The MFAA has called upon brokers and industry members to push its MFAA-approved broker campaign as a benchmark for consumers.

MFAA CEO Phil Naylor has previously said the campaign sought to position MFAA-approved brokers as an industry benchmark, and that consumers should naturally seek out MFAA members.

Naylor has now called on brokers to push the campaign to consumers, saying its success is dependent upon uptake from brokers and industry players.

"We've encouraged all members to promote the campaign. We can do our bit by using our resources to some extent, but the key to success is that all players in the industry leverage off of it," he told Australian BrokerNews.

Naylor said the initial phase of the campaign focused on press advertising and online ads in 40 metropolitan and regional newspapers. He said the association is currently planning a further advertising push.

"The upcoming stage will have a much more online and regional focus," he said.

The eventual goal of the campaign, Naylor said, is for consumers to ask whether brokers are MFAA-approved. While Naylor said the MFAA had yet to assess consumer reaction in the early stages of the campaign, he said MFAA members had indicated that consumers were starting to catch onto the messaging.

"A recent survey of members indicated that this is starting to happen but at a fairly low level at this stage but the green shoots are starting to appear. Encouragingly a large number of members are actively telling potential clients that they are an MFAA Approved Broker and this is an important leveraging off our media campaign," he remarked.

Mortgage Choice has been one of the MFAA members leveraging off the campaign, a development Naylor said he was pleased to see. In its advertising to consumers, the company has promoted its franchisees as MFAA-approved brokers. Company spokesperson Kristy Sheppard told Australian BrokerNews Mortgage Choice believes in the goals of the MFAA campaign.

"Mortgage Choice has a close relationship with the MFAA, as do many other brokers, and have had a little input into the campaign. We strongly believe in the need for our industry to develop and promote its professionalism so more and more Australians are aware of the great value brokers provide," she said.