Lead Generation for Mortgage Brokers: How to Stop Relying on Referrals & Get More Clients
Are referrals drying up? Here’s how to generate high-quality mortgage leads online.
For years, mortgage brokers have relied on referrals to get new clients. But let’s be real—referrals aren’t always consistent, and they don’t scale.
The brokers winning in 2025 are the ones dominating Google and running targeted ads to attract high-intent clients.
If you’re tired of waiting for word-of-mouth leads, this guide will show you how to build a predictable and scalable lead generation system using SEO, Google Ads, and conversion-optimised landing pages.
Why Online Lead Generation Beats Referrals
Referrals are great, but they come with three major problems:
❌ Unpredictable Flow – You never know when or if the next lead is coming.
❌ Limited Growth – Referrals alone won’t scale your business beyond your immediate network.
❌ Lack of Control – You’re relying on others to grow your business instead of attracting clients directly.
Meanwhile, mortgage brokers who invest in Google Ads & SEO attract a steady flow of high-quality leads – without relying on anyone else.
More Visibility = More Leads
The brokers ranking at the top of Google get 80% of the clicks. If your competitors are outranking you, they’re taking clients that could have been yours.
So how do you compete?
Dominate Google with SEO (Long-Term Lead Generation)
Ranking on Page 1 of Google for terms like “mortgage broker near me” or “best mortgage rates” is the gold standard for lead generation.
What Mortgage Brokers Need to Rank on Google
✅ Google My Business (GMB) Optimisation
A complete, 5-star rated Google Business Profile helps you rank in local searches and Google Maps.
✅ High-Quality Website Content
Google prioritises authority websites with informative content. Brokers who blog about home loans, refinancing, and mortgage advice generate more traffic and leads.
✅ SEO-Optimised Landing Pages
If your website doesn’t have dedicated pages for each loan type (First Home Buyer Loans, Refinancing, SMSF Loans, etc.), you’re missing out on traffic.
✅ Consistent Reviews
The brokers with the most 5-star Google reviews consistently rank higher and convert more leads.
❌ Why Most Mortgage Brokers Fail at SEO
- Their websites don’t target the right keywords.
- They never update their content.
- They don’t have a Google My Business profile.
💡 FIX THIS: If you want your website to rank and generate leads, check out how our SEO strategies helped a mortgage broker grow their business ➝ linkedcapital.com.au/seo/
Use Google Ads to Get Leads Instantly
SEO takes time. If you want leads today, Google Ads is the fastest way to get in front of people searching for a mortgage broker right now.
Why Google Ads Work for Mortgage Brokers
🔹 Target High-Intent Clients – You’re only showing ads to people actively searching for mortgage services.
🔹 Predictable Lead Flow – Unlike referrals, ads generate consistent leads every month.
🔹 Immediate Results – Start getting clicks and inquiries within days.
What Makes a High-Converting Google Ads Campaign?
✅ Buyer-Intent Keywords – Target searches like “best mortgage broker in [city]” instead of broad, low-converting terms.
✅ Compelling Ad Copy – Your ad must stand out with a strong hook, benefit-driven messaging, and a call to action.
✅ Optimised Landing Pages – Sending traffic to a generic homepage is a waste. Your landing page should match the ad, address pain points, and drive conversions.
✅ Conversion Tracking – Most brokers run ads blindly without tracking which leads turn into paying clients.
REAL EXAMPLE: See how we helped an insurance broker double their leads with a Google Ads campaign ➝ LinkedCapital.com.au/Google-Ads
Build a Landing Page That Converts Clicks into Clients
Your website needs to work as hard as you do. Most mortgage broker websites aren’t designed to convert visitors into leads.
🔹 What your landing page MUST include:
✅ Clear headline & value proposition – Tell visitors why you’re the best broker for them.
✅ Strong call-to-action (CTA) – “Get a Free Consultation” or “Apply for a Loan Today.”
✅ Trust signals – Display 5-star reviews, accreditations, and testimonials.
✅ Fast-loading, mobile-friendly design – If your page loads too slow, people bounce.
🔹 Common mistakes that KILL conversions:
❌ Cluttered, outdated design
❌ No clear CTA
❌ No trust signals or social proof
❌ Sending ad traffic to the homepage instead of a targeted landing page
💡 PRO TIP: If your landing page isn’t converting, your ads are wasting money. Fix this first!
I Wrote the Lead Gen BIBLE for Mortgage Brokers
I know it sounds apocryphal, but REALLY, I did. It’s a short, 5-page PDF packed with all the best strategies I’ve learned while helping mortgage brokers generate more leads, book more calls, and close more deals.
Below is a sneak peek from the book:
Enter your details below to get instant access to the full Mortgage Broker’s Lead Gen Bible