News flash, everyone has a funnel (yes, even you). A funnel is just the path someone takes to begin using your services. From the point of first seeing you all the way up to the first meeting.
The majority of mortgage brokers don’t even realise they’re running a weak funnel. They accidentally fill them with gaps that clients can slip through, dead ends that kill momentum, and clunky pages that scare people off. Here’s how the pros design their funnels.
Everything starts with a scroll-stopping piece of content. Whether it’s a Facebook ad, an Instagram reel or a sharp LinkedIn post, your content needs to spark curiosity, create relevance, or promise value. If it doesn’t do that in the first three seconds, you’ve already lost them.
This is the moment that decides whether someone enters your world or keeps scrolling. Most mortgage brokers post generic, forgettable content and wonder why their funnel isn’t filling up.
You don’t need to go viral. You just need to connect. Show them you understand their problem, tease the solution and lead them into the next step.
Think of a funnel like the door to your business. You wouldn’t have 20 front doors on our house, so why would you have 20 front doors on your business? Your funnel needs the same clarity with one clear entry point.
Most brokers link that first piece of content straight to their website, thinking it’s the smart move. But this is the fastest way to let clients leak out of your funnel. Websites are built to inform, not convert.
When you send traffic there, they’re hit with 20 tabs, a dozen distractions, and a hundred places to click. Most bounce before they ever book. And just like that, someone has leaked out of your funnel.
What you need instead is a purpose-built funnel with fast load speeds, clean design and most importantly, clear direction.
Once someone books in through your funnel, the job’s not done, it’s just begun. Most leads don’t convert because brokers go silent after the booking. That silence creates doubt, second-guessing, and possibilities of people forgetting they even booked a meeting.
Nurturing fixes that.
There are 3 key methods to effectively nurturing a lead before your initial meeting that rocket show-up rates.
This is one of the easiest and most cost-effective ways to stay in front of your client. By adding a Meta Pixel to your booking confirmation page, you can automatically retarget them with content across Facebook and Instagram.
Keep showing short videos, case study reels, review clips, and myth-busting tips in their feed. The goal is simple, stay on their screen and reinforce their decision before the meeting happens. If they keep seeing your face, your wins, and your value, they’ll show up warm, trusting, and ready to talk.
Ideally, you should send 2 case studies, 2 quick tips about the home loan process, and one email explaining the value you plan on sharing with them on their call. Make it feel like they’re working with a pro who genuinely cares, not just another broker chasing deals. The tone of these should feel personal and valuable, like a friend guiding them, not a corporate newsletter.
Perhaps the most obvious and proven way to increase show-up rates is with simple, well-timed reminders. Yet 90% of brokers don’t bother.
You should be sending four SMS texts and two emails leading up to the meeting. These aren’t spam, they’re structured touchpoints designed to keep the appointment top of mind. People are busy, distracted, and flooded with notifications. These reminders simply cut through the noise and increase the chances of leads showing up.
Each reminder should include their name, meeting time, method of contact and a short reason why this meeting will be worth it. Send SMS reminders at the 24-hour, 3-hour, 1-hour, and 5-minute marks. Emails can go out the day before and on the morning of.
When done right, these reminders show you’re organised, on the ball, and serious about helping them.
When you build a funnel the right way, everything changes. You're not just collecting random leads, you're warming them up, proving your professionalism, and showing them you're sharp, switched on, and serious.
By the time they speak to you, they've already seen you everywhere. Instagram, Facebook, email, SMS. You’ve been showing up in their world for days, building trust without lifting a finger.
Now, instead of cold leads ghosting you, you’ve got buyers who already believe you're the one to help them.
That’s the power of a well-built funnel. Now that you know everyone has a funnel, it’s time to look at yours.
Where are people slipping out? Where are they losing interest? Fix those leaks, and you’ll feel the difference in every conversation.
At Mober, we build mortgage funnels that convert at every step. From creating scroll-stopping videos to click-crazy Facebook ads and landing pages that fill your calendar. Everything is done for you by experts who live and breathe mortgage broker marketing.
We’ve helped MPA Top 100 brokers sharpen their marketing systems and scaled brokers past $200M+ in volume using the exact strategies you’ve just read.
If you're ready to attract better leads and close more deals, book a free strategy consultation with our team today.