Chilton.
"We built the technology with other partners and we happened to approach ITV at the right time. The content is completely different to anything else seen before because it allows us to run video. It seems this encourages people to stay longer because they view the video and then pick up the subliminal content around it," he adds.
According to Chilton, the initial trial of ITV Local in the Meridien region generated around 90,000 video viewers over a six-month period but he anticipates this number to increase significantly over time, and with it the potential lead generation base, as the ITV Local services also allows people to upload their own videos.IFAonline
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