All mortgage brokers — from newbies to industry veterans — know how hard it is to get their foot in the door with so many competitors out there.
The number of mortgage and finance brokers seems to be growing all over the place. In Australia, this number exceeded 19,000 for the first time in history, while reports show similar growth trends in other large markets like the US and Canada.
One of the ways to stand out in a saturated market is to develop a solid, long-term marketing plan. Our goal is to help you with that, so read on to learn nine mortgage broker marketing tactics to foster sustainable growth.
Let’s dive in!
Note: Make sure to read to the end for a bonus tip!
1. A top-level website is a must
Your website is the initial contact point that should encourage potential clients to explore your services. It must do two things for your company:
- Reassure clients that they are dealing with a trustworthy mortgage broker
- Give them an easy way to get in touch with you
L&C Mortgages is a great example of a professional website:
For one, L&C Mortgages highlights relevant industry awards to reassure prospective clients it’s one of the best mortgage brokers in the UK. Secondly, they make it extremely easy to navigate the site and research different mortgage options.
Besides that, your website should become a learning resource where clients can find out about your services, check out testimonials, read informative blog posts, and get answers to common mortgage-related questions.
| Pro tip: Maximize visibility with local SEO Optimization for location-specific search engine inquiries is very important as nearly half of all Google searches are seeking local information. That’s why we encourage you to optimize your site with local keywords. Sometimes it’s enough to include phrases such as “mortgage broker in [Your City]” to attract many clients from the neighborhood. This tip is incredibly useful, especially if you know that 58% of companies still don’t optimize for local search. |
2. Make a Google My Business account
Creating a Google My Business (GMB) account is essential for mortgage brokers hoping to improve their online presence and attract local clients. This account will give you greater visibility by displaying your business in Google Maps and local search results.
Here’s what it looks like when you search for “mortgage broker Sydney”:
To give your company this kind of visibility, you have to complete a GMB profile with accurate information such as:
- Company address
- Phone number
- Business hours
- Website link
We recommend uploading high-quality photos and regularly updating your profile with posts and special offers to engage potential clients. You should also encourage satisfied clients to leave positive reviews on your GMB profile for extra credibility.
3. Create content for social media platforms
Many people use social networks to discover mortgage brokers nearby. In such circumstances, it’s worth investing time in creating content that makes followers engaged and helps you build relationships with prospective clients.
For instance, you can post informative content about the mortgage industry and tips for first-time homebuyers. Another option is to provide explanations of different mortgage types or share updates regarding the latest market trends. What makes social media so good is that you can use a mix of formats (images, text posts, articles, infographics, videos, etc.) to make your content more colorful and versatile.
A couple of networks will suffice
How many social media accounts should a small business have? Though there is no one-size-fits-all answer to this question, many social media experts agree that two channels are enough to reach your target audience. For mortgage brokers, LinkedIn and Facebook are often the most effective platforms, given their professional and community-oriented user bases.
4. Boost your efforts with Google Ads
Google Ads can give an extra push to your marketing strategy by driving targeted traffic to your website. This type of promotion is particularly effective during key periods like the home-buying season, when market interest rates are favorable, or when launching new services or special offers.
A good Google Ads campaign relies on appealing copy with relevant keywords and strong calls to action. You should also take advantage of Google’s geographic targeting to focus your ads on specific locations. This type of ad optimization is how you get to the right audience and generate qualified leads.
| Note: You should use pay-per-click advertising sparingly. For instance, use it to boost visibility in highly competitive markets or when trying to establish a presence in a new area. Otherwise, it’s much better — and more sustainable — to build traffic and generate leads organically. |
5. Build your personal brand
Every mortgage broker should try and build a personal brand both online and offline. Connecting with potential clients on a deeper level isn’t easy, so you better be ready to prove expertise and genuine commitment on a daily basis.
For one, make sure to present yourself in person through community events, workshops, and networking opportunities. Secondly, don’t hesitate to share your story and insights through digital marketing channels. Each of these approaches will help you show your personality and build successful client relationships.
Recent studies prove the power of self-branding: Almost 75% of people are more likely to trust someone who has a well-established personal brand.
6. Take part in community events
This tactic will nicely align with your self-branding efforts. Mortgage brokers who engage in community events are more likely to establish themselves as trusted local experts. You can participate in all kinds of events:
- Homebuyer seminars
- Local fairs
- Charity fundraisers
- Sports competitions
Each of these events is a nice opportunity to contribute to the local community while building your personal brand on the go. They also provide opportunities to network with other local businesses and professionals, so you can enrich each others’ referral networks (more about referrals in a few paragraphs).
7. Prove your expertise — for free
Occasional free (or value added) services can give the extra push to your mortgage marketing strategy. These can be one-on-one consultations, webinars, live Q&A social media sessions, or any other kind of event that suits your schedule/resources. The purpose of free consultations is to introduce potential clients to the mortgage process while demonstrating your personalized approach to the business.
For instance, a webinar about interest rates positions you as an expert who can explain topics most people find confusing. On the other hand, events such as live Q&A sessions encourage real-time interaction between you and your audience, which is a great way to generate new mortgage leads.
8. Develop a referral program
Two-thirds of marketers reportedly agree that word-of-mouth is the most effective form of marketing. This is particularly true in the mortgage business where clients carefully consider recommendations from trusted sources..
That’s why you should develop a referral program and encourage past clients to refer friends, family, colleagues, or users searching for mortgage lenders online. Here are a few tips on how to do this successfully:
- Make the referral process easily accessible through shareable links or business cards
- Offer incentives (gift cards, discounts on future services, cash bonuses, etc.) to motivate referrals
- Promote the program through suitable communications channels to raise awareness
A well-executed referral program will help you expand the client base and deepen your relationships with existing clients.
Do it through referral marketing platforms
Specialized networks simplify referral management and tracking. For example, platforms such as Ambassador and Referral Rock support you with automated reward distribution, real-time analytics, and customizable referral campaigns. That way, it’s easier to manage referral campaigns and drive a lot of high-quality leads to your mortgage business.
9. Don’t neglect the potential of cross-marketing
Cross-marketing can be a highly effective lead generation strategy for mortgage brokers. The idea is to partner with complementary businesses such as real estate agents, financial advisors, insurance brokers, and home improvement companies to offer mutual referrals and bundled services.
For example, you could co-host a home buying seminar with a local real estate agency to provide valuable insights from both perspectives. Another option is to feature each other’s services in newsletters and social media posts to maximize visibility and credibility.
Many options are available, but the bottom line is this: cross-marketing creates a win-win situation because you and your partners will take advantage of each other’s client bases and expertise.
Bonus tip: Give clients a frictionless onboarding experience with Content Snare
Your marketing efforts don’t end with customer acquisition. On the contrary, you still need to prove that you’re willing to walk the extra mile for your clients by providing an effortless onboarding process. This sets the tone for building successful relationships and instills confidence in your professionalism.
So, how do you make onboarding easy for both you and your clients?
The answer lies in online forms that eliminate the cumbersome paperwork traditionally associated with mortgage applications. You can use them to collect all sorts of information in a structured and user-friendly manner.
Our suggestion is to try Content Snare because it’s one of the best online form builders in the business. Content Snare features a client intake form template that you can edit to gather exactly what you need from your clients — personal details, financial information, documents, and so on:
But that’s far from being the only advantage of using our platform. Content Snare will help you improve client onboarding with:
- Automated reminders
- Progress tracking
- In-form approvals or rejections
- In-form conversations
- Effortless data export
- Advanced security mechanisms
Thanks to these (and many other) powerful features, a typical Content Snare user spends 71% less time gathering information from clients.
We strongly encourage you to give it a try right now — your clients will adore you for making things easier for them.
