Mortgage broker marketing starts with the borrowers you can help, then the channels you can sustain and measure through to settlement. Build a plan around one audience and a working enquiry process before adding paid campaigns.
Digital marketing for mortgage brokers connects your website with search, social media and follow-up. Referrals and local events belong in the same plan, with the same source tracking and advertising checks.
Start From the Market You Are Marketing Into
Choose topics from the borrowing decisions your audience faces. Affordability pressure makes refinancing, deposit saving and fixed-rate expiries useful starting points for conversations.
Use the questions from recent enquiries to choose a specific topic. A borrower approaching a fixed-rate expiry needs an explanation of review timing and available options, while a first-home buyer needs a workable deposit plan.
Segment the Audience Before Choosing Channels
Use generation ranges to estimate audience size, then test what each group actually responds to. The Australian Bureau of Statistics' 2021 Census analysis uses these birth ranges.
- Baby Boomers: 1946 to 1965.
- Generation X: 1966 to 1980.
- Millennials: 1981 to 1995.
- Generation Z: 1996 to 2010.
A cohort is a hypothesis, not a prediction of someone's loan needs or preferred app. Combine it with local housing tenure, life stage and the questions in your database.
Run one small campaign per relevant cohort and record cost per enquiry by segment. For example, test a deposit-saving explainer with first-home buyers before committing to a regular video schedule.
Referrals, Networking and Media Coverage
Build repeat introductions by agreeing with referral partners who you help and how you will update them with the client's permission. Use the referral network guide to structure those relationships and the networking guide to choose relevant events. For local stories or commentary, the public relations guide explains how to approach coverage with a useful borrower topic.
Your Website and Search
Your website is the destination for campaigns, so it must load fast, say who you help and capture enquiries. Give each campaign a page that answers the borrower's question and makes the next step clear. Use the mortgage broker SEO guide for search engine optimisation, including local search and pages built around borrower questions.
Social Media, Video and Creators
Use short-form video to answer one borrower question at a time, such as which documents an application needs. Add captions and a clear enquiry destination so someone watching without sound can act.
Social posts can explain your process or answer questions that arise repeatedly in appointments. Choose a posting schedule you can maintain and use the social media guide to compare platforms.
Creator partnerships fit when the creator reaches the borrowers you serve and can explain the arrangement accurately. Agree on approved claims and paid-partnership disclosure before publication, using the influencer marketing guide to plan the campaign.
Email, Content and Direct Mail
Email nurtures borrowers who are still preparing and supports retention after settlement. Segment messages around the client's situation, such as a planned purchase or a loan review, using the email marketing guide for consent and campaign setup.
Use content ideas for mortgage brokers to turn recurring questions into topics across those messages. For printed letters and local campaigns, follow the direct mail guide and give recipients a clear response path.
Paid Channels and Bought Leads
Use Google or Meta ads when you have a relevant landing page and capacity to respond promptly, following the Facebook ads guide for Meta campaigns. Compare purchased enquiries and lead lists through the mortgage broker leads guide, including consent evidence and cost per lodged file. The Australian Securities and Investments Commission (ASIC) sets out its view of how advertising law applies to credit promotions in RG 234 Advertising financial products and services (including credit).
Compliance-First Launch Checklist
Make compliance checks part of every launch, before money goes into distribution. Use the following checklist with your licensee's approval process.
- Put the licensee name and your Australian credit representative (ACR) number on every profile, ad and form if you are a credit representative. Licensees use their Australian credit licence (ACL) details.
- Keep the credit guide reachable from the landing page. A website link supports access but does not replace your obligation to give the guide when required under ASIC's disclosure guidance.
- Record Spam Act consent for every marketing list, including purchased addresses. The Australian Communications and Media Authority's spam guidance also covers sender identification and a working unsubscribe option.
- Put a Privacy Act collection notice on every form. For businesses covered by the Australian Privacy Principles, the Office of the Australian Information Commissioner's APP 5 guidance explains notification at collection.
- Check the whole promotion for misleading claims, including rate conditions and testimonials. Get the licensee's approval for claims before using the same material across channels.
Run workshops and webinars only when someone can answer resulting enquiries the same day. Ask for reviews after settlement and obtain consent before reusing the client's words on the ad landing page.
Systems and Tools That Keep Outreach Consistent
Give every enquiry a source, follow-up task and status in your customer relationship management (CRM) system. Assign responsibility for the next reply so an enquiry from an event receives the same follow-up as one from an ad.
Segment the database by life stage or loan type to keep messages relevant. Use approved chatbots for routine questions, online applications to collect information and calculators to help visitors explore a borrowing question before enquiring.
Keep client reviews in the marketing plan alongside acquisition. Track My Trail's Refinance Finder builds a review queue from settlement dates and returns reviewed loans to the queue after 90 days.
Measure, Then Cut
Review each channel quarterly using cost per enquiry and conversion to settlement. Track cost per lodged file as well, so clicks do not become the measure of a campaign's success.
For a hypothetical campaign costing $1,200, 20 enquiries and four lodged files mean $60 per enquiry and $300 per lodged file. If two of those enquiries settle, enquiry-to-settlement conversion is 10%.
Include creative costs and staff time consistently when comparing channels. Keep cohorts separate where you are testing audiences, and allow for the delay between an enquiry and settlement.
Choose the Next Marketing Channel
- Confirm the website and profiles show the licensee details and that the enquiry form works.
- Check that every live campaign records its source and cost per lodged file.
- Prepare the existing client's loan review list before paying to acquire more enquiries.
- Choose paid search only when someone can answer enquiries today.
- Use the review list when established clients have loans due for review.
- Have compliance approve any advertised rate and its conditions before promotion.
