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A BDM-turned social media agency founder says brokers need to do more than “show up” on social media in 2025, with strategic organic content required to stand out and win target clients.
Brook Holland (pictured above), who recently founded Social Luxe Media, said it was getting harder for the organic content brokers post to show up for users due to algorithm changes favouring paid advertising.
Brokers also face a “heightened competition for attention” in the new attention economy, with potential clients becoming more selective about what they engage with on social platforms.
“A digital or social media strategy is about far more than posting on LinkedIn or Instagram,” Holland said. “It’s about creating a deliberate and impactful presence that resonates with your audience, compels them to engage with your content, and ultimately drives them to your business.”
Holland, a former business development manager at lenders including Oak Capital and ME Bank, said during her time in the broker market she had seen brokers face challenges when it came to maintaining consistency on social media.
Brokers had also been challenged by producing content of value for clients they wanted to convert.
Holland said a successful social media strategy in broking “doesn’t come from simply showing up”, but from providing meaningful, engaging value to the audience brokers were targeting.
The number of followers brokers have are also a poor proxy for success, Holland said.
“It’s crucial to understand that having 10,000 followers means little if only two of them are potential clients. Your strategy must be targeted and purposeful. The key isn’t about how many followers you have but how many of those followers are genuinely potential clients who find value in what you offer.”
Brokers marketing through social and digital channels need to ask themselves tough questions about the content they offer in 2025, such as “am I providing any actual value?”, according to Holland.
“Is my content captivating? Are my email campaigns lengthy and uninteresting, or do they truly engage my target audience? Does my language connect with them? Am I speaking conversationally, professionally, or striking the right balance between the two?” Holland said.
“Ultimately, you need to ask, ‘Why would someone stop and follow my page?’”
Brokers gain followings and leads from social media when their content is valuable, engaging, and “stands out from the cookie-cutter material many other brokers post”, or because “your reviews and presence show you are a responsive and knowledgeable broker”, Holland said.
“Social media is often the first impression a potential client gets of your business. It’s a direct reflection of you and your company, so it’s essential to make it count. Your content should speak to your audience, engage them, and convey the professionalism and expertise you bring to the table.”
Holland recommended brokers optimise their organic content in 2025 in order to win new business.
“This means creating authentic, valuable material that resonates with their target audience. It’s also important for brokers to adapt to changing audience preferences. Social media users are looking for more personalised, relatable, and engaging content,” she said.
“Brokers who can align their messaging with these preferences will not only stand out but also build trust and credibility with potential clients.”
Holland said social media presented opportunities for brokers to connect with their audience.
“Short-form video content on platforms like Instagram Reels, YouTube Shorts and TikTok is a standout trend, offering brokers a chance to simplify complex financial concepts into engaging, bite-sized content.
“Similarly, sharing authentic, personalised stories—such as client successes or behind-the-scenes glimpses, can help build trust and foster deeper connections with potential clients.”
Establishing thought leadership through educational content, including live Q&A sessions or webinars, will also remain “a powerful strategy” for brokers in the next calendar year.
“By sharing knowledge and expertise, brokers can build credibility while adding genuine value,” Holland said.
