How brokers can branch out and find new growth
Publication Date: Monday, 28 July 2025
This article originally appeared in Australian Broker.
If you’ve ever been blueberry picking in the summer − especially at a pick-your-own farm − you’ll know that after the first wave of visitors strips the most obvious fruit, some of the best and juiciest berries are still there, just hidden in the shade or slightly out of reach. Mortgage broking isn’t so different. For brokers willing to look beyond the low-hanging fruit of residential home loans, there’s a whole layer of opportunity that remains underserved. Commercial lending, construction finance and solutions for self-employed borrowers have all grown steadily, offering new ways to deepen client relationships and build sustainable businesses. But tapping into these areas requires more than just ambition − it demands knowledge, confidence and support.
Market pressures drive change
Competition in the broker channel has intensified as it captures an ever-larger share of new home loan originations. “If a broker doesn’t offer a full suite of products, their customer is likely to go to another broker who can help all types of borrowers and provide tailored solutions,” says Chris Meaker, head of sales and distribution at non-bank Brighten. The numbers support this strategic shift. The MFAA’s latest research shows that both the volume and the loan book value of commercial lending by mortgage brokers have roughly doubled in the last five years. This expansion represents a structural change in how brokers position themselves in the market.
Meaker says the idea that offering a commercial solution is harder or more complex than residential is plain wrong. “That isn’t the case,” he states, “and often it can be easier, with less income constraints. If a broker is submitting residential applications, it’s no harder to provide commercial solutions for the same customer. This can also be said for offering alt-doc loans, short-term finance and bridging loans or offering expat and non-residential solutions.” The administrative burden that deters many brokers may be less significant than anticipated. Both lenders emphasise the importance of support systems in overcoming these barriers. “There’s nothing really to stop brokers. It’s more about education and working closely with our BDM team to expand their knowledge and help their customer base,” Meaker explains.
Technology as enabler, not replacement
The role of artificial intelligence and automation in mortgage broking generates significant discussion across the industry. Rather than viewing technology as a threat, successful brokers are learning to leverage it strategically. Meaker offers a broader perspective on this technological shift. “A broker’s role is about so much more than just running an algorithm and picking the lowest number,” he says. “It’s about managing relationships, nurturing customers and acting as a conduit between the borrower and the lender.” The human element becomes more valuable as routine tasks become automated. Technology platforms now enable brokers to access diverse product sets more easily than in the past. Training programs, webinars and direct access to specialist teams help brokers navigate new territory with confidence.
“A broker’s role is about so much more than just running an algorithm and picking the lowest number. It’s about managing relationships, nurturing customers and acting as a conduit between the borrower and the lender” – CHRIS MEAKER, BRIGHTEN
As technology streamlines processes, the personal service element becomes more pronounced, with systems taking on more admin tasks. Meaker positions this as a strategic advantage, noting, “While AI chugs along in the background helping with routine number crunching, brokers can focus on adding value by positioning themselves even more as expert mentors who can guide their customers all the way through the homebuying process, from whoa to go.” This evolution requires brokers to enhance their consultative skills while leveraging technology to handle the administrative burden. The combination creates capacity for deeper customer relationships while maintaining operational efficiency.
Specialisation opportunities
The construction and development sector presents particular opportunities for forward-thinking brokers. Meaker describes recent market movements: “We’ve seen a big shift in customers looking to build their ideal home. We recently launched a vacant land product to provide more solutions to these types of customers.” Commercial lending represents another growth area where brokers can establish expertise. This specialisation prevents customer attrition to competitors while opening new revenue streams. The self-employed borrower segment continues expanding as workplace flexibility increases. Products featuring alternative income verification methods address this growing market segment that traditional lenders often overlook.
Building sustainable, competitive practices
Successful diversification requires more than simply adding products to a portfolio. Brokers must assess their existing client base, identify natural extension opportunities and build expertise systematically. Customer retention improves significantly when brokers can offer comprehensive solutions. “If you diversify and offer a customer a solution that not all brokers can offer, I am confident you will get their next residential or investment loan,” Meaker says. This creates a compounding effect where initial diversification efforts generate long-term relationship benefits. Standing out in a crowded market requires more than competitive rates. This differentiation becomes particularly valuable during economic uncertainty. Meaker reinforces this point: “Offering multiple solutions will enhance your reputation and you’ll become a one-stop shop for your customer.” The convenience factor resonates strongly with time-pressed borrowers who prefer dealing with fewer service providers. The relationship-building aspect cannot be understated. When brokers can support clients through various life stages and business cycles, they transition from transactional service providers to trusted advisers. This shift protects against commoditisation and builds sustainable competitive advantages.
A buffer against economic choppiness
Diversification offers protection against market volatility and regulatory changes that affect specific lending segments. This stability becomes increasingly valuable as economic cycles create challenges for single-product specialists. The current economic environment, with its murky inflation outlook, interest rate uncertainty and weak business conditions in some sectors, particularly rewards brokers who can adapt their offerings to meet evolving client needs. Those who limit themselves to traditional residential lending risk being left behind as the market continues to evolve. Direct access to specialist support teams has become standard practice among leading non-bank lenders. This accessibility reduces the learning curve and builds broker confidence in unfamiliar product areas. Similarly, Brighten provides comprehensive educational support. “At Brighten, we offer face-to-face support and webinars where brokers can tap into our dedicated sales team who have extensive knowledge of all markets, including residential, construction, expat, non-resident, bridging, commercial and short-term finance,” Meaker says.
Long-term relationship building
Customer retention forms the backbone of successful diversification strategies. The investment in expanding product knowledge pays dividends through sustained client relationships. “Customers never leave when you provide good service,” Meaker asserts, highlighting the loyalty that comprehensive service generates. When combined with diverse product offerings, this creates what he describes as “a holistic customer experience”. The financial benefits extend beyond immediate transaction fees. Brokers who successfully diversify report improved margins and more stable income streams as they capture multiple touchpoints throughout their clients’ financial journeys. With the right support, education and tools, brokers can look beyond the familiar and tap into new pockets of opportunity − whether that’s commercial lending, construction finance or solutions for self-employed clients. Much like the best fruit left hidden among the leaves, these markets reward those prepared to search a little deeper and broaden their approach. In blueberry picking − and in broking − the sweetest results often come to those who take the time to look beyond the surface and explore new opportunities.