Mortgage brokers it’s time to prove your lifetime value (or lose your clients forever)

Mortgage brokers it’s time to prove your lifetime value (or lose your clients forever)

Competition for your clients is increasing.

Nearly half of all product transfers done in 2018 was done on a non-advised basis. As the FCA highlighted in their Mortgage Market Study Interim Report, a significant minority of consumers (30%) purchase a mortgage despite there being an alternative mortgage that was “unambiguously cheaper than their chosen product”.

As brokers, we understand the value of the advice we give to the clients when we see their feedback and the positive outcomes on a daily basis. However, we need to adapt our behaviours to convey this value to our clients. Expectations around the services we offer and how we communicate with clients is ever-changing and we need to ensure that we keep up with these changes.

The current environment means more clients are taking five year fixed rates – nearly half of all fixed rates taken in 2018 were five years or more. Clients are more likely to require advice on options they may not have considered previously such as porting, further advances and second charge loans, as well as the other important decision brokers are often called upon to help with such as weighing up the financial and emotional costs of moving versus home improvements; if and how they should consolidate debts. These areas are increasingly likely to be the time where brokers are able to demonstrate the lifetime value of their advice over the alternatives.

One of the most neglected aspects of a brokers role is managing the client journey from the point of completion through to the end of the initial product period. There is a huge opportunity to improve this journey with regular, targeted communication that reminds the client that their broker is still available to them and their best source of knowledge.

Adding value to the product transfer process

Lenders are focusing more on client retention and improving the ease with which you can switch products. Whilst a broker may not be able to offer the same level ease of clients as a product transfer, they can add demonstrable value by conducting a market search to ensure the client is really getting the best product for their needs.

Whilst product transfers often pay a lower proc fee, they provide brokers with the opportunity to keep that client informed and active in their client bank. When a client cuts out the broker on a product transfer, the likelihood of that client returning in the future drops off a cliff. You lose the relevant information about their new mortgage and can’t communicate as effectively with them when their new product ends.

Whilst no two clients are the same, having a client-focused, robust, compliant processes will ensure that clients received a smooth, consistent journey in every interaction.

We know that brokers improve their client’s experiences and feelings towards their mortgage. We need to remind our clients of the value that we add over the lifetime of their mortgage and the benefit of regular conversations with their broker.

Want to find out more?

If you’re interested in finding out more feel free to Request a demo or get in touch.

Why did I give up a successful career as a broker?

Why did I give up a successful career as a broker?

  • I had a successful career as a mortgage broker with over 9 years at two of the top brokerages in the UK
  • I have gained an in-depth knowledge of the mortgage market and the key players within the market.
  • I had an established book of clients with whom I had a great relationship.
  • I had a great work-life balance that gave me flexibility and time to dedicate to ensuring my clients received the best service I could offer.

 

So why did I give all of this up to join a fintech firm focused on mortgages?

I am incredibly fortunate and grateful to have spent the last 9 years working alongside some very dedicated and knowledge people. Their generosity has allowed me to develop a great understanding of the mortgage industry and I felt that I could leverage this knowledge to help even more people than I have done on an individual level.

I also saw the other side of broking where frustrations set in. Whilst speaking to clients and learning about their lives has always been interesting, our industry can be very process driven at times which, in turn, can lead to bad habits and laziness.

Anyone that has ever spoken to or worked with me knows that I’m a fan of technology and I’ve been intrigued by the changes in the mortgage industry over the past few years. The ideas of automating processes and, using blockchain technology to reduce the level of bureaucracy piqued my interest and I spent quite some time looking at opportunities that I felt would aid the advisor and client experience. Going into technology focused around mortgages felt like the right step.

It is my belief that every client in the industry would benefit from taking advice – I’ve seen people who never thought they could get a mortgage buy their dream home and I’ve seen people desperately in financial troubles that needed the outside perspective of an experienced advisor to help guide them from the brink and onto stable ground.

When I first started talking to my now colleagues at Eligible, I saw a deep-seated desire to help the industry progress and ensure that every client is given the opportunity to improve their circumstances. I found a culture that matched my beliefs and filled with capable people that can help leverage the knowledge that I’ve acquired to help tens of thousands of clients each year get the advice they deserve at firm and lender level.

The mortgage journey can often be a confusing and daunting process for our clients. We can easily lose sight of this in the day to day busyness of being a broker. Providing engaging, educational content to clients that helps prepare them for their remortgage not only creates a better journey but it reduces the anxieties that our clients feel. They now know why they need advice, who to speak to and what the process entails – all before they pick up the phone.

Our industry is changing and my goal is to make sure that clients understand our value. There are different expectations and ways of working but the ongoing value of advice is paramount.

Want to find out more?

If you’re interested in finding out more feel free to Request a demo or get in touch.