How Can Mortgage Brokers Get Ahead of the Game?

I think as a broker you always need to be one step ahead of the game.

You need to be there when your clients need you, have a presence, and be proactive.

For first-time buyers in particular, that means showing up where they are. And a lot of the time, that’s on social media. First-time buyers will look you up. They’ll check your reviews. They’ll have a nosy at your website. They will put questions on ChatGPT.,

They’ll scroll through your social media. And they’ll ask friends: “Do you know Lisa from Manchester? Have you ever used her? What was she like?”

The market is changing. Clients are finding out about you from multiple sources. That is why mortgage brokers need to get ahead of the game and here I explain more...

A Bit Of Context: Clients Build Perceptions Through Multiple Sources

Even if a client has been referred to you, they will still check you out before they get in touch.

Clients build up a perception of you from lots of different places – what other people say about you, what they see online, how you show up on social media and on your website.

And all of that comes back to one thing: trust.

People buy from people they trust

If you want to attract a certain type of client, you need to be proactive and one step ahead, rather than waiting for them to find you.

Ask: Who Do You Want to Help?

I don’t really use the phrase “who am I targeting?”

I prefer to think about “who do I want to help?”

Take first-time buyers as an example. Don’t think about targeting them – think about how you can genuinely help them.

That could be sharing helpful information on Instagram, explaining the process in plain English, or telling real stories about cases where you’ve helped first-time buyers get onto the property ladder.

When you share stories, don’t focus on the product. Focus on the person. Talk about the problem they had and how you helped them solve it.

If you’re not doing that, there will be another broker behind you who is ready to do it – and they’ll win the business.

Being Human Matters More Than Ever

People buy from people they trust. And trust comes from being human.

This is especially important now, with the way things are going with AI.

You need to show that you’re a real person.

It can be really simple. I have my photo on my website so people can see who I am. That alone makes such a difference.

I also always try to do a video call with clients. I think it’s important to see each other face to face, wherever they are in the country. Tools like Teams and Zoom make this easy, so brokers should really make the most of them.

People get a feel for you when they can see you and hear you. They pick up on your body language and your energy.

I spoke to a client recently who is becoming a portfolio landlord and is buying five properties. As we finished the call, he said to me, “I get a really good vibe from you.”

That stuck with me.

Would he have said the same if we’d only spoken on the phone? I don’t know. Seeing each other made a difference.

Being present – showing your face, using video calls, and putting yourself out there – helps build trust and makes your brand more personable.

My Advice

Be proactive. Be one step ahead. And show your human side. That’s how you build trust, and that’s how clients choose you. Lisa is a mortgage broker and company director at Beespoke Mortgages

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Lisa McCorton

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