From Zero to 30+ Leads a Month
How one of Australia’s top 10 mortgage brokers, based in Sydney, went from no organic leads at all to a compounding monthly pipeline — with a record 52 enquiries in a single month.
A Big Name With No Organic Pipeline
This brokerage sits among the top 10 mortgage brokers in Australia. The business was strong; the website wasn’t pulling its weight. Organic enquiries were effectively zero — every lead came from referrals or paid channels, and in a category where Meta bans finance advertisers without warning, that’s a fragile place to build from.
The brief was simple: make the website a lead source in its own right, focused on the loan types worth the most to the business — refinancing, investment loans, bridging loans, equity loans, SMSF and construction lending.
Enquiries by Month, From Day One
Every organic enquiry, tracked monthly from the start of the engagement. Slow start, steady compounding, then a step change — averaging 30+ a month across the last 12 months.
Organic enquiries per month, August 2024 to June 2026, as tracked in the client’s CRM. Highlighted: the record month, January 2026.
Built Around High-Value Loans
A Cluster Per Loan Type
Instead of one generic “home loans” page, we built deep content clusters for each loan type the business wants more of: refinancing, investment loans, bridging finance, equity loans, SMSF lending, construction loans and lending for the self-employed.
Borrower Niches Too
Profession and situation pages — teachers, nurses, police, self-employed, no-deposit buyers — capture searches the big banks and comparison sites don’t bother writing for, and each one arrives pre-qualified by the page they landed on.
Ranked in Both Front Doors
Search has split in two: Google and AI engines. The same structured content now brings leads directly from AI search — borrowers asking ChatGPT and similar tools about refinancing, bridging and equity loans and being pointed to this broker.
Tracked to the Page
Every enquiry is logged monthly and traced to its source, so we know which clusters produce leads — and which loan types they’re for — and double down where the value is.
80% of these leads answer the phone. Bought leads are shared with four other brokers before you dial; a borrower who found you by searching picked you on purpose.
Winning the Money Keywords
A sample of the commercial terms now on page one — the searches where a click is worth thousands in loan revenue, with cost-per-click prices showing what competitors pay to buy the same visitor we get organically:
| Keyword | Position | What Advertisers Pay / Click |
|---|---|---|
| refinance mortgage broker sydney | #2 | — |
| low doc equipment finance | #2 | $17.57 |
| finance broker sydney | #8 | $7.35 |
| self employed mortgage broker | #7 | $12.41 |
| smsf broker | #10 | $12.85 |
| refinance broker newcastle | #5 | — |
| construction loan broker newcastle | #7 | — |
| investment property loan broker newcastle | #9 | — |
| refinance home equity loan newcastle | #7 | — |
Positions from an organic rankings export (Australia), August 2026. Rankings move; these reflect the date of the export. In total: 4,985 keywords ranking, 173 on page one and climbing.
A Pipeline the Business Owns
- From zero to 30+ organic leads a month, with a record 52 in January 2026 — a channel that didn’t exist two years ago now rivals paid sources.
- 80% answer rate. These aren’t shared aggregator leads — they’re borrowers who chose this broker before picking up the phone.
- High-value loan mix. Enquiries arrive for refinancing, investment loans, bridging loans and equity loans — including leads coming directly from AI search engines.
- 4,985 keywords ranking with 173 on page one, an asset that keeps compounding while a paid campaign would stop the day the budget did.
Want a Pipeline Like This?
We build organic lead engines for Australian mortgage brokers. No lock-in contracts. If it’s not working, you can leave whenever you want.
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