Over four in five brokers who communicate regularly report benefiting from content marketing

In both Australia and New Zealand, mortgage brokers and advisers are facilitating a significant number of residential loans. Although more home buyers are turning to brokers and advisers nowadays, maintaining client relationships and seeking new referrals remains the standard practice for brokers. All this is analysed in the State of Content Marketing in 2026, a special report that drew on survey responses from over 400 Australian and 70 New Zealand mortgage brokers and advisers to uncover how brokers communicate with clients through content marketing. This report was produced by Agile Market Intelligence in partnership with Cotality. 

The report reveals that only one in five Australian brokers communicate with clients on a regular basis. However, among those who do, over 80 per cent of them have reported at least one measurable business outcome. The findings highlight the value of regular content in keeping brokers visible and maintaining client relationships between transactions. 

What are the benefits of content marketing

Only a few Australian and New Zealand financial professionals regularly communicate with their clients or referral partners. Of the few Australians that do, 85 per cent have reported benefiting from the habit, and the New Zealand mortgage advisers who practice such also claim positive outcomes. The most common business outcome from content marketing is increased brand awareness, according to 65 per cent of Australian brokers and 37 per cent of New Zealand mortgage advisers. Other positive results also include more client leads, stronger client relationships, and improved referral business. 

How to create valuable content for financial professionals

Both Australian brokers and New Zealand mortgage advisers generally prefer releasing similar kinds of content. The most preferred content is market updates, as is the case for 75 per cent of Australians and 42 per cent of professionals from New Zealand. Another type of widely-used content is lending tips and strategies, as preferred by 75 per cent of Australians and 37 per cent from New Zealand.

While information about the market is accessible online, and also likely to be shared by other financial professionals, brokers and advisers have the expertise and insight to translate the information into how it applies to the situation of their clients. The value is in helping clients understand what changes in the market mean for their own circumstances.

Where brokers reach their audience

Regular communication via content marketing is crucial to help brokers maintain visibility between transactions, as well as maintain a steady relationship with their clients. With the presence of various online spaces, financial professionals have an array of ways to share their content and reach more people. Australian brokers and New Zealand mortgage advisers maximise these platforms by tailoring their messaging to specific audiences. 

Facebook is utilised by 79 per cent of Australians and over half of New Zealand professionals. The type of content published on this platform is market updates, suburb insights, and lending explainers directed towards neighbours, family, and community groups. LinkedIn is more targeted to referral partners seeking informed commentary on local market observations and client scenarios. On LinkedIn, brokers can build credibility with referral partners by sharing informed market commentary and client insights. 

About the report

Agile Market Intelligence, in partnership with Cotality, released the State of Content Marketing in 2026 special report, which collected responses from 414 Australian and 79 New Zealand mortgage brokers and advisers via the Broker Pulse Residential Lending Omnibus survey (2026). 

Download the full report here.