The challenge: gaining digital visibility in a sector dominated by banks and comparison sites
Global Broker Group is a mortgage broker based in Barcelona. Their business model is straightforward and transparent: they help individuals find and negotiate the best mortgage on the market by comparing offers from multiple banks. They operate on a “no closing, no fee” model, meaning the client only pays if the deal goes through. They also offer an online mortgage simulator as a lead generation tool.
Despite having a differentiated service and an experienced team, their digital presence was limited. Most clients came through personal referrals. Mortgage-related Google searches were dominated by the banks themselves and large financial comparison sites, making it tough to compete on a modest budget.
The goal was to rank Global Broker Group on Google for searches from people looking for mortgage help in Barcelona, and to turn the website into a tool that consistently generated qualified applications.
Our approach: trust and tools as the engine for lead generation
Phase 1 — Differentiating positioning and branding
We defined a positioning centered on transparency and independence. Unlike a bank, Global Broker Group doesn’t have its own product: their business is finding the best mortgage for each client. The “no closing, no fee” model became the cornerstone of all communication, because it eliminates the risk barrier that stops many people from engaging a mortgage broker.
The visual identity was refined to convey financial professionalism with warmth. The communication tone moved away from formal banking language and adopted a direct, transparent style that connected with the homebuyer profile: people aged 28 to 45 navigating a complex process who want professional guidance.
Phase 2 — Website with integrated mortgage simulator
The new website was designed with the mortgage simulator as its centerpiece. This tool allows users to enter the details of the property they want to buy and get a personalized estimate of the terms they could achieve. The simulator serves a dual purpose: it delivers immediate value to the visitor and generates qualified leads with relevant information for the sales team.
Service pages explained each mortgage type (fixed-rate, variable-rate, mixed), the advantages of working with a broker versus going directly to a bank, and the step-by-step process from first consultation to signing. All content was aimed at answering questions and reducing the buyer’s uncertainty.
Forms were designed to capture the necessary information without creating friction: employment situation, approximate amount, and desired term. This allowed the Global Broker team to prepare an initial proposal before the call.
Phase 3 — SEO focused on mortgage education
The content strategy was built around creating the best mortgage resource in Barcelona. We published guides on how a mortgage broker works, comparisons between mortgage types, articles on financing requirements, and tips for improving your credit profile.
Target keywords were selected to capture users in the research phase: “mortgage broker Barcelona,” “how to get the best mortgage,” “online mortgage simulator,” “fixed vs variable mortgage,” “what does a mortgage broker do.” These terms had less competition than generic searches and attracted users with real intent to buy a home.
On the technical side, we implemented financial organization structured data, FAQ schema for the most common questions, and a cluster content structure that reinforced topical authority in the mortgage space.
Phase 4 — SEM focused on purchase intent
Google Ads campaigns were designed to capture users at the decision moment. Instead of competing for “cheap mortgage” (where banks dominate), we focused on searches with advisory intent: “mortgage help Barcelona,” “mortgage broker near me,” “negotiate better mortgage terms,” “mortgage intermediary.”
Each campaign had its own landing page with specific content and the integrated simulator. Quality scores improved, which reduced cost per click and boosted average ad position.
Phase 5 — Social media for building trust
The social strategy centered on LinkedIn and educational content about the mortgage market. We published analysis of Euribor trends, advice for first-time homebuyers, and explanations of the brokerage process. This content positioned Global Broker Group as an accessible expert and built trust before the first point of contact.
Results after 12 months
The digital strategy transformed Global Broker Group’s lead generation. Mortgage applications through digital channels grew from 22 to 58 per month — more than doubling. The mortgage simulator became the primary lead source, with a client conversion rate higher than any other channel.
Organic traffic grew by 269%, rising from 1,300 to 4,800 monthly visits. Mortgage guides ranked for 22 keywords in Google’s top 10, up from just 6 at the start. Cost per lead on paid campaigns dropped by 38%, thanks to improved quality scores and intent-based targeting.
The most significant result for the business was the quality of the digital lead: clients who came through the website had a more informed profile and a higher closing rate than referral leads, because the simulator and educational content had already resolved their main questions before the first contact.