Funnel Overview (Why it works)
A well-designed funnel helps you meet people where they are. Whether they’re casually browsing for info or ready to talk numbers.
It turns your website from a “digital brochure” into a lead-generation engine: content educates and builds trust, CTAs guide action, and nurturing keeps people engaged until they convert.
It gives structure: top-of-funnel (awareness), mid-funnel (consideration), bottom-of-funnel (decision).
Each with its own content, message and call to action.
Funnel Stages & What to Do (for a Mortgage Broker)
| Stage | Goal / Mindset of Prospect | Content & Touchpoints | Your Call-to-Action (CTA) |
|---|---|---|---|
| Top-of-Funnel (TOFU) Awareness | People are curious, have questions (e.g. “Can I afford a home loan?”, “What deposit do I need?”, “Is refinancing worth it?”) | SEO-optimised blog posts / guides e.g. “First Home Buyer Checklist”, “Self-Employed Home Loan: What You Need to Know”, “How Much Deposit Do You Really Need in 2026 (Australia)” Social media posts/snippets summarising the blog content or raising a question. | CTA: “Read the full guide”, “Download checklist”, “Subscribe for weekly home-loan tips” |
| Middle-of-Funnel (MOFU) Consideration | Prospect is comparing options, evaluating whether a broker makes sense, researching requirements or lenders | Deeper content/resources e.g. downloadable checklists, calculators (deposit, repayment), FAQs, case studies, “What to expect when using a broker”, “Refinancing explained for owner-occupiers vs investors” Email nurture series (if they downloaded something) or retargeted social ads Testimonials / social proof / stories / “Meet the broker” page showing real-life experiences & human side. | CTA: “Book a free consult”, “Get a loan eligibility check”, “Talk to a broker about your situation” |
| Bottom-of-Funnel (BOFU) Decision / Action | Prospect is ready to act: wants real advice, guidance, help with loan, values trust & expertise | Personalised offers / landing pages e.g. “Free home loan strategy session”, “Pre-approval support”, “Investment loan consultation” Clear contact forms / booking tools / phone number / call-to-action above the fold to make sure they don’t slip away! Especially given mortgage decisions aren’t always instant. | CTA: “Book now”, “Get in touch”, “Request a call back” |
Example Flow: From Curious Reader → Client
Blog Post Published
“First Home Buyer Checklist 2026: Everything You Need to Know” | SEO-optimised, targeting first-home buyers in a specific city/suburb.LinkedIn Post + Social Snippet
Introduces a key question (hook), links to blog.
Social drives awareness and traffic to site.Visitor Reads Article
Finds value, trusts brand, sees a CTA to download a “Home Loan Starter Checklist (PDF)”.
Provides email to grab PDF.Email Nurture Sequence
(3–4 emails over 2 weeks)
Additional value: “Top 5 mistakes first home buyers make”, “How much deposit you really need?”, “Pre-approval: What it means and how to get it”.
Each email includes subtle CTA: “Book a free consult”.Retargeting / Social Reminder
For those who downloaded but didn’t book: short video or post: “Still figuring out home loan? Here’s what most first home buyers get wrong”.Landing Page / Offer
“Free 15-min consult: Let’s map your home loan strategy”.
Clear form + phone number + urgency/benefit.Conversion → Contact
They book a consult or call.
Once contact made, your brokerage begins engagement/follow-up process.
What You’ll Need to Build / Set Up
SEO-ready blog on your website (with proper meta data, alt text, keyword targeting)
Content plan: a mix of TOFU (educational blogs), MOFU (tools, checklists, deeper guides), BOFU (offers, landing pages)
Email marketing / automation (for nurture sequences)
Landing pages / contact forms (optimised for conversion)
Social media distribution plan. To amplify blog content, drive audience to TOFU content (especially LinkedIn for brokers)
Tracking & analytics. To see what content converts, where drop-offs happen, what works vs what doesn’t (so you can refine over time)
Why This Funnel Fits a Mortgage Broker (Especially in Australia)
People searching for home loans are already doing research. They Google, read blogs, compare options. A well-optimised blog captures them early.
Mortgage decisions are rarely impulsive: people take time to consider, ask questions, go back and forth. A funnel with nurturing helps keep you top of mind until they’re ready to act.
Mortgage broking is as much about trust and credibility as it is about rates and products. Educational content + human stories + clear offers build that trust over time.
You don’t need a massive ad budget. Organic SEO + thoughtful content + strategic social distribution can generate consistent, qualified leads.
Need Help Building Your Marketing Engine?
At PK Creative, we help mortgage brokers implement & execute marketing frameworks through strategy-led, human-centred marketing that converts.
Reach out!