When someone in your city searches for a mortgage broker, the map pack decides who gets the call. Getting into it costs nothing but an afternoon and a habit.
Written by A.I.M.I. Collective Mortgage Group, Brokerage editorial team
Published September 2026 · Last reviewed 11 September 2026
Type mortgage broker and your city into Google and look at what appears above the ads and the websites: three profiles with stars. Those three get most of the calls from that search. The ranking is decided by proximity, relevance and prominence, and the only one of the three you control is prominence, which is mostly reviews and completeness. Here is how a broker earns a place there.
Individual brokers can hold a profile, and so can the brokerage. Use your licensed name exactly as it appears on your licence, the brokerage name as your regulator expects, and the address you actually work from or a service area if you work from home.
Primary category mortgage broker. Secondary categories only if they are true: mortgage lender is not, financial consultant usually is not. Wrong categories cost ranking and invite complaints.
Hours, phone, website, service area, a description that says which provinces you are licensed in and what you specialise in. Add photos of you, not stock. Profiles with a face get more calls.
Purchase, refinance, renewal, self employed, investor, commercial, private and alternative. Each one is a search term. Only list what you actually do.
Ask on the day the file funds, with a direct link, and ask for specifics: what was hard, what you did. Respond to every review, including the bad one, calmly. Never offer anything for a review; your regulator and Google both prohibit it.
A short post a week: a rate change, a renewal reminder, a client question answered. Posts expire, so consistency beats effort.
Seed the questions clients actually ask and answer them. Do I need twenty percent down. Can I get a mortgage if I am self employed. Google shows these in search.
A ten second video of you explaining one thing does more than a logo. Upload monthly.
See how brokers here grow with direct access to more than 100 lenders, the Deal Desk and weekly lender training.
Your licence name and brokerage must appear correctly. Do not quote rates in posts without the disclosure your province requires. Do not incentivise reviews. Do not review yourself or ask staff to. Do not describe yourself as a lender. Read CASL before messaging anyone who contacts you through the profile.
Forty or more reviews with a recent one every month, a complete profile with your face on it, weekly posts, and every question answered. A broker with that profile in a mid sized Canadian city commonly gets several calls a week from people who have never heard of them. It is the cheapest lead source after your own database, and unlike bought leads, it is yours.
Our in house team produces done for you social content, video support, personal brand development, email templates and co branded materials, and compliance checks the licensing details before anything goes out. What we do not provide is leads. Your next clients come from your database, your referral partners and a Google profile with reviews, and the marketing support exists to free the hours to work them.
Find, connect, nurture, refer, track: how mortgage brokers build referral partners among realtors, accountants, lawyers and builders, with scripts.
The marketing channels that produce funded files for Canadian mortgage brokers, ranked by cost and return: clients, partners, Google, social, paid leads.
How a Canadian mortgage broker runs email and text marketing under CASL: consent types, what to send, cadence, unsubscribe rules and renewal sequences.
GTA sales, prices, new condo and low rise sales, renewals and closing gaps in 2026, and how Ontario mortgage brokers are adjusting their books.
Book a discovery call and see what head office carries so the profile, the posts and the calls get done.