United Wholesale Mortgage is taking a familiar LO conversation to a national audience: borrowers have more financing options than a 30-year mortgage with 20% down.
“The wholesale lender announced Oct. 20 that its consumer-facing Mortgage Matchup brand is launching a new commercial encouraging homebuyers and homeowners to explore those options with a local independent mortgage broker.”
The campaign will run nationwide across television, streaming, digital, and social media platforms.
Mortgage Matchup, powered by UWM, provides educational resources and a searchable database connecting consumers and real estate agents with local mortgage brokers.
For originators, the campaign addresses an obstacle that can arise before a borrower ever submits an application: assumptions about what getting a mortgage requires. Its pitch gives consumers a reason to start a conversation with a broker about financing that fits their circumstances.
Selling The Value Of Options
Created by UWM’s in-house marketing team, the spot features a mischievous “cookie-cutter mortgage” character whose antics represent the problems with treating every borrower alike.
“Consumers expect customizable options for nearly every major decision they make, yet many don’t realize they have choices when it comes to their mortgage,” said Sarah DeCiantis, UWM’s chief marketing officer.
“Twenty percent down. Thirty years. One mortgage. That’s the cookie-cutter mindset we want consumers to rethink.”
The campaign positions the broker’s role around identifying and explaining financing choices. That gives originators a way to demonstrate their value early: helping prospective borrowers understand how different loan structures could affect their down payment, monthly payment, and overall costs.
A Longer Campaign To Reach Borrowers
UWM has spent years putting its broker message in front of consumers.
In 2021, the company promoted FindAMortgageBroker.com through a Super Bowl commercial. That spot used a dating-app concept to portray consumers searching for a mortgage broker who could match them with suitable financing.
More recently, UWM expanded Mortgage Matchup’s visibility through a 10-year, nearly $115 million naming-rights agreement for the Phoenix Suns and Phoenix Mercury’s downtown arena, announced in October 2025. The brand also serves as the official mortgage partner of the NBA and WNBA.
The new commercial extends that consumer outreach with a specific message about financing flexibility. It also fits UWM’s stated corporate objective of increasing the wholesale channel’s share of the overall mortgage market.
For brokers, the opportunity is to carry that message into concrete borrower conversations. Explaining which options a borrower qualifies for — and how the payments, cash requirements, and costs compare — is where the campaign’s promise becomes useful.
