Client-first mortgage adviser puts service firmly before commission
In a market where rising costs and tighter lending rules can push homeownership further out of reach, one adviser is proving that persistence and tailored strategy still win. Drawing on decades of experience and an unwavering client-first mindset, she’s built a career around staying the course – even when the journey to the front door takes years.
From BNZ to broking: experience that underpins persistence
For nearly three decades, Joanne Kneale has helped New Zealanders navigate homeownership. Now a seasoned mortgage adviser with Loan Market, she draws on deep experience in both banking and independent advice.
“I have been a mortgage adviser for the past 28 years,” Kneale says. “Prior to moving into independent advisory, I gained extensive experience within the banking sector as a mobile mortgage manager (MMM) with BNZ.”
Licensing and the rise of professionalism
Across that time, one change stands out.
“I believe the introduction of licensing has been the most significant advancement for our industry,” Kneale says.
“While the transition was challenging and the ongoing requirements are demanding, it has successfully raised professionalism across the sector. It effectively sets qualified individuals apart and establishes a standard of care that distinguishes us from traditional bank-direct services.”
Banks, broker value, and the fight for clients
Kneale says today’s toughest challenges often stem from lenders themselves.
“The primary hurdles often come from the banks themselves,” she says. “There is still a lack of true appreciation for the value brokers provide and our genuine commitment to achieving the best outcomes for our clients.”
“Banks frequently compete by using financial levers – such as cash backs and aggressive retention offers – that we may not always be able to access.”
Kneale's answer is to double down on advice, not discounts.
“To solve this, we must continue to prove our value through a comprehensive, personalised strategy that goes beyond just a ‘rate,’ forcing a shift in how banks perceive the broker-client relationship,” the Loan Market adviser says.
A seven-year pre-approval and the power of persistence
One case captures Kneale’s philosophy.
“Over nearly three decades, I’ve been fortunate to be part of the most exciting periods of people's lives,” she says. “My most memorable case involved a pre-approval that lasted seven years.
“During that time, I worked with a young couple as they welcomed another child, launched a business, and diligently saved their deposit. It taught me that anyone can achieve homeownership if they are sufficiently motivated. It’s a reminder never to give up on a client; the longest journeys are often the most satisfying.”
Advice for aspiring advisers: service before payment
For those entering the industry, Kneale’s message is clear.
“To provide genuine service, payment must be a byproduct, not the primary driver,” she says. “You should be paid as a consequence of the exceptional service you provide. I firmly believe this is the only way to ensure you are truly offering the right advice for each individual’s unique circumstances.”
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