Rocket Rebrand To Help Brokers, Clients
By KIMBERLEY HAAS
Rocket Companies has revealed a refreshed brand identity and leaders there say it will help mortgage brokers and lender clients.
The Detroit-based fintech platform announced on Jan. 14 that it acquired Rocket.com. New logos and marketing materials have been created to unify the company’s services under the overarching Rocket brand.
As part of the evolution, the names of Rocket Pro TPO and Amrock were changed.
Rocket Pro TPO, which works with wholesale mortgage brokers and correspondent lenders, has been renamed Rocket Pro.
Amrock, a national title producer, settlement provider, and appraisal management company, will now be known as Rocket Close. Amrock Title Insurance Company has relaunched as Rocket Title Insurance Company.
Rocket Pro General Manager Dan Sogorka and Amrock CEO Nicole Beattie sat down with The Mortgage Note to talk about what brokers and lenders can expect moving forward.
Sogorka said Rocket Pro without the TPO is cleaner and moves beyond the industry jargon to focus on the professional in the transaction, which is the mortgage broker.
Rocket Pro can help brokers build their businesses with advanced technology and AI solutions.
“We want to give them the tools to remove the friction from the process. The way I talk about that with them is I want them spending all of their time in the market, building relationships with people to help them, and I want to use my technology power on the back end to make it very easy for them to do business with us,” Sogorka said.
Rocket Pro is committed to local broker businesses, Sogorka said, adding that the rebranding helps establish Rocket and its mortgage broker partners as “America’s most trusted homeownership team.”
Sogorka talked about the care the company put into the rebrand. Members of leadership teams thought deeply about how they want to show up for clients, partners, communities, and for the country as a whole.
“The Rocket rebranding overall is really about humanizing the brand, making it more empathetic, homeownership centric, human-focused, to help everyone home. As a brand, that’s really our new focus,” Sogorka said.
Beattie said unifying the brand will help multiple aspects of their business.
Beattie said lender clients will benefit from new services, innovations, and technology that will elevate their ability to reduce costs and close loans faster.
“This brings an alignment for us to share resources and things of that nature, so we’re really excited to be able to innovate faster and bring about closings more efficiently,” Beattie said.
Lenders working with Amrock knew about the rebranding in advance.
“We took great care in making sure that we communicated this change effectively with all of our clients, all the lenders that we work with,” Beattie said.
The name change also offers complete transparency for the consumer about the role they play in the process. Beattie said they had seen some confusion about that when calling consumers using the name Amrock.
Beattie said this is a really big moment for them as an organization because unifying the brand will help Rocket’s overall mission to help everyone home.
“This, to me, puts us one step closer to being able to do that,” Beattie said.
Advancements in technology will play a key role in what Rocket offers consumers moving forward.
Rocket.com is now live. It empowers consumers to search, purchase, and manage their home financing with AI-driven tools.
“The platform combines Rocket Mortgage’s award-winning service with Rocket Homes’ search and deep property insights. By leveraging AI technology, we are making buying a home more accessible and achievable for everyone,” Jamie Belsky, chief product and design officer at Rocket, said in a statement.
An AI Agent provides round-the-clock support, answers real estate and mortgage questions, connects users with bankers, and keeps clients and real estate agents informed about interest rates and market trends. It can also streamline tasks such as filling out applications, according to a press release.
Homeowners will soon be able to track viewing activity for their homes – whether on or off the market – and access comparable sales data to decide the best time to sell. If they are serviced by Rocket, they can use the website to manage their mortgages.
Rocket will reveal the next step in its brand transformation with a Super Bowl campaign on Feb. 9.
Beattie said she could not reveal any details about the Super Bowl campaign as they keep it close to the vest until the world sees it, but everyone is excited about its reveal.
“We’re getting our internal workforce really fired up for it and it’s going to be a powerful moment for the organization. I’m very much looking forward to it,” Beattie said.
Sogorka said he expects the campaign and future marketing accompanying the brand transformation to boost business.
“I’m expecting consumers to now come to mortgage brokers and their local real estate agents and say, ‘I love how Rocket spoke to me in that commercial. I love the way they’re talking about challenges or aspirations that I have. Do you work with Rocket?’” Sogorka said.