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Boutique aggregator and mortgage broker group finweb Broker Group has partnered with Purple Thread Marketing founder Darrell Weekes to launch the structured program for its broker network.
The program combines direct mentoring with a 25-Day Challenge, which sets brokers’ daily activities across referral partner engagement, client contact, and local visibility. Progress is tracked over each 25-day cycle, with the program aimed at replacing more ad hoc sales activity with repeatable and measurable growth habits.
Weekes works with mortgage brokers and real estate professionals across Australia and the US, focusing on referral generation, local search visibility, and lead generation. He is also the strategic marketing partner to the National Association of Mortgage Brokers in the US.
AI reshapes client search
The program comes as the rise of AI search begins to change how potential clients find and research mortgage brokers.
Weekes said brokers needed to consider their visibility beyond traditional search engines as client behaviour changed.
“Clients are not just searching Google anymore. They are asking AI tools who they should trust with their loan, and if a broker is invisible in those answers, they are invisible full stop,” Weekes said.
“The brokers who win over the next five years will pair strong referral relationships with genuine visibility in the places where decisions are actually being made. This program is about helping finweb brokers get both right.”
However, Weekes said building a sustainable broker business still relied heavily on strong referral relationships and clear positioning in a local market.
“The brokers who build durable businesses are usually not the ones chasing every lead. They are the ones who know their market, communicate their value clearly and build trusted referral relationships over time,” Weekes said.
“This program puts structure around those behaviours so growth stops being occasional and starts being routine.”
Building consistent growth habits
Finweb Broker Group CEO James Angus said the program reflected the group’s focus on business development and mentoring alongside its aggregation services.
“Brokers do not just need a panel, software and compliance support. They need real business development, honest mentoring and accountability around the activities that actually grow a business,” Angus said.
“Darrell has a strong track record in helping brokers position themselves clearly, generate referral opportunities and convert relationships into settled business. This program gives our brokers direct access to that experience in a way that is structured, practical and commercially useful.
“At finweb, our role is to help good people become extraordinary mortgage brokers. That means backing them with mentoring, loan processing, compliance guidance and the systems they need to grow with confidence. This program is another direct investment in our members’ success.”
The program will be rolled out to finweb brokers as part of the group’s wider broker development offering, with the initial program commencing in July.
[Related: The AI search shift brokers can’t ignore]
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