A large network doesn’t always reveal your next opportunity
Your current data can show which brokers write the most business today. It may not show whether their performance reflects the opportunity available in the local market.
This can make it harder to understand:
- which existing broker relationships may have more room to grow
- which inactive brokers could warrant renewed attention
- where local customer demand may be stronger
- which areas align more closely with your products
- where Business Development Managers should spend their time
- where marketing activity may have more value.
Sales teams may also lack relevant local customer and demand insight when preparing for broker conversations. At the same time, Sales, Marketing, Distribution, Finance and Strategy teams may be making decisions using different views of opportunity.
Broker Network Optimisation is designed to create a clearer and more consistent starting point.
- identify broker locations and define the local areas they serve
- understand the profiles of customers using your products
- assess household characteristics and demand signals around each broker
- compare current broker performance with local market potential
- identify brokers, locations and customer segments that may warrant closer attention.
See broker opportunity more clearly
Compare current performance with local market indicators to identify relationships and locations that may deserve further investigation.
Focus sales coverage
Give Business Development Manager leaders another evidence base for reviewing territories, broker portfolios and team priorities.
Prepare more relevant conversations
Help sales teams understand the local market around a broker and prepare questions that reflect potential customer needs.
Guide local marketing activity
Identify locations and customer segments where awareness, product education or broker support activity may have more value.
Align teams around a shared view
Give Sales, Marketing, Distribution, Finance and Strategy teams a more consistent way to assess and discuss opportunity.
Support growth planning
Use broker, customer and market insight to inform decisions about network coverage, resources and potential areas for investment.
Key capabilities
Understand the local area a broker serves and explore the customer, household and demand characteristics within that market.
How it can help
Identify locations where local opportunity indicators may justify a closer look.
Bring agreed performance, customer and market indicators together to create a clearer view of potential broker opportunities.
How it can help
Give your sales teams a practical starting point for deciding where to focus.
Explore the household and customer segments found within different broker markets.
How it can help
Understand which customer needs and product conversations may be more relevant in each location.
Add aggregated credit demand indicators to your view of the local market.
How it can help
Explore where demand signals may be stronger or where current broker activity may not reflect broader market conditions.
Compare local market characteristics with the profiles of customers using selected lending products.
How it can help
Support more focused and relevant product conversations with brokers.
Bring broker prioritisation, catchment information, customer profiles and opportunity indicators into a practical planning environment.
How it can help
Give teams a shared evidence base for sales coverage, marketing and growth planning.
Prioritise broker relationships
Identify which existing, inactive and prospective broker relationships may warrant further attention.
Review territories and coverage
Support decisions about Business Development Manager territories, broker portfolios and sales coverage.
Strengthen broker conversations
Give sales teams relevant local customer and demand insight to use when preparing for broker discussions.
Focus marketing activity
Understand where awareness, audience engagement and product education may have greater relevance.
Inform distribution planning
Explore network concentration, local market coverage and areas where further broker engagement may be useful.
Support finance and strategy decisions
Create a clearer view of broker opportunity to help assess priorities, resource allocation and possible areas for investment.
Move from a general product message to a local conversation
Imagine a broker whose current activity with your organisation appears modest.
Performance data alone may suggest the relationship should remain a lower priority. Local market analysis could show that the broker operates in an area with:
- customer profiles aligned with one of your products
- stronger mortgage demand indicators
- a high concentration of relevant household types
- characteristics similar to customers who already use that product.
This does not mean the broker will generate a set number of leads, applications or loans. It gives your Business Development Manager a reason to investigate further.
The broker can then confirm the insight, challenge it or add local context that the data does not show.
Why choose Experian?
Bring customer and market insight together
Experian combines data, analytics and market insight to help organisations make more informed decisions.
With Broker Network Optimisation, you can benefit from:
- a combination of your agreed inputs and Experian market, household, credit demand and segmentation insight
- experience translating complex information into practical priorities for Sales and Marketing teams
- household-level segmentation that can help you understand how customer profiles differ by location
- a flexible approach that can begin with a specific product, region or broker group
- global data and analytics experience supported by local Australian market knowledge.
The aim is not to replace the experience of your Sales or Distribution teams. It is to give your people another evidence base for testing assumptions and making clearer decisions.