15 marketing strategies for mortgage brokers & advisers
Explore 15 marketing strategies for mortgage brokers and advisers to promote your firm's brand and boost growth, leads, and sales
Summary
The growth rate for UK-based mortgage brokers in 2023 was 18.9%.
According to IBIS World, in 2023, the Mortgage Broker market revenue was £2.6 billion.
Mortgage brokers should employ a multi-pronged approach to marketing that includes social media, SEO, networking, buying leads, and working on referrals.
Both online and in-person marketing strategies are essential for all-round growth.
Use these 15 marketing strategies for mortgage brokers to grow your business and your brand.
1. Promotion on social media
In January 2024, the number of social media users in the UK stood at a staggering 56.20 million (82.8% of the population), making it an excellent space for marketing. However, since social media platforms attract different audiences and content, you should adapt the content accordingly, ensuring your branding remains consistent.
Let's look at the benefits of each platform for mortgage brokers and advisers:
LinkedIn is ideal for mortgage brokers to build professional connections and show industry authority. The platform is enjoying a surge in popularity, with users publishing thought-leading articles and industry insights.
Here are other benefits and suggestions for using LinkedIn for marketing:
Share informative posts about industry trends.
Host Q&A sessions.
Join mortgage broker network groups to expand your reach.
Connect with potential clients and referrers.
Share testimonials to build your credibility.
When it comes to marketing strategies for mortgage brokers, Instagram is perfect for showcasing your brand's personality. Mortgage brokers and advisers can use Instagram Stories and Reels for quick tips and updates on mortgage rates, making content engaging and shareable.
Examples of content to include are:
Success stories.
Client testimonials.
Behind-the-scenes looks at your work processes.
X (Twitter)
X is great for quick, real-time updates. This platform lets you share industry news, mortgage tips, and expert insights. Use relevant hashtags like #MortgageTips and #HomeBuying to reach a broader audience and engage with trending topics to stay visible.
YouTube
YouTube allows for in-depth content through videos. Videos (short or longer) help demystify the mortgage process, build trust, and drive traffic to your website through SEO techniques.
Ideas for video content include:
Create how-to guides.
Explain different mortgage options.
Share client success stories.
Mortgage advisers and brokers can use a Facebook business page to engage with the local community.
Additionally, Facebook Ads can target specific demographics, increasing your reach to potential buyers.
Post regular updates about mortgage services.
Share informative articles.
Host live Q&A sessions.
2. SEO for mortgage brokers & advisers
SEO for mortgage brokers and advisers is crucial for increasing your visibility online and attracting potential clients. High search engine rankings drive organic traffic to your website, enhancing your broker-client relationship by making it easier for clients to find and contact you. Employing effective SEO techniques also builds long-term brand trust and credibility.
Optimise your landing pages with keywords relevant to your services and topics to rank higher in search engines. Use these keywords in your titles, descriptions, headers, and throughout the content. Incorporate it naturally to ensure readability while improving search engine rankings. Adding local keywords like 'London mortgage brokers' can attract more local clients.
3. Google Ads for mortgage brokers & advisers
Google Ads for mortgage brokers offer immediate visibility in search results, targeting potential clients actively looking for mortgage services. Unlike SEO, which takes time to boost organic rankings, Google Ads provides instant traffic and lead generation. However, combining Google Ads with SEO creates a more robust and comprehensive online presence, maximising your digital marketing reach and client engagement.
4. Get involved in mortgage adviser & mortgage brokers networking events
Networking events still play a crucial role in marketing strategies for mortgage brokers. They provide opportunities to build stronger broker-client relationships, gain referrals, and remain updated on industry trends. Personal interaction with clients and industry peers also helps to establish credibility and trust, both crucial in the financial services industry.
Examples of networking events to attend include:
Financial Services Expos.
Local Chamber of Commerce meetings
Specialised workshops and seminars
Mortgage broker networking events
5. Build mortgage broker-client relationships
Building strong broker-client relationships is crucial for trust, repeat business, and referrals. Personal connections foster loyalty, making clients more likely to recommend your services to others.
Here are some ways you can build and strengthen relationships:
Personalised communication: Send emails or messages updating clients on mortgage rates or new opportunities.
Regular check-ins: Schedule periodic follow-ups to address any concerns or updates.
Client appreciation events: Host events to thank clients. Doing so will help strengthen broker-client relationships and encourage word-of-mouth referrals.
6. Increase your online presence
Increasing your online presence helps to attract more clients and builds a strong reputation for you and your firm in the digital space.
Here are some strategies to increase your online presence as a mortgage broker or adviser:
Regularly post on LinkedIn, Instagram, X, Facebook, and YouTube to share insights, success stories, and industry updates. Use these platforms to interact with your audience and answer queries.
Optimise your website with SEO, using trending and relevant keywords to rank higher on search engines.
Encourage satisfied clients to post positive reviews on Google and other platforms, building trust with potential clients.
Send out regular newsletters via email with valuable content, such as market trends and tips, keeping your clients informed and engaged.
7. Host mortgage-related workshops
Hosting mortgage workshops is an effective marketing strategy for several reasons:
Thought leadership: By sharing your expertise, you establish yourself as a thought leader in the mortgage industry.
Networking: Workshops allow you to meet prospective clients and other industry professionals, expanding your network.
Educational value: Educating attendees on mortgage processes, rates, and best practices showcases your knowledge and commitment to helping clients make informed decisions.
Brand visibility: Workshops increase your brand's visibility and reputation, improving attendees' chances to remember you and refer your services.
8. Build relationships with other businesses
Building relationships with other businesses (e.g. realtors, financial planners, and DIY stores) or charities is an excellent marketing strategy as it has numerous benefits:
Expanded reach: Partnering with businesses expands your reach to new client bases.
Cross-marketing and mutual referrals: Establishing reciprocal referral programmes with businesses can drive a steady stream of clients.
Community engagement: Collaborating with charities and local businesses helps you give back to the community, enhancing your firm's image.
9. Keep your website up to date
An updated website keeps your content fresh and relevant, encouraging fresh organic traffic and boosting business. Apart from improved SEO rankings, here are some additional benefits:
Improved user experience: An up-to-date website ensures visitors can access the latest information.
Professional image: A well-maintained website reflects your professionalism and commitment to staying current and building trust with visitors.
Client engagement: Posting new content, such as blog articles, news updates, and market insights, keeps your audience engaged and returning to your site.
10. Buy mortgage leads
A popular marketing strategy is to buy leads from a lead generator. Buying leads offers immediate (potential) client access, time efficiency, and targeted marketing through filters like demographics or location.
Recommended providers of leads include:
11. Embrace video marketing
Videos capture attention more effectively than text, so including video content in your mortgage broker marketing plan makes sense. Other advantages of incorporating video content include:
Improved communication opportunities, e.g., explaining complex mortgage concepts, become more straightforward.
Boosted SEO rankings due to varied and popular content.
Enhanced personal connection with your audience, establishing trust and credibility.
12. Host advisory mortgage webinars
Hosting a mortgage seminar is another splendid form of marketing as it offers a host of benefits for mortgage brokers and advisers:
Hosting a webinar positions you as a specialist in the mortgage industry.
Webinars attract a targeted audience interested in mortgage advice and provide high-quality leads.
Live interaction allows you to address attendees' questions and concerns, building a personal connection.
Promoting your webinar increases brand awareness.
13. Mortgage referral programmes
A mortgage referral programme is a system where mortgage brokers and advisers incentivise current clients, real estate agents, financial planners, and other professionals to refer potential clients to them. This can involve offering rewards or benefits to those who successfully refer new clients. Aside from getting high-quality leads, the benefits of a referral programme include the following:
An expanded network
Cost-effective marketing
Enhanced credibility
14. Introduce email marketing for mortgage brokers & advisers
Email marketing is one of the most tried, tested, and proven marketing strategies for mortgage brokers. Mortgage advisers and brokers can benefit from email marketing in the following ways:
It offers a way to communicate directly with clients and leads.
It is cost-effective, offering a higher ROI than other marketing strategies.
Email marketing helps to nurture relationships.
It offers measurable results.
15. Offer personalised consultations for mortgage advice
Personalised consultations enhance your marketing efforts by building strong, trust-based relationships with clients and increasing client satisfaction, conversion, and retention rates.
Additionally, personalised consultations allow you to understand your client's unique financial situations and offer them tailored mortgage solutions.
Want to work with Unbiased?
Effective marketing strategies for mortgage brokers and advisers include hosting informative webinars and workshops, implementing a robust referral programme, and offering personalised consultations. Maintaining an up-to-date website, embracing video marketing, and utilising email marketing is crucial for enhancing online presence and client engagement.
These strategies help expand reach, build credibility, and foster long-term client relationships. However, if you want to grow your firm, partner with Unbiased Pro today and transform your marketing efforts into powerful results.
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