Alexander Hall, the financial services arm of the Foxtons Group, is rebranding.
The move is the brainchild of mortgage industry heavyweight Richard Merrett, who was brought back to the business as managing director by the new Foxtons chief executive Guy Gittins.
A statement from the broker says Merrett identified the need for the Alexander Hall brand to better reflect the ‘above and beyond’ approach it wanted to give to prospective customers.
“This approach is focussed around the strong relationship that Alexander Hall forms with its clients, providing more than just mortgage advice, whilst they undertake one of the most significant, emotional and stressful endeavours in life – purchasing a home. This is a connection that has become all the more important in recent times as buyers have struggled in an increasingly volatile property landscape” says the statement.
Merritt says: “Following the seismic impact that resulted from the Truss Mini Budget in 2022, the mortgage sector has weathered what has proven to be an extremely challenging period and, whilst the worst is hopefully behind us, the needs of today’s borrowers remain more complex than they’ve arguably ever been.
“Naturally, this means that the role of mortgage professionals has never been more important when it comes to understanding the individual needs of each buyer on a much deeper level.
“It’s about so much more than simply offering mortgage advice and we place a great deal of focus on providing the support required as they undertake the massively emotional journey of purchasing a home This is where we believe our renowned reputation and outstanding team allows us to add real value and this has enabled us to weather the storm better than most.”
He continues: “We’ve been patiently waiting for market confidence to improve and for rates to reduce before we launched our rebrand, as we wanted to take advantage of improving market sentiment to power our ambitious growth strategy for the business.
“… We have already made some significant changes to our model, with a huge focus on people, using data and expanding on our existing lead pipeline. Our new brand platform simply articulates why we are different to our competitors, which is not only important for our customers, but for our people too. We hope that in acknowledging the great work they do we can encourage more mortgage professionals to join us, as we look to pursue our ambitions for further growth.”