5 Marketing Mistakes Mortgage Advisors Make (and How to Fix Them)
Sep 14, 2025
mortgage-marketing-mistakes
Mistake 1 - No Clear Brand or Positioning
Many advisors try to market to “everyone” and end up appealing to no one. Without a clear brand identity, clients see you as just another broker.
The Fix:
Define your niche (first-time buyers, remortgagers, landlords, etc.).
Create a brand identity that communicates trust and expertise.
Use consistent visuals, tone of voice, and messaging across every platform.
Example: Instead of “independent mortgage broker,” position as “The go-to mortgage advisor for first-time buyers in Bristol.”
Mistake 2 - Relying on Word of Mouth Alone
Referrals are powerful, but they’re not enough to sustain long-term growth. Advisors who depend solely on word of mouth risk unpredictable pipelines.
The Fix:
Build a simple lead generation funnel with a free guide, calculator, or checklist.
Capture email addresses and nurture clients with automated email campaigns.
Use content marketing (blogs, social posts, video) to stay visible to new audiences.
Mistake 3 - No Website or an Outdated One
A surprising number of advisors still don’t have a professional website, or they rely on a template site that feels generic. In today’s market, your website is your shop window.
The Fix:
Invest in a modern, mobile-friendly website designed to convert leads.
Include tools like mortgage calculators, guides, and clear CTAs.
Connect your site to a CRM to capture and follow up on every enquiry.
Mistake 4 - Ignoring Compliance in Marketing
We often see advisors running ads or posting on social media without fully considering FCA rules. Non-compliance can damage trust and even lead to penalties.
The Fix:
Always include required disclaimers in ads and posts.
Work with an agency (like Nexa) that understands FCA compliance.
Create marketing that’s both compliant and engaging — it doesn’t have to be boring.
Mistake 5 - Focusing on Vanity Metrics Instead of Results
It’s easy to get caught up in likes, followers, or impressions. But those don’t always equal leads.
The Fix:
Focus on measurable outcomes: click-through rates, enquiries, and conversions.
Track performance using Google Analytics and your CRM.
Optimise campaigns based on what actually drives revenue, not just reach.
Conclusion
Most mortgage advisors fall into the same marketing traps: weak branding, over-reliance on referrals, poor websites, compliance mistakes, and chasing vanity metrics. The advisors who succeed are the ones who get clear on their positioning, build simple lead funnels, and measure what matters.
At Nexa, we specialise in helping mortgage advisors and financial services firms cut through the noise with branding, websites, and compliant lead generation systems.
Ready to fix these mistakes and start growing your firm with clarity?