How to create a content strategy for your mortgage broking business

How to create a content strategy for your mortgage broking business

Content marketing plays a crucial role in building credibility, attracting clients and positioning your mortgage broking business as a trusted resource.

By using a thoughtful content strategy – incorporating formats like blogs, ebooks and webinars – mortgage brokers can connect with potential clients, share valuable insights and stand out in a crowded market.

Define your goals

To get started with content marketing, define clear objectives that align with your business’s growth ambitions.

Some common goals for mortgage brokers might include:

  • Attracting new clients through informative, engaging content.
  • Establishing yourself as a go-to source for mortgage knowledge.
  • Creating content that highlights your expertise and your business.
  • Driving organic traffic through search-friendly content.

Determine which of these goals best fits your business and create a plan to execute on them.

Here’s how to create a strategy tailored to your specific goals.

1. Know your audience

Once your goals are set, the next step is to identify who your content is for. Understanding your target audience helps develop relevant content. In the mortgage sector, common audiences include:
  • First home buyers needing clear explanations of mortgage processes and terms
  • Homeowners refinancing looking for insights on interest rates and refinancing options
  • Property investors seeking expert advice on financing strategies and market trends
By defining personas for each group, you can tailor your content to address their specific pain points and questions.

2. Choose your content formats

Here are some high-impact formats for mortgage brokers:
  • Blogs are a great way to share timely market updates, provide mortgage tips and offer expert advice. Regularly publishing insightful blogs also boosts your website’s Google ranking, helping more potential clients find you online.
  • Ebooks provide an in-depth look at complex topics, like refinancing or investment strategies. They position you as a knowledgeable source and are excellent lead magnets. For example, you can offer a downloadable e-book in exchange for contact details, building a database of engaged leads for future marketing efforts.
  • Short videos explaining mortgage basics can be a hit with younger or first home buyers.
  • Regular email newsletters can keep past clients engaged and informed.
  • Social media platforms like LinkedIn and Facebook can help you share quick tips, client stories and important mortgage news.

Focus on the platforms and formats where your audience is most active. For example, LinkedIn is likely to be most relevant if your clients are white-collar business professionals, while TikTok might be most relevant if your clients are young first home buyers.

Our team of expert writers at finance content marketing agency Hunter & Scribe can provide you with engaging content if you’re time poor or don’t have the writing skills.

3. Build a content calendar

Consistency is key to a successful content strategy. A content calendar helps ensure you publish regularly without feeling overwhelmed. Here’s how to set one up:
  • Schedule key content types: Plan blogs, ebooks, videos, email newsletters and webinars in advance.
  • Synchronise with key dates: For example, match content with seasonal trends or major industry events, like tax season or interest rate announcements.
  • Mix evergreen and timely content: Combine content that remains relevant over time with timely posts that respond to current events or market changes.
Using tools like Google Calendar or project management software can help keep your schedule organised, making it easier to stay consistent.

4. Embrace analytics and adapt

Analytics allow you to monitor your content’s performance, revealing what resonates with your audience. Key metrics to watch include page views, social engagement and lead generation from content downloads.

Use these insights to adjust your strategy – for example, if blogs on certain topics perform well, focus on creating more content on those topics.

Ready to grow your mortgage broking business with a tailored content strategy? Sydney finance copywriting agency Hunter & Scribe specialises in creating engaging content that builds trust and attracts clients. Contact us today to start connecting with your ideal audience.