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Mortgage Broker Marketing Case Study: $12M to $40M Growth with CMO Online

  • Writer: Ben Crombie
    Ben Crombie
  • May 1
  • 3 min read

Background


Our client, a residential mortgage broker based in Brisbane, had been operating her broking business for five years. By mid-2023, she had hit a plateau: her annual loan volumes were stuck at around $12 million, with monthly settlements hovering consistently around $2 million. Her business was largely built on referrals and repeat clients, and while she had experimented with Facebook marketing campaigns in the past, the results were inconsistent and failed to generate the kind of growth she needed.


She approached CMO Online in September 2023 looking for a clear marketing strategy that would not only generate more leads but also establish a strong niche presence in the highly competitive mortgage market.


mortgage broker marketing

Step 1: Strategy Session & Niche Definition


At CMO Online, our first step with any client is to run a tailored strategy session. This involves:

  • Understanding the broker's strengths, passions, and existing client base

  • Identifying market opportunities and gaps

  • Developing a focused niche that aligns with the broker's expertise and the current lending environment


For this client, we uncovered a strong knowledge and genuine passion for SMSF property investment. She had helped several clients successfully purchase property through their Self-Managed Super Funds and had a clear understanding of the compliance and structuring complexities involved. Despite this expertise, she hadn’t actively marketed this niche.


Step 2: Multi-Channel Integrated Marketing Strategy


With the niche identified, we developed a comprehensive digital marketing strategy to position her as a leading expert in SMSF property loans. This included:


1. Search Engine Optimisation (SEO)

We optimised her website for high-intent keywords such as:

  • "SMSF property loan broker Brisbane"

  • "buy property through SMSF"

  • "SMSF mortgage broker Queensland"

In addition to on-page SEO and technical optimisation, we created a consistent stream of long-form blog content targeting relevant questions and search queries, driving organic traffic over time.


2. Content Marketing

To support both SEO and social media, we created educational and authority-building content:

  • Blog posts demystifying SMSF lending

  • Video explainers and short tips

  • Infographics shared via LinkedIn and Instagram

This content not only boosted her organic search presence but also built trust with her growing audience on social platforms.


3. Google Ads Campaigns

We launched a tightly focused Google Ads campaign targeting search terms with high buyer intent. The strategy included:

  • Location-based targeting

  • Conversion-optimised landing pages

  • A/B tested ad copy to maximise click-through rates

The Google Ads campaign alone delivered a steady stream of warm leads who were actively searching for SMSF lending advice.


Results: From $2M per Month to $7M in One Month


The results were significant and measurable:

  • Within 6 months, she was generating 8-12 qualified leads per month.

  • Website traffic more than tripled from its baseline.

  • Her authority in the SMSF lending niche was clearly visible through increased social engagement and industry recognition.


In September 2024, exactly one year after starting with CMO Online, she recorded a personal best month, settling over $7 million in loans.


Now, just over a year since joining CMO Online, this client is:

  • On track to settle more than $40 million in loans in the current financial year

  • Receiving a consistent 15+ warm leads every month

  • No longer reliant solely on referrals


Conclusion


This case study demonstrates the power of strategic marketing when paired with the right niche and consistent execution. By leveraging CMO Online’s proven multi-channel digital marketing system, this Brisbane-based broker broke through her $12M ceiling and unlocked a new phase of scalable growth.


At CMO Online, our USP is simple: we help mortgage brokers grow their loan volumes by 50% or more.


If you're ready to take your mortgage business to the next level, get in touch with our team today.

 
 
 

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