Three options. Only one actually works for your business.
The big banks and aggregator brands own every high-intent search
Mortgage broking is a trust business that gets sold on a search engine. The borrower types 'refinance my home loan' or 'first home buyer broker [suburb]' or 'investment loan rates' and the first page is dominated by the banks bidding on their own brand defence, by Lendi and Aussie and the aggregator-branded shopfronts, and by comparison sites that monetise your prospect's contact details to half the brokers in the postcode. The independent broker with a 40-lender panel and a 14-year MFAA membership, the one who'd actually structure the loan properly with an offset, an LMI waiver where the LVR allows, and a fixed-vs-variable split that suits the borrower, sits on page two. So you spend the week on the leads from the same five conveyancers and accountants who've referred you since 2018, and the borrower three streets away who would have been your best client this year ends up filling in a Lendi form at 10pm.
Good mortgage broker marketing is three things, in this order: a borrower-type service-page library that splits first home buyer, refinance, investment loan and construction loan into their own pages, each ranking for its own search and speaking the language of that specific borrower (FHOG and FHBG for first home buyers, comparison rate and switching costs for refinance, negative gearing and DSR for investors, progress draws and interest-only periods for construction); a trust-signal layer that puts the MFAA or FBAA membership badge, the ACL credit licence number, the aggregator brand (AFG, Connective, Loan Market) and the lender panel size above the fold on every page (these are the single biggest conversion lifts in broker SERPs); and a Google Business profile that calls out the lender panel size by number, lists the suburbs you serve, and shows recent settlement reviews mentioning specific loan types.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the borrower types that actually pay your settlements (refinance volume, investment with cross-sell potential, first home buyers who'll return for an upgrade) rather than chasing every 'home loan' query. Briefs the other agents so the service pages, the compliant Google Ads, the social cadence and the Google Business profile all reinforce the 'real local broker with a 40-lender panel' positioning instead of competing with Lendi on rate alone.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new borrower-type page a five-minute job. Ships a clean service page for first home buyer, refinance, investment, construction, SMSF and commercial loans, each with the MFAA badge and ACL credit licence in the header, panel size called out, and a 'book a 30-minute strategy call' CTA, to your live site in two taps.
Goes through your live site for the things that actually move mortgage-broker rankings: borrower-type-specific H1s on every page, broker schema (not generic financial-services), ACL credit licence number in structured data, MFAA or FBAA membership in the schema, and a Google Business Profile that lists the lender panel by number and the suburbs you serve. Auto-applies the low-risk fixes.
Launches Google Ads on the queries that actually convert ('refinance broker [suburb]', 'first home buyer broker [suburb]', 'investment loan broker [city]', 'construction loan broker') with a built-in ASIC comparison-rate compliance check on every ad copy variant. Excludes the brand-defence 'CBA home loan' style queries entirely. Switches Meta on for first home buyer nurture (where awareness audiences live) and off for refinance (where intent searches on Google convert better).
Turns every settlement into a post in your real accounts: anonymised borrower stories, the cashback that covered the discharge fee, the offset that compounded, the construction loan with the staged draws. Builds the 'real local broker who actually structures the loan properly' trust signal that beats Lendi on the second-look prospect. You upload one settlement photo, the agent drafts the caption with the comparison-rate disclaimer auto-included, you approve.
Drafts the long-form pieces that rank for the queries borrowers Google before they fill in a Lendi form: 'first home buyer NSW step by step 2026', 'when does it actually make sense to refinance', 'LMI vs deposit top-up which is cheaper', 'construction loan progress draws explained', 'how does a broker get paid'. Two drafts a month, in your voice, compliance-checked, that pull the careful borrower to your site weeks before they need a broker.
Your first 30 days.
- Five borrower-type pages (first-home buyer, refinance, investment, construction, self-employed) indexed and ranking on long-tail loan queries
- Annual plan weighted to the borrower types that actually settle inside 60 days, delivered by Sam
- Google Business Profile rebuilt with MFAA or FBAA accreditation, ACL number and lender-panel callouts in the description
- Comparison-rate ASIC compliance check wired into every paid-search ad copy variant
- AFG, Connective or Loan Market aggregator footer surfaced sitewide as the panel-size trust signal
- First-home-buyer NSW step-by-step 2026 explainer published as the cornerstone organic asset
- Refinance break-cost calculator landing page live for the cash-rate-pivot audience
- FinancialService and MortgageBroker schema deployed sitewide
Mortgage broker clients do not fill in a Lendi form because Lendi is better. They fill it in because Lendi was the first calm-looking result on a phone at 9pm and your borrower-type page wasn't on page one. The work is making sure that when they type 'first home buyer broker [suburb]' or 'refinance broker [suburb]', the first calm-looking result is your firm, with the MFAA badge visible, the lender panel size called out, and the next available 30-minute call already showing in your Google Business profile.
Agencies are too dear to actually run the borrower-type service-page library and the comparison-rate-compliant ads for $3.5k a month. Tools are cheap but the ASIC comparison-rate rules sit in the back of your head every time you write a number, so you publish nothing on rates. In-House is the third option: for $299 a month the agents ship the pages, launch the compliant ads, post the settlement wins, and keep your Google Business profile beating the aggregator shopfronts. You stay in the driver's seat, two taps to approve, every rate-related draft pre-checked. Stop watching the borrower three streets away end up with Lendi.