How should brokers approach lead generation in 2026?

Broker coach and founder of Broker Essentials, Jason Back, has unpacked the make-or-break ways brokers can generate leads throughout their career, from businesses starting out to mature brokerages looking to scale sustainably.

Speaking on the latest episode of Business Accelerator, Back outlined the lead generation methods he believes still work in a crowded market while also warning brokers against shortcuts, such as poor-quality bought leads.

“Lead gen obviously is at the heart of what we do,” he said.

“We need to be having conversations, we need to be solving people’s problems. But in a hyper competitive market with the bank offerings and digitised products and brokers running around, it’s getting more and more challenging.

“It’s a tricky market just to come in and hope that the phone’s going to ring. You do need to come in with a bit of a strategy.”

Immediate circle and traditional networking

According to Back, many new brokers overcomplicate lead generation too early, believing they need polished branding and advanced marketing systems before they can attract clients.

“Your first leads when you’re joining the industry come more from proximity and trust, not from algorithms,” he said.

“Most new brokers think that they need this really polished brand, maybe a fancy website, a perfect content strategy before they can generate leads. And in my opinion, you actually don’t.”

Instead, Back encouraged what he called the “100 strategy”.

“What I mean by that is it’s the 100 people that you already know. That’s family and friends and former colleagues and people that you play sport with, school parents or LinkedIn contacts,” he said.

Back also stressed the value of in-person networking in relationship building.

“We’ve forgotten sometimes that people like talking to people. Sometimes you actually have to put pants on, get out from the computer and out into the real world because that’s where the people are,” Back said.

Referrals and ‘super referrers’

Past their immediate circle, Back encouraged brokers to become more comfortable asking clients for reviews and referrals, saying many brokers unnecessarily avoid the conversation despite delivering strong outcomes.

“I think mortgage brokers and finance brokers do an amazing job at solving problems and changing people’s lives. Except we’re not great at telling people how great we actually are and what we can do for their friends and family and colleagues,” Back said.

According to Back, brokers who have delivered strong service have “earned the right” to ask clients for support, whether it be through Google Reviews, testimonials, or referrals.

“Look, I know it can be hard, but just tell your client, ‘We work on testimonials, endorsements and would love to get a Google Review from you. We’d love to help two or three of your friends just like we’d helped you right now,’” Back said.

Back also highlighted the importance of identifying what he called “super referrers”, highly connected clients capable of consistently introducing new business through broader personal or professional networks.

“I did hear someone say the other day, ‘Stop treating your database like a database, start treating it like a community,’” he said.

“And I really love that. Don’t see clients as individuals, see them as part of a wider community.”

Referral partners and B2B relationships

Separate to client referrals, Back said brokers should take a more strategic approach when building referral partnerships with accountants, real estate agents, and other business professionals.

“The old B2B has always been a fantastic provider for our industry, but how brokers approach B2B has changed,” Back said.

Rather than relying on cold outreach, Back encouraged brokers to research potential referral partners first and build familiarity before asking for introductions.

“I think before people sort of charge off sending out random emails or ringing up their local real estate agents and stuff, a little bit of homework is in order first,” he said.

“If I had the best strategy, it would be to identify who you want to work with and work out who can introduce you to that partner... because a warm introduction, I don’t think you can beat that.”

Social media, bought leads, and AI

While Back acknowledged the importance of social media and digital presence, he said brokers should focus on doing fewer things properly rather than trying to dominate every platform.

“If I was to sort of have my time over or the advice that I’d be giving people now is to do less things well,” he said.

“So if you’re thinking about content channels, pick one channel and do it really well.”

Back also warned brokers against neglecting first impressions online.

“Even your download speed of your website can be a deterrent for people. Actually clicking through that first fold is really important,” he said.

Back reserved his criticism for lead-buying firms, saying many prey on brokers desperate for activity.

“The quality of these lead selling firms is terrible,” he said.

“If there are companies out there that have amazing proven conversion rates, I’d be more than happy to recommend them until the cows come home. I’ve been doing this for 15 odd years. I haven’t met one yet.”

While sceptical of bought leads, Back said AI and automation tools could still support brokers when used effectively.

“Be alert, not alarmed,” he said.

“You don’t need to be racing ahead with everything. You don’t need to be creating your own agentic AI at this stage. However, it is a really powerful tool that is going to change broking. Make sure you take advantage of that with the right approach.”

[Related: Brokers face threat and opportunity as AI reshapes industry]

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