Mortgage brokers wear about nine hats a day — loan strategist, sales rep, emotional support, compliance wrangler and part-time marketer. So when it comes to writing content, it’s no surprise it drops to the bottom of the to-do list.
But here’s the thing. If you want to show up in Google, build trust before someone calls and have a steady stream of warm leads landing on your site, you need to give content a seat at the table.
And the fastest way to make that happen?
Build a seasonal content calendar.
This is your cheat sheet. One morning of planning and you’ll have months of SEO-friendly, value-packed content ideas ready to go — matched to the exact questions your ideal clients are asking at the exact time they’re asking them.
Let’s break it down.
Why “seasonal” content?
Mortgages follow the same seasonal beats people do. Think:
- First-home buyers ramping up at the start of the year
- Refinance waves in March–April (post-bonus, pre-winter slump)
- Spring selling frenzy come September
- EOFY panic, rate change cycles, new year goals
If your content reflects what’s already on people’s minds, you become relevant by default. You don’t have to shout for attention — you’re just answering the question they were about to type into Google.
And when you match that to SEO data and smart timing, you get a content calendar that actually delivers leads, not just ticks boxes.
How to build your seasonal content calendar
You don’t need a marketing degree. You need:
- An understanding of your audience
- A few clever tools
- The discipline to plan once and stick to it
Here’s how to do it.
1. Map the key themes across the year
Start with the obvious seasonal shifts that affect your borrowers. This will form the backbone of your content calendar.
| Month/Season | What’s Top of Mind |
|---|---|
| Jan–Feb | New year financial goals, saving for deposit, loan health checks |
| Mar–Apr | Refinancing, rate reviews, school zone shifts |
| May–Jun | EOFY prep, budgeting tips, lender offers |
| Jul–Aug | Slower market, time for education-heavy blogs |
| Sep–Oct | Spring property market, pre-approval how-tos |
| Nov–Dec | End of year wrap-up, loan consolidation, what’s changing in 2026 |
Once you’ve got your seasonal moments sorted, you can reverse-engineer your content topics to suit.
2. Use SEO tools, but lead with human insight
Yes, SEMrush and Ubersuggest are great for keyword data. But don’t fall into the trap of writing content just because it has 1,000 searches a month.
Use the GROWTH method to uncover real questions:
- Google autocomplete and “People Also Ask” boxes
- Reddit threads on r/AusFinance or r/HomeLoans
- Others like mortgage forums, LinkedIn comments
- Word of mouth — what are clients asking you?
- Trends like RBA news or housing policy changes
- Human instinct — what would you search if you were buying or refinancing?
You’re not just chasing traffic. You’re writing to be useful. The more helpful your content, the better it performs — both with Google and real humans.
3. Plan in content buckets
Group your ideas into clear content types. This keeps your calendar balanced and helps you write faster when the time comes.
Content buckets to consider:
- Educational guides – “What is LVR and why does it matter?”
- Seasonal advice – “5 ways to prepare for refinancing this EOFY”
- Product explainers – “How offset accounts work in real life”
- Myth busters – “Fixed rates aren’t always safer. Here’s why”
- Client stories – “How we helped a self-employed couple buy with 10% deposit”
- Local SEO plays – “Best suburbs for first-home buyers in Perth (2025 edition)”
These topics give you a healthy mix of keyword juice, long-tail search potential and trust-building value.
4. Lock in a rhythm (and be realistic)
Posting weekly? Fortnightly? Monthly?
Pick a rhythm you can stick to. Consistency matters more than frequency.
If you post once a fortnight, that’s 26 pieces a year. If you map them to your seasonal calendar now, you’ve got your content sorted for the next 12 months.
You might go:
- Jan: New year money goals for borrowers + blog on deposit-saving hacks
- Feb: How to prep for pre-approval + myth-busting fixed vs variable
- Mar: Blog on school catchments and how they affect lending
- Apr: Refinance check-in post + how to switch lenders
- May: EOFY offer roundup + smart ways to use your tax refund
And so on.
Stick it in a spreadsheet, Notion, Google Calendar — whatever keeps you on track.
5. Repurpose and reuse
You don’t need to reinvent the wheel. A good blog post can be turned into:
- A newsletter
- A social post or carousel
- A downloadable PDF
- A quick 90-second video script
- A client email template
If you’re investing time into content, squeeze the most juice out of it. Repurposing multiplies your visibility without multiplying your workload.
6. Measure what matters
Don’t obsess over bounce rate or time on page. Instead, ask:
- Is anyone clicking through to contact?
- Did someone mention the blog on a call?
- Is it ranking on Google for a term that matters to my clients?
If a post performs, double down on the topic. If it flops, learn and move on.
The goal isn’t perfection. It’s momentum.
What about AI?
Yes, AI will keep changing how people find answers. Some will get mortgage advice from ChatGPT. But even AI needs quality sources to learn from.
If your website has strong, clear, human-first content, you’re not just helping search engines — you’re future-proofing for AI tools too.
And let’s face it: people still want to deal with people when it comes to their biggest financial decisions. Content gets them to your door. You do the rest.
Get Your Content Calendar Started
Building a seasonal content calendar might sound like a chore. But done well, it removes all the guesswork from your marketing.
You’ll know exactly what to write, when to post, and how to stay useful and visible all year round — without scrambling for blog ideas every few weeks.
Plan now, execute consistently, and your content becomes a lead engine that runs in the background while you get on with helping clients.
Want help building out your calendar or writing content that actually gets read?
I help brokers turn content into clients. And I’d love to help you.