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Why Most Mortgage Content Doesn’t Convert Leads
Why Isn’t My Mortgage Broker Content Generating Leads?
You’re posting regularly on Instagram, Facebook, LinkedIn, or maybe even YouTube.
You’re following the advice you’ve heard online: “Be consistent, post every day, and the leads will come.”
But nothing.
No constant stream of enquiries.
No sudden spike in booked calls.
Just a slow trickle of likes and the occasional comment that goes nowhere.
If you’re a mortgage broker putting in time and effort on social media, it’s frustrating when that effort doesn’t turn into actual clients. The reality is that most mortgage brokers aren’t using content marketing in a way that’s designed to generate high-quality mortgage leads.
In this guide, we’ll break down four key reasons mortgage broker content doesn’t convert, and I’ll give you practical steps to fix it. These strategies are based on years of coaching hundreds of mortgage advisors to increase lead flow and revenue. For more deep-dive strategies on lead generation, sales tips, and client retention processes, check out my YouTube channel here.
Why Are Mortgage Brokers Creating Entertainment Instead of Education?
One of the most common mistakes mortgage advisors make is focusing on entertaining content rather than educational content.
Social media trends such as lip-syncs, dances, and funny skits can be fun, and you might even get advice from younger creators telling you to “jump on trends” to go viral.
The problem is your audience isn’t looking for entertainment from their mortgage broker. They’re looking for credibility, expertise, and trust.
When someone is searching for a mortgage advisor, they want to know:
Do you understand their situation?
Can you explain complex mortgage options clearly?
Will you help them get the right deal without stress?
Funny videos rarely communicate those things. In fact, they can sometimes undermine your authority. If you were hiring a solicitor, accountant, or financial advisor, would you be more confident in the one giving expert tips or the one dancing on TikTok?
If you want a practical example of content that converts without gimmicks, watch my breakdown on Mortgage Marketing That Actually Works.
Mortgage Broker SEO Tip: Search engines and social media platforms reward content that answers user questions. When you create educational content such as “What deposit do I need for a first-time buyer mortgage?” you’re producing searchable, evergreen assets that will continue to bring in leads long after you post.
Do Mortgage Brokers Really Need to Make Video Content?
Yes, video is non-negotiable if you want to consistently generate mortgage leads online.
Video allows you to duplicate yourself. A single client conversation happens once. A single video can have that conversation thousands of times while you’re doing something else. That’s leverage.
I generate hundreds to thousands of views per day on my videos, even when I’m not actively online. Those videos are constantly introducing me to new potential clients, building trust, and pre-selling my services before we ever speak.
Some brokers avoid video because they think it’s too technical or time-consuming. In reality, you don’t need professional equipment or high-end editing. Many of the highest-performing videos are filmed on a smartphone, speaking directly to the camera, answering a specific mortgage question.
If you’re ready to start creating videos that attract business, I suggest watching my Mortgage Sales Tips That Skyrocket Income video as it’s a perfect example of how value-driven video can increase your conversion rate.
Action Step for Mortgage Brokers:
Commit to one video per day for a year. Focus on answering the most common mortgage questions you hear from clients. Keep it simple, direct, and valuable.
Why Do Mortgage Brokers Focus on Creativity Before Clarity?
I teach something called the Three Cs Framework for mortgage marketing:
Clarity – Who do you help and how?
Consistency – How often do you show up?
Creativity – How do you make your content visually engaging?
The order matters. Most mortgage brokers start with creativity, trying to be different, unique, or on-brand, without having a clear message. That’s backwards.
If you start with creativity, you risk making content that looks good but doesn’t speak to the needs of your ideal client. You might impress other brokers or friends, but prospects won’t see how it helps them.
The right order:
Start with clarity: Define your ideal audience and the problems you solve.
Get consistent: Show up regularly with that clear message.
Add creativity: Once you have clarity and consistency, you can experiment with visuals, editing, and branding.
To see how clarity drives results, watch my Mortgage Business Growth Plan video, where I walk through how to scale a mortgage business with a clear marketing and sales structure.
When you lead with clarity, your content resonates with the right people and positions you as a go-to expert in your niche, whether that’s first-time buyers, remortgage clients, buy-to-let investors, or contractors with complex income.
How Does the Mortgage Client Buying Cycle Affect Content Marketing?
A critical reason mortgage content doesn’t convert is that brokers ignore the buying cycle.
Here’s the reality:
Most people aren’t thinking about mortgages all year round. If they’re in the middle of a two-year fixed deal, they might only think about remortgaging in the final 3 to 6 months. For a five-year fix, it’s an even smaller window.
That means:
The majority of your audience at any given time is not ready to take action.
The same key questions come up every time someone enters that active buying window.
Why This Matters for Mortgage Brokers:
If you’re constantly creating brand-new topics, you’re wasting time. Instead, you should focus on the 20 to 30 core mortgage questions your prospects ask during their decision-making window and repeat them.
By the time three months have passed, up to 80% of your active audience will be new. Repetition isn’t a problem, it’s a necessity for lead generation.
If you want more referrals during that buying window, my video More Mortgage Referrals Than You Can Deal With covers the exact strategies I use with my clients to stay top-of-mind year-round.
Action Step for Mortgage Brokers:
Create a 90-day content cycle that answers your audience’s top mortgage questions. Every quarter, refresh and re-record these videos and posts. This ensures you’re always speaking to prospects at the right stage of their journey, without constantly reinventing the wheel.
How Can Mortgage Brokers Turn Content Into Consistent Leads?
If your mortgage content isn’t converting, it’s likely because:
You’re entertaining instead of educating.
You’re avoiding video.
You’re starting with creativity instead of clarity.
You’re ignoring the mortgage buying cycle.
The solution isn’t more random posting, it’s a structured approach:
Define your niche such as first-time buyers, remortgagers, buy-to-let, or self-employed.
Plan a video-first strategy with daily or near-daily uploads.
Repeat high-value topics every three months to align with the buying cycle.
Build trust through education, not entertainment.
Want a shortcut to getting started? Download my free 30-Day Mortgage Broker Boost which contains 30 email prompts packed with quick wins to grow your mortgage business.
Final Thoughts: Where Can Mortgage Brokers Learn More?
Social media marketing for mortgage brokers works, but only if you understand how to create content that aligns with how your clients buy.
If you want direct, 1:1 guidance on scaling, streamlining, and growing your mortgage business, you can work with me here.
Got a quick question? Leave them in the comments or send me a message on Instagram and I’ll be happy to help.
For weekly strategies on lead generation, sales tips, and client retention for mortgage advisors, subscribe to my YouTube channel.
