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Artificial intelligence is changing the way Australia’s mortgage brokers approach marketing, helping firms of all sizes automate routine tasks, engage clients more effectively, and accelerate growth, with early adopters likely to outpace competitors, while retaining a personal touch.
On a recent episode of the Finance Specialists podcast, marketing and AI coach, Adam Franklin, from Bluewire Media, highlighted the growing role of AI in the broking sector.
Franklin, who spoke at the Broker Innovation Summit in Melbourne, said that AI could act as a “thinking partner or a second brain for your business”, accelerating business growth, while freeing them to focus on client relationships.
“AI is just proving to accelerate all aspects of a broker’s business and marketing is just one of those aspects,” Franklin said. “Marketing is often the thing that falls off the to do list. But with AI, you can accelerate the development of those marketing assets: things can be done a lot better [and] faster.”
For brokers unfamiliar with AI, Franklin stressed starting simple.
“I would literally start with a prompt and say, look, I’m going to give you some information about my ideal client… and then provide a little bit of information about yourself as the business owner or the broker,” he said.
Franklin then suggested prompting: “Based on what I’ve told you about my business, what do you think are the things keeping my clients up at night? Where are the opportunities that you see that my clients would like to make the most of?”
Franklin also outlined his “wedding cake principle,” a framework for blending human creativity with AI efficiency.
“The first 10 per cent of your AI or a wedding cake needs to be you providing the concept and the constraints. And then from there the next 80 per cent, AI can produce or the wedding cake... It’s then only the final 10 per cent that comes back to you again to sprinkle your magic on top,” he said.
He cautioned that AI outputs require verification: even major consulting firms have published inaccurate AI-generated content when not properly checked.
The benefits of AI in practice were illustrated through a Queensland broker who used AI for tasks, including file renaming, financial analysis, and lead management. The result: average deal time halved from 10–14 hours to five to seven hours, faster client service, and revived dormant leads that led to new deals. Franklin said: “It’s not AI that’s going to replace brokers; it’s brokers with AI that will push out brokers without it.”
Looking ahead, Franklin sees further innovation on the horizon, particularly in voice AI, which can streamline client interactions, while maintaining an engaging human-like experience.
For brokers keen to start their AI journey, Franklin advises self-education, experimentation, and practical application. An upcoming one-day masterclass, AI Edge, will provide hands-on training and strategies to integrate AI into brokers’ workflows, helping them unlock efficiency, creativity, and new opportunities in a competitive market.