"Standing out is no longer optional – it's essential"
With mortgage broker market share expected to reach 80% in 2025, branding will be the key differentiator for brokers looking to grow, according to Loan Market chief executive David McQueen (pictured above).
Speaking during the Top 100 Business Owners Summit in Sydney, McQueen emphasised that standing out in a competitive market is now a necessity.
“The brokers who will thrive aren’t just great at what they do, they’re great at making sure customers know it,” he said.
McQueen warned that rising demand for brokers could lead to complacency, which poses a risk to business growth.
“More Australians are choosing brokers than ever before, but that also means more competition,” he said. “Word-of-mouth referrals, while valuable, are no longer enough to sustain growth in an increasingly competitive market.
“It’s not just about being a great broker; it’s about being visible, memorable, and the first choice for clients. A strong brand fosters trust, attracts new clients, and strengthens relationships with existing ones.”
Brokers who focus on branding, marketing, and customer experience will be better placed to capture a larger share of the growing market.
“Consumers today are more informed,” McQueen said. “They’re searching online, comparing options, and looking for brokers who project confidence and credibility. If you’re not showing up where your potential clients are looking, you’re leaving business on the table.”
That is why Loan Market is increasing its investment in digital marketing tools to help brokers strengthen their brands and attract more clients. McQueen also highlighted Loan Market’s independent ownership as a competitive advantage.
“Loan Market is 100% family-owned and free from bank influence, which means they can offer customers real choice with no conflicts,” he said.
“With access to over 70 lenders and a Net Promoter Score of +98, our brokers are perfectly positioned to serve the eight in 10 Aussies who will seek out the services of a broker in 2025.”
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