Franchise marketing for mortgage advice firms generates initial consultations for each office by being visible at the moment someone is about to buy a home, remortgage or make their home more sustainable. We deliver it for every office in your franchise brand, so your marketing team has room for brand and strategy.
What makes marketing for mortgage advice chains different?
You take out a mortgage only a few times in your life. People look for advice around a specific trigger: an offer on a house, a fixed-rate period coming to an end or a renovation. They choose an adviser who inspires trust and can schedule a meeting quickly.
That combination of brand and local choice calls for a different approach from marketing a single business with a single address.
How do homebuyers search for mortgage advice firms?
These are searches we see again and again in this sector, together with what the location needs in order to be chosen.
| Search query | What the location needs in order to be chosen |
|---|---|
| mortgage adviser [town] | A profile and office page with advisers and online meeting booking |
| remortgage advice | Explanations and a knowledge page for each situation |
| first-time buyer mortgage free consultation | A free initial consultation clearly stated |
| mortgage adviser evening | Appointments possible outside office hours |
This is how the same question sounds in an AI assistant
In ChatGPT, Gemini or Google AI Overviews, homebuyers ask longer questions, for example: "Which mortgage adviser nearby can schedule a free initial consultation for first-time buyers this week?" An AI can only recommend an office if those details are literally stated in the profile, reviews and location page. That is why we combine local visibility with outsourcing local SEO for chains.
What goes wrong at mortgage advice chains?
During the baseline measurement of mortgage advice chains we keep seeing the same patterns. They can be solved, but they require time and specialist knowledge.
Anonymous advisers
Customers choose a person, but see no names, faces or experience.
No online booking
People researching in the evening cannot book a meeting and keep looking elsewhere.
Unclear fee structure
Lack of clarity about advice fees leads to doubt and poor reviews.
No mention of the local housing market
Office pages say nothing about the region, while buyers are looking precisely for local knowledge.
Our approach for mortgage advice firms
This is the starting point for mortgage advice chains. After the pilot we adjust based on what the data per location shows.
| Channel | Use for mortgage advice firms |
|---|---|
| Office pages | Advisers with accreditations, way of working, fees and appointment booking |
| Google Business Profile | Mortgage adviser category, booking link, posts on current topics |
| Google Ads | Campaigns for first-time buyers, remortgaging and sustainability upgrades per region |
| Content | Explanations per life event, citable by AI |
| Review management | Review requests after completion, replies without financial details |
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Rules and points of attention for mortgage advice firms
Mortgage advice falls under the Dutch Financial Supervision Act (Wft) and the supervision of the Dutch Authority for the Financial Markets (AFM); advertising must be clear, accurate and not misleading, and advisers must be professionally qualified. State advice fees clearly and do not disclose any personal financial information in replies to reviews.
This is not legal advice; where in doubt, we consult your franchise brand's legal adviser or trade association.
What does better visibility deliver for mortgage advice chains?
The NFV service sector, under which we classify mortgage advice firms, had 375 franchise brands with 9,721 locations and €4.7 billion in turnover in 2025. That is an average of around €483,000 in turnover per location per year. The worked example below shows from what turnover effect the Growth package pays for itself.
| Item | Amount |
|---|---|
| Average turnover per location per year | €483,489 |
| Per month | €40,291 |
| 1% extra turnover per year | €4,835 |
| Cost of the Growth package per year | €3,000 |
| Break-even point: required turnover growth | 0.62% |
Which KPIs matter for mortgage advice chains?
In addition to the fixed KPIs in our monthly report (visibility, customer actions, reviews and position in Maps), in this sector we also look at:
| KPI | Why |
|---|---|
| Initial consultations booked per office | The start of every case |
| Cost per consultation | Campaign efficiency |
| Conversion from consultation to engagement | Lead quality |
When should you plan marketing for mortgage advice firms?
Spring and autumn are busy buying periods; around interest rate changes and new lending standards from 1 January, demand for remortgaging and advice rises. We put those peaks in the content calendar, so profiles, ads and social media are ready in time.
How do we get started with franchise marketing for mortgage advice firms?
We start small and measurable. First a baseline measurement, then a pilot with ten to fifteen locations, and only then the entire franchise brand. That way, after one quarter you see what franchise marketing for mortgage advice firms delivers, with real figures per location.
| Period | What we do |
|---|---|
| Weeks 1-2 | Baseline measurement at three locations for searches such as mortgage adviser [town] and remortgage advice, plus an AI test with a fixed set of questions |
| Weeks 3-4 | Office pages: advisers with accreditations, way of working, fees and appointment booking |
| Month 2 | Google Business Profile and Google Ads: campaigns for first-time buyers, remortgaging and sustainability upgrades per region |
| Month 3 | Content goes live and the first monthly report with initial consultations booked per office and cost per consultation |
Checklist: is your mortgage advice franchise brand in good shape online?
- A profile and office page with advisers and online meeting booking
- Explanations and a knowledge page for each situation
- A free initial consultation clearly stated
- Appointments possible outside office hours
- Review management: review requests after completion, replies without financial details
Can't tick off every point for every location? Then the free scan shows exactly where the gains are.
Who works on franchise marketing for mortgage advice firms?
Behind every location in your franchise brand is the same team, with the same way of working: Gijs Bodenstaff for strategy and client contact, Angela for analysis and content, Elisabeth for local Google Ads, Peter for local authority and ten trained freelancers for day-to-day delivery. Every week we train on changes at Google. See the people behind this agency.
Related sectors and services for mortgage advice firms
This page is part of marketing for service franchise brands. Comparable sectors are franchise marketing for accountancy firms and franchise marketing for childcare. For mortgage advice firms we focus mainly on local pages for every location and Google Ads management for chains. Read about the costs under having your franchise marketing done; you can start with how we work from pilot to roll-out.
Frequently asked questions about franchise marketing for mortgage advice firms
Can we advertise a free initial consultation?
How do we show an office's local knowledge?
What does franchise marketing for mortgage advice firms cost?
From how many locations is this worthwhile for mortgage advice chains?
Do you also work for mortgage advice chains that are not franchises?
What do franchisees of mortgage advice chains notice?
When is demand for mortgage advice at its highest?
Which rules apply to advertising by a mortgage advice chain?
Why should mortgage advisers appear online with their name and face?
Which KPIs do you track for a mortgage advice chain?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Curious how the locations of your mortgage advice franchise brand are performing? Request the free scan of three locations.