AFG
Driving Mortgage Broker network growth in financial services
Australia's leading mortgage aggregator & finance broker network
Australian Finance Group Ltd (AFG) was established in 1994 and floated on the Australian Securities Exchange (ASX) in 2015. AFG has grown to become one of Australia's largest mortgage broking groups, serving over 3,700 brokers nationally. As a leader in financial solutions, AFG plays a key role in helping Australians secure finance from a panel of more than 80 lenders through a network of trusted broker.
Empowering established brokers, strengthening our network
Facing the challenge of growing in a niche market with a total audience of around 20,000 people, AFG sought to target this small but critical market segment efficiently. The primary focus was on acquiring existing brokers rather than those new to the industry, aiming to enhance the value and strength of their network.
In 2023, AFG partnered with equ to develop a tailored marketing strategy focused on SEO, social media, and performance marketing to increase broker acquisition and strengthen AFG's position in the market.
The broker industry is incredibly competitive, and our goal was to find a way to stand out and grow in a small, well-defined market. The strategy developed by equ has been pivotal in helping us achieve a 125% increase in existing broker acquisitions. It’s a testament to the power of targeted B2B digital marketing.
Designed to engage the target audience effectively
The collaboration began in late 2023, with a comprehensive review of AFG's Google Ads and SEO performance, followed by the launch of restructured campaigns in November. The strategy incorporated multiple elements, including local SEO, content optimisation, and the deployment of effective video assets, all designed to engage the target audience.
A key challenge was the competitive nature of the mortgage broking industry, where AFG competes with other aggregators and financial institutions. By focusing on existing brokers who were already using mortgage aggregator services, equ and AFG were able to create highly targeted campaigns that resonated with this audience.
Our approach was to focus on precision targeting and creating a marketing strategy that resonates deeply with the specific needs of existing brokers. By leveraging a full-stack digital marketing solution, we were able to significantly improve AFG's online visibility and engagement, resulting in measurable growth in broker acquisition.
Driving exceptional growth
The results were impressive: A 141% year-on-year increase in monthly digital leads delivering a huge lift in sales-qualified leads.
A 125% increase in the acquisition of existing brokers, the most valuable segment for AFG.
SEM (Search Engine Marketing) conversions increased by 629%, while SEO traffic grew by 7.65%.
Social media campaigns delivered over 175,000 impressions across Meta and LinkedIn platforms, contributing to a 9.3% increase in engaged sessions.
The results speak for themselves. The innovative strategies and ongoing optimisations from equ have not only driven growth but have also solidified our position as a leader in the mortgage broking industry. We're excited to continue this partnership and explore new opportunities for growth.
Success in a highly competitive industry
AFG's partnership with equ continues to evolve, with ongoing optimisations and the development of new strategies aimed at sustaining growth in this small but vital market. This innovative approach to digital marketing has not only driven immediate results but also positioned AFG for continued success in a highly competitive industry.
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