If you’re a mortgage broker, your Google reviews are not just “nice to have”.
They directly influence:
- Your local rankings
- Your click-through rate
- Your enquiry rate
- Your revenue
When someone searches:
- Mortgage broker Parramatta
- Refinance broker Richmond
- Home loan broker Bondi Junction
They don’t just look at who ranks first.
They look at:
- Star rating
- Number of reviews
- Recency of reviews
- What clients are saying
Reviews are the decision trigger.
This is why the best marketing agency for mortgage brokers treats reputation building as a core SEO strategy, not an afterthought.
Strong reviews don’t just improve visibility — they are a critical part of consistent mortgage lead generation, because they directly impact whether borrowers click and enquire.
How Reviews Impact Local SEO Rankings
Google’s local algorithm looks at three major factors:
- Relevance
- Distance
- Prominence
Reviews fall under Prominence, and they are powerful.
Google evaluates:
- Total number of reviews
- Average rating
- Review frequency (velocity)
- Keywords inside reviews
- Engagement (responses)
A broker with 85 reviews and steady growth is far more likely to rank above a broker with 14 reviews and no recent activity, even if their websites are similar.
Review Velocity Matters More Than Most Brokers Realise
It’s not just how many reviews you have. It’s how consistently you earn them.
Example:
Broker A:
- 120 reviews
- Last review was six months ago
Broker B:
- 75 reviews
- Three new reviews every month
Over time, Broker B often outranks Broker A.
Consistency signals trust and activity to Google.
Reviews Also Influence Click-Through Rates
Imagine two Map Pack results:
Broker 1:
4.9 stars (112 reviews)
Broker 2:
4.5 stars (18 reviews)
Even if Broker 2 ranks slightly higher, most borrowers click Broker 1.
More clicks create stronger engagement signals, which can reinforce rankings over time.
Reviews create a ranking flywheel.
How Reviews Impact Enquiries (The Conversion Side)
Mortgage decisions are emotional.
Borrowers are thinking:
- Can I trust this broker?
- Will they look after me?
- Are they experienced?
Reviews answer those questions instantly.
The vast majority of consumers read reviews before contacting a service provider.
Businesses with strong review profiles convert significantly better than those without.
When borrowers see:
“They helped us refinance in Parramatta and saved us thousands.”
Trust increases immediately.
What Makes a High-Impact Mortgage Broker Review?
Not all reviews are equal.
The most powerful reviews include:
- Suburb name
- Service type
- Specific outcome
- Emotional experience
Example:
“As first home buyers in Richmond, we were overwhelmed. They guided us step-by-step and secured pre-approval quickly.”
That review strengthens:
- Suburb relevance
- Service authority
- Trust signals
Generic reviews like “Great service!” don’t carry the same weight.
Practical Review Strategy for Mortgage Brokers
Step 1: Ask Every Happy Client Systematically
Don’t rely on memory. Build it into your process.
Best timing:
- After formal approval
- After settlement
Simple script:
“If you were happy with the service, would you mind leaving a quick Google review? It really helps local borrowers find us.”
Keep it natural.
Step 2: Aim for 2–4 Reviews Per Month
This creates healthy review velocity.
It’s better to earn three reviews per month for 12 months than 30 in one month and none after.
Step 3: Respond to Every Review
Google tracks engagement.
Respond professionally and locally.
Example:
“Thanks Sarah — it was a pleasure helping you refinance your home in Southbank. Wishing you all the best.”
This reinforces suburb relevance and professionalism.
Step 4: Showcase Reviews on Your Website
Don’t hide them.
Add reviews to:
- Your homepage
- Refinance page
- First home buyer page
- Suburb landing pages
Reviews significantly increase on-site conversion.
What to Do About Negative Reviews
No broker is immune.
If you receive one:
- Respond calmly
- Offer to resolve the issue offline
- Demonstrate professionalism
Example:
“We’re sorry your experience wasn’t ideal. We’d love to understand more and resolve this — please contact us directly.”
A thoughtful response builds credibility. Silence damages it.
Final Thought: Reviews Are Your Public Reputation Score
In mortgage broking, trust is everything.
Reviews influence:
- Map Pack rankings
- Click-through rates
- Borrower confidence
- Enquiry rates
They are not optional.
They are foundational.
The brokers who dominate locally aren’t just good at SEO.
They’re good at building public proof consistently.
