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UWM To Launch Super Bowl LV Ad Spotlighting

Navi Persaud
Feb 02, 2021
UWM logo

United Wholesale Mortgage, will return to the Super Bowl on Sunday, Feb. 7, with a new commercial putting independent mortgage brokers website,, on display during one of America's biggest sporting events. The ad will reach the majority of the top 20 DMAs and other strategic markets throughout the country. 

According to UWM, the company sees the Super Bowl as a perfect opportunity to highlight independent mortgage brokers, and build upon a company pledge to ramp up consumer education about mortgage brokers following its recent listing on the New York Stock Exchange.

“We will always find ways to elevate and shine a light on independent mortgage brokers, and what better way to do this than during the Super Bowl where millions of Americans are tuned in to watch the game and the commercials,” said Mat Ishbia, president and CEO of UWM. “Brokers are the best place for borrowers to get a faster, easier and cheaper mortgage. These men and women are pillars in the community and provide consumers with more options than a retail lender or bank so they can fulfill their dream of homeownership.”

The commercial is titled, “The Perfect Match,” taps into the culture of online dating where borrowers viewing a swipe-based dating app in search of their perfect companion – only to be revealed that they’re looking for a match in the form of a mortgage broker. The ad then points borrowers to to connect with a mortgage broker who can match them with the perfect mortgage.

“We believe we’re the one genuine partner of mortgage brokers nationwide,” said Sarah DeCiantis, chief marketing officer of UWM. “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.”

Launched in 2016, aims to increase national awareness of independent mortgage brokers as the best way for consumers to purchase and refinance a home. In addition to educating consumers and real estate professionals on the benefits of using a mortgage broker over large banks and mega retail lenders, the website also hosts a nationwide database of brokers, searchable by city, state or zip code, to match borrowers and real estate agents with nearby independent mortgage brokers.

Researchers anticipate that the wholesale mortgage channel will reach 33 percent of the mortgage market by 2026, returning to levels it hasn’t experienced since the 2008 recession, according to the press release.

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