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What Is Mental Availability?
Mental availability is the likelihood that brokers think of you when a case lands on their desk. It measures how easily your brand comes to mind in a particular buying situation.
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When a broker has a case, they ask: “Who can help me with this?” They think of a handful of lenders. That shortlist is their mental panel. The brands on it get compared on rates, service and criteria, and one is chosen. Brands that aren’t recalled never get compared.
Brands with higher mental availability are recalled more often and chosen more frequently. Find out where you stand with the Mental Availability Assessment.
Does Mental Availability Matter?
It's not simply about whether mortgage brokers know your name. It's about whether they think of your brand when they have a need - like a particular case on their desk or seeking a new CRM system.
Awareness is knowing you exist. Mental availability is being thought of when you're needed. It's an important distinction.
If your brand doesn't come to mind, you won't get a look in, regardless of how good your products or service are.
How Does Mental Availability Work?
Our brains create certain associations with brands. For example, a mortgage broker might associate a particular lender with complex income, another with limited company buy to let, and another with helpful BDMs or generous affordability.
These associations influence which brands come to mind when a relevant need arises.
The more readily a brand comes to mind in relevant buying situations, the greater its mental availability.
However, being remembered doesn't guarantee being chosen. Product suitability, pricing, service and other factors still influence the final decision.
But brands need to be on that "mental panel" to be in the mix for consideration. That is mental availability.
What Are Category Entry Points (CEPs)?
Category Entry Points (CEPs) are the specific situations, needs and cues that trigger a broker to think of your brand - the moments and contexts that lead them to your door.
These could be a certain category of client type - First time buyer, self employed client, or portfolio landlord buying property at auction. Or it could be the need for BDM support as the case is complex. Or the need may be a fast completion.
Understanding these helps us work out when and why a broker is likely to think of you, so we can build stronger associations around those exact moments.
How Can You Grow Mental Availability?
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Understand your CEPs. They’re the starting point.
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Know what brokers associate with you. It’s often narrower than you hope, which is why brokers say “I didn’t know you did that.”
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Be distinct. You need to stand out.
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Build memories with content that’s relevant, clear and consistent. Irrelevant messages are filtered out, and inconsistent ones are forgotten.
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Reach widely. Make sure your message is seen, heard and understood by many brokers, not just the few who already know you.
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Mental Availability
FAQs
Is this the same as brand awareness?
No. Awareness is recognition. Mental availability is unprompted retrieval: whether brokers think of you without being shown a list. Read more in Brand Awareness vs Mental Availability In The Mortgage Market.
What about physical availability?
Physical availability is about being easy to find and easy to buy from. It matters, but I focus on mental availability, because that’s where my expertise lies.
Keep the “Does mental availability guarantee sales?” answer exactly as it is.
Does Mental Availability guarantee sales?
No. Mental Availability increases the likelihood that your brand will be considered, but it doesn't guarantee a sale. Price, proposition, product, service, relationships and the specific requirements of the case will all influence the final decision.