The Name Canadians Trust

Dominion Lending Centres is the top consumer mortgage brand in Canada. DLC educates the Canadian public about the benefits of using a Dominion Lending Centres mortgage professional. In doing so, they provide advantages for all DLC partners, franchise owners and mortgage professionals across Canada.

Dominion Lending Centres became the first mortgage company in Canada to create an advertising fund. This fund drives the regional and national branding campaigns.

This model was derived from careful study of other companies in parallel industries who were committed to their brand and ran similar programs with very, very successful results. The largest companies in the world have built brands - and for good reason.

Billions of dollars are spent each year to build these brands in Canada alone. The average Canadian will see commercials, advertisements and be exposed to top brands countless times each year. The result: on average, sales agents with most nationally or globally branded companies earn over double what competing agents who don't have a consumer brand behind them earn.

Over the past three years, the Dominion Lending Centres brand has been built by its members in regions across Canada to break through and build a household name.

There is tremendous growth still to come in the Canadian mortgage industry. Nothing will have a larger impact on that growth than a company that is shifting the public away from the big banks and towards the value in using a Dominion Lending Centres mortgage professional.


Dominion Lending Centres advertises on television, Internet, radio, and print.

DLC's top advertising medium is television. Our ongoing television campaigns are currently airing thousands of spots on Canada's largest networks and most prominent shows, and will accumulate well over 270 million viewer impressions nationwide throughout 2011!

Watch for our new commercials featuring hockey legend Don Cherry on your local prime time news, Ottawa Senators, Toronto Maple Leafs, Edmonton Oilers, Calgary Flames and the Vancouver Canucks hockey games. What is your company doing to promote your brand to the Canadian public?

Don Cherry was a great fit for Dominion Lending Centres as the core demographic that he has most influence over is young families. Don was recently recognized as the 23rd most trusted Canadian by Readers Digest and was named one of Canada's Top Ten Greatest Canadians of All Time.

Awarded Best Mortgage Brand in Canada

In the Canadian Mortgage Professional Awards held annually in Toronto, Dominion Lending Centres won Best National Mortgage Brand the last two years in a row.

This award was received in recognition of DLC's public brand presence, national advertising, brand values, public relations efforts, and television commercials.