Super Bowl Sunday: Battle of the Mortgage Brokers

This Sunday in Tampa Bay, the Chiefs, and the Buccaneers will duke it out, while a second mortgage-based rivalry plays out in the ads between plays.

A year ago, millions watched as Rocket Mortgage and United Wholesale Mortage (UWM) went head-to-head with competing multi-million-dollar ads. This year, they will both return, but it looks like they might play nice after a grueling pandemic.

Last year, Rocket appeared for their third consecutive Super Bowl, but then in an upset came the #BrokersAreBetter ad campaign. UMW called out their biggest competitor: “Playing with rockets is great when you’re a kid, but when it’s time to get a mortgage, you quickly realize a rocket is complicated and expensive,” and promoted FindAMortgageBroker.com.

It was a jab that earned millions of tweets, but this year Rocket has a chance to reply, and “double down” with two ads, this time highlighting local brokers as well. Rocket Companies today launched a national mortgage broker directory on its website.

“The directory not only includes the 43,000 individual loan officers who work with us but every mortgage broker in the country,” said Austin Niemiec, the executive vice president of Rocket Pro TP, in a statement. “This new resource is not about us; it’s about giving consumers more choice and assuring they know how an independent loan officer in their community can help them.”

UWM is also running an ad showing an imaginary tinder-swiping house hunting app, again featuring the FindAMortgageBroker.com directory.

“We believe we’re the one genuine partner of mortgage brokers nationwide,” said Sarah DeCiantis, chief marketing officer of UWM, in a statement. “We thought this ad would not only be relatable and entertaining given the pandemic’s acceleration of online dating but also educate consumers that brokers are their number one resource for finding a mortgage that fits their financial situation.”

Both firms are deciding to buy ads while other major brands are pulling out; For example, Budweiser’s decision to put ad money toward covid vaccine distribution. These brands will be saving money, as a 30-second spot during the Super Bowl runs for an estimated $5.5 million, the AP reports.

Next year’s Super Bowl 56, will be played in SoFi Stadium.

Kevin Travers was a Reporter at deBanked.