The Most Disturbing TV Mortgage Ad We've Ever Seen

This TV ad -- you can see it here on YouTube -- is wrong on so many levels, we don't know where to begin. Like ours, your first response will probably be that it can't possibly be real. We thought the same thing, and so did Morgan Brown at Blown Mortgage, who blogged about it first.

Here's Blown Mortgage: "The following is an ad on YouTube for Kal Wayman, a mortgage originator from Atlanta Georgia.  Don't let your kids watch - and it may not be suitable for all office environments.  Trust me - this is a 100% legitimate ad for a real mortgage company and originator."

More: "At first I didn't believe it. I looked up Kal Wayman's web site at the end of the ad, sure enough www.gotkal.com is real.  Then, I looked up Kal Wayman's company online and found them.  They are F1rst Discount Mortgage.  They are a real company and are licensed in several states including California.  I looked up their license listed on First Discount Mortgage's licensing page with the California Department of Corporations.  The license listed is expired, but they did renew after a year gap in licensing and as of April have an active California Finance Lender license with a new number."

I'm not sure what to say. Go, Kal, Go?

Comments? Thoughts?
Photo Credit: www.gotkal.com

Comments

[Morgan Brown]

Hi Peter,

It gets infinitely better. After a heads up from one of my readers we found Kal's MySpace page and his "Kal's Party Line" page. One of his tag lines? "Putting the VICE in Financial AdVICE."

Here is his page in all its glory: http://tinyurl.com/2t9w5l Kal's party line: http://tinyurl.com/3appap

Amazing.

[Carlo]

Wow. That's all I can say.

I couldn't get through the first 30 seconds. What's sad is that people will watch this and think that if they get Kal's mortgage, they'll also get those Solid Gold Dancers along with that awesome mortgage rate.

And we wonder why mortgage brokers get such bad press?

[LACouple]

This is insane

Is this guy a moron? this will help sell his product? I mean, who does he think his audience is? It's funny beyond belief

wow, this is amazing

[www.BetterVillage.com]

Bizarre and scary. Sex supposedly sells. He's become viral, but I'm not sure it's in a good way.

[CJ]

It is a parody of late night commercials and probably airs along side them.

You people are the self righteous morons for not being able to see that.

[Steph]

This is quite possibly the nuttiest commercial I've ever seen. I thought the bouncing Kal head was especially effective. I'm amazed they didn't have it bobbing into some cleavage for extra giggles. Oops, maybe I gave Kal another bad idea. Awesome.

[www.BetterVillage.com]

Steph: Agreed, he's a badboy, but would you do a loan with him?

[Kal Wayman]

Thanks for the awesome publicity! Please keep in mind I also do Merchant Services on your company's credit card transactions. I might be able to save you thousands of dollars a year!

Kal Wayman

[Shawn Mahdavi]

Kal is an outstanding broker in the Atlanta area. He's one of the most professional business people I've ever dealt with. His marketing edge is exactly what the boring mortgage industry needs. I give props to him and his marketing group. Keep them coming Kal!

Shawn Mahdavi
Vice President
Global Advantage Credit Solutions

[Ally]

This commercial is funny and a great attention grabber. Are all of you not obsessing about it? Considering the great business Kal does, he's obviously doing everything right. The fact that you've spent this much time bashing someone who manages to have a social and fun personal life as well as maintain a professional and successful business is pathetic.

[Brent Brooks]

Kal's focus in the industry is young, apartment dwellers. This is the kind of age group that thinks that can't afford their own house and are just waist away money year after year in apartments. They won't watch a boring, standard mortgage commercial. This is getting their attention and getting more every day!

Check out the new 30 sec. spot that runs late at night in the Atlanta Market: http://one.revver.com/watch/281386/flv/affiliate/90429

[Cheyenne Mack]

"The most disturbing TV mortgage ad we've ever seen", if this parody type ad is disturbing to you , I would like to know what your delicate senses think of the current political affairs of this time? I see nothing wrong with this type of advertisement or humor. SNL has survived for years with this type of gig, but I guess that is disturbing to you as well.
Kal Wayman is enjoying great success with his marketing strategy and ,yes, manages a fantastic social life as well.
All My support Kal !!!

Cheyenne Mack

[John Grijak]

Everyone that understands the goal of marketing is to remain memorable when it comes time to make a purchase decision. Kal has done a great job of self promotion on many levels to a very diverse audience. Even if you may not need him today, you should consider what he can do for you. Kudos Kal!!!

Equitable Consulting, Inc. is a GA Mortgage Broker

[Gisell Macias]

All I have to say is Ne-yo was right. When you start getting bad publicity that means you really have made something of yourself. Kal, I personally think that the commercial is in fact an attention grabber and it served it's purpose. More people know you now because of it! SEX SELLS BABY!

[Cameron Hernholm]

Obviously I'd say this commercial worked. Here's a local guy in Atlanta, Georgia getting press from a LA Times blogger... and to think all of the beer companies that ran scantily clad, sexy commercials during the super bowl paid millions per second. I'd Hire Kal Wayman in a second to handle my real estate affairs. Marketing genius!
Kudos Kal!!!

[Jason Reeves]

Guys don't hate on Kal. He actually is very professional and provides excellent service. He is cutting edge and maybe a little too much flair for some but lets face in todays world sex does sell. He has created a niche for himself. His target market is the service industry, both employees and customers. His marketing strategies are witty and effective. If they weren't would he be catching your eye and would we be even discussing this? If you don't think he is all that then let him do your next loan and see what he is all about then provide us your feedback. Just cause its a little different doesn't make it wrong.

[sunsetbeachguy]

Looks like Kal got all of his buddies to spam the LA Times blog with how great he is.

He won't get my business.

[Amanda Gearhart]

ATTENTION EVERYONE:

I can personally attest to Kal's highly exemplary professionalism. He is phenomenal with follow-up and almost always under promises and over delivers. I'll be having a closing with him next Friday, June 8th, 2007. Over a week ahead of schedule! I regularly refer him business and will continue to do so despite ANY and ALL of the silly negative comments thrown about. I call him my "miracle worker!"

"Think what you may, but Kal's here . . . TO STAY!" WATCH OUT!!!

Amanda K. Gearhart
REALTOR
Keller Williams Realty Atlanta Perimeter
Cell: (404) 550-8051
"Your BEST Interests at HEART!"

** Feel FREE to call me for ALL your real estate needs!! **

[Kal Wayman]

What I have simply done here is realized a target (niche) market and found a way to relate to it. I respect all of your opinions and coments, however I would like to point out a fact. I just turned 23 when I bought my first home, and guess what.....I am not in arrears and my mortgage is current. And you know what? There are a ton of young successful people that do not know what to do with their money. Lots of them rent, and pay more than what a mortgage would cost them. They have stable careers, 6 figure incomes, are single, and in the (20-39) age group. I know, because I deal with them every day! Well, believe it or not, no one targets them and lets them know what to do financially. Big power houses only target people with net worth's over 1mm+. Mortgage companies have either marketed towards "that suburban family" or "less than perfect credit borrowers"....which the latter is the reason why I believe everyone is so riled up in the first place. Well, I have news, there are young people with good credit, that do deserve a home. In no way do I market to sub prime borrowers in this commercial, nor in any of my marketing. As a matter of fact, I don't focus on subprime lending at all. And if a persons credit is bad, I try to help them fix it so they can get them a non sup prime conventional mortgage or FHA sponsored program. This commercial was meant to be edgy and I have accomplished just that. My marketing slogan is "I'm not your mothers mortgage broker, but probably your daughters". I have helped hundreds of young successful people buy their first home and they are all still current on their mortgage. I have helped families, and retired individuals as well. And, while the other mortgage broker targets that median age family, and gets their mortgage business for the next 20 or so years, I have young clients business for life. And they do repeat transactions with me. I have found a way to make mortgaes easily understandible to my age group and have created an edgy commercial that is not old fasioned. For that I do not believe I should be condemned.

-Kal Wayman

[sky rogers]

I'm sorry but this kind of publicity only means he is doing something right. "how can it be so wrong... if it feels so right?" <---- yes another one of Kal's tag lines and I must say that if this even makes it this far then Kal is doing exactly what he set out to do and that is to generate buzz. So thanks to you guys that thought it was LA times worhty of posting anything about Kal's mortgage business and party line because you have added to the publicity and probably made Kal a lot more money. You rock! Have you ever seen any mortgage broker advertising this way or saying straight out, "not your mothers mortgage broker"? I didn't think so! Here's the catch... you see this is ingenious because people our age buy houses... refinance even so we not appeal to this age group? I assure you he's making more than you Mr. Arrogant who had too much to say in my opinion. I think Kal is not only one of the nicest and most genuine people you will ever meet but he's honest too. What he says he means and dirty business is not how he works. So Kal claims to be, "not your mothers mortgage broker" but I would refer my mom to Kal anyday! I just love it that it has all gone this far, Kal you have to see that part of it and not what these people say... please see that. I mean really, here you are making a FABULOUS start and making it work so well the way you are and having fun doing it. More power to you and I will vote for you!!!!

Sky Rogers

[LACouple]

I stand corrected as I was one of the haters

on reflection and reading Kal and his peeps, it's funny. I do fit in his category but I gotta say, it cracked me up and thought it was sillly - granted, in bad taste, but funny...in my view

ironic viral marketing with an edge works so, hey, if the target audience see's the humor and signs up, well, all the power to you Kal!

peace

[Bobby Wilkes]

Kal has been paid money for the right to show this commercial on an America's funniest commercial show. For you guys to list Kal as someone that gives this industry a bad name is crazy. You are so misguided and you are extremely ignorant. The people that flip houses and commit mortgage fraud are those that give this industry a bad name. All Kal has done is figured out a way to get the attention, and business, from the young generation of today. You old farts commenting on this just don’t understand. I thought you guys in California were supposed to be a little more liberal and understanding. How did Arnie get elected Govenor out there with you over sensitive bed wetting liberals that don’t know the difference between having fun and mortgage fraud? If you cant take this joke and think 24 year old Kal is this industries problem, then I hate to tell you, you are “the joke”. Unfortunately, unlike Kal’s commercial, there will not be anybody paying to see you “the joke” on any highlight show as your ignorance really can only come out in a forum like this. A blog, where even old farts that have no clue can log on and pick on a kid that has come up with a very clever way of marketing himself. And please, in the future, when you are mentioning what Kal does, don’t leave off his other businesses. He not only writes mortgages, but he does merchant services as well. He can evaluate what your business pays for the right to take credit cards and potentially save you thousands. Or if you are in an option arm or an interest only arm, he can refinance you out of that mess. But even if you don’t give him a shot at your business….for goodness sakes, don’t pick on someone for marketing themselves creatively.(Even though I have a feeling the real reason you are so pissed at this commercial is that you wouldn’t look good in the outfits that the girls (or guys) are wearing.) It’s never too late to work on that figure or to get a clue. Start today!

[www.BetterVillage.com]

Go Kal, Go!

Let me get this straight - I can come to you for an option-arm or credit card processing account, or early morning date, or mutual fund?

When I go to the First Discount Mortgage website it tells me that that's a division of First Financial Network, Inc. How come? Is it a net branch, licensed brokerage, or both? And how come none of the links to the other "services" work - investments, retirement, insurance?

And how come the loans featured on this page: (http://69.13.84.234/firstdiscountmortgage/strategicalliance.html) are all the loans that have gotten people in a a lot of trouble over the last few years - 100%, Stated Income, Option Arms, etc. And how come at the bottom of this page the comparison show the difference in payment between the fannie mae 30 year fixed loan and the "First Discount Mortgage Interest Only" without explaining negative amortization and how it can help people lose their homes?

I think we're in the process of watching a chameleon leap onto a plaid shirt and promptly explode, but it's not fun anymore.

[Morgan]

He's appealing to a different market than most mortgage brokers, and doing a great job of it... and I'm sure this blog, that was meant to be negative will only boost his business further. Go, Kal, Go indeed :-)

[Kimberly Smith]

If you are from the Atlanta area you would have seen Kal and these girls around they are something like a local celebs. I believe it was ment to be funny, and different. And the girls in the video our his real like friends. People he sees on a regular basis. I think some of the peopl hating on this video is jealous because girls love him so. And the magic he actually works on your mortages. Times have change people, we want young and fresh not boring and old. My one last point is don't pout him down for what you see in an ad, because he is the kind of guy and martage broker that would give you the shirt off his back.