Jump to:
- Why email marketing works for brokers
- How to build your list (without being spammy)
- What types of emails to send (and when)
- How to write emails people actually open and read
- What tools to use for automation
- What about AI and the future of email?
- Final thoughts and next steps
Why email marketing works for brokers
Mortgage brokers don’t typically think of themselves as email marketers — but that’s exactly what gives you an edge.
Unlike ads or social posts that fight for attention in a crowded feed, emails go directly into someone’s inbox. That’s personal space. If someone gives you their email, they’ve given you permission to speak to them — and that’s powerful.
Email works because:
- Your audience checks it daily, often multiple times
- It costs next to nothing to send
- You can personalise content based on your reader’s situation
- It builds familiarity and trust over time, even if they’re not ready to act today
And importantly, email marketing doesn’t rely on timing luck the way ads do. A social post might get ignored in five seconds but an email waits until the recipient is ready to read it — even if that’s days later.
As a mortgage broker, you’re dealing with long buying cycles. People might not act for months, even years. But if your name keeps showing up with genuinely helpful info along the way, you’ll be the first person they think of when they’re finally ready.
How to build your list (without being spammy)
Let’s be clear: the goal isn’t to collect as many email addresses as possible. It’s to build a list of warm, permission-based contacts who actually want to hear from you.
1. Offer something valuable
People don’t hand over their email for nothing. You need a lead magnet — something short, punchy, and useful.
Good examples:
- A guide to saving a deposit faster
- Tips for self-employed borrowers
- A first-home buyer checklist
- A breakdown of how pre-approvals actually work
The trick is to solve one small problem really well. You’re not trying to give away everything — just offer a taste of your expertise that’s easy to digest and feels immediately helpful.
2. Use clear, no-nonsense forms
Your opt-in form should be:
- Simple (first name and email is enough)
- Easy to find (home page, blog sidebar, pop-up, etc)
- Honest about what they’ll receive (don’t bait and switch)
Avoid pushy tactics. If you promise valuable insights once a fortnight, stick to that.
3. Set expectations from the start
When someone signs up, send them a quick welcome email explaining what kind of content they’ll get, how often, and why it’s worth reading.
This sets the tone and avoids surprises down the track — reducing unsubscribes and boosting trust.
What types of emails to send (and when)
Once you’ve built your list, the real work begins. You need to show up regularly with content that’s helpful, timely and relevant — not just a stream of rate updates.
Here are the core types of email campaigns brokers should consider:
Welcome sequence
When someone joins your list, don’t leave them hanging. A short automated sequence (2 to 4 emails) can:
- Introduce you and your services
- Share a story or success case
- Offer extra value, like a useful blog post
- Let them know how they can contact you when they’re ready
This isn’t about selling. It’s about building trust quickly and making them feel like they’ve joined something worthwhile.
Educational emails
You work in a field full of jargon, stress, and big decisions. That makes you perfectly positioned to educate your audience.
Topics you might cover:
- Fixed vs variable loans
- Deposit strategies
- What a mortgage broker actually does
- How to refinance
- How LVR affects borrowing power
- What to expect during pre-approval
These emails don’t need to be long. The best ones answer a common question clearly and simply. Each one strengthens your position as a trusted guide.
Promotional campaigns
Every now and then, you’ll have something time-sensitive to share — a webinar, an event, a new service, or a free consult offer.
Don’t shy away from promoting yourself, just make sure the offer is framed around the benefit to the reader. Why should they care? What’s in it for them?
Use urgency sparingly. If every email is a “last chance”, they’ll tune out.
Client nurturing
Your past clients are one of your best referral sources — but only if you stay on their radar.
A quarterly check-in works wonders. You might:
- Congratulate them on a loan anniversary
- Share a seasonal tip (e.g. refinancing, insurance, budgeting)
- Ask for a referral or review
- Link them to a new blog or resource
These don’t need to be salesy. In fact, the less salesy they are, the more powerful they become.
How to write emails people actually open and read
Good email copy isn’t about clever slogans or sales tactics. It’s about clarity, relevance, and tone.
Here are a few rules worth following:
Write like a human, not a bank
Most mortgage brokers are taught to sound “professional”. That often leads to stiff, impersonal emails that sound like they were written by compliance teams, not real people.
Instead:
- Use short, conversational sentences
- Avoid jargon unless you explain it
- Imagine you’re writing to one client you know personally
- Use their name, and sign off with yours
Keep it focused
Each email should have one core message. Don’t try to pack in five different ideas or announcements — you’ll lose them.
Tell one story, make one point, or answer one question. Then end with a natural next step (read more, reply, book a call).
Subject lines matter
If the subject line doesn’t spark curiosity or relevance, the rest won’t get read. Test different approaches:
- Questions: “Is it better to fix your rate right now?”
- Curiosity: “A big mistake I see first home buyers make”
- Specific value: “3 deposit strategies that actually work in 2025”
Avoid caps lock, overused emojis, or hype. If it feels clickbaity, it probably is.
What tools to use for automation
If you’re trying to manually send emails from Outlook or Gmail, stop now. It’s clunky, unscalable and you’ll eventually hit spam filters.
Instead, use email marketing software built for the job. Some popular options:
Mailchimp
Good for simple setups and newsletters. Drag-and-drop editor and decent templates.
ActiveCampaign
Ideal for more advanced automations. Great for brokers who want to build multiple sequences for different client types.
MailerLite
Simple, clean, and cost-effective. Great option if you’re starting out but still want automation features.
FloDesk
Beautiful design-focused platform, though slightly less flexible with logic-based automation.
Look for platforms that offer:
- Easy template design
- Automation (welcome series, drip campaigns, etc)
- Segmentation (send different messages to different groups)
- Analytics (open rate, click rate, unsubscribes)
What about AI and the future of email?
You might be wondering if email will still matter in five years — especially with AI tools like ChatGPT, Gemini and Perplexity becoming more common.
Truth is, no one knows for sure how AI will reshape how people find and engage with information. But email has one big advantage — you own the relationship. And through all the digital enhancements of the last two decades, nothing has managed to kill email yet.
AI may change search behaviour, but your email list gives you a direct line to your audience, no algorithms required. Even better, the kind of content you send through email — clear, helpful, trustworthy — is exactly the kind of material AI tools will be trained to recommend.
That means your email content might actually end up helping you appear in LLM-generated answers too.
Want to learn more about that? Check out my blog post on LLM SEO
Final thoughts and next steps
Email marketing is one of the simplest, lowest-cost ways to build trust and stay visible in a competitive market — but it only works if you do it right.
Here’s your quick action plan:
- Create a helpful lead magnet
- Build an email list with real, interested humans
- Write emails that educate, not just sell
- Automate your welcome and follow-up sequences
- Keep showing up — even when no one replies
Over time, that list becomes your most valuable marketing asset. More than a Facebook page, more than a billboard, more than a Google ad. It’s your direct line to clients who already like and trust you.
Want help writing emails that actually get opened and lead to real conversations?
I help mortgage brokers build trust and grow their pipeline through strategic, human-first content and email marketing.
Get in touch with me here — no fluff, no pressure, just a quick chat about how I can help.