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Sydney-based company Uptick Marketing – a company created by husband and wife team John and Bella Maxwell that specialises in marketing services to the mortgage industry – has released a resource library specifically crafted for mortgage brokers.
It features 100 articles and over 1,000 social media tiles, with topics having been created off the back of real-life conversations with home buyers. The content has been written by the husband-and-wife duo, with detailed customer avatars; enriched with the latest data from the ABS; and consumer reports from the likes of realestate.com.au, finder.com.au, and Domain. They also draw market insights from mainstream media.
The Content Library aims to bridge the gap between content creation and lead generation, an integrated strategy that Uptick Marketing’s group chief executive and former broker Mr Maxwell believes is essential for success.
The CEO commented: “Some brokers haven’t touched their Facebook or website since 2019, which is a problem when it comes to a lead campaign with us. We won’t let them in; it’d be a waste of their money because that trust and credibility isn’t there when the customer stalks their profile – and they will,” highlighting the importance of maintaining an active and credible online presence.
“As a former broker myself who used to write 60–80 loans a month, I know firsthand the SME temptation to be a jack-of-all-trades.
“[A broker’s] time should be spent closing more deals, not spending hours writing and posting on socials.”
Head of brand Ms Maxwell said the solution aims to help brokers demonstrate their expertise to a broader audience while removing the administrative burden of marketing.
“I have strangers messaging me on Facebook telling me they’re a ‘little lost girl’ when it comes to researching mortgages. They are telling us point-blank they want more tangible content and leadership during this overwhelming process,” she said.
“I’ve witnessed many conversations where people are turning to online Facebook groups for advice from fellow Aussies because they’ve tried calculator after calculator and are getting more confused.”
Mr Maxwell concluded: “As we enter the 2024 planning period now, every broker should be scrutinising how they are appearing online. Place yourself in the shoes of a customer who has gone to two different banks, has filled out three different forms online, and is getting 4 or 5 calls a day. Of course, they’re overwhelmed if everybody wants to talk shop – it’s like mortgage dating.
“Brokers, ask yourselves why should they choose you, after they stalk your profiles and website? You are being judged. In today’s digital world, the ‘old-school’ pick-up-the-phone-and-have-a-chat isn’t the customer’s first step, unless they reached out to you.”
Over the holiday season, the company is offering brokers access to 20 pieces of content for just $1. Subscription plans typically start from $99.
[Related: Google searches for broker terms up year on year: NAB]
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