Marketing for mortgage groups and lenders
Settlement volume on one side of the board pack, broker recruitment on the other, and a single budget expected to move both.
Where the money moves.
Settlements this month and net brokers added this quarter land on the same board pack, and they compete for the same money while needing completely different marketing. Consumer lead generation lives or dies on cost per settled loan, which sits a long way downstream of a form fill and deteriorates the moment lead quality slips. Recruitment is a slow, relationship-led sell to a broker who already has a book and a routine. We run both and report them separately, so neither hides inside the other's numbers.
Best interests duty changed what a broker can promise, and the marketing has to respect that before a regulator does. Rate-led hooks that imply an outcome create a file note problem later. The stronger position is what brokers genuinely deliver: panel breadth, a lender who says yes to a self-employed applicant, a lodgement that survives a tight credit policy. That is provable, it holds up under review, and it converts better, because the person filling in the form has already moved past the objection you would otherwise meet on the call.
Demand is not spread evenly and the plan should not be either. Listings build through spring, settlements crowd the weeks before Christmas, January goes quiet, and a fixed rate expiry cohort creates a refinance window with nothing to do with the property calendar at all. Campaigns are scheduled against those cycles and against the rate decisions that reset them, so budget shifts toward refinance when the roll-off cohort is large and toward purchase intent when listings lift.
A lead that becomes a settlement two quarters later is invisible to any platform reporting on last click. We wire the CRM back into the ad accounts so an application, a lodgement and a settlement each report against the campaign that produced them, and the aggregator data lines up with what marketing is claiming. Every account, pixel, domain and creative file is registered to your group, so a change in who does the work never costs you the tracking history.
What we run.
Cost per settled loan reporting
The CRM and the ad accounts are joined so spend is measured against settlements rather than enquiries. Campaigns producing cheap leads and expensive settlements get cut, which is usually the first thing the joined data exposes.
Broker recruitment campaigns
Search and LinkedIn targeting brokers by aggregator, licence status and writing history, backed by a recruitment page answering what a broker asks privately: splits, lead flow, support, technology, and how a file moves from enquiry to lodgement.
Refinance trigger campaigns
Fixed rate expiry cohorts, cash rate movements and equity release windows each get their own creative and landing page, written and approved ahead of the decision so the campaign is live while the conversation is still open.
Broker-level content production
Individual brokers filmed and written up so each has a genuine presence in their own catchment while the group's brand stays consistent. Local recognition is what earns the referral from an agent who has other options.
Referral network marketing
Agents, accountants, conveyancers and builders send the business that closes fastest. Co-branded material and a maintained contact programme keep that flow steady rather than dependent on whoever a broker saw last week.
Questions we get asked.
That is the point of the setup. The CRM and the ad platforms are joined so an enquiry, an appointment, a lodgement and a settlement each report against the campaign behind them. Once it is running, the common finding is that the cheapest leads produce the most expensive settlements, and the budget moves accordingly.
The offer, mostly. Rate-led hooks attract shoppers who were never going to lodge and create a best interests duty problem on the file. Campaigns built around a real scenario, self-employed income, a tight credit policy, a settlement under pressure, pull fewer enquiries and convert far more of them, because the qualification happens before the call.
Yes, with separate budgets and separate reporting. Recruitment targets brokers by aggregator, licence and writing history and is measured on brokers joined. Consumer marketing is measured on settled loans. One team keeps the group's story consistent across both, since a broker weighing a move reads your consumer marketing before they call anyone.
Nothing moves. Ad accounts, pixels, domains, CRM configuration and creative files are registered to your group from day one, so the conversion history that makes a campaign efficient stays with you. The tracking that took a year of settlements to build should never be something anyone else can take away.
Also in financial services
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
Send through your details and we will audit your business before we reply.