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Finding Leads and Becoming a Trusted Adviser

Finding Leads and Becoming a Trusted Adviser

Finding leads and becoming a trusted adviser


In conjunction with the CII, the SMP is doing great things to encourage new advisers to enter our mortgage industry.  Today, we want to focus on “Finding Leads and Becoming A Trusted Adviser.”

The website is full of useful tools, articles and information to help advisers plot their career paths and build their knowledge.

I have also just joined a working party that aims to support businesses keen to attract more young people to the mortgage industry.

So this article is aimed at our newer advisers to the industry whose next step is getting their business up and running.

How to get a new client

For new mortgage advisers embarking on their professional journey, finding leads and becoming a trusted adviser is not as straightforward as it sounds.

Finding leads and becoming a trusted adviser, unlike well-established advisers who often rely on personal recommendations, newcomers must establish their market presence.

This process involves a series of crucial steps that help generate leads and pave the way to becoming a trusted adviser.

  • Building Your Foundation: Building a solid foundation is essential before diving into lead generation. Begin by honing your mortgage expertise and gaining relevant qualifications. Clients are more likely to trust advisers with comprehensive knowledge of the mortgage landscape.
  • Leveraging Your Network: Tap into your existing network of friends, family, and professional contacts. Let them know about your new career as a mortgage adviser. Personal connections can provide your initial client base and serve as a source of referrals.
  • Online Presence: Establishing an online presence is non-negotiable in today’s digital age. Create a professional website and maintain active profiles on social media platforms. Regularly share valuable mortgage insights and tips to position yourself as a knowledgeable expert.
  • Content Marketing: Content is king when it comes to attracting leads. Produce informative blog posts, videos, or podcasts on mortgage-related topics. This showcases your expertise and draws potential clients searching for mortgage advice.
  • Networking Events: Attend mortgage industry events and local business gatherings. These events provide opportunities to connect with potential clients and other professionals who may refer clients to you.
  • Partnering with estate agencies: Real estate agents often work closely with mortgage advisers. Building relationships with local realtors can lead to referrals and collaborations.
  • Client Testimonials: As you start working with clients, request feedback and testimonials from satisfied customers. Positive reviews and recommendations are powerful tools for building trust.
  • Referral Programs: Consider implementing a referral program that incentivises satisfied clients to refer their friends and family to you. Word-of-mouth referrals are among the most effective lead sources.
  • Consistency and Patience: Building a clientele takes time. Be consistent in your efforts, maintain high ethical standards, and continuously educate yourself about market trends. Finding leads and becoming a trusted adviser as a new mortgage professional requires a strategic approach.

You can gradually build a thriving practice by combining traditional networking with a robust online presence, content marketing, and nurturing client relationships. Remember that the journey may be challenging at times, but with dedication and commitment, you can establish yourself as a trusted adviser in the competitive world of mortgage consultancy.

Web-Based Leads

In the world of mortgage advising, finding leads and becoming a trusted adviser go hand in hand. Finding Leads and Becoming a Trusted Adviser.

For many advisers, especially those who don’t have the resources for a highly SEO-led lead-generating website, web-based leads offer a viable solution.

These leads can be acquired from reputable companies specialising in lead generation, such as Unbiased and Online Mortgage Adviser. The cost per lead typically falls within the range of £40-60, with upfront payment upon lead acquisition.

While securing leads from web-based sources may seem cost-effective on the surface, the conversion rate for such leads can be a challenge, even for established advisers. On average, advisers may convert only about 15% of these leads into successful mortgage arrangements.

Additionally, the mortgage process itself is not known for its swiftness, often taking up to three months to complete. This means that advisers face a substantial upfront investment before reaping the rewards.

When finding leads and becoming a trusted adviser, a critical aspect of handling web-based leads is the need for swift and effective follow-up. A prospective client browsing online may have submitted inquiries to multiple websites. Therefore, the key is to respond promptly.

If you can make that initial call within minutes of receiving their inquiry, you significantly increase your chances of engaging with them before competitors do, precisely when the customer is most motivated.

It’s important to recognize that not all leads will be inquiries from clients who have already found a property. Some may seek information on how much they can borrow before purchasing a property.

These leads require an investment in time and expertise. It can be time-consuming to educate and assist the customer in understanding the mortgage process, determining borrowing capacity, estimating costs, and addressing their queries.

However, this investment in client education and support will likely yield significant dividends in the form of trust and long-term client relationships.

Finding leads is only part of the equation in the competitive landscape of mortgage advising. What sets exceptional advisers apart is becoming a trusted adviser who provides valuable guidance and assistance throughout the complex mortgage journey.

By combining effective lead acquisition strategies with a commitment to client education and support, mortgage advisers can position themselves as trusted partners in their clients’ homeownership journeys.

Trusted Adviser

When exploring trusted mortgage advisers, finding leads and becoming a trusted adviser go hand in hand when it comes to building a successful practice.

While acquiring leads is essential for business growth, it’s equally crucial to establish yourself as a trusted adviser who can guide clients through the complexities of mortgage decisions.

Here’s how you can effectively combine these two aspects to build lasting client relationships.

  • Lead Generation Strategies:  To become a trusted adviser, you first need a pool of potential clients. Effective lead-generation strategies are essential in this regard. Utilize various channels to generate leads, such as online marketing, networking events, referrals, and partnerships with real estate agents.
  • Cast a wide net to flow potential clients into your pipeline consistently.
  • Providing Value from the Start: Focus on providing value from the moment you contact a lead. Offer free resources, such as informative guides on the mortgage process or current market trends. Hosting webinars or seminars on mortgage-related topics can also attract leads who seek expert advice.
  • By demonstrating your knowledge and commitment to helping clients make informed decisions, you lay the foundation for trust.
  • Personalised Consultations: When leads express interest in your services, schedule personalized consultations. These consultations should not solely revolve around mortgages but also aim to understand the lead’s financial goals, aspirations, and concerns.
  • Take the time to listen actively and empathize with their unique situation. Building rapport during these consultations is the first step in becoming a trusted adviser.
  • Educational Approach: As a mortgage adviser, your role extends beyond selling a product; it involves educating clients. Explain various mortgage options, interest rates, and repayment structures. Equip leads with the knowledge they need to make well-informed decisions. This educational approach instils confidence in your expertise and positions you as a trusted source of guidance.
  • Timely Follow-Ups: Following up with leads is critical to lead conversion. It demonstrates your dedication and commitment to their financial well-being. Regular, timely follow-ups keep your services on their radar and reinforce the idea that you’re there to assist them throughout their mortgage journey.
  • Consistent Communication: Consistency in communication is key to becoming a trusted adviser. Send periodic updates on market trends, mortgage rate changes, and relevant news. Share success stories and testimonials from satisfied clients.
  • These communications showcase your industry knowledge and the positive outcomes you’ve achieved for others.
  • Building Trust Over Time:  Building trust takes time; sometimes, leads may not be ready to commit immediately. However, by maintaining regular, non-intrusive contact and providing valuable insights, you can establish yourself as their trusted adviser, even if it’s another year before they find the right property.
  • By being generous with your time and expertise, you may find that personal recommendations from these leads become common even before you’ve assisted them with their mortgage needs.

Finding leads and becoming a trusted adviser are intertwined processes in the world of mortgage advising. Lead generation strategies are essential for expanding your client base while establishing trust through personalized consultations, education, and consistent communication, which are crucial for building lasting client relationships.

By balancing finding leads and becoming a trusted adviser, you can create a thriving mortgage advisory practice grounded in trust and expertise.

Build Relationships

Finding leads and becoming a trusted adviser can greatly benefit your mortgage advisory business. One effective approach to generating new inquiries is to build strong relationships with potential business introducers.

These introducers can include your local estate agent, accountant, or individuals you connect with at various business networking events.

You can easily discover relevant business networking events by searching for “business networking event near me” to find local groups you can actively participate in.

Moreover, consider collaborating with advisers in other sectors of financial services, such as pensions or investment advisers. Many financial professionals seek reliable mortgage advisers for potential partnerships.

Typically, when working with introducers, you’ll compensate them with a percentage of the commission earned on a successful mortgage transaction. A standard rate often falls in the range of 25-30%.

While this may initially appear substantial, it’s important to note that you only make payments when you successfully complete a mortgage deal, eliminating the upfront financial risk associated with purchasing leads.

Building these strategic relationships and connections is a valuable step in both finding leads and establishing yourself as a trusted adviser in the mortgage industry.


Obtaining a new client from an introducer is the next best thing to a personal recommendation. Finding Leads and Becoming a Trusted Adviser is crucial in this process. The client usually trusts the introducer and recommends you as the best adviser to help them.

However, you need to invest time in managing the introducer relationship. The introducer’s reputation is at stake, so they will look for regular updates to know their customer is being cared for.

Communication is crucial, and if you get the relationship with the introducer right, they could become a regular source of warm leads. Even if you are lucky enough to work for a company with a supply of leads, such as an existing brokerage or an estate agent, you will still need to be generous to customers with your time to maximise the opportunities.

Wherever your leads come from, the common theme is the investment in time to build the relationships. Speed of response, proactive contact, active listening, and spending time to give guidance, even when there is no immediate benefit, are the best ways to build strong, trusted relationships.

In the early months, most new advisers do not achieve results that match their efforts as quickly as they would like. However, investing time and maximising the relationship with each client or introducer is the best way to grow a business built on personal recommendations and become your client’s most trusted adviser.

Building strong relationships is paramount in Finding Leads and Becoming a Trusted Adviser.