Atlas / Financial Services
Industry profile
Mortgage Broking & Lending marketing benchmarks
Strongest on Digital Maturity, weakest on Retention & Loyalty. Mortgage Broking & Lending sits below the national average, and that tension shapes how the whole industry markets.
Score signature
Bars are this industry. Ticks are the national average.
Biggest strength
Digital Maturity
69 out of 100. The engine carrying the whole score.
Biggest gap
Retention & Loyalty
55 out of 100. The dimension dragging the industry down.
Where to start
Retention & Loyalty
The most upside per point of effort: 15% of the score and 8 points below the field.
The map
Where this industry sits
Every dot is an industry we measure. Choose any two dimensions for the axes. Mortgage Broking & Lending is the red mark.
Acquisition Performance →
Mortgage Broking & Lending sits below average on Retention & Loyalty and above average on Acquisition Performance. That tension defines the industry.
The spread inside the industry
Every number is a Marketing Score out of 100. It rolls six dimensions into one figure, so 48 is a business doing the basics and 80 is one that markets like a business twice its size.
The distance between the strongest and weakest performer here is wide. A small cluster is genuinely good. A long tail sits well behind. The bar to lead this industry is lower than the reputation suggests. So where would you land?
The breakdown
How far above or below the field
Each row plots this industry against the whole field. The dot is where Mortgage Broking & Lending sits, the line is the national average and the faint marks are every other industry. Tap a row for what the dimension means.
How modern and capable is the digital setup?
How well does the industry win new demand?
How well does it turn interest into customers?
How well does it keep and grow customers?
How clear and distinct is the brand?
Can any of this actually be measured?
The read
What the numbers say about Mortgage Broking & Lending
On the whole, Mortgage Broking & Lending is a middle-of-the-pack industry. It leads on digital maturity and trails on retention & loyalty, and the fastest gains sit in retention & loyalty.
Digital Maturity
Sits in the upper half of every industry we measure. This is the engine carrying the score.
Retention & Loyalty
Sits near the back of the field. The soft spot that drags the whole number down.
Retention & Loyalty
Carries the most weight in the score and sits below the field. Move this and the whole number moves with it.
A digital maturity-led industry with a retention & loyalty problem. The reputation says one thing. The pipeline says another.
Go deeper
The trail commission trap and the marketing that escapes it+
Mortgage broking in Australia is a $300+ billion annual origination market served by over 17,000 brokers. The composite reflects a sector that is digitally mature but struggling with the fundamentals of client relationships.
Digital maturity is the strongest dimension, driven by CRM adoption, digital application tools and comparison technology. The infrastructure is there. The question is whether brokers are using it for marketing or just for processing.
Retention with 15% weight is the hidden cost. Trail commission, the ongoing payment brokers receive on active loans, means every client who refinances away is a permanent income loss. Yet most brokers have no systematic retention program. They originate, settle and move to the next deal.
The brokers winning on retention treat their loan book as a marketing asset. Annual reviews, rate monitoring alerts and proactive contact before fixed rate expiry dates keep the relationship alive. These brokers retain 70-80% of their book. The industry average is below 50%.
Acquisition with 30% weight is dominated by Google (search and ads) and referral networks. The brokers diversifying into content marketing, particularly first home buyer education and investment property analysis, build organic acquisition channels that reduce reliance on expensive paid leads.
Acquisition-heavy in a transactional category+
Acquisition carries 30%. Every mortgage broker needs a constant pipeline of new clients. The average client refinances every 3-4 years, which means the pipeline needs continuous replenishment.
Conversion at 25% and 67.8 is the second-highest dimension. Mortgage conversion is the application-to-settlement process. The brokers who simplify documentation, communicate proactively and manage lender timelines convert more applications.
Retention at 15% and 54.5 is structurally low. Mortgage clients are loyal to rates, not brokers. The ones who build ongoing relationships through annual reviews and proactive refinance recommendations retain better.
Where mortgage brokers should invest+
Retention is the biggest opportunity. A retained mortgage client represents ongoing trail commission and referral potential. Annual home loan reviews, proactive rate monitoring and life-event triggered communications (property value changes, interest rate movements) build the relationship that survives refinancing cycles.
Acquisition can diversify beyond Google Ads. Content marketing targeting first home buyer questions, investment property guides and refinancing calculators builds organic traffic that reduces cost per lead.
Brand with 10% weight differentiates in a crowded market. The brokers with clear specialisation (first home buyers, investment property, commercial lending) attract better-matched clients than generalists.
Highlighted terms link through to the marketing dictionary.
In context
Where it sits in Financial Services
Frequently asked
Common questions about Mortgage Broking & Lending
How do mortgage brokers compare on marketing?+
What marketing works for mortgage brokers?+
How can mortgage brokers retain more clients?+
How important is specialisation for mortgage brokers?+
Keep exploring
Where to go from here
Pull any thread.
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