last Updated 9 August 2023

How to Get More Mortgage Leads from Google

Mortgage brokers are always looking for new leads. And they often say to me that they want to get more mortgage leads from Google.

But what does generating mortgage leads "from Google" actually mean?

In this blog post, we'll look at the different types of results that come up in a typical Google search and discuss the various methods you can use to get more mortgage leads from the world's biggest search engine.

How mortgage brokers can get found on Google

Whenever you do a Google search, you'll typically be given three different types of search results on the search engine results page (SERPs).

These are organic results, paid results and local results. They each have their pros and cons and they each work slightly differently from each other. As a mortgage broker, you'll ideally want to get your website ranking in both the organic and paid results, as well as appearing in the local business results.

Let's look at each of these three types of search listing and explain what you need to do to get your website featured in them.

Google Ads

Google Ads are the paid results that you see at the top of most SERPs. You can use the Google Ads platform to bid on keywords related to your business and have your ad appear in the paid results section whenever someone searches for one of those keywords.

Google Ads

The big advantage of a Google Ads campaign is that you can get your ad in front of potential customers very quickly. However, the downside is that it can be quite expensive, especially if you're bidding on popular keywords related to the mortgage industry and other aspects of financial services.

But, as you can see in this video, if you do it right then Google Ads can be an excellent and cost-effective way of quickly bringing new leads into your mortgage business.

Local business results

Below the Google Ads results you'll often find a map with three or four local businesses marked on it, and with their details appearing below the map - like this:

Local Businesses

or alongside the map like this

Local Businesses Map

These results are often referred to as the Google Maps results or the Google Map Pack.

The businesses that appear here are ones which have created a Business Profile (previously known as a Google My Business listing) and which Google feels are highly relevant to the searcher's query.

Google Maps is a great way for potential customers to find local businesses, including mortgage brokers. So if getting clients from your local area is an important part of your marketing strategy then you need to do everything you can to make sure your business appears in the Google Map Pack when someone searches for a mortgage broker in your home town.

To maximise the chances of appearing in the Google Map Pack, you'll need to create a Business Profile and make sure it is as complete and accurate as possible. You can find out how to do that here.

You should also make sure that your name/address/phone (NAP) info is consistent everywhere it appears - both on your own website and elsewhere online - as this will increase the chances of you ranking well in the local results. So, for example, if your business address is:

1 High Street




then you should write it like that everywhere and not, for example as:

1 High St





Organic results

The organic search results are the ones that appear below the Google Ads and local business listings. These are the results which are not paid for, but which instead earn their place through good old-fashioned hard work (i.e. Search Engine Optimisation or SEO).

Organic results

The organic results are generally the most trusted by searchers and, as a result, tend to get the most clicks. That's why it's so important for mortgage brokers to focus on SEO and getting their website ranking in the organic results for relevant keywords.

SEO is a complex topic and there's a lot you need to do to get your website ranking highly in the organic results. But there are some basic things you can do to get started, like making sure your website is optimised for mobile devices and that your content is well-written and relevant to what people are searching for.

Another good idea is to create dedicated landing pages targeting specific keywords which is a powerful way to increase rankings on SERPs, and get straight to your target audience.

You can find out more about how to improve your mortgage broker website's SEO in these blog posts.

Blogging for mortgage brokers

Talking of blog posts, one of the things that will help your SEO and so, in turn, help your mortgage lead generation from Google is to start a blog and write articles that are relevant to your target market.

For example, if you're a mortgage broker who specialises in helping first-time buyers with mortgage advice then you could write articles with titles like "The Top Ten Tips for First-Time Buyers" or "The Five Biggest Mistakes First-Time Buyers Make".

Not only will blogging help you to get more traffic to your website from Google, but it will also give you a chance to show potential clients that you know what you're talking about and that you're an expert in your field. And that can go a long way towards winning their trust and convincing them to use your services rather than someone else's.

To find out more about how to start a blog and what to write about, check out this blog post.

Using Google to generate mortgage leads

So there you have it - a few tips on how to get more mortgage leads from Google. If you implement these strategies then you should start to see an increase in the number of leads you're getting from your website. And that can only be a good thing for your business.

And remember - mortgage brokers lose money when these strategies are neglected!

Do you have any other tips on how to get more mortgage leads from Google? Share them with us in the comments below!

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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