Aggregators and franchise groups: Stop giving brokers generic content

In the digital world, the first impression brokers make isn’t at the cafe or networking event. It’s online. And whether they like it or not, their content game – what they post, when they post, and how it reflects their expertise – is now the cornerstone of that trust.

Yet, too many brokers still post randomly or not at all. It’s a huge missed opportunity and it’s becoming more and more common.

Aggregators are investing in systems, but ignoring visibility

It’s not that aggregators are doing nothing. Far from it. They’re investing in back-end systems – CRM tools, compliance automation, streamlined processes. But what many are still missing is visibility.

Aggregators are setting up the infrastructure to process deals, but they’re not giving their brokers the tools to stand out. And that’s a massive retention risk.

Visibility equals relevance. If your brokers are invisible online, they’re irrelevant to their clients. If they can’t connect, engage, and build trust with their audience, your network’s future is in jeopardy.

What poor broker visibility actually costs aggregators

It depends on the fee structure of course, but poor visibility actually costs aggregators more than they realise:

• Missed leads: If brokers aren’t posting regularly, they’re not top of mind for potential clients. They’ll miss opportunities to nurture new business.
• Diminished network brand: When brokers are silent or posting generic content, it affects the network’s credibility. Your brand becomes synonymous with mediocrity.
• Loss of credibility with consumers: In the digital age, consumers rely heavily on social proof. If brokers don’t have a strong online presence, their credibility – and by extension, that of the aggregator or franchise group – diminishes.
• Frustrated brokers who jump ship: If brokers feel like they’re being left behind or not given enough support, they’ll look for a group that gives them the tools to build their personal brand.

These are the cold hard facts that every aggregator should face. The sooner visibility is addressed, the better.

The trap of generic content libraries

Here’s where it all goes wrong: generic content libraries.

Sure, the intentions are great and you could argue it’s better than nothing. “We’ll give you posts, templates, and the content you need to stay active online and compliant. Easy!” But the psychological kicker? Brokers despise it.

Why? Because templates strip them of their identity. And even if they can get over that, templates are simply creating more work for an already overwhelmed business owner.

Brokers are entrepreneurs. They’re driven, motivated, and passionate about standing out. When you give them the same posts as everyone else, you strip them of their voice. And brokers don’t feel proud of content that doesn’t feel like their own. When they don’t feel proud of their content, they don’t post it, they don’t engage with it, and ultimately, they don’t build trust.

Generic content doesn’t reflect the unique value that individual brokers bring to the table. It’s like trying to dress everyone in the same ill-fitting suit – it doesn’t matter how good the suit is, it’s just not going to work.

The real opportunity: Aggregators become brand amplifiers, not just admin support

So, what’s the solution? Aggregators and franchise groups can become brand amplifiers, not just compliance enforcers. It’s simple:

• Scalable, high-quality, done-for-you content.
• Customisation for brokers.
• Visibility for everyone.
• Control for HQ.

This is the opportunity aggregators need to seize: to give brokers the visibility they crave without losing their personal brand.

With the right system in place, brokers don’t need to become content creators. They can instead focus on building their referral network, leading their team, and closing more deals.

Of course, with the right expertise, resources, and a fair bit of trial and error, aggregators and franchise groups could set up a customised social media content solution themselves. Or they could save the headaches and reduce risk by partnering with the right external provider, opening up the potential for an additional revenue stream in the process.

Sarah Barnett is the founder and head of content at Social Broker.