Why Do Mortgage FAQs Attract Higher-Intent Buyers Than General Mortgage Content?
Why Do Mortgage FAQs Generate Higher-Intent Mortgage Leads for Brokers?
Most mortgage brokers treat FAQs as basic background content. They are seen as simple questions that clients ask every day, rather than as signals of intent. In practice, this misunderstanding leads to missed lead opportunities.
Through years of working with UK mortgage brokers as a mortgage business coach, a consistent pattern appears. The questions clients repeatedly ask before enquiring are rarely the questions brokers prioritise in their content. That gap is where high-intent mortgage leads are lost.
This article explains why mortgage FAQs attract higher-intent buyers than general mortgage content, how they work in practice, and how mortgage brokers can structure FAQ content to generate consistent mortgage enquiries.
Why Do Mortgage FAQs Attract Higher-Intent Buyers Than General Mortgage Content?
Mortgage FAQs attract higher-intent buyers because they are asked by people who are already in the market.
A buyer who is casually browsing housing news, interest rate commentary, or base rate updates is usually not ready to act. In contrast, someone searching or engaging with content that answers specific mortgage questions already has a problem to solve.
Common examples include:
How much can I borrow?
How long will a mortgage application take?
Is it even possible to get a mortgage in my situation?
These are not curiosity questions. They are decision-driven questions asked by active prospects.
General mortgage content often focuses on industry updates or broad education. While this can be useful for passive audiences, it rarely attracts people who are ready to speak to a mortgage advisor. FAQ content meets prospects at the point where they are actively seeking clarity before taking action.
What Is the Difference Between Active and Passive Mortgage Prospects?
Understanding intent starts with distinguishing between active and passive prospects.
Active prospects are people who:
Are planning to buy, move, or remortgage
Are worried about affordability, timelines, or eligibility
Are looking for reassurance before making a decision
Passive prospects are people who:
Are fixed into a mortgage
Are casually saving
Are consuming information without urgency
FAQ content is designed for active prospects. Helpful advice posts, educational guides, and general mortgage marketing tend to attract passive prospects. Both have a place in a balanced mortgage marketing strategy, but they serve different purposes.
Mortgage brokers who rely solely on general advice content often generate visibility without enquiries. FAQ-driven content tends to generate fewer views but more conversations.
Why Are Mortgage FAQs More Powerful Than General Helpful Advice Posts?
Helpful advice posts educate. FAQ content resolves uncertainty.
Helpful advice often answers questions people are not yet asking. Mortgage FAQs answer questions that are already causing friction. When a mortgage broker publicly answers a question that matches a prospect’s internal concern, trust is built immediately.
From a mortgage business coaching perspective, this distinction matters because:
Helpful advice builds awareness
FAQs accelerate decision-making
FAQ content does not replace educational content. Instead, it complements it by capturing demand at the point where prospects are ready to act. This is why mortgage FAQs work particularly well in search-led strategies and video content.
Why Do Clients Trust Mortgage Brokers Who Answer FAQs Publicly?
Public FAQ content builds trust through demonstration rather than assertion.
When a mortgage broker consistently answers real questions with clarity, three credibility signals are created:
Competency of knowledge by explaining the issue clearly
Competency of implementation by referencing real scenarios
Social proof by showing familiarity with common client situations
This process also creates what is known as pre-framing. By answering a question before the first conversation, the broker is positioned as the advisor rather than a salesperson.
Video-based FAQ content strengthens this effect further. Seeing and hearing a mortgage broker explain an issue builds familiarity. Over time, prospects feel they already know the advisor before making contact. This parasocial trust shortens the decision cycle and increases enquiry quality.
Which Mortgage FAQs Actually Generate Mortgage Enquiries?
Not all FAQs generate enquiries. The difference lies in intent.
High-performing mortgage FAQs typically fall into three categories:
Cost
Time
Possibility
Examples include:
How much can I borrow on my income?
How long does a mortgage application take?
Is it possible to get a mortgage as a contractor, self-employed applicant, or first-time buyer?
Lower-performing FAQs tend to focus on process details such as document lists or technical definitions. These questions are valid but usually indicate early-stage or low-intent research.
Mortgage brokers often make the mistake of prioritising questions with high search volume but low intent. From a mortgage marketing perspective, fewer high-intent views consistently outperform large volumes of passive traffic.
How Should Mortgage Brokers Decide Which FAQs to Create Content Around?
Effective FAQ selection combines two inputs:
Questions clients ask in real conversations
High-intent search queries
Mortgage brokers should review:
Common questions asked during initial calls
Repeated concerns raised in emails and messages
Local enquiries in areas such as [town] or [city]
Local SEO plays an important role here. Combining FAQ content with location-based relevance improves visibility for local mortgage enquiries, especially when supported by a well-optimised Google Business Profile.
Mortgage brokers seeking to improve this area often benefit from structured guidance rather than guessing content topics. Educational breakdowns on platforms such as Instagram provide examples of how FAQ content can be applied consistently:
How Do Mortgage FAQs Pre-Qualify Leads Before the First Conversation?
FAQ content does more than attract leads. It filters them.
Pre-qualification happens when examples, language, and scenarios signal who the broker works best with. Income levels, property values, employment types, and timelines all subtly shape who feels encouraged to enquire.
For example:
Referencing £500,000 properties attracts different enquiries than £200,000 examples
Discussing contractor or CIS cases filters for specific client types
Using realistic timelines discourages rushed or unsuitable prospects
From a mortgage business coaching perspective, this alignment is critical. Brokers who default to national averages often attract average enquiries, even when they specialise in higher-value cases.
Clear FAQ content sets expectations before the first call, improving conversion rates and diary efficiency.
Why Do Mortgage FAQs Outperform Trends and Short-Term Content for Lead Generation?
Trend-based content prioritises attention rather than intent.
Trending audio, humour-led posts, and viral formats may increase views but rarely build trust. The audience engages with the trend, not the mortgage broker. This creates visibility without relevance.
Mortgage FAQs, by contrast:
Answer real problems
Build authority through clarity
Remain relevant over time
From a mortgage marketing standpoint, FAQ content compounds. A single video answering a common question can generate enquiries months or years after publication. Trend-based content expires quickly and rarely contributes to long-term lead flow.
This is why sustainable mortgage marketing systems prioritise evergreen FAQ content over short-term reach.
How Should Mortgage Brokers Structure FAQ Content to Turn Views Into Enquiries?
Effective FAQ content follows a clear structure.
A practical framework includes:
Opening with the question
Adding context to explain why it matters
Raising the stakes by outlining consequences of inaction
Sharing a relevant example or scenario
Closing with a clear takeaway
This structure mirrors how clients think through decisions. It also supports compliance by focusing on real scenarios rather than guarantees.
Calls to action should be proportionate. Not every FAQ requires a direct booking prompt. In many cases, directing viewers to further education or a structured resource is sufficient.
For brokers looking to build systems around this approach, structured programmes such as the FREE 30-Day Mortgage Broker Boost explain how FAQ content fits into a wider lead generation strategy:
How Do Mortgage FAQs Fit Into a Broader Mortgage Marketing Strategy?
Mortgage FAQs are one component of a wider system.
They work best when combined with:
Educational browse content for passive audiences
Local SEO optimisation for regional visibility
Consistent publishing across video and written platforms
Clear positioning and client criteria
When FAQ content is supported by structured systems, it becomes predictable rather than random. This is a core principle in mortgage business coaching: replacing activity with repeatability.
Mortgage brokers exploring how to build this structure often review long-form educational resources and practical breakdowns available at:
What Can Mortgage FAQs Realistically Do for Mortgage Brokers?
Mortgage FAQs will not:
Force unmotivated prospects to act
Replace the need for strong sales processes
Work without consistency
Mortgage FAQs can:
Attract higher-intent mortgage leads
Improve enquiry quality
Shorten decision cycles
Pre-qualify prospects before first contact
When implemented with clarity and discipline, FAQ-led content becomes one of the most reliable lead sources available to mortgage brokers.
Why Should Mortgage Brokers Rethink How They Use FAQs?
FAQs are not basic content. They are behavioural signals.
Mortgage brokers who treat FAQs as low-value miss the opportunity to connect with prospects at the exact moment they are ready to decide. Those who structure and publish FAQ content deliberately tend to experience fewer enquiries but higher-quality conversations.
From a coaching perspective, this shift is less about creativity and more about intent. Mortgage FAQs work because they align content with real client behaviour, not marketing trends.
Over time, this alignment is what creates calm, predictable lead flow rather than sporadic results.
FULL PODCAST TRANSCRIPTION
Most mortgage brokers think that FAQs are 📍 just basic questions. Okay? The stuff you answer every single day, the things that clients already know and it's nothing special, but that's not how it feels. In practice. Okay. The gap between questions clients keep asking and the content brokers actually create is where most lead opportunities are missed.
Not 'cause brokers lack ideas, but because they misunderstand what those questions really signal. So in this long, deep dive video, 📍 📍 we are gonna be covering why FAQs attract higher intent buyers, why they outperform most general mortgage content, and how they quietly turn into inquiries.
We're gonna break down seven questions in a deep dive fashion so that you know exactly what to do. Let's dive into the first one.
📍 📍 So question number one is, why do mortgage FAQs attract higher intent buyers than general mortgage content? This is really straightforward. First of all, we need to understand that FAQ stands for frequently asked questions. That's the thing we need to be talking about. And the idea here is that higher intent buyers are gonna come from people who have questions already.
So if somebody is browsing, they're not really in the market right now for a mortgage, they're not gonna know the questions or the answers they want. Whereas if they are in the market, they're gonna have those questions of, you know, how much can I borrow? Is it even possible? You know, how long is this gonna take?
What do these things mean? These are things that are on the mind of somebody, what I'd call burning questions. They're on the mind of somebody who's in the, in the active prospect stage. They're ready to take action usually, and that's why it's gonna be better than general content. General content being stuff that's maybe like the base rate or stuff that's just more news based or just kind of generic and doesn't, doesn't.
Answer a specific problem then, um, that is, that's the, the reason why they attract better buyers. Now, they don't, they don't, they're not glorified. They don't, they don't perform really great in comparison to like views and likes and shares, but they do attract a higher intent buyer. And that's what we're gonna unpack in this rest of this whole video is why they do that and how you can do that.
But it is so important to make that, that, that differentiation to understand, yeah. Differentiator to understand that that's what it is. They're a little bit different, but they have a much higher intent behind them.
📍 📍 Question two then is, what makes a mortgage FAQ more powerful than helpful advice post? So helpful advice is stuff that you are giving to somebody who might be in a, what we call like a passive state. So there's passive prospects and active prospects. Active prospects are people who are ready to buy right now.
They have high intent. Passive prospects are people who have low intent. They're not ready to buy right now. So think about somebody who is. In a fixed rate deal, or they're saving, they are what we call passive prospects. And so passive prospects very rarely are going to have, um. The intent, you know, they're gonna have burning questions around these things.
Whereas FAQ content, like we said before, it's more powerful because if you are an active person, you're an, they're an active prospect and your content. So if you've, if you've got, sorry, an active prospect and your content specifically speaks to their problem, then instantly that's gonna create a trust of, like, this person can fix the issue.
I have. And that's way more powerful than just generic, like helpful stuff, which is the type of content that's out there a lot, which is a lot of education in some ways. So it's like, oh, you know, things you need to do when making an offer and which is all good by the way. Things you need to do when make an offer can be really good for more, like you said, people who aren't active.
But FAQs will get people in a search strategy. They'll catch people right to the point when they want those. Those specific answers to that so helpful is more, more educational. FAQ is more direct. That's probably the best way to think about it. And FAQ content can be very powerful and should be a, should be a big part of your strategy.
It shouldn't be the whole thing. You do need, you need helpful content, what we call browse content. You need that stuff, but you also need to have, you need to have FAQ content that's really cuts through the noise and makes that person go, you are speaking to me.
📍 📍 So question three then is why do clients trust mortgage brokers who answer frequently asked questions publicly, if you are answering these questions, you're building a number of things here. First of all, you're layering in. The, the, the what we call the authority formula competency of knowledge, which is that you show that you talk the talk, so you're showing that you know what you're talking about.
Competency of implementation, which is where you'll be sharing some client stories. That's that you walk the walk so you actually know what you're doing. You show, you're talking about how you've done it, the stories you've held. That's social proof there. So that's what's happening here is that you are hitting with, with good FAQ content, you're going to, ideally you want to be.
Answering that question with an example, and, and with, with an example of how you fix that problem with something else. And that's why clients are gonna trust it. It also shows that it's what we call pre-framing. So you are pre-framing their decision. You are already seen as their advisor if you are telling them the answer.
It can build what is known as a parasocial relationship, which is what you're having here. If you're listening to my content or watching my content, I might not know you. We may never. Have spoken, but I'm answering a question that you have and I'm giving you the answer to it. And that's building trust.
'cause it's demonstrating knowledge and it's building this trust before we ever actually speak. And some of you are gonna book in discovery calls with me over the next year, two years, five years if it may be. And you will feel like you already know me and I'm gonna be sat in my office, whether it's this one or another one, and I'm gonna be in the office looking the way I look and sounding the way I sound from the content you've seen from me.
And. That will build trust so you're feeling like they already know you. Now, FAQ content only really works by the way. For this trust factor only really works well when you're doing it on, uh, on video because if you're not doing it on video, then you don't see you or hear you and it all kind of falls apart.
And that's where you see a lot of people used to do that. That's where blogging and FAQ bits on your, on your website, they're fine, but they're not What we are looking at here. What we're trying to get here is you visibly asking, answering the questions that people are asking. If you do that, you will absolutely thrive.
📍 📍 So number four is which mortgage FAQs actually generate inquiries and which ones don't. So this is very important to understand. Very important because they are different, all of them are gonna be different. So if you go onto someone like Chat bt or Answer the Public, it used to be Answer the Public.
We now use chat GBT. Um. That is, you're gonna get a list of questions. So you could say to chapter vt, Hey, can you, um, can you let, yeah. Can you give me the top 50 most search questions around getting a mortgage or whatever. What it will do is it will probably give you 10 that are very, in that 50, it might give you 10 that are real, really high search traffic, and then they might, you will make 40 ones that are kind of.
Irrelevant, but very low. Very low. And so what you actually need to do with this, which Mortgage FAQs actually generate inquiries or not, you have to understand and think, which questions am I getting asked? So a lot of the time people go and they look at the stuff people are searching for, which is fine.
But also think about the stuff you are asked as a broker every single day. 'cause you will be, you will have the same questions if you start answering questions that are low intention, low trust, or not. Low, low, low traffic. That's okay, but you want to answer the high traffic ones first, and you really wanna be spending a lot of time in the high traffic ones, a lot more than the low ones.
And a lot of times those low ones, you might even wanna spend them. So in a great example with that, let's take me. No, I won't Take me. Let's take, let's do mortgages. So, a really interesting one with low traffic for FAQs or high traffic FAQs is, how much can I borrow? Uh, like would be anything about how much you can borrow anything around how long does it take, how much does it cost and is it possible?
They are the three most focused things for FAQ questions you should be looking at. So how much does it cost? How long will it take? Is it even possible? So any FAQ questions that sit around that are worth answering, in my opinion, if they don't sit into those three things, how long, how much is it possible?
Truthfully, I don't think it's worth you talking about, because the other ones, which is like, what, you know, what documents do you need as a mortgage? Of course they're gonna come up. They're not gonna have very high search intent. And all you really should be doing as a mortgage broker is if you were just doing, ideally you wanna do five foot videos a week, but if you're doing three videos a week, just one on how much, one on how long, one on is it possible?
And then just, I mean, if it was me, you just chat BT and say, look, do that. Give me, you know, 13 weeks worth of content around is how much does it cost? You know, is it possible cost, time, um, and, and possibility. And if you do that, honestly, you can't really go far wrong. The ones that go bad is when they go too deep.
And there there's strategy for that in other areas. There's strategy for that with like SEO and blogging and things. I'm not talking about that in this, in this episode, I'm talking about video content on social media and that the type of content there, this is the type of stuff you need to be thinking about and you should be constantly drumming up the same stuff again.
Time, cost, possibility. If you go down those. You'll do well if it starts feeling like you are. Really think, do people really care about this? Now, the problem I find with this is that brokers don't take a step back in their own situation and look at it from like top or like top down, like a high level.
They look at it as like, yeah, of course, everybody wants to know what swap rates are. No, they don't. No, they don't. They don't care about what swap rates are. At all. They don't care about what a fixed versus variable rate is. These are the, these are searched questions. You're gonna get those answers coming up, but they're not the things that people actually want.
If you look at someone like, I remember worked with lots of people on TikTok and things like this and all the time, and you'd see it's literally how much money can I get? How much money can I borrow If I'm earning 40,000 a year, how much, how much money do I need to earn in order to buy a house of 500 grand a year?
They are, these are cost. How long should I have to save in order to buy a three bed house in London? This, do you see how much time is it even possible to me to get a mortgage as a student possibility? So these are the things you wanna be constantly like sitting around. And if it doesn't fall into those categories, honestly, I'm really that blanketed with it right now.
And again, this will change as time goes on right now. I'm like, I wouldn't bother. I wouldn't bother doing it if it's not in that list, I wouldn't bother.
📍 📍 So then question five is how do Mortgage FAQs pre-qualify leads before the first conversation? So we spoke about this a bit earlier, but let's go dive deeper into this one for a second. So, prequalification. Well, we spoke about pre-framing in the idea of building trust. Pre-qualifying though is a different thing.
So the idea of prequalification is trying to make sure the right people come to speak to you at the right time. The pre-framing is this idea that they see you and know, like, and trust you before they speak to you. So one is you want them to like you. The other one is making sure they're actually not a wasting your time and not tire kicker.
That's the type of thing we're looking at here now. How do FAQs do this? The way to do this is make sure when you're making content that you are signposting, you are signaling who it is you want to work with. So this is really important. If we think about the idea of time, cost, and possibility, make sure the examples we are using in that content when we're doing this signals to the people we wanna work with.
So if you want people who earn. For example, if you want like higher income households, households of say 80 to a hundred thousand a year income, that's what you want. And everyone listens to this and they go, oh, I want that. Yeah. What I mean like, you know, I want those sub people. I've obviously, you gotta be realistic as well, but if you want that, you want mortgages of 2 50, 300 grand a year minimum, and you're like, okay, I really would like, you know, 500 grand a year, a million pounds, doesn't matter.
I've got clients who all different ones, but I'm just using an example, so let's say. You want an 80 to a hundred grand a year household income, well then in your FAQ content, what you don't want to be doing is using, let's take, let's take first time buyer, two first time buyer couples, one on 25, both on 25,000.
That's not the type of stuff you're doing because what you're doing there is you are setting up your pre-qualification as this is the type of content, this is the type of people I deal with. So your content, especially with this FAQ stuff where you are answering and giving ex examples and stories, what you're doing is.
Is saying to them, look, these are the type of people I work with, so I talk about this in my content all the time. My examples will always be, look, you need to be turned over like a hundred grand to work with me. That's always in there. You turn over a hundred grand, you need to be doing it for like, it's gonna take 18 months.
These are how I'm pre-qualifying people, so that when you pre-qualify and you pre-frame, the two comes together. You end up with the right people in your calls at the right time. So that's how you do it. So if you're thinking about how long something is it, you know, how long does something take, frame it around, how long does it take as a professional, or how long does it take As a CIS client, how long does it take as an NHS, how long does it take?
As a busy mom, how long does it take? As a busy dad, it doesn't really. Matter who your niche is or who you're trying to reach, but your pre-qualifying should be like, this is who my ideal client avatar is, this is who I'm trying to speak to, and make sure those are examples in there. And this is where I can spot a mile away, is when I watch people who make content and they're doing the generic average ONS average income in the UK average house price in the uk.
If you are a broker based in London and you wanna work with people who have a household income. 200 grand a year and you actually do that and you actually have those, not that you just wish and hope and that's the case, but you actually do have that. Then say that, use those examples. Use houses that are 500, 600, 800,000 pounds, a million pounds.
Use those examples in your content. You will turn people away, of course, but you'll also get the right people in. And this is a big mistake if you always default to average, you are always going to get the average, and that's where this FAQ stuff is very important. Make sure yes, you're, do you know who you're speaking to, you know what your, what the questions are and you know the, the kind of prequalification parameters of the ideal client avatar you are actually trying to reach.
And when you do that, you will get much better results over time for the right people coming in to speak to you at the right time.
📍 📍 So question six we have there is why do mortgage FAQs outperform trends and short term content for leads? So this is different types of mortgage A Q content here, which is, is the idea of short term. Short term trends are things that when people get this wrong, it's like tiktoks trending video, trending audio.
Please don't do this. Please, please, please, please, if you're listening to my content, you are watching my content. You're a consumer of mine. I'm telling you right now, don't do this stuff. Like I still get it. People come into discovery calls with me and they're like, oh, I'm doing social media. And then I see the stuff and I'm like, Ooh, don't do that.
Don't do it. And they'll explain. Let me explain why. So trends, first of all, when someone makes trending content, so it's an audio, it's funny, or it's, or it's whatever it may be. It's funny, it's, it's humorous. Whatever it is, it doesn't matter. It could be offensive, it doesn't really matter. When you're doing that, the first thing is when you do that, you are actually not generating any trust into your brand.
That's not what's happening here. 'cause people aren't following you for you. They're following the trend for the trend. So what happens there is on TikTok or on Instagram, mostly TikTok, but you get on all of them, you are gonna jump into a feed of people who are watching that funny trend right now. That trending audio right now.
And the trend, the, actually it's the, it's the audio, the trend, the concept that's be, that's people are watching, not you. And so you get this where you see a lot of people who are tiktoks and that who have big followings, but they don't. They just have ridden trends with a, a load of dead followers who couldn't care less about them because they, because the interest and the value and the subscription, so to speak, is to the trend and not to the advisor.
It's very different. It's very, very different. So that's the first thing. It's massively a big problem that no one gets because, 'cause a couple of things, marketers will talk about this. I saw, I literally saw this recently as a, a piece content. And it was like, it was, it was a, a load of, uh, content creators who, um, in, in our, you know, our mortgage space, interestingly enough, and they have like someone doing content.
Do you know what they, they ran an ad and it was brilliant. It was really good. It was FAQ style. It was very, very good. And I went on their page and then they had a load of trending stuff. And honestly, it made my heart sink. 'cause I was like, this sucks. Like it's stupid. Like it's things we do in the office that just make sense.
I'm like, nobody cares. Nobody cares. Nobody cares. And so don't do that. 'cause if I come to you or anyone comes to you, they're coming to you. For a mortgage. And so if your content isn't demonstrating like your initial content, your reels, your posts, your grid of any kind, so your profile, that should be for awareness based content.
That's the shop front. That's where people are gonna see you and get to know what you sell. So if I've got, someone can see, let's say on Instagram here, let's open up my Instagram here. If I've got on an Instagram page. There you go. So I open mine up. You can see the first three lines. If I scroll down and I fill the page, you've got 1, 2, 3, 12.
12 photos, 12 images. If there are ones in here that are not relevant to anything that you do with mortgages, you've got the first top three and you've also got the rest of the 12 if someone scrolls down to actually signify what you do. This is my shop window. This is my shop window. That's your shop window is the grid.
So you shouldn't be doing trends. It's not a good idea. If you wanna do the trending stuff, the stuff that's funny, you wanna be funny, you wanna be humorous, you wanna show behind the scenes the things that make sense in the office. Put it in the stories. That's great. It's actually very good in the stories.
It's not a bad thing to put that into stories, but it's not a good idea to put it in your main content because at the end of the day, if we start at the very beginning of this, this video where I said The goal is that you are demonstrating. You have the answers to the burning questions that are keeping them up at night around this situation.
You doing a video pointing and laughing to some stupid song is not going to do that. You look like a clown. I mean, like an actual clown. Like that's as in it's, it's a comedy act. Don't do that. So it's ridiculous. That's why they outperform the more time, because you might get 200 views on that one or mine on, on the FAQs.
You might get a hundred views, you might get 99 views, you might get 50 views, but you only need one person to see it and actually need a mortgage to make 2000, 4,000, 5,000 pounds. You could get a million views on the trend. But if no one sees that, who is, if everyone who sees that is a passive prospect and they're not an active prospect, it is a waste of time.
They're not gonna remember you 'cause they wrote the trend. So that's that first bit. Now, the short form term, in terms of short form content, that's what we really mean is we mean these trends. Okay? Short form FAQs are great as well. Okay? They actually are like, realistically, that's what you should be doing.
30 seconds, answer the question. Bish bash. Bosh, get it done. Look at my Instagram if you need to. It's at ash ball and you'll see it. I do this, I do like three a week on mine. I do three carousels. Three, three FAQs, the FAQ stuff. It's all in that thing. This is the type of stuff you wanna be looking at. Okay.
That's the type of stuff, because the trending audio is bad. Don't do it. Just don't do it. You can see why. It just makes complete sense.
📍 📍 Which brings us onto question number seven, which is then how should mortgage brokers structure those FAQ content to turn views into inquiries? Very straightforward. FAQ content, like anything else, should follow exactly the same thing, which is frequently asked question content should follow this structure.
First of all, open with the statement. Effectively open with the question. Okay, open with the question. So that's a hook, but it's a statement. Then what you wanna do is you then wanna add context. So you open with the question, which could be a statement or you like, that's the whole point. So you like open with the question, then the then, which is the, the statement of its own.
Then what you wanna do is you then want to add context to it. From the con, which is just elaborating on that point a little bit more. Then what you wanna do is part three of this. There's literally like, there's five parts. Part three of this then is raise the stakes. So raising the stakes means what would happen if you didn't do X that?
So in other words, let's say one of the questions meaning, um, how much money do I need to, you know, do I need to buy? Uh, to buy a fur, a house as a first time buyer, ask that question. Then add a bit of context. You know, getting, getting a house, a first time buyer because you're overwhelming and no one really knows what's going on and how much you should actually spend, then raise the stakes.
But if you don't know how much money you can borrow, you can fall in love with a house that you want and then realize that it's way outta budget. That is what would happen if you don't know. So that's a very straightforward, just a sentence on each 1, 2, 3, really straightforward. Then what you do is you then ideally wanna do the, the fourth bit, which is a story.
So some form of example of a client situation. You've helped, I had a client who helped me recently and they had, they were able to borrow blah, blah, blah, blah, blah, because they aren't da da da da da. That is, so what you're doing here is. You're teaching the point through story. You're not saying if you are owning own this much, you can, you can earn 4.5 times your income.
You're not doing that, you're, you're teaching through story because that's gonna layer the social proof element into it. So I had a client who's earning 20, you know, 50,000 thousand pound a year, and they're able to go this much just because of this situation. It's also compliant because you are saying in this situation, it's a case study.
You're not saying everybody, so it's more compliant in regards to the FCA and your networks. And Emma always have a funny thing with any of this type of stuff, but like that's okay. And then the fifth part then is the lesson slash takeaway slash cta. So the lesson. Lesson slash takeaway is what is it that they should take away from it?
What's the one thing you want 'em to know? Or if you're really ballsy and you wanna do it properly and you're, you are fine with doing a call to action, do any call to action to say, look, if you need help with this, gimme a call. Now. Those type of posts do nearly always. I'm not saying you, it's up to you depending on your network.
They do normally need to be signed off. So if there is a, what we call a hard CTA where you're asking them to book a call with you and speak to you, it's nearly always gonna require some form of financial promotion sign off. Depending on your network rules, they might just have a license and that's it.
But, um, and if that's the case, you wanna put that at the end. You wanna put the call to action at the end. If though you are not sure, you don't want to go through the sign off process and all that type of stuff. Then do something, just like a takeaway, a lesson that's an example of that, then that's fine.
It'll still perform pretty well. They'll still contact you. Just a hard CTA at the end does work if you are, um, if, if you, if you're able to do it, it's a, it's the best outcome. So it's very straightforward statement at the beginning, which is just literally the question context around what we're talking about.
Some sort of raising the stakes. What would happen if you don't do it. Story around a situation where the lesson is being taught within it, then the takeaway the client needs to know and or the call to action that you want them to do if they need help. That is the structure. And if you do that, it's gonna turn them into inquiries because it will take them through an like a, a, a storytelling kind of emotional structure that will make them.
Wanna book a call with you if they are active, if they want to remember with all this stuff, you cannot make people want to do something if they don't wanna do it. And that's the biggest mistake I see people make is they think there's something out there. There's like a silver bullet that will just unlock everything.
No, what you've gotta do is try and engage people and, and activate people who would and do want to work with you. Not many people who don't wanna work with you might work with you. 'cause that that's really, really difficult. In fact, near impossible and that's the different shift. But that's how FAQ content should be structured.
Now when it comes to call to actions at the end, if you don't wanna do like book a call because you're a bit worried about it, a really great call to action is to call them to a lead magnet to say, if you want this comment X and I can download my guide.
You can get people into your nurture sequence, start to do stuff with them with a lead magnet, but most people wanna lead. Magnets are how they work, and that's what I unpacked in the last week's episode. You can check that out on screen right now or link it back so you can check it out, which is all about.
What a mortgage broker lead magnet actually is and why most of them suck, and how you can actually make it work yourself. So you wanna click that on a click.
