Australian mortgage brokers are heading into 2026 with more marketing channels than ever – and a clear risk of spreading themselves too thin, according to copywriting agency Hunter & Scribe.
Owner Nick Bendel (pictured) said the brokers who thrive this year won’t be the ones trying to show up everywhere at once, but those who double down on a small number of activities they can sustain.
“One of the biggest mistakes brokers make with marketing is trying to cover every channel at once,” Bendel said, pointing to LinkedIn, TikTok, email, Google ads, events, and sponsorships as common traps for overcommitment.
Instead, Bendel argues that “Ten half-hearted activities rarely outperform one or two done well.”
For brokers, that means choosing channels that match their strengths and client base. Written LinkedIn posts can showcase expertise and keep referral partners engaged. Short-form video can humanise a broker’s brand. Coffee catch-ups with accountants and agents can quietly build a referral engine. Email newsletters can keep past clients warm. All can work – but not all at once, and not without structure.
Bendel likens marketing to fitness: “The best program isn’t the most intense or sophisticated one, it’s the one you can actually stick to.”
For brokers, that might mean blocking out time each week, delegating execution to a team member or outsourcing content so activity doesn’t depend on “spare moments or bursts of motivation.”
The brokers who pull ahead in 2026, Bendel said, won’t be chasing every shiny new platform. They’ll be the ones with a simple, sustainable plan who show up regularly in front of their ideal clients and referral partners – and keep doing it, week after week, until the compounding effects of consistent marketing start to kick in.
A further incentive to tighten up strategy is regulation. A recent ASIC warning on digital and social media promotions has put everyday broker marketing firmly on the radar, with the regulator sharpening its focus on how financial products and services are advertised online. For brokers, that means the channels they choose must not only be sustainable, but clear, balanced, and compliant as well.
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