The Digital Dilemma
Social media platforms like TikTok offer unprecedented access to First Home Buyers. However, under ASIC's Regulatory Guide 234 (RG 234), this opportunity comes with strict liability.
The chart illustrates the dramatic trade-off: While traditional channels are low-risk, they lack the explosive viral potential of short-form video.
Key Insight
Brokers are held responsible for the "overall impression" of their content. A 15-second clip cannot omit key risks.
Reach vs. Regulatory Risk
Comparison by Channel
The Content Strategy Matrix
Not all content is created equal. The goal is to maximize engagement while minimizing regulatory exposure. We have plotted common video concepts to identify the "Safe Zone".
1. The Sweet Spot
Educational Content (e.g., "What is LMI?") builds authority without triggering advice obligations. It is high value and low risk.
2. The Danger Zone
Predictions & Guarantees (e.g., "Rates will drop!") are inherently misleading because the future is uncertain. Avoid at all costs.
3. Brand Building
"Day in the Life" videos humanize your brand and are effectively compliance-free marketing.
The Compliant Funnel
A "Compliance-First" strategy uses social media for awareness only. You must funnel users into a regulated environment before providing specific advice.
TikTok / Reels
AwarenessBroad reach. "Mortgage 101" concepts only. No specific products.
Link in Bio
BridgeDisclaimers. Credit Guide. Privacy Policy access.
Landing Page
CaptureDetailed education. "Book a Discovery Call" CTA.
1:1 Advice
ConversionRegulated environment. Personal advice given securely.
The "Safe" Content Recipe
To maintain a healthy digital footprint, your content mix should be weighted heavily towards education and brand building.
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Mortgage 101 (50%) Definitions (LVR, LMI), process explanations, and myth-busting.
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Brand & Culture (30%) Office tours, team intros, and behind-the-scenes.
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Market News (20%) Factual reporting of RBA decisions (neutral commentary only).