While mortgage brokers often focus on digital marketing to attract leads and grow their business, traditional advertising still plays a vital role in building a strong local presence. Social media, Google Ads, and SEO are important for generating leads, but they aren’t always enough on their own. To become a recognised broker in your area, a mix of both digital and traditional marketing strategies is essential.
People are constantly bombarded with online ads, most of which they scroll past or forget within seconds. Businesses that truly stay top-of-mind are those people see repeatedly in their daily lives.
Traditional advertising - whether through community sponsorships, local branding, or offline activity - keeps your name in front of potential clients in a way that digital can’t. This is crucial because only 5% of people in the mortgage market are actively searching, meaning brand awareness is key for staying top of mind when they’re ready to make a move.
Why traditional advertising still works
Traditional advertising is effective because it creates a real-world presence. A bus advert, a billboard, or a local sponsorship doesn’t just promote your business, it embeds your brand into the community. Digital ads can be ignored or blocked, but an advert seen daily on the way to work, at the local sports ground, or in the community newspaper is hard to miss.
This approach isn’t just about visibility; it’s about building trust and familiarity. People are more likely to choose a business they recognise, especially for something as important as securing a mortgage.
Did you know - 71% of people say they regularly notice outdoor adverts, with 58% taking action after seeing them?
Making traditional advertising work for you
Most people don’t actively search for a mortgage broker until they need one, but they do engage with their community daily. Smart advertising puts your brand in front of them before they start their mortgage journey.
Sponsoring a local sports team, community event, or charity initiative is a great way to do this. Whether it’s parents at a football match, attendees at a business expo, or families at a local fair, these are all potential clients. Having your branding on event banners, team kits, or promotional materials means people become familiar with your name long before they need your services.
Another effective method is transport advertising. Buses, taxis, and train stations are seen by thousands of people every day. A well-placed advert on public transport ensures your brand becomes part of their daily routine. When they eventually need mortgage advice, your name will already feel familiar.
Keep it simple and impactful
Traditional advertising needs to be clear, bold, and easy to understand at a glance. A cluttered billboard full of text won’t grab attention, but a well-designed advert with your name, a short message, and a clear call to action will.
The same applies to print advertising. Local newspapers and magazines remain key sources of property information, particularly for homeowners looking to remortgage or invest. Well-timed ads with seasonal messaging - such as “Thinking of moving this spring? Let’s talk mortgages” - can generate strong engagement.
Billboards and posters enhance brand recall through repeated exposure, so contact billboard providers or media agencies for pricing and location options.
Similarly, face-to-face marketing plays a crucial role. Having a stand at a property expo or local event doesn’t just increase visibility, it allows you to connect directly with potential clients. Offering free mortgage check-ups, giveaways, or expert Q&A sessions can leave a lasting impression and position you as the go-to expert in your area.
Traditional and Digital: A Powerful Combination
Rather than choosing between traditional and digital marketing, using a hybrid approach means you’ll cover every base.
Digital marketing is fast, targeted, and measurable, while traditional advertising builds trust, recognition, and credibility over time. When combined, they create a multi-touch marketing effect, ensuring potential clients encounter your brand in multiple places.
For example, someone might see your bus advert every morning, notice your sponsorship at a local event, and then later come across your social media ad. These repeated touchpoints increase the likelihood that, when they need a mortgage, they turn to you.
Final thought: Visibility builds trust
Most of the mortgage decision-making process happens offline. A single online advert won’t be enough to build trust, but consistent real-world presence makes all the difference.
Far from being an outdated approach, traditional advertising is a long-term strategy that keeps you visible and top-of-mind. Brokers who embrace both traditional and digital marketing will be the ones their community remembers - whether it’s securing a first home, refinancing, or navigating complex financial decisions with confidence.
Check out our other resources on building brand awareness here.
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