With over 20,000 hours invested in ranking websites, running SEO and SEM campaigns, and building scalable lead generation systems, I've developed a deep understanding of what it takes to dominate local search results. This time, I'm launching a comprehensive mortgage broker marketing campaign for a well-established financial advisory firm that has added a mortgage broking arm to its business.
I know how competitive the mortgage industry is, especially in dense metro areas like Melbourne and Sydney. The key to success isn't just running ads or doing SEO—it's about combining multiple strategies into a well-orchestrated campaign that builds long-term visibility and trust while generating leads in the short term.
This campaign is built on four major pillars: SEO, Paid Ads, Content Marketing, and Social Proof. The goal? Domination of the local market.
Building a Scalable Website for Long-Term Growth
A website isn't just an online business card—it's a lead generation machine. I built a strong foundational website two years ago, which has performed well. But now, we're expanding it dramatically.
I'm rolling out dedicated service pages for business loans, commercial loans, refinancing, first-home buyer loans, investment loans, and low-doc loans. Each page is designed to rank for localised, high-intent keywords while providing enough depth and value to convert visitors into leads. Behind each service page, I'm structuring pillar content with 20+ supporting blog posts—a strategy consistently boosting relevance in Google's eyes.
I no longer focus on keyword density. Instead, I use TF-IDF analysis to ensure that my content includes the key terms and phrases Google expects to see. I've done this for years, and it always works better than old-school keyword stuffing.
Beyond keyword optimisation, site speed and mobile responsiveness are huge in rankings. I'm ensuring the website is optimised for Core Web Vitals, which loads quickly and provides a seamless experience on mobile devices.
Local SEO: The Path to Google Maps Domination
Google My Business (GMB) is mortgage brokers' most valuable digital asset. A well-optimised profile can drive thousands of local searches monthly without spending a dollar on ads.
The financial advisory arm of this business already dominates Google's local pack, so I'm leveraging that authority to accelerate the mortgage broking rankings. I'm ensuring the business name, address, and phone number (NAP) are consistent across directories while aggressively acquiring local citations. Additionally, we optimise Google My Business posts, Q&A, and client reviews, ensuring the business consistently engages with its local audience.
One of the most critical ranking factors for local SEO is customer reviews. Many five-star Google reviews with detailed responses significantly boost local pack rankings. We're implementing a system to consistently request and respond to reviews, reinforcing credibility and trustworthiness.
Google Ads: Fast-Tracking Lead Generation
SEO is powerful, but it takes time to gain traction. I'mTo accelerate lead flow, launching a highly targeted Google Ads campaign for mortgage brokers.
The ad strategy includes high-intent search ads targeting queries like "Mortgage Broker Near Me" and "Home Loan Advisor Melbourne." We're also incorporating retargeting display ads, bringing back visitors who didn't convert on their first visit. These leads are nurtured through optimised landing pages designed to minimise cost-per-lead while maximising conversions.
Leveraging historical data from the financial advisory campaign can significantly reduce cost-per-lead. The goal is to maintain lead costs below $150 per conversion, an outstanding figure for the mortgage industry.
Social Media & Video Content: Building Brand Awareness
While Google Ads drive high-intent leads, Facebook and Instagram build long-term brand awareness. Since potential home buyers and refinancers may not convert instantly, we use social media to nurture them through the decision-making process.
The mortgage broker we're working with is a young property investor and financial expert, making her a perfect on-camera personality. We're scripting and producing 50+ short video guides covering mortgage FAQs, loan application tips, and industry insights. These videos are optimised for Instagram Reels, Facebook, and website integration, allowing them to serve as a multi-purpose content asset.
To increase reach, we're boosting high-performing videos with small ad spends, ensuring they appear in front of the right audience. Additionally, we're embedding these videos into blog posts and landing pages, increasing dwell time and engagement metrics, which also boosts SEO
Content Marketing: Establishing Authority
Content marketing remains a core pillar of any mortgage campaign. Instead of posting generic mortgage tips, I take a high-value educational approach.
We're creating in-depth mortgage guides, case studies, and localised market insights, positioning the business as a trusted authority in the industry. This includes blogs that answer real client questions, such as "How to Qualify for a Low-Doc Home Loan" and "First Home Buyer Mistakes to Avoid."
Additionally, long-form blog posts with embedded videos significantly increase engagement time and improve rankings. Every blog will be structured with relevant call-to-actions (CTAs), guiding visitors toward consultation bookings or mortgage pre-approvals
Building Backlinks & Strengthening Search Signals
SEO isn't just about on-page content—backlinks remain a significant ranking factor. To accelerate organic growth, we're executing an aggressive link-building strategy.
We're securing high-quality guest posts on industry websites, financial blogs, and real estate platforms. Additionally, we're forming partnerships with local businesses, ensuring community-based backlinks that reinforce local authority.
Beyond backlinks, I'm also driving branded search signals—when more people search for the mortgage broker's name, Google sees it as a strong ranking signal. To encourage this, we're running social engagement campaigns that drive brand-related search queries, further reinforcing trust with search engines.
Measuring Performance & Scaling for Growth
A successful campaign isn't just about launching but constant optimisation. I track every campaign in real-time, using advanced tools like SEMrush, Ahrefs, and SerpRobot to monitor ranking movements and traffic patterns.
I'm also closely analysing conversion rates across Google Ads, social media, and organic leads. If a particular landing page underperforms, it gets restructured and tested again. The same applies to ad creatives, keyword bids, and email follow-ups—everything is iterated and improved based on data.
By optimising each stage of the funnel, I ensure steady ranking improvements, lower lead costs, and increased conversion rates.
Final Thoughts: The Road to Local Market Domination
This isn't just another mortgage marketing campaign—it's a systematic approach to long-term market domination.
By combining SEO, paid ads, content marketing, social media engagement, and local search optimisation, I'm creating a sustainable, high-impact strategy that will continue driving leads for years.
I've done this successfully across multiple industries, and I know this mortgage broker will dominate the local market within months. The foundations are solid, the execution is strategic, and the results will be undeniable.
