Written by Sam Panetta the BROKER COACH helping mortgage brokers build valuable businesses.

This question comes up all the time.

I’ll answer it in two parts.

Number one – direct marketing.
Number two – content marketing.

Let’s break it down.

1️⃣ Direct marketing (DADs, cold outreach, quick hitters)

It works. You’ll get leads. You’ll lodge apps.
But here’s the reality – the conversion rate isn’t great. You end up chasing hard. That’s why you’ve got to sharpen your sales skills. If you can’t convert, all the activity in the world won’t matter.

2️⃣ Content marketing (slow burn, long play, leverage)
This takes time. You won’t post a video today and get a client tomorrow.
But here’s the upside – it builds know, like, and trust. People see your content, they start to believe in you, they start to trust you. When it clicks, the leads flow in. And these leads convert like crazy because they already know who you are.

Look at me. My content doesn’t bring a trickle. It brings a flood. And it keeps compounding.

So here’s the play:
Do both.
Use direct marketing to get deals on the board right now. That cash flow keeps the lights on.
Build content marketing in the background. That’s your future pipeline. That’s what frees you from cold calling and chasing.

The reality check – most brokers lean too hard on one or the other. The smart brokers run both in tandem.Takeaway – direct fills the desk, content builds the brand.