6-Month Roadmap: Content & Funnel for a Mortgage Broker
What this roadmap does
Combines evergreen SEO content, educational + human-centred pieces, and lead-driving assets.
Gives a repeatable structure so you stay consistent (which is critical in finance).
Moves prospects through a funnel: Awareness → Consideration → Decision.
🗓 Month-by-Month Plan
| Month | Focus / Theme | Content & Assets | Purpose / Outcome |
|---|---|---|---|
| Month 1 | Foundations & attract first traffic | • Blog: “First Home Buyer’s Roadmap 2026 (Australia)” — step-by-step guide • Blog: “How Lenders Calculate Borrowing Power — What You Need to Know” • Social posts (LinkedIn / Facebook): Intro + link to first blog; a short explainer of second blog • On-site: Ensure website is mobile-friendly, load speed OK, clear CTA buttons/contact form | Build SEO foundation; begin capturing organic search traffic; start addressing first-home buyer audience and general lending questions |
| Month 2 | Deeper value + lead magnet | • Create a downloadable “Home Loan Checklist + Pre-Approval Cheat Sheet” (PDF / gated content) • Blog: “Common Mistakes First Home Buyers Make (and How to Avoid Them)” • Email nudge (if any contacts exist) or social teaser for checklist | Generate leads via gated content; nurture early-stage prospects; establish value and trust for first-home buyers |
| Month 3 | Expand to other segments + build authority | • Blog: “Self-Employed Home Loan 101: What You Need to Know in 2026” • Blog: “Investor Loans vs Owner-Occupier Loans: What Changes & What to Watch” • Social post / LinkedIn: highlight key takeaways for self-employed borrowers / investors • Begin collecting any testimonials / anonymised case studies from past clients | Serve niche segments (self-employed, investors); show breadth of expertise; capture a wider audience; social proof begins. |
| Month 4 | Nurture & audience segmentation | • Email nurture sequence (if contacts from earlier months) — e.g. send checklist, then follow-up email with one of new blog posts (self-employed or investor loan content) • Blog: “When & Why You Should Refinance: A Simple Guide for Australian Homeowners” • Social post / snippet summarising refinancing blog + promoting refinance consult offer | Keep leads warm; re-engage; catch people in different stages of loan journey (not just first-home buyers). |
| Month 5 | Social proof, human-led content, and conversion focus | • Blog or page: “Client Success Stories / Case Studies” (anonymous or with permission) — e.g. first-home buyer, self-employed client, investor financing story • Social campaign: share snippets of case studies + testimonials • Landing page / CTA: “Free 15-min consultation / pre-approval strategy call” prominently available | Build credibility, trust and social proof; encourage conversion; lower friction for potential clients to reach out. |
| Month 6 | Review, refine & scale — plus top-of-funnel boost | • Blog: “2026 Australian Housing Market Outlook & What It Means for Borrowers and Investors” (timely, relevant, shareable) • Social + email: highlight market outlook blog; invite people to book consult / ask questions • Review analytics: which blogs got traffic, which content drove leads / conversions → repeat winning content types • Plan next 6-month cycle based on data | Attract both active and passive audiences, remain relevant to current market, leverage authority; refine strategy; scale what works. |
Key Supporting Elements (Ongoing — across all 6 months)
Maintain consistent branding + tone — clear, human, helpful, authoritative (your “voice” as broker/content lead).
Use SEO-best practices: optimise blogs for relevant search queries (e.g. “first home loan Australia 2026”, “self-employed home loan Australia”, “should I refinance 2026”), use clear headings, internal links, meta descriptions, alt text etc.
Use lead capture & nurture — gated content (checklists/eBooks), follow-up email sequences, simple, clear CTAs.
Segment content by client type — first home buyers, self-employed, investors, refinancers. This increases relevance and resonance.
Collect testimonials / case studies / social proof — these build trust and help convert prospects into leads.
Distribute via social media + email + website — don’t rely only on blog. Social and email amplify reach; website is the hub.
Why This Roadmap Works (Especially Right Now)
The mortgage/finance space in Australia is crowded. As many guides note, standing out requires more than rate promises — you need education, clarity, and trust.
Many borrowers research online long before contacting a broker — often hours or days of Googling.
By serving helpful, relevant content at each stage (awareness, consideration, decision), you meet people where they are — which dramatically increases the chance they reach out when ready.
What You’ll Need to Set Up (Tools + Mindset + Resources)
A blog-enabled website with good UX (mobile-friendly, fast loading, clean structure).
Email marketing/CRM tool — to capture leads and run nurture sequences.
Content calendar (could be a simple spreadsheet) to schedule blogs, social posts, emails, and review analytics.
Process to collect testimonials or feedback from clients for case studies (with consent).
Commitment to consistency — publishing good quality content, not random posts.
What to Watch Out For & What to Measure
Watch outs
Avoid producing generic “we offer home loans” content — it won’t convert. Content needs to solve problems, answer real questions, and feel human.
Avoid inconsistent posting — erratic publishing hurts trust and discoverability.
Don’t use misleading language or over-promising (especially in finance) — stay transparent and clear.
Measure
Organic traffic to blog (and which posts drive the most traffic).
Leads captured (downloads, contact forms, consult bookings).
Conversion rate: visits → leads → booked consults / inquiries.
Engagement: time on page, bounce rate, social likes/shares/comments.
Client feedback / quality of leads (are they qualified, or time-wasters).
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!