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Reaching the Right Brokers, the Right Way

AFG

equNorth, the customer journey digital marketing agency's, client Australian Financial Group (AFG) website on laptop

AFG unlocked smarter broker growth by shifting from disconnected digital activity to a fully connected journey. With a precise focus on experienced brokers, the strategy delivered a 141% lift in digital leads and a 125% increase in broker acquisition, without a major increase in spend

141%
increase in monthly digital leads
125%
increase in broker acquisition
629%
increase in SEM conversions

From Activity to Strategy

AFG had been investing in performance marketing; however, the results were inconsistent. A significant portion of leads originated from individuals exploring broking as a career, contributing to an increase in the cost-per-lead.

In a niche market of just 22,000 potential brokers operating within 11,521 mortgage broker businesses, it was essential to do more than advertise – they needed to establish meaningful connections with existing brokers.

The challenge was clear: focus efforts on experienced brokers, improve acquisition efficiency, and scale results sustainably.

A journey-led approach to Broker Acquisition

We started by auditing AFG’s digital landscape, revealing fragmented campaigns and missed opportunities.

Our marketing strategy connected the full broker journey:

  • Search: Rebuilt SEM to target high-value broker keywords
  • Social: Launched Meta and LinkedIn campaigns tailored to broker pain points
  • SEO: Strengthened local visibility and optimised for broker-specific queries
  • Content: Targeted video and copy assets for key decision points

This wasn’t just about traffic; it was about building trust and moving brokers from curiosity to conversion.

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.
Dean Thompson
Head of Marketing, AFG

Performance that moved the needle

The results proved the power of customer journey marketing:

  • 141% increase in digital leads
  • 125% increase in existing broker acquisition (AFG’s most valuable audience)
  • 629% increase in SEM conversions
  • 7.65% growth in organic traffic
  • 175,000+ impressions across Meta and LinkedIn
  • 9.3% increase in engaged sessions

And all achieved with only a marginal increase in budget.

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