If you’re a mortgage broker trying to win more local clients, your Google Business Profile might be your most undervalued asset.

Because when someone searches:

• “mortgage broker near me”
• “refinance broker Brisbane”
• “first home loan broker Perth”

Google doesn’t show websites first. It shows the Map Pack.

And the businesses that appear there get the calls.

The good news is most mortgage brokers haven’t fully optimised their profile, which means you can win simply by doing the basics better than everyone else.

Here are seven powerful Google Business Profile optimisations that directly lead to more visibility, more trust, and more enquiries.

1. Choose the Correct Primary Category

This is one of the biggest ranking factors, and one of the most common mistakes.

Google needs to know exactly what you are.

Best primary category for brokers:

• Mortgage Broker

Not:

• Financial Planner
• Loan Agency
• Finance Consultant

Even if you offer broader services, the primary category should match borrower intent.

Mortgage Broker equals Map Pack relevance.

2. Add Every Service You Want to Rank For

Google allows you to list services, and most brokers leave this blank.

That’s a missed opportunity.

Add services like:

• First Home Buyer Loans
• Refinancing
• Investment Property Loans
• Construction Loans
• Self-Employed Home Loans
• SMSF Lending

Why it matters: Google matches your services to searches.

If someone types “refinance broker near me” and refinancing isn’t listed, you’re less likely to show up.

3. Write a Borrower-Focused Business Description

Most brokers write something generic like:

“We provide tailored finance solutions.”

That doesn’t help Google or clients.

Your description should clearly explain:

• Who you help
• What loans you specialise in
• Where you operate

Example mortgage broker description:

“We help first home buyers, refinancers, and property investors secure the right loan across Melbourne’s eastern suburbs. Our team compares lenders, manages the paperwork, and makes the approval process simple.”

That’s relevance and trust in one paragraph.

4. Upload Photos That Prove You’re Real (And Active)

Google rewards legitimacy.

A profile with no photos looks inactive, or worse, untrustworthy.

Upload photos like:

• Your office or meeting space
• Your team
• You working with clients
• Branding and signage
• Local community involvement

Best practice:

Add 2–4 new photos per month. It signals activity, authenticity, and credibility.

5. Post Weekly Updates

Google Business Posts are massively underused, and they work.

Posting once a week helps Google see your business as active and relevant.

Post ideas for brokers:

• First home buyer tips
• Rate update explanations
• Borrowing power insights
• Common refinance mistakes
• Client success stories

Example post:

“Refinancing Tip: Even a 0.5% drop in rate can save thousands over the life of your loan. If you haven’t reviewed your mortgage in 12+ months, it may be time.”

These posts build trust before the call.

6. Build a Review System (Not Random Reviews)

Reviews are the strongest conversion trigger in the Map Pack.

Borrowers compare brokers instantly based on rating, recent feedback, and suburb relevance.

What to do:

Aim for 2–4 new reviews every month.

Simple review request message:

“Hi [Name], I’m so glad we could help you with your loan. If you had a positive experience, would you mind leaving a quick Google review? It really helps local borrowers find us.”

Bonus tip:

Encourage reviews that mention service and suburb naturally, such as:

“Helped us refinance in North Sydney and made everything easy.”

That improves ranking relevance.

7. Respond to Every Review

Google tracks engagement, and borrowers notice professionalism.

A broker with 40 reviews and no responses looks less trustworthy than one with 25 reviews and thoughtful replies.

Example response:

“Thanks so much Sarah, it was a pleasure helping you refinance in Brisbane. Wishing you all the best in your new loan setup!”

This reinforces suburb relevance, service relevance, and trust signals.

Why Broker-Specific Marketing Matters

Choosing the best marketing agency for mortgage brokers means working with specialists who understand what actually drives loan enquiries in competitive Australian suburbs.

Mortgage marketing is unique. It requires trust, strong local visibility, and systems that turn rankings into consistent leads.

That’s exactly what the right broker-focused strategy delivers, especially when combined with ongoing optimisation to keep your Google Business Profile performing month after month.

Practical Weekly Profile Checklist for Mortgage Brokers

Here’s a simple routine that takes less than 30 minutes per week:

Every week:

• Publish 1 Google Post
• Upload 1 new photo
• Respond to any reviews

Every month:

• Ask 2–4 clients for reviews
• Check services and categories
• Ensure business details are consistent

Do this consistently and Google starts treating you like a top local option.

Final Thought: Google Profiles Win Local Mortgage Leads

Mortgage brokers don’t lose in the Map Pack because they’re bad.

They lose because competitors are sending stronger trust signals.

Your Google Business Profile is not just a directory listing. It’s a lead engine.

Optimise it properly, and you can generate enquiries without spending on ads, simply by showing up when borrowers are ready to choose.