Five things to communicate to clients in turbulent times

Ongoing economic changes have (understandably) left many concerned about their mortgage options. Some borrowers will be hesitant, questioning when and whether to move forward with their application, as uncertainty around interest rates and the wider market continues. 

When uncertainty is met with silence, a client’s concerns can be amplified. Get ahead of their queries by listening closely and offering informed solutions that can put their mind at ease. 

Whether you’re reaching out via phone, email or social media, here are five key messages to communicate that could make a real difference to your clients’ peace of mind. 

1. You can lock in a rate now and still benefit if rates drop later

One of the most reassuring messages you can share is this: locking in a mortgage rate today doesn't necessarily mean missing out if rates fall tomorrow. Many lenders allow clients to secure a rate now and still take advantage of a better deal later, so long as it's before contracts are exchanged.

This sort of flexibility isn’t just reassuring to your clients, but positions you as a trusted source of knowledge that can help them navigate downturns with confidence.

That being said, it’s important to be clear that policies differ between lenders, so they’ll need to check the fine-print (with your help). Existing borrowers might also want to know about their protections under the Mortgage Charter, which sets expectations for how lenders should support clients during difficult economic periods. 

2. Waiting comes with risks too

For the time being, many clients may choose to play the waiting game, hoping for the emergence of better rates around the corner. While this might seem like the safer option, it can still add pressure - particularly potential extra costs that weren’t part of the original plan.

For example, a delayed decision might mean missing out on a property they love or needing to pay more rent while they wait. If their circumstances change - such as a shift in income - they might even need to reapply entirely.

These setbacks can be both a money, and time-suck, so be sure to give clients the full picture, letting them weigh up the pros and cons of every option. The goal isn’t just chasing a lower rate, but maintaining momentum and helping them reach their goals. 

3. A decision in principle is not a commitment to buy

Being ‘mortgage-ready’ does not mean committing to a purchase. Some clients may be under the impression they’ll be locked in to a decision. They won’t.

Explain to them that this simply means completing the key steps needed to secure a mortgage, like passing affordability checks or ensuring they have the right, up-to-date documents ready to go. It doesn’t mean they’re obliged to buy a specific property or move forward immediately, it just makes them more attractive to estate agents and sellers.

As a broker, you can guide them through each stage of becoming mortgage-ready, while reassuring them that nothing is finalised without their say-so. Remind them that they’re well-positioned once they’re ready to begin making offers. 

4. Market movement is a normal part of the cycle - and you’re here to guide them through 

Though it can be complex and sometimes confusing, market movement is completely normal. To an outsider, rate fluctuations might look unnerving, but they’re a natural part of the economic cycle. 

See this as an opportunity to reassure them that unexpected shifts are common and that your role is to see them through to the other side. Let them know you’re actively keeping track of the market so that they don’t have to worry about it. 

You should also remind them you’re not just here to secure a loan, but offer calm guidance through every stage. When clients know you’re monitoring a situation, it reduces their burden and builds lasting trust.

5. Each client’s situation is unique

When it comes to mortgages, one-size-fits-all is never the approach. The headlines tend not to reflect an individual client’s actual needs, particularly when it comes to affordability, job stability or future plans. 

Think of these difficult times as an opportunity to demonstrate the value of personalised advice. Invite clients to review their current position, as what worked last year may no longer be relevant today. It’s a chance to get ahead of the game and support your clients. 

By positioning yourself as an adviser first, and a product provider second, you’ll deepen your relationships and show clients that they’re not facing these problems alone. 

Final thought: Proactive communication builds confidence

In times of economic uncertainty, silence can be more unsettling than any headline. That’s why consistent, proactive communication isn’t just helpful, it’s essential. Reach out to customers with clarity, empathy and up-to-date knowledge to show them that they’re not navigating this alone.

Whether it's debunking misconceptions, explaining options or simply being a calm voice when others are panicking, your guidance can make a real difference. Volatility is temporary, but the trust they place in you can be long-lasting. Keep the conversation going and you’ll not only support better decisions today, you’ll earn loyalty that lasts well beyond the market’s ups and downs.