A strong online presence is important, but mortgage brokers who cultivate local relationships see the most consistent success. Many buyers want to work with someone who knows their market, understands their needs, and is available to meet in person. Positioning yourself as a trusted local expert builds credibility and brings in a steady stream of inbound leads over time.
Below are nine practical steps you can take today to increase your local visibility, expand your network and attract more clients.
Having a strong Google Business Profile (GBP) ensures you show up when potential clients search for mortgage brokers nearby. If your profile isn’t complete, you’re missing out on opportunities to attract local clients, many of whom rely on location, proximity and up-to-date business information to make their decision.
Make sure your name, address, and phone number are accurate and match your website. You should also update your profile with photos of your office or team, post updates, and answer common mortgage questions.
Read more: An introduction to local SEO
Referrals from estate agents, solicitors and financial planners are a reliable way to secure more leads. Many homebuyers ask them for recommendations, so building strong relationships with professionals is key.
Start by reaching out to estate agents to collaborate on education initiatives, like first-time buyer workshops. Creating structured referral agreements also ensures both parties benefit and establishes a reliable flow of leads.
Listen to our podcast: Podcast #87 - Broker Talks: Building referrals
Sponsoring local initiatives is a smart marketing strategy that enhances brand visibility while building goodwill. These initiatives put your name in front of potential clients while demonstrating your commitment to the community.
Consider sponsoring a youth football team, funding a local charity event or supporting a school fair. Having your logo on team kits, event materials or banners at community venues ensures ongoing brand exposure. The goodwill generated from these efforts also strengthens word-of-mouth referrals, as people are more likely to recommend a broker who actively supports and invests in their community.
Listen to our podcast: Podcast #113 - Broker Talks: Building your own brand, locally
While digital marketing is essential, traditional advertising remains an effective way to build brand recognition in your local area. Mortgage brokers benefit from high-visibility placements such as bus stop ads, billboards, and posters in high-traffic locations.
Well-placed print ads in newspapers, community magazines or local property guides can also reach homebuyers directly. These methods ensure that when potential clients need mortgage advice, your name is already familiar to them.
Read more: Why you shouldn't overlook traditional advertising options
Online reviews build trust and improve search rankings. Encourage clients to leave Google and Trustpilot reviews by making the process simple—send a direct link via email or ask in person. Showcase testimonials on your website and social media to reassure potential clients.
Read more: How to use reviews to generate new business
Engage in community Facebook groups, Nextdoor, and local forums by offering mortgage insights and answering common questions. Avoid self-promotion, and instead, focus on market updates, financing tips and debunking mortgage myths. Over time, this sort of value will build the sort of trust that leads to a dependable flow of referrals.
Read more: How social media can help scale up your business
Collaborate with home improvement stores, interior designers, and moving companies to reach potential homebuyers. Cross-promote services, such as including your details in estate agent welcome packs. Hosting a co-branded event, like a homebuyer workshop, strengthens credibility and expands your client base.
Listen for more: How to build broker relationships
Getting featured in local media means prospects are more likely to see you as a trusted source for mortgage information - and reporters are always looking for expert takes on mortgage trends, market shifts, and home financing tips, so consider pitching timely topics or client success stories to them.
A well-placed press release also allows you to shape the conversation and extend your reach beyond your existing network - often at no cost.
Download your press release template
Many brokers have a digital-first mindset, but in-person networking remains one of the most effective ways to build lasting relationships that generate referrals. Attend business groups, Chamber of Commerce meetings, and property investment meetups to connect with referral partners and prospects. Follow up on connections via LinkedIn or email to keep relationships active.
Read more: How to make the most of networking events
Creating a strong foothold in your local market is a gradual process, but it leads to a consistent flow of high-quality leads. Start your efforts by choosing one or two strategies and committing to them long-term. Whether it's cleaning up your Google Business Profile, building referral relationships or supporting local sponsorships, every step works towards the same goal - improving your standing as the go-to local mortgage expert.
New to the industry? Read our Beginner’s guide to becoming a trusted local mortgage broker.
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