Why Your Ideal Clients Aren't Finding You

Have you ever stopped and looked at your last 30 social media posts?

Not as a mortgage broker. Not as the person who created them. But through the eyes of a potential client.

What would they think you do?

In this episode, I'm sharing a simple exercise that completely changed how I think about marketing. It helped me understand why some brokers attract exactly the files they want while others feel like they're constantly chasing business.

If you're posting consistently but not getting the right files, referrals, or conversations, this episode might explain why.

There is one question I want you to ask yourself this week, and your answer could change your entire content strategy for the next 90 days. 

Listen in and then send me a message. I'd love to hear what file type, client, or niche you want to become known for.

If you’ve been questioning whether showing up online is even worth it anymore… this episode is for you.

🗓️ Next round starts soon!
 👉 https://brokerlifesocials.com/register/broker-growth-collective/

Why Work With Me (and Broker Life Socials)

I’ve been in the Canadian mortgage space since 2005.

I started at Genworth Financial Canada, working inside the default insurer side of the industry for five years.
Then in August 2010, I became a licensed mortgage agent… and I’ve been in it ever since.

I’ve seen this business from every angle.
 Underwriting. Broker side. Real client conversations. Real files.

And here’s why that matters

Marketing in this industry isn’t just about “posting consistently.”
 It’s about understanding:
 • how mortgage clients actually think
 • what they’re worried about (but not saying)
 • how to explain complex scenarios in a way that builds trust

That’s not something you can outsource to a generic marketing company.

Because if they’ve never:
 • structured a deal
 • explained a refinance
 • walked a client through a tough approval

…they don’t truly understand your client.

Inside Broker Life Socials, everything is written by someone who lives and breathes this industry.

So your content doesn’t just “look good”…
 It actually connects, builds trust, and converts.

Work with Me

Inside Broker Life Socials, you can choose what fits your season of business:

• Done for you social media content
• Plug and play email marketing
• Group coaching inside the Collective
• 1:1 custom content support

Simple. Consistent. Repeatable.

Let’s Connect

📱 Facebook: https://www.facebook.com/kristina.crosbie/

📸 Personal IG: https://www.instagram.com/kristinacrosbie/

📸 Broker IG: https://www.instagram.com/brokerlifesocials/

Transcript

SPEAKER_00 0:01

Welcome back to the podcast, Mortgage Marketing Made Simple. I am your host, Christina Crosby. Thank you so much for listening and showing up. I really appreciate it. Today I want to ask you a question, and honestly, it might be one of the most important marketing questions you'll ask yourself all year. If you looked at your last 30 social media posts, what would you, if you looked at your last 30 social media posts, what would I think you do? Not what you actually do, not what your email signature says, not what your license, your mortgage license says, or if you're an entrepreneur, whatever your field is, and not what your website says. I learned a lot about this in a course that I'm taking right now, and of course, the name has blanked on me. Um Visibility School, I think is what it's called. And these are questions that were being asked on that, in that course. So what would I think you do based solely on your content? Would I know you're a mortgage broker? Would I know the type of clients you serve and help? Would I know what problems you solve? Or would I be completely confused? Because here's what I've noticed. A lot of mortgage brokers are creating content for their current audience instead of the audience they want. They're posting for their friends, their family, or you know, other mortgage brokers, realtors, you know, and people who are never going to actually become a client, and they wonder why the clients they actually want aren't reaching out. The clients you want can't find you if you're not talking directly to them. That's what I wanted to talk about today. I recently heard someone say, and it was in this visibility school that I'm taking, stop creating content for your current audience, create content for the audience you want. And that really hit me. And think about my content. Go to my Facebook feed, look at it. I'm strictly talking to refinance clients, cash flow tight clients, because that is a file type I want to work on. So figure out what that one file type is for you and really focus on that. So again, create content for the audience that you want. And I think a lot of us do this without realizing it. We create content that feels safe. We create content that you know we don't want to ruffle any feathers. We create content that doesn't stand out. And hopefully content that everyone likes. Like that's what I feel most of us think about when we are creating a post. But like I said in last week's episode, when you create content for everybody, no one listens. You're connecting with no one. Years ago, when I posted what most mortgage agents and brokers post, it would be interest rates, market updates, general mortgage information, you know, Bank of Canada out updates, the Bank of Canada. This one irks me, and I'm sorry if I'm ruffling feathers. I'm going off script here a little bit. Just came to me. I absolutely cringe when I see brokers post like the Bank of Canada schedule for the year. And you know, a lot of my mortgage besties do it, so hey girl, no offense, sorry. Um, hey girls, no offense, sorry, but like what's the purpose of that? Um to stress clients out. Like, I don't get that post, and we have to stop posting just to post, just to check that box. But most clients, especially over the last few years, when they see that post with the Bangit Canada dates for the year, they freak out because they think of because the media pushes such negative information. And you know, within our space and a lot of other spaces, but that's another episode. We know they're posting a media is posting a talking about a story out of fear, like it's that's you know, that's what they're doing, trying to create that fear, right? So when clients see the Bank of Canada date post for the year where you have your nice little graphic and all the post dates or all the dates for the year, that just stresses clients out. Okay, it's helpful for me to be honest with you, because I'll take a screenshot of it so that I have it, so that I know, so I don't have to do other research. But this is exactly it. That's information for other brokers, not your ideal client. And again, not trying to ruffle feathers, there's absolutely nothing wrong with it. But if you're not attracting the file types that you want, then you have to start paying attention to what your posts are. Stop posting the post. So I constantly post about the files that I enjoy working on, the clients I love working with, the files I'm good at, the files that actually change people's lives. And for me, that's refinancing, debt consolidation, bruise credit. I talk about this in every episode, alternative lending. But see, that's the thing, it's repetitive, okay? Self-employed borrowers and people who don't fit neatly into that bank box. Absolutely this year, more than normal. I've had insured or insurable or even uninsured purchases. Yes, I'm doing those because those are for me quick in and out, and I do like them, but they're not the bulk of my files, and I can do refinances every single week of the year when I can't necessarily with purchases. Um, I like helping people free up that cash flow when they're stressed. I love helping them have that relief because I've been there. I know what it's like. I've been there multiple times. So I like to help people who need someone to look at the whole picture. And once I realized that, I started talking about those files more often. And I get really great clients reaching out to me. Clients who fill out the application when I ask, clients who send me the documents, clients who I update every single day because they're great at communicating with me. Okay, so I talk about refinances multiple times a day on Facebook. Not once a month, not once a quarter, all the time. And when I started doing that, something really interesting happened. More of those files started showing up, and that was the marketing end of it. So people started associating my name, Christina Crosby, with those problems. If someone had a refinance question, they thought of me. If they had a friend or family in that similar situation, they referred them. If someone had or has Bruce credit, they would refer me, or they thought of me. If someone was carrying, you know, credit card debt, line of credit debt, unsecured debt, and wanted to lower their monthly payments, they thought of me because that's basically what I talk about over and over and over on my social media. And I think that's one of the biggest mistakes brokers make. Six months ago. Your audience isn't memorizing your content. They aren't sitting there, you know, keeping score. If you were to repeat a post, no one's gonna know. I do it all the time. And remember, we talked about last week, only about six percent of your audience sees every sees your posts. So the people who did see it might need to hear it again, and someone might not have seen it, so they need to read it for the first time. So think about that in your own life. How many times do you hear a message before it finally clicks? I definitely know for me it's more than once, and it's not because of my age. I've been like this forever. So sometimes a lot more than once is what is needed, and that's why repetition is so powerful. You don't need more topics, you you need more repetition. You do not need 500 things to talk about, you need one thing to become known for in your area, in your space. Now, let's just be really clear. I'm not saying you can only work on that one file type. And I already kind of went ahead of myself here. Most of us work on all kinds of files: purchases, refinance, renewals, transfers, construction. I love construction mortgages. Although right now it's kind of annoying, but anyways, typically I love them. Um, investment properties, private lending, you know, alternative lending. We do a lot of different things, but from a marketing perspective, it helps to have a lane, a specialty, a topic people associate you with. Because when you're known for something, referrals become easy. People know where to send business, their friends, their family. So imagine two different mortgage brokers, okay? The first one posts about everything, a little bit about rates, a little bit about purchases, a little bit, say about refinancing, some reverse, a little market updates, a bit of random stuff. The second broker talks consistently about helping families eliminate debt, refinance, um, free up cash flow through refinancing. Who do you think keeps who do you think comes to mind when someone says, my friend is drowning in debt and needs help? Probably the second broker, right? Not because they're better, not because, you know, not because they're they're smarter. It's because they're clearer and clarity wins. People refer what they understand, and confusion kills referrals. Now, I know some of you are listening and thinking, that's great, Christina, but I don't know what my lane should be. And then I want you to start with a simple question, like ask yourself a simple question. What file do you want more of? Not what file you can do, not what file or not what file you can do, because we can do them all. What file do you want more of? Do you love working with first-time homebuyers more? Do you talk about first-time homebuyers? Do you love helping self-employed clients? Talk about self-employed clients. Do you love refinances like me? Talk nonstop about refinancing. Do you love alternative lending? Which is a big thing right now, which you need to learn about if you don't know. I want you to talk about that. Okay, alternative lending. You know, we could go on and on. Like, is it investment properties you like about? Talk about investment properties like rentals. Whatever it is, start there. Because the easiest content strategy in the world is simply talking about the file you want more of over and over and over again. Now, here's another thing I want you to think about. Most brokers are creating content based on what they think they should post about instead of what their clients are actually thinking about. Clients aren't, you know, sitting around wondering about, you know, lender policy, for instance, lender policy updates. They're wondering, can I qualify? Can I buy a house? Can I refinance? Like, how much cash flow would that free up for me a month? Um, can I get rid of debt? You know, and because I do refinances a lot, people think their mortgage payment is going to like be what their mortgage payment was, and then all of their debt payments added up. Like, people don't realize that the amount of cash flow it frees up. So, like, I spell that out multiple times a week in my content. Okay, so I want you to really think about that. Can I lower my monthly payments? Can I get approved if I'm self-employed? Can I get approved if my credit isn't perfect? Can I keep my house? You know, with all the fear in media, these are real clients, real questions clients are asking. So create content that always answers those questions. Now, one of the easiest exercises you can do is make a list of the top 20 questions, you know, or even top 10 questions clients ask you, and there's your content. Like, what is that question that you get over and over again? Um, and then after that, you probably don't need another content idea for the rest of the year, okay? So the answers all are already sitting in your inbox, in your notes. They're already happening in your day-to-day life as a mortgage agent and broker in your client meetings, in your client emails. So all of your content is already happening in your phone calls as well. I want you to talk about something that now I want to talk about something that might ruffle some feathers. Apparently, I say that a lot in this episode. But I think too many brokers spend too much time chasing rate shoppers, and again, everyone runs their business differently. I'm not saying don't help people with rates, with renewals. I'm not saying rates don't matter. Of course, they absolutely matter, but if all of your content talks about rates, you're competing with every bank in the country. And that's a tough game. The bank can usually compete on rate. What they often can't compete on, or what they can't compete on, we all know this, is advice, strategy, creativity, problem solving, and complex files and situations. That is where we as brokers shine. That's why I love refinances. When someone is, you know, paying thousands every month towards, you know, credit card debt, car payments, loans, line of credits, and we as brokers can help create a solution that is impactful, and that client's never gonna forget you, they're gonna refer everyone to you. When somebody is stressed and losing sleep, we can improve their cash flow, and that's impactful. When somebody, you know, thought they were stuck, and we help them as brokers find a solution and a path forward, that is so impactful. Those are the stories I want you to tell with your posts, and think of it like storytelling. That is that is what you're doing. Okay, so those are the files I want to attract, and those are the people I want to help, and that's why I talk about them repeatedly. Now, here's another question. If I remove your name, this is from Visibility School that I'm doing. So if you remove your name from your social media account and showed me you showed me your last 30 posts, would I know what type of files you want? Would I know what type of client you're trying to serve and trying to help? Would I know what you're known for? And if the answer is no, that's a problem, and that's probably where you need to start. Because marketing isn't about saying everything and serving everyone, it's about being come, it's about becoming known for something, and here's what I want you to remember you don't have to become known for something forever. You can change. I'm probably never gonna change from refines and alternate files, but that's just me. But you can pivot, you can evolve, but right now choose something. Pick a lane, stay in that lane, choose a topic, choose a file type, and spend the next 90 days talking about it consistently. And I just mean feed posts, I don't even mean videos, like let's just focus on feed posts, okay? I don't want them to be perfect, but I want them to be consistent because talking consistently about your one file type, answer their questions, talk about myths, talk about mistakes, talk about examples, talk about results, show them the proof, talk about the lesson learned, the lessons learned, talk about what people should know, just keep talking about it. Because the clients you can't find. Oh my gosh, I need to stop talking for a day. Because the clients you want who want you that can't find you, you're not talking to them. And the referrals you want can't happen if people don't know on what you're known for. I think I messed that up, but I'm just gonna keep going here because it's not perfect, okay, guys. So here's your challenge for this week. I want you to go look at your last, you know, say 20, 30, 40 days of posts. Open your Facebook, scroll back, and look at them honestly. And if I was to land on your profile today, what would I think you do? Would I know your mortgage broker? Would I know who you serve and help? Would I know what file type you do or you want? Or would I be confused? Then choose one lane, one file type, one audience, and commit to talking on socials to them, you know, for the next, you know, say 90 days. Now, even small market people, I'm in a small market, this can still be true. Okay, that's why I do refines and alternative files, but even in a small small market, this is possible because you're not limiting yourself, you're just making it much easier for the right people to find you. Thanks for listening. This was a long one. And if this episode made you think of a file type that you want to work on going forward, you want to become known for, send me a message. I'd love to hear what that lane is, why you chose it, and what you're going to focus on next for the next three months. I'll see you next week. Thanks for listening.