DALLAS, TX (April 16, 2014) – AllSouth Federal Credit Union (formerly Fort Jackson FCU) scored a free commercial during the 2014 Super Bowl featuring the benefits of its FHA/VA loan programs to the financial institution’s large military membership. As a result of this prime spot on local TV and AllSouth’s messaging, thousands of members and potential members now know AllSouth has a full range of mortgage lending options. In fact, the credit union even had local appraisers call in and ask AllSouth to be added to its approved appraiser list after seeing the commercial. Because of this prime spot and its results, the credit union is the recipient of CU Members Mortgage’s 2014 Q2 Marketing Achievement Award.
“I wish I could tell you that it was part of our master plan but it really was more a combination of fortunate events that led to the ad appearing at halftime – but we will certainly take credit for it!” stated AllSouth’s Vice President of Mortgage Lending Thomas Boswell. “The local TV station owed us a free commercial as part of our ongoing contract with them. It just worked out to perfection that it resulted in an airing during halftime of the Super Bowl. I was actually shocked when I saw it air.”
Boswell adds that it is hard to measure a specific response level to any single marketing event, but the fact that it appeared in such a valued time slot means that there were a good number of members and potential members that now know AllSouth has a full range of mortgage options for them.
He sees the commercial airing the benefits of the credit union’s FHA/VA program certainly leading to direct financial benefits for AllSouth. “It’s primarily another opportunity for our members to link with AllSouth and look at us as their primary financial institution,” he says. “We view it more as another door we have opened for our members and potential members to see us as a major player in the local mortgage lending market.”
With the market demand shifting away from refinances and toward purchases, being able to offer VA and FHA mortgages along with its existing conventional options positions AllSouth in a much better light when marketing to realtors and builders. “It’s hard for realtors to take us seriously without having those additional options for their buyers,” he admits. “We can now deliver anything that another mortgage lender can, but we do it better because of our credit union service levels.”
“What an amazing story from AllSouth,” CU Members Mortgage Senior Vice President Linda Clampitt says. “We are so proud to have them as part of the CU Members Mortgage family, providing their military members with the much-valued VA/FHA program. This program, along with their other member service efforts, certainly validates them winning our 2014 Q2 Marketing Achievement Award – as well as being a primary financial institution for their members and potential new members. Congratulations go out to AllSouth.”
Click here to see the commercial.
About CU Members Mortgage
Founded in 1982 as a division of Colonial Savings, Dallas-based CU Members Mortgage provides comprehensive mortgage services to more than 1,000 credit unions, CUSOs, and leagues nationwide. CU Members Mortgage originates more than $3 billion in FHA, VA, and conventional loans each year. With a portfolio of $25 billion, it is one of the largest servicers of mortgage loans in the United States. Advanced technology, including a dedicated website with an online mortgage application that delivers confirmation in minutes, makes CU Members Mortgage one of the industry’s leading resources for mortgage services. The company is privately held and has branches located nationwide. For more information, visit: www.cumembers.com.