SEO for Mortgage Brokers
More home loan enquiries from Google, Google Maps and AI answers, with every page written to the rules credit advertising runs under.
- No lock-in contracts
- Tracked to settled loans, not rankings
Your catchment Parramatta
Found by borrowers near you.
No lock-in contracts
If the work isn't paying its way for your business, you're free to stop.
A professional services firm we have worked with
What is SEO for mortgage brokers?
SEO for mortgage brokers is the work of getting a broking business found when people search for a broker, a home loan or a refinance on Google, Google Maps and AI assistants. It covers the Google Business Profile, a page for each type of loan you write, reviews on Google, site speed, and tracking that ties each enquiry back to a settled loan, all written within the rules credit advertising runs under.
- Usually moves first
- Maps visibility where you meet clients
- Compounds
- A page for each loan and borrower
- Measured by
- Settled loans, not rankings
Why mortgage brokers lose borrowers online
Most brokers we speak to have the same four problems, and none of them shows up in a rankings report.
New leads by source
| Source, as entered in the CRM | New leads |
|---|---|
| Past client or their family | 11 |
| Referral from a real estate agent or accountant | 9 |
| Comparison site lead | 6 |
| “Google” | 7 |
| Not recorded | 10 |
| Total new patients | 43 |
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Moneysmart and the banks own the calculators
Borrowing power and repayment calculators draw the biggest searches in home lending, and Moneysmart and the big lenders hold the top results. Chasing them means competing with the largest sites in Australian finance for people who aren't ready to talk to anyone.
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Some of the dearest clicks in search
Google Ads keyword data puts the average click on “home loan pre approval” at over US$45 and on “refinancing” at over US$32. Buying every enquiry at that price adds up.
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Referrals you cannot grow
Past clients, real estate agents and accountants send your best deals, but you control none of them, and none of them grows when you have capacity.
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Leads that lose the source
Salestrekker, MyCRM and Mercury record the deal. None of them can tell you which search, which page or which suburb sent the borrower.
How people search for a mortgage broker in Australia
The searches Australians make every month, grouped by what the borrower needs, with the page or asset that wins each one.
| Search | Searches a month, Australia | What wins it |
|---|---|---|
| Finding a broker | ||
| mortgage broker | 22,200 | The Maps pack, then a homepage that says who you lend for |
| mortgage broker near me | 6,600 | A complete Business Profile, with the suburbs you serve |
| finance broker | 3,600 | A page that covers the lending beyond home loans, if you write it |
| best mortgage broker | 720 | Reviews on Google, and a page that explains how you work rather than claiming to be the best |
| By situation | ||
| first home buyer | 9,900 | A first home buyer page that explains the government schemes plainly |
| first home guarantee | 2,900 | The same page, kept current as the scheme changes |
| refinancing | 3,600 | A refinance page that explains when switching is worth it |
| home loan pre approval | 2,400 | A pre-approval page with what to have ready |
| self employed home loan | 390 | A self-employed page naming the documents lenders usually ask for |
| By loan type | ||
| bridging loan | 5,400 | A bridging page that explains the costs and the risks |
| investment loan | 1,600 | An investment lending page |
| construction loan | 1,600 | A construction page that explains progress payments |
| business loan broker | 1,600 | A business lending page, if you write commercial loans |
| low doc home loan | 880 | A low doc page, written carefully to the credit rules |
| City | ||
| mortgage broker sydney | 2,900 | An office page for each city you work in |
| mortgage broker melbourne | 2,900 | The same, for each office |
| mortgage broker brisbane | 1,900 | The same, for each office |
| mortgage broker perth | 1,900 | The same, for each office |
| Research | ||
| home loan calculator | 60,500 | Held by Moneysmart and the banks. Worth a calculator with its assumptions stated, not a fight for the top spot |
| borrowing power calculator | 33,100 | The same, as a tool on your pre-approval page |
| how do mortgage brokers get paid | 480 | A page that explains how you are paid, in plain terms |
| mortgage broker vs bank | 480 | An honest comparison page |
The biggest searches here are calculators, led by “home loan calculator” at 60,500 a month, and Moneysmart and the banks hold the top results for them. The searches that bring a borrower ready to talk are smaller and far dearer: “home loan pre approval” at US$45.92 a click, “self employed home loan” at US$42.31 and “refinancing” at US$32.60. That is what your organic visibility is worth per click if you are not paying for it.
Average monthly Google searches and cost per click in Australia, from Google Ads keyword data, pulled 12 September 2026. Searches with no reported volume are left out rather than estimated, and where Google groups close variants at an identical volume only one is listed.
What our SEO for mortgage brokers includes
Six workstreams, run together, each one aimed at a settled loan rather than a ranking.
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Google Business Profile and Maps
Set up for how you actually work: an office if clients visit you, a service area if you go to them, every loan type you write, hours that match when you answer, and real photos. Most “mortgage broker near me” searches end on the profile, so it's where we start.
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A page for each loan and borrower
First home buyers, refinancers, investors, the self-employed and anyone buying before they sell each need a different page. Each explains who it suits and what the process involves, and none of them promises an approval.
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Office and location pages
Only for places where you have an office or genuinely see clients, and each written about that area. We don't build sets of near-identical suburb pages. Search engines treat those as doorway pages.
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Reviews, genuine and attributed
We help you ask clients for a Google review after settlement and reply to each one without discussing their finances. ASIC expects testimonials to be authentic and attributed to the person who gave them, so we never write them for you.
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AI search visibility
People now ask ChatGPT, Gemini and Google’s AI Mode how to find a good broker. We structure your pages, schema and listings so those answers can find, trust and cite your business.
How AI search visibility works -
Lead and settlement tracking
Calls, forms and bookings, each tracked in GA4, so you can compare what search delivered against the leads and settlements in Salestrekker, MyCRM or Mercury.
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Get Free Growth Plan!Results For A Professional Services Firm
The closest match we can show: LY Lawyers, a criminal law firm with offices across New South Wales, another regulated profession where every page is written to its conduct rules. The work covered Google Ads, landing pages and SEO, and every figure comes straight from their case study.
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Read the LY Lawyers case study
Case Study
How LY Lawyers grew PPC leads by 72%
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72%
- Increase in PPC Leads
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95%
- Increase in PPC Traffic
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Marketing inside the credit advertising rules
Mortgage brokers advertise under the National Credit Act and Code, with ASIC’s guidance on how the rules apply, on top of the best interests duty that shapes every recommendation. The rules reach your website, your Business Profile and your ads. This is where we draw the line.
What we won’t publish
- An interest rate without a comparison rate beside it, at the same prominence
- “Independent”, “impartial” or “unbiased” where the National Credit Act restricts them
- Printed advertising without your credit licence number
- Testimonials that aren't genuine, or not attributed to the client who gave them
- Promises that a loan will be approved, or approved at a particular rate
What we do instead
- Loan pages that explain who each loan suits, without quoting rates that date
- Rates, where you want them, shown with the comparison rate and signed off by you
- Your credit licence or credit representative number stated plainly on the site
- Reviews earned on Google, attributed to the client who wrote them
- A plain explanation of how you are paid
We write credit copy to the National Credit Act and Code and to ASIC’s Regulatory Guide 234. It supports your own obligations as a credit licensee or credit representative; it does not replace them. ASIC Regulatory Guide 234, Advertising financial products and services
How our SEO process for mortgage brokers works
Five steps, in order. The pace is set by your business, your loan types and your market, so the plan sets it rather than a template.
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Audit
Search Console, your Business Profile, the Maps pack, your site and your lead tracking.
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Growth plan
What to fix and what to build, in order of the loans each is likely to bring.
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Build
The Business Profile, loan pages, technical fixes and tracking, with every page approved by you before it goes live.
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Compound
Content, reviews and authority, built on what the data shows is working.
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Report
Against settled loans, not rankings.
How much SEO for mortgage brokers costs in Australia
Published Australian agency figures put SEO for legal and financial businesses at $2,500+ a month, and most Australian small businesses pay $1,500 to $3,500 a month. No regulator sets SEO prices in Australia, so these are market figures, not a quote.
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$2,500+
a month, what Australian agencies publish for legal and financial businesses
Published Australian agency rate card, verified September 2026
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$1,500 to $3,500
a month, where most Australian small businesses sit
Two Australian SEO cost guides agree, verified September 2026
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US$500 to US$1,000
a month, the most common agency retainer worldwide
What moves the price
- How many brokers and offices you have
- Which loan types you want more of
- How contested your city is
- The state of your site and your CRM tracking
- Whether Google Ads runs alongside
Set the market figures next to what one settled loan is worth to your business, and against the US$21 to US$46 a click that the broker and pre-approval searches cost to buy. The useful question is how many settled loans a month the work has to bring in to pay for itself.
Estimate your SEO costMeet the team behind your mortgage broker SEO
When you work with Uppercut Digital, you work directly with people who care about performance.
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Uppercut Digital Google reviews
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SEO for Mortgage Brokers Questions
Do you lock mortgage brokers into contracts?
No. We work without lock-in contracts. If the work isn't paying its way for your business, you're free to stop.
What is local SEO for mortgage brokers?
Local SEO is the part of SEO for mortgage brokers that decides whether you appear in the Google Maps pack and in “mortgage broker near me” results. It rests on a complete Google Business Profile, set up as an office or a service area depending on whether clients come to you, reviews on Google, and pages that make clear where you work and which loans you write.
How much does SEO for mortgage brokers cost in Australia?
Published Australian agency figures put SEO for legal and financial businesses at $2,500+ a month, and most small businesses pay $1,500 to $3,500 a month (both verified September 2026). What moves the price is how many brokers and offices you have, which loan types you want more of and how contested your city is. We scope each business before quoting.
How long does SEO for mortgage brokers take?
It depends on how contested your city is, the condition of your site and how much authority it has already earned. Business Profile and technical fixes tend to move first, while ranking for “mortgage broker” in a capital city takes longer. Rather than quote an industry average, we set out what's realistic for your business before you commit to anything.
Can our website describe us as independent?
We leave that word out. The National Credit Act restricts credit licensees from describing themselves as “independent”, “impartial” or “unbiased” when offering credit services in certain circumstances, with narrow defences. Rather than build a page on a defence, we describe how you work, how many lenders you compare and how you are paid.
Do we need to show our credit licence number?
In printed advertising, yes. ASIC’s guidance on advertising credit says a credit licensee must include its credit licence number in any printed advertisement. Many brokers work as credit representatives under an aggregator’s licence, so we check with you which numbers apply, and we show them on the website too, because they let a borrower check who they are dealing with.
Can we show interest rates on our website?
Yes, carefully. Under the National Credit Code an advertisement that states an interest rate must also state a comparison rate, identified as one and no less prominent than the rate, and one that states a repayment amount must give the annual percentage rate and refer to the fees and charges. Rates also change often. We usually recommend pages that explain loans without quoting rates, and we build rate content only with you signing off each figure.
Do you work with commercial and asset finance brokers?
Yes. Business, commercial and asset finance each need their own pages, written for the business owner rather than the home buyer, and they're tracked to settled deals in the same way.
Can you track which searches turn into settled loans?
Mostly, yes. We track calls, forms and bookings in GA4. Salestrekker, MyCRM and Mercury don't receive search data, so we match what search delivered against the leads and settlements in your CRM.
Do we need Google Ads as well?
Not always. SEO builds visibility you keep, while Google Ads buys it straight away. Lending clicks are expensive, so many brokers use SEO to depend less on ads rather than to replace them. The same credit advertising rules apply to ads, so we write both to the same standard.
Can you get our business into ChatGPT and AI Mode answers?
Nobody can guarantee a mention in an AI answer, and it is worth being wary of anyone who does. What we can do is strengthen the signals those answers draw on: clear loan pages, accurate business listings, reviews on Google, structured data, and mentions on sites AI tools already trust.
Should first home buyers and refinancers have separate pages?
Yes, when you serve both groups. Their questions and reasons for contacting a broker differ, so each page should explain the relevant service, how your process works and what to expect when making an enquiry. We build around the borrower groups and loan types your business actually handles, with your review of the copy before it goes live.
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