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This audio version covers: Vertical Velocity – The Dominance of Video in Broker Marketing
Vertical Velocity – The Dominance of Video in Broker Marketing
Breaking News for Modern Brokers
Executive Summary
The Australian mortgage broking landscape is navigating a profound digital metamorphosis. As we move through 2025, traditional client acquisition methods are being superseded by “Vertical Velocity”—short-form video on platforms like Instagram Reels, TikTok, and YouTube Shorts.
The thesis is simple: Video is no longer a “nice-to-have”; it is the fundamental currency of digital trust. This report provides an actionable playbook for Australian brokers to master the algorithm shift, navigate ASIC compliance, and build a brand that converts.
Table of Contents
Part I: The Algorithm Shift
In 2025, social media marketing has fundamentally changed. The era of static “Just Listed” or “Rate Update” graphics is over. Platforms have pivoted aggressively from the “social graph” to the “interest graph.”
The Retention Metric
Platforms now suppress static content. Video content that holds attention (High Retention) is rewarded with massive organic reach. Data indicates real estate listings with video receive 403% more inquiries than those without.
Why Video Works for Finance
Mortgage broking is a high-trust profession. Video conveys tone, empathy, and expertise simultaneously. By the time a client books an appointment, the “cold” phase is over—they feel they already know you through a parasocial relationship.
| Feature | Vertical Video (9:16) | Horizontal Video (16:9) |
|---|---|---|
| Screen Real Estate | 100% of mobile screen | ~25% of mobile screen |
| User Behavior | Passive consumption (scroll) | Active consumption (rotate) |
| Primary Platforms | TikTok, Reels, Shorts | YouTube Long-form, Desktop |
| Completion Rate | 90% (for 15-60s videos) | Lower on mobile |
Part II: Australian Landscape & Compliance
With the RBA cash rate stabilizing around 3.6%, affordability remains a critical theme. Brokers who use video to decode complex market dynamics position themselves as thought leaders.
ASIC Compliance in 2025
Information vs. Advice: Brokers must distinguish between factual information (safe) and personal financial advice (danger zone).
- Safe: Explaining how an offset account works.
- Risk: Telling a specific user in comments they should get one.
- Rule: Always include a visible disclaimer: “General educational purposes only. Does not constitute financial advice.”
Misleading Conduct: Avoid absolute terms like “Guaranteed Approval” or “Cheapest Rates.” Always display the Comparison Rate when quoting specific interest rate figures.
Part III: Platform-Specific Strategies
1. Instagram Reels (The Brand Builder)
The powerhouse for the 25-45 demographic. Focus on aesthetics and “lifestyle” adjacent content.
2. TikTok (The Viral Engine)
Raw, authentic content thrives here. Use “Green Screen” effects to comment on news articles. It is increasingly used as a search engine by Gen Z.
3. LinkedIn (The Professional B2B)
LinkedIn has adopted a vertical video feed. This is a goldmine for targeting high-net-worth professionals and referral partners.
The LinkedIn Strategy
Always upload video directly (Native Video) rather than sharing a YouTube link. Native videos get 5x more engagement.
Part IV: Content Pillars
To maintain consistency, use these four pillars:
- Education: Decode jargon (e.g., “LMI Explained”).
- Market Updates: Translate RBA decisions for the average punter.
- Social Proof: Share anonymized client settlement stories.
- Personal Brand: Behind the scenes, day-in-the-life.
The “Hook-Value-CTA” Framework
Hook (0-3s): “Stop paying ‘lazy tax’ on your mortgage! The banks don’t want you to know this…”
Value (3-50s): “Most people set and forget, but refinancing now could save you $400/month. Here is the math…” (Show calculation on screen)
CTA (End): “Link in bio to check your rate or follow for more money tips.”
Part V: The Production Ecosystem
You do not need a Hollywood studio. You need good audio and decent lighting.
Hardware Essentials
- Camera: Modern Smartphone (iPhone 15/16 or Samsung S24). Wipe the lens!
- Audio: Wireless lapel mic (DJI Mic 2 or Rode Wireless PRO). Bad audio kills retention.
- Lighting: Natural window light or a simple ring light.
- Editing: CapCut (Mobile) or AI tools like OpusClip.
Part VI: B2B Strategy
Use video to break through the noise with Real Estate Agents and Accountants. Send a personalized video message instead of a cold email.
The “Agent Introduction” Video Script
“Hi [Agent Name], it’s here. I saw you just listed [Address]—great job on the photos.
I actually have two pre-approved buyers looking in that exact price bracket who have been struggling to find stock. I’m sending them the link right now.
Just wanted to introduce myself so you have a face to the name. Let’s get this sold!”
Part VII: 30-Day Action Plan
Go from zero to a fully functioning video ecosystem in one month.
| Week | Theme | Video Ideas |
|---|---|---|
| Week 1 | Setup & Trust | 1. Who am I? (Intro) 2. Why use a broker? 3. Local coffee spot review. |
| Week 2 | First Home Buyers | 1. What is LMI? 2. Deposit requirements. 3. First Home Guarantee explained. |
| Week 3 | Refinancing | 1. Fixed vs Variable. 2. Offset accounts explained. 3. How to pay off mortgage faster. |
| Week 4 | Social Proof | 1. Client success story. 2. Behind the scenes. 3. Q&A from comments. |
Ready to embrace Vertical Velocity?
The brokers who win in 2025 will be the ones willing to turn the camera around. The barrier to entry is low, but the barrier to consistency is high.
Start messy. Start today.
