Australian Broker is back with our Spotlight Series, where we showcase standout brokers, lenders, BDMs and more in Australia's rapidly evolving loan and mortgage space. Here you can get inspired and pick up practical tips from the best in the industry.
Today we're chatting with Luke Ashby, finance specialist and mortgage broker at Brisbane-based Emerge Finance.
In just five years, Ashby has built a thriving business and cultivated a loyal online following – particularly on Instagram, where he shares insights and client wins under @LukeAshbyMortgageBroker. We caught up with him to uncover the secrets to his success, how he’s leveraging social media to grow his business and what other brokers can learn from his strategy.
The following interview has been edited for grammar and clarity.
LA: I live in Brisbane, but originally from Clare Valley in South Australia. My dad’s still a farmer down there, and most of the family’s still local there too. I made the move to Queensland about seven years ago for the lifestyle and haven’t looked back since. I live here with my beautiful partner Caitlyn and our six-week-old baby boy Harris.
I was completely new to the broker industry in July 2020. (It was a scary time with COVID.) Previous to that, I had been working in communications, providing residential, industrial and commercial internet solutions throughout Australia. That allowed me to do a lot of traveling, which I do miss some days. I kind of fell into broking, to be honest. A good friend of mine who I met in Brisbane and had been in finance for a while once said, 'If you ever think of changing careers, I think you’d make a great broker.' I had always been passionate about real estate, finance and helping people, so I thought I’d give it a crack, and here we are.
LA: I wouldn’t really say I’m a "successful" broker – but I’m still here five years later, which must be a good sign. What’s really helped me fast-track things – especially being new to industry – was building strong relationships with a few BDMs early on. I learnt heaps from three to four in particular, and I’m really grateful for their time and support helping me understand policy and structure deals. I was also lucky to be part of a business that had a consistent flow of leads and enquiry. Some weeks I’d be looking at 10 to 12 different scenarios, which helped me gain experience really quickly compared to if I’d gone out on my own.
And I've always been curious, and I think that’s helped. We’re lucky in this industry that most brokers are super supportive and happy to share ideas. So I’ve learned a lot from just workshopping deals and asking questions.
Now I'm extremely lucky to work alongside three experienced brokers (including a top 100 broker), which has helped me to level up again. Add to that our incredible support team. They process deals quickly and allow me to stay focused on being up to date with credit policy, creating a five-star client experience and growing the business.
I’m also pretty active on social media – mainly Instagram, Facebook and TikTok – which is where most of my clients (first-home buyers) are hanging out. It helps me add value, stay top of mind for existing clients, referral partners and attract new business.
LA: Surround yourself with great mentors. Being part of an experienced team is a huge advantage. And having backend support for your applications is honestly a no-brainer. Also, get on socials, niche down, and market directly to your audience.
LA: My biggest focus with clients is education. Most people have no idea what the process involves or how finance works, especially first-home buyers. The more I can break it down and simplify it, the more empowered they feel. That leads to better decisions and a more enjoyable experience.
I use videos [on social media] to explain proposals. It's helped speed up turnaround times and get better engagement from clients. I’m always looking for ways to refine processes and improve the way we work.
When it comes to lenders, be respectful, especially with your BDMs. A great BDM is honestly worth their weight in gold. I’ve been super fortunate to have had some amazing ones over the years. They’re a huge asset to your business – and those relationships matter.
LA: Socials are a big part of my business. It helps me stay front of mind to past clients, referral partners and also attract new business. I post probably two to three times a day across Instagram and Facebook. (TikTok is still a work in progress.) I recently brought on a social media/marketing manager Jemma and she’s been a huge help – from generating content ideas, creating short reels, building out our "First-home Buyers Club Queensland" Facebook group and newsletter. [Social media] is just helping us show up more and add value in the marketplace.
I’ve also found collaborating with other businesses has worked really well, whether that’s agents, buyer’s agents or other professionals. It’s a great way to boost each other’s online presence.
And honestly, don't be afraid to jump on camera. What’s the worst that could happen? Have a crack.
