Digital marketing for mortgage brokers: 20 excellent ways to stand out in 2024
Australia’s mortgage broking industry is becoming increasingly competitive as more brokers enter the sector.It is, thus, crucial for mortgage brokers to stand out from the crowd and establish themselves as industry leaders.
And this is where a strong digital marketing strategy can help.
Done right, mortgage brokers can use the power of the internet to increase their reach and attract the attention of aspiring homeowners looking to apply for mortgages and existing owners considering refinancing. After all, 15 million Australians use the internet primarily to conduct research on products and businesses, according to DataReportal.
The key is to elevate your digital presence, engage consumers and establish your credibility through smart digital marketing copy and strategies that put your business’ name in their heads – and on their lips.
20 best marketing ideas for mortgage brokers
1. Upgrade your website
Consumers like interactive content so you can update your website by providing downloadable guides, checklists or calculators. Also, ensure your website is optimised for mobile devices.
2. Focus on search engine optimisation (SEO)
Ensure your website ranks well on search engines by optimising keywords related to mortgages and the local property market. Update your content regularly.
3. Write blogs
Establish a blog with insightful and educational articles that explain the basics of mortgages, unpack market trends and offer home buying tips. You can also write guest blogs on suitable sites to extend your reach, build your credibility and drive traffic to your website or social media pages.
4. Create FAQs on your website
When home buyers or mortgage borrowers search the internet for information, they often type the questions in the search bar. If your website has a dedicated FAQ section that answers common questions – and your content is SEO-strong – consumers could be directed to your website.
5. Post on social media
According to DataReportal’s Digital 2024: Australia report, 78% of the country’s population is active on various social media platforms. Engage with your audience on platforms they use by writing and sharing, informative content. Be sure to also join relevant online forums, groups or communities where potential homebuyers gather to ask questions and share advice; establish yourself as a knowledgeable resource in those spaces.
6. Post on LinkedIn
LinkedIn is where business professionals interact so you should create a profile. You can share your insights and thoughts as well as other useful, engaging content to increase your visibility and credibility. Be sure to also share and interact with other users’ posts.
7. Share case studies
People relate to people – especially those who have the same problems. Showcase success stories from happy clients on your website and social media channels to build trust and credibility.
8. Create infographics
Create infographics that explain mortgage concepts or property market trends in engaging and fun ways. Breaking down complex concepts or data can help people better understand them and make you appear more relatable and trustworthy.
9. Make videos
Produce videos that explain different mortgage products, answer FAQs, offer advice or share educational content. Videos can be posted on your website, social media platforms and YouTube.
10. Start a podcast
Start a podcast where you discuss mortgage-related topics in ways that people can understand. You can share their advice yourself or invite other experts to join.
11. Write ebooks
Share mortgage and property information and advice in an ebook. Ebooks are generally longer than blogs but shorter than books, so you can share detailed property market and mortgage advice or explain complex concepts. You can also include infographics and links to your website or blogs in your ebook.
12. Engage through email marketing
Keep in contact with your leads and past clients through regular email newsletters that give them valuable and personalised content. You can also develop targeted direct mail campaigns to reach potential clients.
13. Host webinars
Organise virtual (or in-person) events where you can interact with home buyers and owners and educate them about the mortgage process and market updates. Workshops specifically tailored for first home buyers can also cover topics such as mortgage options, credit scores, budgeting and navigating the home buying process.
14. Submit media releases
Monitor newsworthy events and trends and use these as hooks for media releases. The more newsworthy your releases, the more likely journalists are to publish them or use some of the content you have written in their articles.Having your name in media articles helps establish you as an expert in your field; it is a powerful third-party endorsement.
15. Invest in digital advertising
In addition to marketing, you can use paid advertising on platforms like Google Ads or Facebook Ads to target consumers who are actively searching for mortgages or real estate in your area.
16. Network
Build relationships with local real estate agents, home builders or developers by creating or attending networking events. You could also offer to attend open homes and answer questions from potential buyers.You could participate in local home buyer expos to connect with prospective clients.
17. Enter awards
Being an award finalist or winner can boost your reputation and set you apart from the competition. You will be seen as being among the best of the best in your industry.
18. Go live
Go live on social media platforms like Facebook and TikTok to share engaging content, answer questions, offer tips and interact with home buyers and borrowers in real time.
19. Boost your Google Business Profile (GBP)
Set up or complete your GBP to get the most out of Google search results, including Google Maps marketing. The more information you add to your GBP, the better your chances of improving your ranking on Google’s search engine results pages.
20. Know your target consumer
Understand your consumer – what they like, what they want to know and where they go to get information. If you don’t know who or where they are, you won’t know what content to create or where to share it.
8 reasons why digital marketing is important
19,456 : individual mortgage brokers operating in Australia – 220 more than the previous six-month period (Source: MFAA)
8,973 : mortgage brokers businesses currently operating Australia – an increase of 0.8% from 2023 (Source: IBIS World)
461,979 : new home loans issued in 2023 – 10.5% less than in 2022 (PEXA)
71.5% : mortgage broker market share of all new home loans issued from July to September 2023 (MFAA)
330,315 : estimated number of new home loans obtained through mortgage brokers in 2023
17 : average number of new home loans per mortgage broker per year
37 : average number of new home loans per mortgage broker business per year
And here is another number that may motivate you to boost your digital marketing strategy:
452,025 : the number of loans that were refinanced last year (PEXA)
Not only is this figure almost 74,000 higher than 2022, but, if you are able to establish good relationships with new loan applicants and offer ongoing advice, they are more likely to turn to you for help securing a refinancing loan in future.
Digital marketing : Content writing is crucial
There are several elements that make up a good marketing strategy for mortgage brokers; content marketing, in particular, is critical and should be a core focus.
Producing relevant, high quality and engaging content, however, requires specialised writing skills and techniques – such as SEO copywriting – and access to content creation tools. It can also take time.
It may, therefore, be worthwhile outsourcing your content writing, editing and proofreading to a content writing company.
Hunter & Scribe is a copywriting agency in Australia that specialises in content writing for financial services and property professionals, such as mortgage brokers. Reach out today to take your digital marketing copy, web content creation and social media copy to the next level.
