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Ameriquest-Texas Rangers deal hits sports marketing into upper deck

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The Texas Rangers no longer play at The Ballpark in Arlington. When players and fans alike head to a game, they now go to Ameriquest Field in Arlington, thanks to a recent naming rights deal between the baseball team and the subprime mortgage company. After all, baseball and home ownership are both American institutions, Ameriquest's marketing pros reasoned. The move brings national exposure to the lender as it begins its nationwide expansion from a subprime-only into a full-service mortgage lender. "Our national sports marketing campaign is a logical strategic initiative that supports the expansion of the company's markets by introducing millions more homeowners to the Ameriquest name," said Adam Bass, senior EVP and vice chairman of Ameriquest. The lure of sports marketing within the housing sector is not new. Brokers and mortgage companies have long sponsored various teams and tournaments. Aligning themselves with sports-related activities can bring about brand exposure ...