Anish Patel on how brokers can connect with clients by simply being present and accessible
When clients first approach A Niche Mortgages, many feel they already know Patel, not personally, but through the glimpses of his everyday life he shares online. From gym check-ins to family updates, that visibility shapes first impressions.
“They follow my stories, they know who I am before we even speak,” said Patel. “And that makes all the difference.”
Patel didn’t set out with a clear target audience. “I didn’t really know what my target audience was...” he said. Over time, though, his plain-language style and willingness to share who he is helped attract a loyal base of clients who responded to his approach.
“I always speak to people the way I want to be spoken to,” Patel said. “I focus on listening first, so I can understand exactly what clients need.”
The result was a natural niche built around accessibility and relatability rather than a deliberate marketing strategy.
Social media as a lead engine
That authenticity extends to Patel’s online presence, which he treats as central to his business model. “I treat social media like a mortgage case. So I don’t give up on it. I’ve been doing it since 2020.”
Rather than pitching, he prioritises education and consistency. “I provide education... I never say, ‘Use me, use me.’ I don’t need to. But my thing is about consistently showing up. They trust me before they’ve even come to me.”
He’s tested multiple platforms but now focuses where his clients are most engaged. “LinkedIn... I’m just connected with loads of mortgage brokers. Doesn’t really make sense for me to post on there. TikTok... the clients that were coming through weren’t my ideal client.”
Instead, YouTube has become his long-term focus. “That’s a longevity game... I know I’m not going to crack every platform but just focus on the platforms that I’m good at.”
Client relationships over trophies
Patel is sceptical about industry awards. “Awards have never been my focus, clients and referrals matter more.”
For him, trust and referrals are the true benchmarks. “I don’t think any of my clients honestly care if I had an award or not. They just want to make sure that I’m the guy that’s going to get them to that goal, which is home ownership.”
In a crowded digital environment, Patel believes clarity and likeability make advisers stand out. “I fully expect clients to ask questions. There’s no such thing as a stupid question... They come to me for advice; they pay a fee. That’s my job.”
Likeability, he says, often makes the difference. “It’s not about trying to be liked; it’s about being relatable. If clients see something in me that they connect with, that makes the relationship stronger.”
Patel also works to sustain connections beyond completion, from birthday messages to casual updates. “People watch. I went to a wedding... someone sitting next to me, never spoken to them in my life, going, ‘Oh, you’re that mortgage broker.’”
For Patel, success isn’t about polish but persistence. “It’s not about overproduced content, it’s about consistency. I pick up my phone, share a quick insight in 30 seconds, and post it. That regular presence is what builds trust.”
As he puts it: “If you’re not relatable, you’re forgettable. People want someone they can trust. Someone real.”
