It sounds simple, but too many brokers approach content as an add-on, a tick-box, or “something to shove on the website.”
They create generic pages or social posts that say what they do. They rarely pause to ask: who am I speaking to, and what do they need to know, feel or trust before they pick up the phone?
That mistake shows up in several ways:
Too generic / one-size-fits-all content
Many brokers use the same brochure, website copy or social posts for all client types. That means a first-home buyer sees the same content as an investor, the same as a self-employed borrower. The result: the message resonates with almost nobody.Failure to build personal brand/trust
Especially in finance, people trust people they know, like, or feel they can trust. When brokers don’t build a real, human voice, with personal stories or clarity on who they help, they lose trust before they even start.Content doesn’t reflect the client journey or answer real questions
Instead of useful content that meets people where they are (e.g. “Am I eligible?”, “What deposit do I need?”, “How does serviceability change if I’m self-employed?”), many publish generic “We do home loans” copy.No follow-up / nurturing strategy
Publishing a blog or a post and forgetting about it means missed opportunities. People don’t convert after one encounter. Without follow-up (emails, retargeting, tailored content), you leave money on the table.
In short: many brokers treat content as a brochure, not as a trust-building, problem-solving conversation with a future client.
Why this mistake is especially harmful
In mortgage broking, trust and credibility are everything.
Clients need to believe you understand their unique situation.
Generic content rarely achieves that.The buying journey for home loans isn’t impulsive.
People research, compare, feel anxious.
Content that resonates personally and meaningfully can guide them;
generic content just gets ignored.Digital noise is high.
If your content doesn’t stand for something, like a focused client type, a clear problem solved, you get drowned out.When you don’t speak directly to your ideal client’s pain points, you attract leads that are “wrong fit.” That wastes time, and hurts conversion.
What good content (done right) looks like (what you should aim for instead)
Audience-segmented content paths
Separate content for first-home buyers, investors, self-employed borrowers, refinancers.
Speak to each type’s unique needs.Human voice + personal brand
Use relatable language, share real stories (anonymised or with consent), convey values.
Show you’re not a faceless entity.Answer real questions clearly
Use FAQs, guides, case studies: “How to save for deposit?”, “What lenders look for if self-employed?”, “Refinancing explained.”
People just beginning to think about a home loan should find value.Content as part of journey
Use content in a funnel.
Blog ➝ downloadable guide ➝ email nurture ➝ phone call or consultation.
Don’t just publish and walk away.Consistent follow-up and value-add, not salesy noise
Keep serving value: tips, updates, reminders.
Build long-term relationships, not short-term leads.
Why many brokers don’t do this (and how to break the habit).
Often, mortgage brokers get caught up in compliance, product knowledge and “how to find lenders”, which are important.
But content falls second or third, done only when they have “time.”
That means it gets generic and unfocused, because generic is easy.
To break the habit: treat content as a core part of your service.
Build it around who you serve and how you make their life easier.
Think: “If I were the homeowner browsing online at 9 pm, what would I genuinely need to understand first?”
Need Help Building Your Marketing Engine?
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