A Go-To-Market (GTM) strategy refers to the way you bring your services to the right audience. It’s how you show up, build trust and convert interest into actual business. For independent mortgage brokers, it can be anything from social posts and local networking, to lead nurturing and email follow-ups.
But here’s the problem: many brokers never find time to get around to this sort of work. Not because it’s not important, but because it may feel too abstract or time-consuming to get started. When your day-to-day takes priority, long-term strategy can often take a backseat.
That’s why, in this blog, we’ll break down the easiest wins that you can take almost immediately to start seeing some traction. Some can even be done in 30 minutes, ensuring you have time to see them through, no matter how busy your schedule is looking.
Social media can feel like it’s built for big brands or established names, but local brokers can make big gains on social channels. It’s one of the easiest and low-cost ways to stay visible in the market, and it works particularly well for those who rely on word-of-mouth referrals.
If you’ve never posted before (or haven’t in a while), don’t overthink it. Fancy graphics and perfect wording are less important than consistent, relevant output. Keep it clear, friendly and local.
Here’s a readymade post to get you started:
Thinking about buying your first home in [Town/City]?
I’m a local mortgage broker who helps first-time buyers understand their options. No jargon, just clear advice.
Got questions? I’m happy to help.
Send me a message or comment below.
Remember to choose a format that works best for you. Text-only is quick to post and gets the job done, but you may want to explore other options, like a photo of your office, yourself, or something recognisable from your local area with a caption. A short video (about 30-to-60 seconds) would also be great for introducing yourself and your services.
We recommend adding your town or region into the hashtags so people in your area are more likely to stumble across it. It’s a simple first step, but it builds awareness in a low-stress way.
AI tools like ChatGPT can be incredibly helpful in generating marketing ideas, quickly. Even if you’re not tech-savvy, it’s as simple as typing a question and getting instant tailored messaging.
Here’s how you can prompt it to get the best response:
“Act as a marketing consultant. I’m an independent mortgage broker in [Your Town], targeting [first-time buyers/self-employed clients/etc.]. Help me build a basic GTM plan.”
“Give me 5 blog post ideas that would interest people considering remortgaging.”
“Write a short LinkedIn post that shows I help local families find better mortgage deals.”
You could also use it to generate ideas for events, webinars, partnerships or lead magnets.
If you’re part of a larger firm, you can check their AI usage policy, but if you’re self-employed or run your own business, AI can act as a flexible assistant.
Many brokers try to cast the net too widely to hone in on their core audience. A clear Ideal Customer Profile (ICP) focuses your time and budget where it counts. An ICP, or target persona, is a fictional profile of your ideal client - their interests, demographic information, lifestyle and goals.
Start with this framework:
Ask ChatGPT to help you flesh this out in more detail. The more specific you can get about their demographic information and interests, the better, as it’ll help you sift out any prospects that don’t align with your service offering.
Once you’ve defined your ICP, everything else, whether it’s content or offers, becomes much easier to tailor to your communications.
You could also refer to our marketing persona checklist to help discover more details about your audience.
You don’t need to post every day, but showing up consistently - say, two or three times a week - helps you to build familiarity and trust.
For clear insights on mapping out content quickly, you can watch this webinar covering the ‘5,4,3,2,1’ hack, which is based on the idea of using 5 FAQs, 4 news stories, 3 awareness days, two customer reviews and 1 piece of personal content to create a cadence you can follow when ideas are running low.
Again, AI-powered tools like ChatGPT can be a godsend for busy brokers. Simply ask it to generate a social media content calendar based on your individual business needs. It’ll come up with a host of ideas (along with all the copy needed) in a matter of minutes or seconds.
You could get ideas covering mortgage myths, quick tips, ‘Ask Me Anything’ style posts, all ready to copy and paste into your preferred channel whenever you get the chance.
It’s important to do some edits before hitting send. Make sure the tone and style matches you. You can add more depth and individuality to every post by including client questions, real stories and personal takes.
Have you got a list of leads or past enquiries sitting in your inbox? A well-written, friendly follow-up can reignite forgotten conversations, and may even lead to new conversions.
This email template could help you recapture any missed opportunities:
Subject: Need help making sense of your mortgage options?
Hi [First Name],
Just checking in. If you’re still exploring mortgage options, I’m happy to help. Whether you’re ready to move forward or just want some clarity, feel free to reply to this email with your questions.
Best,
[Your Name]
The best part is, these quick wins can be done between client calls or document reviews, freeing you up to focus on your daily tasks and bigger-picture planning. And, while each of these steps may be small, together they can give you a quick jump-start to begin putting plans into action.
After trying out a few of them, you may be ready to put more structure into place - whether it’s building out a content calendar, email sequence or partnership plan. But for now, you don’t need a full-blown marketing plan to get going. Take it one step at a time, and you’ll see steady progress almost immediately.
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