The You Difference in action: Insights on how to build, lead and grow

In broking – as in life – careers rarely follow a straight, predictable path. Challenges often force us to adapt, and it’s through overcoming these hurdles that we grow, both professionally and personally.

That was the focus of the 2025 MFAA National Conference in Melbourne, where the theme, The You Difference, celebrated the unique skills and experiences brokers bring to their businesses.

MFAA CEO Anja Pannek said members from across Australia attended the conference, embracing the opportunity to discover new ways to stand out in a competitive market and deepen their relationships with clients.  

“That is what the MFAA 2025 National Conference – the ‘You Difference’ was all about – supporting you to thrive in a fast-paced, dynamic industry,” Ms Pannek said.

One of the broker panels, You, the Business Driver, hosted by MC Yvonne Adele, explored recruitment, mentoring, team culture, professional development, and finding your niche.

The panel featured Elouise Dooley, founder and director of Sydney brokerage Two Birds One Loan, and Nick Reilly, CEO of Melbourne-based Inovayt, which offers mortgage broking alongside financial planning and other services.

Starting from scratch

Ms Dooley and co-founder and director Alissa Childs launched their business eight years ago after both had their first children and decided to change careers.

“While I was on maternity leave, I trained up and became a broker – we basically started the business from the playroom floor,” Ms Dooley said.

COVID-19, the Royal Commission, and the challenge of building a business while raising children made the early years tough.

 “We had rose-coloured goggles about how difficult and slow it would be,” Ms Dooley said.

Today, Two Birds One Loan has grown to a team of eight, including offshore and onshore staff.

Mr Reilly founded Inovayt in 2007 during the GFC, initially focusing on providing back-end support and leads to contracted brokers before expanding into financial planning in 2015. Inovayt now has 35 staff in Australia, including 20 in sales roles, and another 20 offshore.

Recruitment and retention

Both panellists agreed that finding – and keeping – the right people is critical.

“Everyone cares about themselves first, and that’s fair enough,” Mr Reilly said. “The challenge is attracting the right people and then giving them opportunities to grow.”

His strategy includes clear career pathways, transparent pay structures, and a partner model which currently has eight (soon to be 11) shareholders.

For Ms Dooley, it’s about moulding roles around individual strengths and checking in regularly to understand staff goals. “Once you’ve got the right people, how do you foster them, make them feel valued, and ensure their career is progressing?” she said.

Building culture

Two Birds One Loan’s all-female team values flexibility and connection. “We do quarterly dinners and catch-ups – it’s important to step away from the office … it’s those little things that foster a really nice work environment,” Ms Dooley said.

Mr Reilly emphasised staying connected with staff, either directly or through leaders, and understanding that money isn’t the only motivator.

Defining your niche

Inovayt’s strategy focuses on offering complementary services and maximising the lifetime value of a client. “We calculated we could service a client 28 to 30 times, from home ownership to retirement and aged care,” Mr Reilly said.

Two Birds One Loan specialises in residential and commercial mortgages, with a focus on families and mum and dad investors.

They have also set up a separate brokerage that targets doctors. “They’re high-net-worth investors who need guidance on structuring and growing portfolios,” Ms Dooley explained.

Professional development

Both leaders invest in ongoing learning – for themselves and their teams.

Mr Reilly brings in specialists for new service areas, while Ms Dooley encourages staff to attend training and use a business mentor. “Asking somebody external to the business has been really helpful for us,” she said.

Practical tips from the panel

Lead generation

Ms Dooley: Our network is the most important source of leads – this includes mothers’ groups on Facebook.

• Ask for referrals post-settlement.
• Encourage Google reviews.

Mr Reilly

• Referral relationships with real estate agents can be a great start.
• Get busy – use your contact list and make calls.
• Calling works – it generates momentum.

Next steps for growth

Ms Dooley:

• Perfect your processes before hiring.
• Delegate admin tasks – trust your team.
• Ask other brokers for advice.
• Hire a business mentor.

Mr Reilly:

• Ensure new brokers have the leads and support to succeed.
• Be prepared to invest the money while they get up and running.
• Understand your changing role as the team grows.
• Ask yourself – am I the right person to provide the support people need?

Artificial intelligence

Ms Dooley:

• Use AI to refine your processes, such as communications and HR.
• Hi-tech and high-touch – find the balance between automation and client engagement.

Mr Reilly:

• AI provides opportunities to improve operations.
• Don’t rush in – make sure the platform will deliver.
• Clients still want final confirmation on loans from their broker.

Compliance

Ms Dooley:

• Make sure processes are watertight.
• Use compliance checklists.

Mr Reilly:

• Make use of compliance manuals and procedures.
• Consult external teams for training on cybersecurity and compliance.

The Business Driver panel showed that standing out means knowing your strengths, building and backing your team, and staying focused on growth. It was The You Difference in action: practical, people-focused strategies brokers can use to thrive.