ANZ is making a big effort to cut through the noise generated by its 39 basis point rise in home loans rates. It's not only wiping out exit fees on its own loans, but is also offering to pay $1000 towards the exit fees of new customers refinancing with it from other banks. The bank will also waive establishment fees of $600 (a once common gimmick that's now pretty rare). And it is discounting three-year fixed rate loans.Yet what ANZ must really want is what its Big Bank peers have: reasonably well known secondary home loan brands with which to more consistently discount its now rather expensive variable rate.BankWest, for example (owned by Commonwealth Bank) has not lifted its variable rates, not even by 25 basis points in the week or so since the RBA lifted the cash rate by 25 bps, but  CBA lifted its own variable rate loans by 44 basis points.Westpac has the St George and Rams brands to provide a mix of price points in the home loan market.And National Australia Bank has an army of mortgage managers feeding its balance sheet through Advantedge, including the refashioned white-label services offered by Choice, Fast and Plan.Each of these alternative home loan brands provides big banks with a way to continue to offer keenly priced home loans nearer to the rates of lower-priced lenders, which are congregating around the 7.2 per cent level. This is where ME Bank and a range of credit unions and building societies have set their home loans over the last week.ANZ tried in a half-hearted way to develop an alternative brand in the form of one one direct. But this business ceased to write new loans 13 months ago.The bank also allowed its third-party mortgage financing business, Origin, to decline.ANZ has lost most of the new business of Aussie Home Loans (where Aussie acts as a lender rather than a broker) and to Commonwealth Bank (which owns one third of Aussie).This might make ANZ look again at its options to buy another niche retail bank brand. However, there aren't that many options and the ACCC may not be so accommodating now.At one stage last year it looked like ING Direct in Australia might be on the market, but that opportunity may have passed.