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With greater broker competition and choice, brokers need to implement effective marketing tools to ensure they’re standing out from the crowd, says social media specialist Rob Roper.
Ahead of his keynote at the Better Business Summit 2025, the social media sensation and founder and director of Trusted Finance, Rob Roper (Robbo – Aussie Mortgage Guy), has urged brokers to adopt digital marketing strategies to stay competitive in the growing third-party channel.
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“Traditionally, brokers fought for market share against the banks,” Roper told The Adviser.
However, now “with over 75 per cent of home buyers using mortgage brokers to buy a property, brokers in 2025 are competing against each other for market share,” he said.
Roper said that this has created a fiercely competitive market, where brokers must leverage digital marketing strategies to stand out, as traditional methods are no longer enough.
The shifting broker market
The broker market currently faces challenges such as increased competition, changing consumer expectations, and the rise of digital platforms, Roper said.
And, he said that a distributed workforce, increasing digital adoption, and the shift to online engagement mean brokers must adapt quickly to remain competitive.
“The transition to digital platforms also means that brokers are able to work Australia-wide, marketing to home buyers in different cities and even different states,” he said.
As Australian brokers increasingly expect online connection with their brokers, no matter where they are located, the TikTok sensation said that digital marketing with a broad reach has become an essential tool for brokers to build their brand, connect with clients, and stand out in a crowded market.
“Learning how to market their business is the key to growing in this digital landscape in 2025,” he told The Adviser.
Mastering marketing tools for engagement
Having amassed a following of over 1.5 million on social media, Roper knows firsthand how to engage a large, real estate-savvy audience.
One of his key tips is to keep strategies simple, saying: “Brokers are only going to consistently market themselves if they have tools which make it sustainable.
“I have developed a number of workflows, utilising a range of tools which makes content creation less time-consuming and more engaging.”
Roper’s techniques have reportedly seen him gain over 50,000 home buyer leads in just 36 months. These leads have converted to over 1 billion in settled mortgages – all without spending a single dollar on advertising.
When asked for his advice on how brokers can follow suit, he said they needn’t reinvent the wheel.
During his session at the Better Business Summit 2025, Roper said he would teach brokers how to “tell a story with their existing marketing assets”.
“It’s important that brokers learn how to use their existing assets to prove to potential customers that they are the right broker for their home buying journey,” he said.
Creating value through marketing
For brokers looking to craft content – whether through emails, websites, or social media – Roper emphasised the importance of adding value through everyday communication.
“If you provide the most value, you will gain the most attention,” he said.
“You need to prove you are an expert by creating daily content that educates home buyers across a range of home buying topics.”
Roper believes that consistent, value-driven content is not just a marketing tool, but a critical component of building trust and authority in a competitive market.
At the Better Business Summit 2025, Roper will share the tips and tricks that have helped him connect with millions of people and grow his business to new heights.
“I want brokers to walk away from my session with a repertoire of practical skills they can implement immediately into their business to start marketing online,” he said.
“If content creation can be successfully embedded into a broker’s schedule then they will be able to take control of lead generation within their business and increase market share in this highly competitive landscape.”
The Better Business Summit 2025
Find out the ins and outs of how to master customer engagement with marketing in Robbo’s keynote address at the Better Business Summit 2025, run with the support of principal partner NAB.
The Better Business Summit 2025 will be held between 27 February and 3 April in Sydney, Adelaide, Perth, Brisbane, and Melbourne. Click here to buy tickets.
The Better Business Summit will offer valuable learnings for brokers at every stage of their professional journey, from seasoned brokers to new starters looking to elevate their business and professional brand.
Dates and locations
The Better Business Summit 2025 will be held in the following locations:
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Thursday, 27 February at the Crown, Melbourne.
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Thursday, 6 March at Pan Pacific, Perth.
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Thursday, 20 March at the Brisbane Convention & Exhibition Centre, Brisbane.
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Friday, 28 March at InterContinental, Adelaide.
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Thursday, 3 April at Hyatt Regency Sydney, Sydney.
Learn more about the speakers, view the full agenda, and make sure you secure your tickets now to take advantage of competitive pricing.
For more information about the Better Business Summit 2025, click here.
[Related: Branding gains new significance as broker numbers swell]
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