How brokers can make communication work harder

Originally published 02/04/2020

In recent years, the world has undergone significant changes, whether it’s through economic uncertainty or the advent of AI and technology. Businesses and people alike have had to adapt quickly to keep pace.

How brokers communicate with their clients throughout difficult times is vital. Instead of blanket messages of reassurance, sending personalised, tailored communications means you’ll emerge as the business that held fast during tough times.

A big opportunity lies in how brokers communicate with their clients, and fine tuning their communications to ensure clients get a consistent level of service.

Your business newsletter template

It all starts with a good plan, and having a newsletter is a great foundation for long term communication with your client base.

It’s also a powerful way of getting your brand heard among your audience and keeping them informed about your business, your sector and how you’re reacting to current events. For example, you could use it to share insights about the housing market or break down new lending criteria in simple terms.

Most modern email platforms - like HubSpot, MailChimp and ActiveCampaign - make it easier to personalise newsletters, automate delivery and track engagement.

And with inboxes often overflowing with product updates and lender news, AI tools can now support brokers by summarising and sorting key emails, helping you stay focused on meaningful client communication. Read how AI can help streamline inbox management in our blog here.

We’ve put together a newsletter template here to help you get started.

The hidden value of a broker’s advice

A broker’s advice extends beyond the everyday worries of people moving around the housing market.

Brokers hold a crucial role as advisers who can manage their clients’ fears over the unexpected. At a time when lenders are focused on handling their fair share of enquiries and keeping up with the latest government guidelines, a broker’s advice can be critical to ensuring clients are not left in the dark.

When the mortgage journey feels complex or uncertain, a broker’s steady guidance cuts through the confusion. By offering reassurance and anticipating challenges before they arise, brokers help clients feel more confident in their decisions, both now and in the long-term. 

Find out how your advice can make a lasting impact here.

How to generate leads through email marketing

Email marketing is a huge opportunity for any business. Recent research from the Data and Marketing Association (DMA) shows that email marketing offers one of the highest returns on investment, with an average ROI of around £42 for every £1 spent.

To be successful, a business needs to understand its audience and their needs, and deliver personalised emails at scale.

This means using tools and data insights to send relevant content at the right time, whether it’s helpful updates or timely follow-ups, while maintaining a human, compassionate tone.

Read our full guide here.

While most client comms now take place online, it’s important to show you are still there and ready to help. Maintaining a regular communication plan helps give you structure, and your clients reassurance you’re available during tough times.

Want to keep building on the value you offer?

A broker’s value goes beyond the products they recommend. It lies in the long-term support and clarity they provide throughout the mortgage journey - and often well beyond it. Whether it’s guiding first-time buyers or experienced homeowners, that ongoing relationship is what sets a great broker apart. 

Explore the Growth Series for more ways to support your clients and strengthen your advice.