Why websites, social media and video matter more than mortgage brokers think

TL;DR

Your next client may hear about you offline, then look you up online

A client recommends you to a friend. They pass on your name and say you were excellent.

What happens next?

That person might call straight away. But they might also search for your business, read your reviews, look at your website or watch a video before deciding to contact you.

Your online presence has a role even when the original introduction comes through a referral.

This is why I encourage mortgage advisers to think about what someone finds when they look them up. Does it reflect their experience? Does it answer useful questions? Does it help someone feel comfortable starting a conversation?

An adviser can have years of knowledge and a loyal client base, yet very little of that may be visible online.

We have been working with our self-employed advisers to close that gap. Here are three examples, and what other brokers can learn from them.

Greenstone Mortgages: giving existing expertise a stronger online presence

David and Helen Clift of Greenstone Mortgages brought considerable experience when they joined the WIS family.

David had more than 25 years in the industry, and between them they had over 40 years of financial services experience.

Referrals were an important source of business. They had strong relationships and wanted to grow further, particularly among first-time buyers and self-employed clients in Reading and the surrounding Berkshire area.

They already had the knowledge and experience. We helped them make more of it visible.

A website should help people understand how you can help

We worked with our marketing agency, Fovea Creatives, to develop Greenstone’s website and supporting content.

The design mattered, but so did what people would find once they arrived.

A first-time buyer might want to understand deposits. A self-employed applicant might be unsure how a lender will assess their income. Someone who has been referred might simply want to learn more about David and Helen.

The team developed articles, guides and case studies to help answer those questions and demonstrate their experience.

For me, a useful mortgage website should leave someone better informed and clearer about their next step.

The lesson for brokers: look at your website through a prospective client’s eyes. Can they find answers to their main questions, understand whom you help and contact you easily?

Local visibility should reflect the business you want to build

Reading and the surrounding Berkshire area are central to Greenstone’s business, so we made that local focus clear.

I also helped create their Google Business Profile, giving existing customers a place to leave reviews and prospective clients another way to discover them.

The website, business profile and customer feedback helped present a fuller picture of the business.

The lesson for brokers: if you want local enquiries, make your service area clear and keep your business details accurate. Give satisfied clients a straightforward way to leave an honest review.

Video and podcasts helped bring the advisers into view

David and Helen were already using Facebook and Instagram, but video was an area where we could help.

We arranged training and a video content day. They recorded videos during the session, putting the training into practice while support was available.

We followed this with further video shoots, photography and podcasts covering subjects they know well.

They became more comfortable on camera, and prospective clients had more opportunities to hear directly from them.

From our experience working with David and Helen, their website and social channels now contribute more enquiries than previously, alongside increased website traffic. That progress reflects several activities working together.

The lesson for brokers: give people opportunities to hear how you explain things. A photograph introduces you; a conversation or video can help someone understand your approach.

Max Younas: you do not have to start with camera confidence

Max Younas was very camera shy and had not created this type of video content before.

Many advisers will recognise that feeling. Explaining something to a client is familiar. Delivering the same explanation to a camera can feel awkward.

We worked with Max to help him get started and build his confidence.

Today, he is producing videos that are generating leads for his business.

Watch one of Max Younas’s mortgage videos on YouTube.

What stands out to me is that Max did not need to feel confident before beginning. Confidence developed through getting involved and having support.

If you are putting off video, start with a question you answer regularly. Explain it as you would to a client. Keep the first recording manageable and give yourself time to improve.

The lesson for brokers: camera confidence is something you can develop. You already have useful knowledge; you may need help getting comfortable sharing it in a different format.

Anoj Fernando: relevant content in the audience’s own language

We also trained Anoj Fernando to create videos.

He now produces content in his own language, helping people hear mortgage information explained in a way that feels familiar and accessible.

One recent video showed what that can achieve.

Anoj’s video explaining a first-time buyer scheme attracted approximately 150,000 views and, from the results shared with us, filled his appointment diary for two weeks.

Watch Anoj Fernando’s video on Facebook.

The viewing figure is impressive. For a mortgage adviser, the appointments are the more meaningful outcome.

This was a particular result from a particular video, rather than something every post will achieve. But there is a useful lesson in the combination: a relevant subject, a clear explanation and an adviser communicating in a way that connected with his audience.

The lesson for brokers: think carefully about whom you want to help and how they prefer to receive information. Your language skills, experience or understanding of a community may give you valuable subjects to discuss.

What should mortgage brokers actually publish?

The best starting point is often the conversations you already have.

You do not need to invent a new subject every week. Listen for the questions clients ask repeatedly and the misunderstandings you regularly explain.

For example:

• What documents should a self-employed applicant prepare?
• When should someone start reviewing their mortgage?
• What costs should a first-time buyer plan for beyond the deposit?
• What can delay a mortgage application?
• What does a lender’s decision in principle mean?

One question could become a short video, a website article or a podcast discussion. The format should suit the subject and the adviser.

Keep the explanation clear, check the facts and use the appropriate compliance review process. Where information changes, review the content.

A small collection of useful, accurate answers can provide a stronger foundation than a stream of posts created simply to fill a calendar.

Your website and social channels should support each other

A prospective client may encounter your business several times before enquiring.

They might see a video, later read an article and then check your reviews. Someone else might receive a recommendation and visit your website before contacting you.

NP Digital’s published research reports an average of approximately 11 touchpoints before a purchase. This covers broader purchasing behaviour and should not be treated as a fixed rule for mortgage customers. It does illustrate why one interaction may only be the beginning of someone’s decision.

For advisers, the practical point is to make those encounters useful and consistent.

Your social profile should make it easy to find your website. Your website should explain your services and introduce the people behind them. Your contact details should be easy to locate.

You do not need to be active on every platform. Choose channels you can maintain and that suit the people you want to reach.

What about SEO, AI search and demonstrating expertise?

Search engine optimisation, or SEO, helps relevant content become discoverable through search engines. Generative engine optimisation, often called GEO, considers visibility in AI-generated answers.

For mortgage advisers, both discussions should begin with a straightforward question: does your website make your expertise clear?

Google describes E-E-A-T as experience, expertise, authoritativeness and trustworthiness. It is reflected in its search quality guidance rather than being a single ranking factor.

Practical ways to demonstrate those qualities include:

• Adviser biographies explaining relevant experience.
• Useful articles with named authors and appropriate sources.
• Genuine customer reviews.
• Case studies shared with suitable permissions and privacy protections.
• Accurate contact, business and regulatory information.
• Content reviewed when circumstances change.

Google also says established SEO practices remain relevant to its AI search features. Clear, accessible and helpful content remains important, although appearing in an AI answer is never guaranteed.

With our advisers, the aim is to make the experience they already possess easier for people to discover and assess.

Measure enquiries, not just attention

Anoj’s example attracted a large audience, but viewing figures are only part of the picture.

For an adviser, useful questions include:

• Did the content generate relevant enquiries?
• Did those enquiries become appointments?
• Were they from people you are well placed to help?
• Did clients mention an article or video when they contacted you?

Ask new enquiries how they heard about you and what prompted them to get in touch. Where possible, use website analytics and enquiry tracking to build a clearer picture.

That helps you decide which activities deserve more time and which need adjusting.

A smaller audience that produces suitable enquiries may be more valuable to your business than a widely viewed post that produces none.

The biggest challenge is often getting the work done

Many experienced advisers already know they would benefit from a better website or more useful content.

The difficulty is fitting it around client meetings, applications, lender queries and the day-to-day demands of running a business.

Even advisers who enjoy marketing may not want to spend their evenings editing videos or updating web pages.

That is why practical support matters.

David and Helen benefited from developing several parts of their online presence together. Max needed help getting started on camera. Anoj developed a way to reach his audience in their own language.

Different advisers needed different support.

At WIS Mortgages, helping provide that support is part of how we work with self-employed mortgage brokers.

What this means if you are considering joining WIS Mortgages

WIS Mortgages is a directly authorised firm, and self-employed advisers can join us as Registered Individuals within the firm’s oversight.

Our approach includes practical help with websites, content, social media, photography, video training, editing and podcasts, alongside our wider adviser support.

We work with advisers to identify what would help their business and then help put it into practice.

When you are comparing firms, ask specific questions. Who will build the website? Who will help you record your first video? Who edits it afterwards? What support is available once you get busy?

Those answers tell you more than a general promise of “marketing support”.

Our ambition is to help good advisers build stronger businesses by giving them support in areas where they lack time, confidence or specialist skills.

You bring your knowledge, relationships and ambition. We help you make more of them.

If you are an experienced self-employed mortgage adviser looking for practical support to grow, explore joining WIS Mortgages as a Registered Individual.

We can discuss where your business is today, where you want to take it and the support that could help you get there.

Frequently asked questions

Do mortgage brokers need a website if most clients come through referrals?

A website can help referred clients learn about you before making contact. It can also provide another source of enquiries through relevant content and local searches.

Can social media generate mortgage enquiries?

Yes. Our experience with advisers including Max Younas and Anoj Fernando shows that video content can generate enquiries. Results vary, so assess relevant appointments and business outcomes alongside views and engagement.

What if I am uncomfortable appearing on camera?

Start with familiar subjects and short recordings. Training, practice and production support can help. Max was initially very camera shy and now produces videos for his business.

What content should mortgage advisers publish?

Start with questions your clients regularly ask. Clear explanations, useful guides and appropriately anonymised case studies can help people understand your services and experience.

Should mortgage brokers use every social media platform?

Choose platforms that suit your audience and that you can maintain consistently. Make it easy for people to move from your content to useful website information or an enquiry.

What marketing support does WIS Mortgages provide?

Our support includes website development, articles, social media content, video training and editing, photography and podcasts. We shape the work around the adviser’s business and the clients they want to reach.

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