According to a nationwide brand tracking study conducted for LendingTree by Boston-based Chadwick Martin Bailey, the online lending and real estate exchange is tops in “total brand awareness.”
The study, conducted in September, measured the total brand awareness both nationally and within major metropolitan markets among adults ages 18-54 for brands participating in the online lending market.
The results show that the LendingTree brand maintains its “dominant position” in the online lending arena for a third consecutive year, the Charlotte-based company says.
LendingTree’s total brand awareness exceeds 73 percent among adults nationwide, the study found, and exceeds 83 percent among frequent Internet users in major markets. These numbers are higher than the awareness levels of direct online competitors included in the study and are higher than retail banks surveyed.
“–(T)he ad recall results confirming that consumer perception of LendingTree continues to resonate with those who want to choose the loan and Realtor that’s right for them,” said Bob Harris, chief marketing officer of LendingTree. “Our exchange model provides unique benefits for consumers, Lenders, and Realtors and the increased awareness of the LendingTree brand name enables us to further increase our significant share of the online lending and realty services markets.”
In addition, Harris says Advertising Age reported that a survey completed by Intermedia Advertising Group recently ranked the new LendingTree advertisement, entitled ‘Game Day’, first in terms of brand recall among all ads aired for the week ended Oct. 12.