If you sell software, solar panels, or scented candles, you can pick up the phone, knock on doors, run ads, and push 'limited time' offers.
But if you’re a mortgage broker or financial adviser? That playbook doesn’t work – and in some cases, it’s not even allowed and could get you into trouble with the regulator.
You can’t:
- Cold call strangers and 'pitch' them your services like a traditional salesperson.
- Blast ads promising outcomes you can’t guarantee.
- Incentivise referrals with cash or gifts.
You’re working in a high stakes, highly regulated industry where the decision to work with you isn’t made in the moment – it’s made over months, even years. People need to believe you understand their world, not just your product.
That’s why the old school 'hunt and close' mentality falls flat here. In finance, your marketing needs to do three things better than anything else:
- Educate – Show you know the terrain (and the traps) better than anyone.
- Build familiarity – So when a money moment arrives, they already know and like you.
- Earn trust at scale – Because your best client tomorrow probably isn’t ready to commit today.
And here’s the kicker: You can’t fake this with a couple of social posts or a random newsletter. You need a system that builds trust 365 days a year – without you chained to your laptop.
That’s where most brokers and advisers either:
- Burn out trying to do it all manually, or
- Post random 'rate updates' and wonder why the phone's not ringing.
The solution?
Stop thinking like a hunter. Start thinking like a farmer.
Plant seeds of trust. Nurture your audience. Keep showing up with valuable insights. And automate as much of that as possible so it runs while you’re doing actual client work.
Because in this industry, it’s not about the next transaction.
It’s about being the person someone thinks of when their financial moment arrives.
