4 Agency-Approved Marketing Strategies for Mortgage Brokers in 2025

Author: Luke Livis

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If you run a mortgage broking business in Australia, you have likely spent time staring at a search bar, typing questions like:

“How do I get more mortgage leads?”

“Best marketing strategies for mortgage brokers Australia”

“Why isn’t my marketing working?”

You are not alone, and you are right to be asking. The Australian mortgage landscape is more crowded and complex than ever. The major banks flood the market with multi-million dollar brand campaigns. A new wave of “finfluencers” makes bold promises across social media. Your potential clients, overwhelmed by choice and information, often default to whoever appears at the top of a Google search or the name of a broker their friend mentioned.

So, how does a skilled independent or boutique mortgage broker cut through the noise?

The challenge isn't just to get "more leads." It's to attract more of the right leads: clients who are qualified, who trust you before the first conversation, and who see you as a strategic partner.

Mortgage brokers will see a significant uptick is lead volume - only with the right digital strategies

At Ike Media, we have seen what's working, and what's not for mortgage brokers in Australia. Here are five proven strategies that are working right now.

1. Stop Selling Mortgages. Start Selling Clarity and Confidence.

Here’s a truth most brokers overlook: your clients don’t actually want a mortgage. They want the outcome the mortgage enables - a home, an investment, financial security. More immediately, they want clarity and confidence during what is often a stressful and high-stakes financial decision.

To stand out, you must shift the entire frame of the conversation from the product you sell to the problem you solve.

Instead of: “We’ll find you the best home loan rate.”

Try: “We help self-employed professionals navigate the complexities of bank lending to secure their dream home, stress-free.”

Instead of: “Access to over 40 lenders.”

Try: “Our expertise is in structuring finance for investors looking to build a multi-property portfolio with confidence.”

This kind of positioning does two critical things.

1. First, it speaks directly to the emotional needs of your target audience - their fears, challenges, and aspirations.

   
   

2. Second, it instantly differentiates you from the countless generalist brokers competing solely on price. You become a specialist who provides a solution, not just a transaction.

2. Own a Niche to Build Authority and Dominate Search

With brokers now originating roughly 75% of all new residential home loans in Australia (Mortgage & Finance Association of Australia), being a generalist is becoming a liability. The common fear is that choosing a niche means turning away business. The reality is the opposite. Choosing a niche is the fastest way to sharpen your signal so the right people find you in the first place.

People don’t search for “general mortgage help.” They search for solutions to their specific, personal problems. Smart brokers win by becoming the go-to expert for one distinct slice of the market.

Consider the power of these niches:

• Mortgage strategy for doctors and medical professionals (addressing unique income structures).

• Finance for FIFO workers (navigating complex employment contracts).

  
  

• Loans for small business owners with irregular income.

• Navigating property finance after divorce or separation.

Owning a niche makes your marketing infinitely more effective. Your website content, social media posts, and networking efforts can be tailored with precision.

It becomes far easier to rank on Google for valuable long-tail keywords like "home loan for a sole trader Melbourne" than for the generic and highly competitive term "mortgage broker Melbourne". You are not turning everyone else away; you are simply becoming impossible to ignore for a valuable segment of the market that you can then expand from.

When deciding on a niche, ensure there is strong traffic and demand for this area. Always look for tailwinds.

3. Leverage Case Storytelling, Not Just Testimonials

A five-star review is good but an engaging story that proves your value is even better. While testimonials provide social proof, they are often generic. Case stories, however, create an emotional connection and allow potential clients to see themselves in the results you deliver.

Strong reviews are only one part of the digital marketing success equation

At Ike Media, we have seen this drive exceptional results. When we worked with Money Bar, a boutique mortgage broker based in Melbourne, we focused on crafting compelling website copy to prioritise a client-first approach, backed by a family business. See more on our work with mortgage brokers here.

How does this look in action?

Instead of: "Jane was great to work with! - Sarah T."

Structure a story: "How a First-Home Buyer in Her 40s Navigated Self-Employment and a Volatile Market to Buy With Confidence."

This narrative approach allows you to showcase your strategic thinking. You can walk the reader through the client's initial challenge, the unique strategy you developed, the hurdles you overcame, and the successful outcome. This content doesn’t just prove you are good at your job; it educates the reader and builds deep, foundational trust before they even pick up the phone.

4. Build an Evergreen Content Engine to Win on Google

Ranking on Google is incredibly difficult if your website is just a digital brochure with a homepage and a contact form. The brokers who consistently win in search are those who invest in a library of high-quality, problem-solving content.

This "evergreen" content is designed to answer the specific questions your ideal clients are searching for, and it works for you 24/7, compounding in value over time.

Think about building out a content hub on your website with articles and guides like:

“A Complete Guide to Getting a Home Loan When You’re Self-Employed in Australia”

“5 Common Mistakes First-Home Buyers Make at Auction (And How to Avoid Them)”

“Is Now a Good Time to Fix My Interest Rate in 2025? A Broker’s Perspective”

“How Lenders Actually Assess Your Borrowing Capacity Beyond Your Income”

This strategy positions you as a generous expert. When paired with a fully optimised Google Business Profile and a focus on local SEO, this content engine becomes a powerful tool for attracting qualified, inbound mortgage leads month after month.

Final Word: Your Best Marketing is Built on Trust

Mortgage broking remains a business built on human connection and trust. The best marketing in 2025 proves your value most effectively. It focuses on building familiarity, demonstrating expertise, and creating confidence over time. By implementing these strategies, you can build a sustainable, referral-driven growth engine that attracts the right clients and insulates your business from the noise.

Want to see how Ike Media can help your mortgage broking business? Reach out to us here to bolster your digital presence and bring in more leads.

About the Author

Luke Livis is the co-founder of Ike Media. Luke is an entrepreneur and digital marketing expert with experience across mortgage broking, helping service-based businesses like mortgage brokers build authority and create reliable systems for growth.