View more on these topics

Knowing clients is vital to marketing


Nike, McDonald’s, Lloyds TSB – they’re all big brands with big marketing budgets.

This is not true of mortgage brokers who often see marketing as either a luxury they can’t afford or something they don’t need. Both beliefs are wide of the mark.

The truth is that every firm, from sole trader to global institution, is always marketing itself in some way or another.

In fact, every time you make contact with a customer you are marketing to them. At every point you will be seeking to understand their needs, delivering a message and portraying an image.

This could be through your website, letters or even your recorded telephone messages.

It all counts because everything you do creates a perception of your business among clients and potential customers.

This perception can determine whether a prospect makes contact with you, whether a lead converts, whether a client will use you again and whether they are likely to recommend you to friends.

And it’s all determined by the way you present yourself. So although you may not realise it you are constantly marketing your services and you can do this effectively without a big budget.

It’s all about doing the right things well, and knowing what the right thing is begins by understanding how your clients think as well as their financial needs and attitudes.

So instead of being lured by social media, do a bit of client research – it will be far more effective.



Changing face of equity release advice

Equity release plans were first introduced to this country in 1965 and Hodge Lifetime was one of the founding providers, albeit under the name of Home Reversions Ltd. So equity release was launched into a world of miniskirts, Morris Minors and The Rolling Stones. And just as Mick Jagger has never left us, neither have […]


Abbey cuts offer time from 19 days to nine

Abbey for Intermediaries has more than halved the time it takes to get a mortgage offer since last August, but acknowledges there is still more work to be done in improving its service levels. Statistics from the lender show that as of March 28 the turnaround time from when an application is submitted to offer […]

Comparison site may end its deal with L&C is believed to be ending its referral agreement with London & Country and close to signing a deal with another firm, Mortgage Strategy understands. The comparison website confirmed in January that it was reviewing its mortgage proposition. At the time it was understood to be considering offering a standalone sourcing system that would pass […]

Nationwide may axe four service centres to streamline processing

Nationwide Building Society may become the latest lender to opt for the super-site approach to mortgage processing as it considers closing four of its six service centres. The lender is thinking about closing centres in Birmingham, Chester, Doncaster and Newcastle and transferring work to two centres in Glasgow and Northampton. As a result 145 staff […]

Cricket - thumbnail

England vs Australia: pensions

Well, the cricket season is here, and England and Australia are stepping up to the wicket. Although we compete with each other in the sporting world, when it comes to pensions, Australia’s pension programme is held up as a model for our auto-enrolment initiative. Auto-enrolment was introduced because people weren’t saving enough into their pensions, and it is still early days but signs are positive. However, in Australia, saving into a pension is compulsory, and in fact employers are the ones who have to pay in. Employees in Australia can make additional contributions into their pensions, but they don’t have to. Should the onus be on the employer or employee to save? Well in the UK we think it’s both, but to get ‘adequate’ savings for retirement it’s the employee who has to pay more in.


News and expert analysis straight to your inbox

Sign up