Australian brokers are settling a record share of new residential lending, and a shifting economic environment is driving customers to seek guidance more than ever. NAB's Adam Brown, executive, broker distribution, and Kelly Tietjen, business development manager and winner at the 2026 MFAA National Excellence Awards, say the brokers best placed to grow are those who invested in team depth long before the pressure hit. Drawing on AFL finals history, Brown and Tietjen explain how preparation, trusted-adviser relationships, AI adoption and layered lender support separate standout brokers from the rest.
Broker-originated loans now account for a record 81% of all new residential lending, according to the MFAA Quarterly Market Share report. Adam Brown, executive, broker distribution at NAB, says customers are taking a more considered approach to major financial decisions. They are increasingly looking for guidance through a range of lending scenarios. 'The brokers growing the fastest are often those building expertise in more specialised segments and delivering tailored support to meet customers' needs,' he says. Brown sees complexity as an opening. 'When customers are faced with more decisions and more variables in a more complex market environment, that's where there is a real opportunity for brokers to build stronger relationships and deliver value,' he says.
Three cash rate rises in 2026, softening housing demand, Federal budget tax changes and higher supply-side costs are all shaping customer decision-making. Equifax data shows Australian mortgage demand has declined year on year for four consecutive months, alongside lower levels of first home buyer activity and refinancing volumes. For brokers, the changing environment may mean looking for different approaches. 'There might be opportunities to review how a loan is structured, rather than just focusing on price, and explore whether there are different ways of meeting a customer's needs,' Brown says. Loan structure, not rate alone, is the conversation brokers are having in 2026.
Customers want proactive communication, reassurance and certainty. 'Customers have always valued fast service, but increasingly they're looking for a seamless experience,' Brown says. 'They want proactive communication, reassurance and certainty, not only from their lender, but also from their broker.' Kelly Tietjen, business development manager at NAB and winner at the 2026 MFAA National Excellence Awards, says first home buyers arrive anxious. 'A customer might be buying their first home. They're nervous; they're anxious,' Tietjen says. 'It's so important that, as a BDM representing the bank, we're clear on timeframes. And if a roadblock is hit, that's when I've got to jump in and help that broker who's supporting that first home buyer.'
Customers are increasingly using AI before speaking with a broker or lender. NAB SME Business Insights data from April 2026 shows small businesses are saving time using AI: 35% automate repetitive work, 31% improve marketing and sales and 23% support better decision-making. Brown says brokerages should proceed with care. 'There are plenty of opportunities for the broker industry to embrace AI, but it's important to do so in a way that considers privacy, security and the appropriate use of the technology,' he says. Removing routine tasks gives brokers more time for customers. Explore further analysis on this shift through MPA's premium broker reports.
Tietjen describes her approach as hands-on, built on more than a decade of experience across different parts of the bank. For newer brokers, that means helping them understand tools, processes and application requirements at any stage of a deal. 'Brokers want to deliver a great experience because that's what builds trust and long-term relationships,' Tietjen says. 'When customers feel supported and informed throughout the process, they're more likely to come back and recommend that broker to others.' The BDM relationship, on this account, is less about transactions and more about giving brokers confidence at every point in the process.
Brown sees the BDM as one part of a broader team. 'It's more than just the BDM,' he says. 'What I think is really important is making sure that we're bringing the very best of NAB to our broker network, whether that's credit expertise, business banking, fraud and scam prevention, the safe use of AI, or expertise around valuations in the property sector.' Tietjen points to the depth behind her own role. 'My support is only as good as the support around me,' she says. 'We have such an experienced relationship associate team. They've come from all different paths, including ex-branch staff and ex-bankers, and having all that depth of experience in my support team has been vital for me in helping brokers and customers.'
Hawthorn's 12 flags between 1971 and 2015 were built on sustained list management rather than finals-day tactics. West Coast went from a wooden spoon in 2010 to a grand final appearance in 2015 on the back of draft picks made over five years. Brown draws the same line through the broker channel. 'The work is done in the preparation,' he says. 'It's about building the trust and confidence to deliver when it matters most.' 'When teams win premierships, it's not just what they've done that year, it's what they've done in the years leading up to it,' Brown says. Share this piece on Facebook or Twitter.
Adam Brown: executive, broker distribution, NAB; leads NAB's broker distribution nationally; spoke to MPA about team-building, complex lending and the broker channel's record market share in 2026.
Kelly Tietjen: business development manager, NAB; winner, 2026 MFAA National Excellence Awards; more than a decade of experience across different parts of the bank; spoke to MPA about the BDM relationship, customer expectations and team-based support at NAB.