I’ve been asked plenty of times: “Why can’t we just have 100 niches?”
It sounds appealing. More niches, more opportunities… right?

But the reality is, running 100 niches is like trying to package 20 completely different loan types at once — you end up doing a lot of work and not getting traction anywhere.

Let me break this down in a way that makes sense for mortgage brokers who are actually writing deals day in, day out.

For niche clarity, a mortgage broker coach may combine a stated niche with a suggested niche shown through content.

Why We Can’t Have 100 Niches

It comes down to three things: marketing, selling, and delivering.

1️⃣ Marketing
When we try to target too many niches, our message becomes watered down. We’re not speaking directly to the client’s situation.
It’s the difference between running ads that say “We do home loans” versus “We help medical professionals in 📍Sydney buy their family home.”
One connects. The other blends in with every other broker ad.

2️⃣ Selling
When we work on the same type of deal over and over — say, business owners refinancing their home loan — we get faster and sharper. We know the lender policies inside out. We know the docs that will be missing before we even ask for them. We can get options back to clients quicker, and our conversion rate goes up.
Trying to sell to 100 niches means we’re constantly switching gears, and that kills efficiency.

3️⃣ Delivering
Once we’re consistently doing the same deal type, we can build systems around it. Our team can handle settlements smoothly. Submissions get packaged properly the first time. Credit work gets done right without constant back-and-forth.
This frees up time for more high-value work — like generating more of the right leads.

How We Actually Can Have More Niches

There is a point where more niches make sense — but it’s not at the start.
We first need to get to the stage where one niche is running like a machine.

For me, that’s when we’re:

 ✔ Settling $10M a month without the wheels falling off
✔ Having settlements delegated, then submissions, then credit, and finally even parts of the broking handled by the team
✔ Running tight systems with the right combo of people, tech, and tools

Once that’s in place, we can expand — not with 100 random niches, but by building micro niches under one macro niche.

Example: Macro + Micro Niches in Action

Let’s say our macro niche is business owners.

We could have:

 ► A residential lending team for business owners buying or refinancing homes
► A commercial lending team for business owners purchasing premises or investing
► An asset finance team for business owners buying vehicles and equipment

Each micro niche has its own specialist, but they all feed into the same big-picture client base. That way, we’re still dominant in one space — we’ve just got multiple ways to serve that space better.

The Bigger Picture

When we niche like this, the business stops being just us writing loans. It becomes an asset.

With the right structure, systems, and team, that brokerage can keep running — and keep delivering a five-star experience — whether we’re in the office or not.
That’s the kind of business someone could buy one day.
That’s how we give ourselves options — keep working, step back, or exit on our terms.

One niche is enough to get us into the top 1% of mortgage brokers. From there, we decide if we want to double down or diversify.

This is the work we focus on at BROKER COACH: helping mortgage brokers build valuable businesses.