What Are the Best Content Ideas for Mortgage Brokers in 2025?
In today’s digital landscape, content creation is one of the most effective ways for mortgage brokers to grow their business. Whether through social media or SEO (Search Engine Optimisation), the right content strategy can help you attract more clients and stand out from the competition.
As a mortgage marketing and business coach, I’ve seen how powerful content marketing can be. In this blog, I’ll share the best content ideas for mortgage brokers and how often you should post to maximise your reach. We’ll cover:
What is the Difference Between Search Content and Browse Content?
What Types of Content Should Mortgage Brokers Create?
How Often Should Mortgage Brokers Post Content?
If you want to learn more about working with a coach who specialises in helping mortgage brokers grow their businesses, check out my coaching services for detailed guidance.
1. What is the Difference Between Search Content and Browse Content?
Before diving into specific content ideas, it’s important to understand the two main types of content: search content and browse content. These categories influence the kind of content you should create and how to distribute it effectively.
What is Search Content?
Search content is designed to answer direct questions or address specific queries. For mortgage brokers, this might include topics like “How to improve your credit score” or “What are the steps to getting a mortgage in the UK?”. Search content is optimised for search engines like Google and is targeted at users actively looking for answers.
Key characteristics of search content:
SEO-driven: Optimised for specific keywords and phrases.
Answer-focused: Directly answers user queries with clear information.
Search engine-friendly: Includes headers, meta descriptions, and is structured for search engines to rank.
An example would be a blog post titled "How to Get a Mortgage with Bad Credit in the UK." The goal is to rank highly on search engines for this specific query.
What is Browse Content?
Browse content, on the other hand, is designed for users who aren’t necessarily searching for information but are casually scrolling through social media or browsing a website. It’s more about grabbing attention, sparking curiosity, or providing value through entertainment or education.
Key characteristics of browse content:
Engagement-focused: Designed to grab attention and encourage interaction.
Discovery-driven: Often visual, using images or videos to capture interest.
Casual experience: Users encounter this content while browsing rather than actively searching.
An example of browse content might be a social media post titled “Top 5 Tips for First-Time Buyers.” It catches the user’s attention as they scroll through their feed, even if they weren’t specifically looking for mortgage advice.
2. What Types of Content Should Mortgage Brokers Create?
Now that we’ve covered the basics, let’s look at the types of content that are most effective for mortgage brokers. Based on my experience, these three content types can help you connect with your audience and grow your business.
How Can Mortgage Brokers Use Storytelling to Attract Clients?
Storytelling is a powerful way to engage potential clients. This is a type of browse content, as people aren’t specifically searching for it, but it’s highly engaging when they come across it in their social media feeds or on your website.
How to Create Storytelling Content:
Share real-life client stories. For example, talk about how you helped a first-time buyer secure a mortgage or how you worked with a family with complex financial needs.
Use storytelling to showcase your expertise and demonstrate social proof. Sharing successful client experiences can build trust with your audience.
Storytelling content humanises your brand and shows potential clients that you understand their challenges and can help them achieve their goals.
What Are the Most Common Mortgage FAQs and How Can Brokers Use Them?
FAQ content is perfect for search. As a mortgage broker, you probably hear the same questions from clients over and over. Turning these into FAQ-style content helps you rank on Google and provides valuable answers to potential clients.
How to Create FAQ Content:
Use tools like ChatGPT to find frequently asked questions related to your industry. For example, “What is the best mortgage for first-time buyers in the UK?” or “How do I improve my chances of getting a mortgage?”.
Google’s “People Also Ask” feature is another useful tool. Type in a general query like “How to get a mortgage in the UK?” and browse through related questions. This will give you a list of popular questions that your audience is actively searching for.
FAQ content helps increase your search engine ranking while providing valuable information to potential clients who are searching for mortgage-related advice.
For more in-depth coaching on how to create SEO-friendly content and FAQs that resonate with clients, check out my Mortgage Marketing Blueprint, a free course guiding mortgage brokers through the marketing and lead generation process.
How Can Mortgage Brokers Use News Updates to Engage Their Audience?
News content can be both search and browse, depending on the platform. Mortgage and housing market updates are always relevant, and providing this information can position you as a trusted source of the latest news in the industry.
How to Create News Content:
Share the latest updates on mortgage rates, housing market trends, or changes in mortgage criteria. This content can be valuable to clients who want to stay informed about the industry.
Sources like the BBC Housing Market website or your email updates from lenders can provide reliable news you can share with your audience.
Providing regular news updates can help build your authority and encourage your audience to return to you for the latest information.
For more tips on using news to boost your engagement, tune in to my Mortgage Business Mastery Podcast. This show covers everything from marketing and sales to lead generation for mortgage brokers.
3. How Often Should Mortgage Brokers Post Content?
One of the biggest questions mortgage brokers have is how often to post content. While there’s no one-size-fits-all answer, there are some guidelines to help you maximise your organic reach and engagement.
What is the Average Organic Reach on Social Media for Mortgage Brokers?
The average organic reach of a Facebook post is only 2.6% to 6.4% of your total page followers. This means if you have 1,000 followers, only 26 to 64 of them will see your post without paid promotion.
Why is this important? If you’re only posting once a week, that limited reach isn’t enough to get the results you need. When you’re starting out, focus on quantity over quality. The more content you post, the more chances you have to reach your audience.
How Often Should Mortgage Brokers Post on Facebook?
Ideally, you should be posting at least one post per day on Facebook. Video posts tend to get more organic reach, so make sure to incorporate video content into your strategy.
Mix up your content with a combination of storytelling, FAQs, and news updates. The more diverse your content, the more likely you are to engage your audience.
Facebook’s algorithm allows for multiple posts per day without penalising your reach, so feel free to post 2–4 times daily if possible.
How Often Should Mortgage Brokers Post on Other Platforms?
Instagram: Post at least once per day, focusing on a mix of stories, posts, and reels to keep your audience engaged.
LinkedIn: Aim for 3–5 posts per week, focusing on professional content like news updates and FAQs.
YouTube: If possible, post one video per week. YouTube is a powerful platform for in-depth guides and answering mortgage-related questions.
For more content ideas and in-depth guides on marketing, sales, and business development, subscribe to my YouTube channel where I post tutorials and advice specifically for mortgage brokers.
The key is consistency. The more content you post, the more brand touchpoints you create, increasing the likelihood that potential clients will remember you when they’re ready to apply for a mortgage.
Conclusion: How Can Mortgage Brokers Create Effective Content and Increase Leads?
Creating content as a mortgage broker doesn’t have to be complicated, but it does need to be consistent and strategic. By balancing search and browse content, sharing client stories, answering frequently asked questions, and providing the latest mortgage news, you’ll build a content strategy that drives real results.
Remember, it’s not about generating leads from every post. Every piece of content is a touchpoint that builds trust with your audience, increasing the chances of conversion over time.
If you want to learn more about how to generate free leads and maximise your content strategy, check out my video on "How to Generate Free Leads as a Mortgage Broker," where I dive into the steps for building brand touchpoints and scaling them for organic lead generation.
For more tips and coaching specific to growing your mortgage business, don’t forget to explore my coaching services and check out my free Mortgage Marketing Blueprint course.
By implementing these strategies, you’ll create engaging content that helps you stand out as a trusted mortgage broker and attracts more clients over time. Start posting today and watch your business grow!
