Director sheds light on how brokers can 'cut through the noise' of trial-and-error marketing to find what works
Mortgage broking is one of the most rewarding careers out there; however, there’s no doubt that it is a competitive and crowded market. For brokers aiming to thrive in this environment, standing out can be a daunting task.
Jared Stanley (pictured), senior director of originations at Neighbourhood Holdings, has developed a clear and actionable model for brokers to grow their business more effectively: the Bullseye Framework. This method helps brokers focus their efforts on strategies that work, cutting through the noise of trial-and-error marketing.
“Instead of trying every idea and hoping something sticks, you test a few smart strategies and focus on what works,” explained Stanley. “It’s a no-nonsense way to save time, money, and energy while growing your business with purpose.”
Underused channels and practical experiments
Prioritization is at the heart of the Bullseye Framework. Rather than spreading themselves thin across numerous channels, Stanley recommends that brokers zero in on a handful of initiatives that align with their strengths and resonate with their audience. This ensures that your marketing activities are based on data and performance, rather than on guesswork.
“You can’t afford to do everything. And you don’t need to,” Stanley said. “Focus your time, money, and energy on the best opportunities—those that consistently drive results.”
One key insight from Stanley is that many brokers overlook simple but effective tools and opportunities. Content creation is a huge part of this, and brokers can sometimes be reluctant to put themselves out there – however, this is one of the best ways to establish yourself as a knowledgeable voice.
“Writing helpful articles can make you the trusted expert people find online,” he said.
“Webinars let you talk directly to potential clients and answer their questions. Partnering with local influencers—like realtors or financial planners—connects you to new audiences who already trust those partners. These take time, but they’re worth it.”
Stanley also encourages brokers to embrace partnerships, especially with professionals whose audiences naturally overlap with those of mortgage brokers.
“Real estate agents, accountants, or financial planners can be fantastic referral sources,” Stanley explained in his blog post. “These professionals work with clients who likely need your services, and if you can build trust with them, you’ll get referred business.”
The key to success here, according to Stanley, is experimentation.
“Pick one or two ideas and test them,” he advised. “Maybe run a Facebook ad or try a Google campaign. Spend a little, track how it performs, and see what sticks.”
Building trust and staying top of mind
An often-overlooked aspect of mortgage broking success lies in consistent, value-driven follow-ups. Maintaining contact with leads—without overwhelming them—can help brokers stay top of mind. Stanley recommends leveraging data to guide follow-up efforts, such as monitoring email open rates or clicks on content, to ensure communications are both timely and relevant.
“Follow up with helpful updates—like market tips or advice on mortgages,” he suggested. “You don’t need to bug them constantly. Just show up at the right time with the right message, and they’ll remember you.”
Real-world success stories have really highlighted the effectiveness of this strategy. Stanley shares an example of a broker who used video content to establish a personal connection with clients.
“They made short clips explaining mortgages in plain language—breaking down terms, answering questions, and showing a bit of personality,” he explained. “It wasn’t flashy or complicated. They just focused on what they were good at and kept doing it.”
Ultimately, Stanley encourages brokers to focus on the platforms where their clients spend time, such as search engines, social media, or through partnerships with realtors. “Ask yourself: where are my clients hanging out?” he advised. By choosing a few relevant channels and focusing their efforts there, brokers can avoid the trap of trying to be everywhere at once.
Ultimately, the main goal of the Bullseye Framework is to offer brokers a clear, efficient path to success. It encourages brokers to focus on what works and maintain consistency, allowing them to make meaningful progress without spreading themselves too thin.
“The key is to keep adjusting and experimenting, and you’ll eventually find what works,” Stanley said.
To find more insights and information on the Bullseye Framework, see Jared Stanley’s recent blog post.
