For mortgage brokers ยท Marketing planning
A marketing plan that survives a rate cycle.
The broker who only markets during a refi boom spends the slow years scrambling. The plan picks the steady work and the partners who carry it.
Or text (508) 546-9942
Slide it
You vs. Joe Schmo Mortgage.
Left is your website today. Right is the one Joe Schmo Mortgage has. Drag the line, then hit the button.
Crickets on the left. That is the problem.
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Illustration. Joe is made up. Your competitor is not.
What you are paying for
Marketing planning.
Before anybody designs anything, I figure out what you are selling, to whom, and what has to happen every week.
- A written position: what you sell, to whom, and why you over the alternative
- The offer, defined tightly enough to put a price on
- Which channels get effort and which get ignored
- A weekly rhythm somebody can actually keep
- What gets measured, and the threshold that triggers a decision
Next step
Book thirty minutes and I will tell you exactly what it would take.
What I would build
For a mortgage brokerage.
Who you serve best, what you offer, and why a borrower should choose you over their bank or an online lender. Specific enough that a realtor can repeat it to a buyer.
Which agents to build relationships with, how often you are in touch, and what you bring them: fast pre-approvals, updates on their buyers, help at open houses. Nothing that looks like paying for referrals.
What happens weekly in a purchase market, and what changes if rates drop. A past-client plan that keeps you in touch without depending on a refinance boom.
Inquiries, applications, closings, and which source produced each one. A review date on the calendar to check it honestly and change course if the results say so.
The mortgage brokerage version
Why it matters.
During a refinance wave, a broker's phone rings constantly and marketing feels unnecessary. Then rates climb, refinances disappear, and the pipeline goes empty. The brokers who ride out that shift built realtor relationships and kept up with past clients while they were busy. A written plan makes sure that work happens every week, whatever rates are doing.
The plan also defines your lane. First-time buyers, self-employed borrowers, investors, or a particular loan type you handle well. Realtors refer more easily to a broker they can describe in one sentence. And the plan sets compliance boundaries early, so marketing never gets ahead of what your licensing and the advertising rules allow.
The mistake I see
Treating past clients as finished business
A loan closes, the broker sends a gift, and that is the last the client hears. Years later they refinance or buy again with whoever reached them first. Past clients are your cheapest future business and your best referral source. The plan keeps you in touch, without promising rates or timing you cannot control.
How it goes
For a mortgage brokerage, step by step.
→ Keep scrolling. It moves sideways.
One long conversation
Your numbers, your best customers, the jobs you wish you had more of.
Narrow it
Most plans fail from doing six things badly. I pick two.
Write it down
One page. If it needs ten, it will not survive a busy month.
Set the review
A date to look at it honestly and change it.
Step five is you.
The free Receipt shows what your mortgage brokerage should fix first. Free, no card.
Print my Receipt →
Questions
What mortgage brokers ask.
Should we focus on realtors or direct-to-consumer marketing?
In a purchase market, realtors usually carry a local broker's business, so they get priority. Direct marketing still matters, because referred borrowers check you out and because past clients and refinances do not always come through an agent. The plan weights the two based on where your recent closings actually came from.
How do we compete with big online lenders?
Not on ad spend. Compete on what they struggle to do: answer quickly, know the local market, communicate with the realtor, and keep a deal on track when something goes sideways late in the process. The plan makes those strengths visible and repeatable instead of something only past clients know about.
How often should we revisit the plan?
Set a review date when it is written, and revisit it whenever the rate environment shifts in a real way. The mortgage market moves faster than most local businesses do, which is exactly why the plan is one page and built to be updated rather than admired.
What comes after
Pairs well with.
Everything else
Other services for mortgage brokers.
Same service
Marketing planning for other businesses.
Where I work
Southeastern MA, Worcester County, Cape Cod, RI and NH.
Start here
See what your customers see.
The Receipt looks your mortgage brokerage up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942