Mortgage broker marketing measured in settled loans.
Mortgage broker marketing that brings in borrowers who are ready to talk, then follows each lead as far as your systems will let us, so you know which channel actually paid. Search engine optimisation (SEO), Google Ads, Meta Ads and a website built around the borrowers you want, all written to sit inside the credit advertising rules.
settlement
Plenty of leads, not enough settlements.
Three ways in, three different searches.
A borrower usually reaches a broker one of three ways. They search, often with a suburb or a situation attached ("mortgage broker near me", "refinance home loan", "self-employed home loan"). They are referred by someone they trust: a friend, their real estate agent or their accountant. Or they start on a lender comparison site, look at rates, and then want someone to explain which loan they would actually be approved for. Good mortgage broker lead generation covers all three, but the message changes depending on who is looking.
First home buyers
Early in the process and short on answers. They search for deposits, borrowing power and government schemes long before they search for a broker. Plain explanations earn the enquiry, and they often come back months later when they are ready.
Refinancers
Already have a loan and a rate they are unhappy with. The trigger is usually a rate change or a fixed term ending. They want to know quickly whether switching is worth the effort, so speed and clarity matter more than education.
Investors
Comparing structures, not just rates. They care about how a second or third property fits with existing lending, and they tend to stay with a broker who understands their plan across several purchases.
Self-employed borrowers
Often already knocked back or worried they will be. They search for their situation in their own words, and they are the borrowers most likely to value a broker who has a clear process for their paperwork.
Six parts, one pipeline.
Local SEO and Google Business Profile
Mortgage broker SEO starts with your Google Business Profile (GBP): the right primary category, your service area, the loan types you handle, photos of the actual team and a steady flow of genuine reviews. If you visit clients rather than run a shopfront, the profile is set up as a service-area business so you still show in local results.
Service pages by borrower type
Separate pages for first home buyers, refinancing, investment loans, self-employed and construction lending, each answering the questions that borrower actually asks. Every page has one clear next step: book a call, or send a short enquiry form.
Google Ads for high-intent searches
Google Ads for mortgage brokers should chase searches with a decision behind them, like refinancing, specific loan situations and broker searches in your area. Rate shoppers and job seekers get excluded, and each campaign lands on the matching borrower page, not your homepage.
Meta Ads for first home buyers and refinancers
Facebook and Instagram reach borrowers before they search. First home buyer campaigns lead with useful content (a deposit guide, a borrowing power checklist) and refinance campaigns follow rate-change news. Meta applies its own policies to financial ads, and we check the current rules before audiences are built.
Lead handling and CRM follow-up
Every enquiry goes straight into your customer relationship management (CRM) system with its source attached, and triggers an instant text and email so the borrower knows you have it. Leads not ready yet go into a follow-up sequence instead of being forgotten.
A referral base you can grow
Real estate agents and accountants see borrowers at exactly the right moment. We build the material that makes you easy to refer: a co-branded first home buyer guide for agents, a self-employed lending explainer for accountants, and LinkedIn content that keeps you front of mind.
Each part draws on a core service: SEO for local rankings and borrower pages, Google Ads management for high-intent search, Meta Ads management for first home buyer and refinance audiences, and website builds for mortgage broker website design that turns visits into booked calls. If accountants are a key referral source for you, it's worth seeing how we approach marketing for accountants, because it shows what those partners care about.
Track leads all the way to settlement.
A lead is not a result for a broker. Between an enquiry and a settled loan there is a fact find, a serviceability check, an application, approval and settlement, and a lot of leads fall away along the way. A channel that produces cheap leads that never proceed is more expensive than it looks, and a channel with fewer, better leads can be the one quietly paying for everything else.
Source on every record. Calls are tracked by campaign, forms carry their source into your CRM, and referral partners get their own links or codes so their borrowers are counted properly.
Stages, not just totals. We report enquiries, qualified appointments, applications, approvals and settlements by channel, using the pipeline stages you already record.
Spend follows settlements. Once a few months of data connects source to settlement, budget moves toward the channels and borrower types that actually settle, not the ones that simply fill the inbox.
We don't have a mortgage broking client to point to yet, and we won't pretend otherwise. What we can show is the same method working in another regulated profession: after we rebuilt a Darwin law firm's Google Ads account, its conversion rate lifted 137% (measured July 2026). That is a law firm result, not a broker result, but the discipline of tracking every enquiry back to its source is the same.
Marketing a broker within the rules.
Your licence shapes your advertising
Under the National Consumer Credit Protection Act 2009, credit activities generally need an Australian credit licence or authorisation from a credit licensee. Brokers either hold their own licence or act as a credit representative of a licensee. A credit licensee must include its licence number in any printed advertisement (section 52 of the Act and regulation 13 of the National Credit Regulations), and licensees have a continuing obligation to monitor and supervise their representatives.
The best interests duty
Since 1 January 2021, mortgage brokers must act in the best interests of the consumer when providing credit assistance, and give priority to the consumer's interests where there is a conflict. ASIC's advertising guidance adds that an ad should not state or imply a product suits a group of borrowers unless that suitability has actually been assessed.
Rates, "lowest rate" and "free"
Section 160 of the National Credit Code requires an ad that shows an interest rate to show a comparison rate as well, and the Australian Securities and Investments Commission (ASIC) guide to advertising financial products, Regulatory Guide 234, says it must be no less prominent and carry the comparison rate warning. A headline claim must not itself be misleading, and any mention of rates or fees should give a realistic impression of the overall cost, so a "lowest rate" headline that hides fees or a discount period is a risk. ASIC also urges care with words like "free". Lenders generally pay brokers a commission, and brokers must tell borrowers about the commissions they may receive. The Act also restricts licensees from describing a credit service as "independent", "impartial" or "unbiased" in certain circumstances.
Consumer law applies too
For credit services, the bans on misleading or deceptive conduct sit in the ASIC Act. As the Australian Competition and Consumer Commission (ACCC) puts it for businesses generally, it makes no difference whether you meant to mislead, and the rule covers websites, social media and testimonials. ASIC expects testimonials to be authentic.
How we handle it
Your licensee's or aggregator's approval is built into the schedule, and nothing goes live until it is signed off. We only use genuine reviews.
This is general information, not legal or financial advice. You and your licensee are responsible for your own compliance, so check ASIC's current guidance before publishing.
Mortgage broker marketing FAQs.
Should I buy mortgage broker leads or generate my own?
Which channel should a new broker start with?
How much should a broker spend on Google Ads?
Does my licensee or aggregator need to approve the marketing?
Can you work with my existing CRM?
Do you work with finance brokers who aren't only home loans?
Are there lock-in contracts?
Start with something free.
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Tell us a bit about your business and we'll do a free review. We'll look at where your enquiries come from today and tell you honestly what would bring in more of the borrowers you want.
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Written by Adrian Fowler, Co-Founder, CLIQE. Last updated 17 September 2026.