From face-to-face meetings to social media posts, advisers share their tips
You can have market knowledge, you can have superb lender contacts and years of experience – you can even have a framed picture of your cute dog on the wall. But when it comes to sealing the deal and winning a client’s business, nothing is perhaps more fundamental as a broker than trust. Your clients needs to trust you.
Establishing trust is not always an easy task, and some of it may simply come down to the chemistry you have with a client who walks through your door, or who messages you. But brokers understand that trust is vital. So, how do they build it and how do they ensure that clients have confidence in them and their service?
Self-employed mortgage adviser Anne-Marie Blackler (pictured left), of Prestige Private Finance, agrees that trust is everything in the mortgage business. “For me, building trust and confidence with clients starts from a place of genuine understanding,” she said. “People want to feel that the person guiding them through such a major financial decision is not only knowledgeable, but also truly invested in helping them meet their requirements, and that they’re capable of listening.
“I make it a priority to listen carefully to what clients are trying to do; their current needs, their concerns, and their future plans. Every client is different, and it’s essential to approach each conversation with empathy and openness. I also believe in keeping things simple and clear. Mortgage jargon can be intimidating, so I explain everything in plain language to ensure clients feel informed and empowered, not overwhelmed.”
She continued: “Transparency is also key, I’m upfront about any fees, timelines, and processes involved. When clients know exactly what to expect and feel heard throughout the journey, trust naturally follows. It’s also important that clients feel safe enough to open up about their financial situation and goals. These are often sensitive conversations, and creating a space where they feel comfortable in being honest is a skill in itself. I listen without judgment and respond with clarity and care. That’s how trust is built, not just through expertise, but through genuine connection.”
For Michael Hayes (pictured second from left), mortgage adviser at Neal Hayes Mortgages, the key is to meet as many clients as he can face to face and to be as available as possible, particularly at the outset of a relationship. “It’s a time consuming way of doing business, but it’s a much more effective way of creating trust between myself and the client,” Hayes explained. “That face-to-face interaction is crucial to creating a long term lasting relationship. In our opinion, clients value a real relationship with their broker, not just now but in the future.” Making sure customers feel as though they can make their own decisions is very important, Hayes emphasises. “Giving the customer the confidence to make their own choices is crucial to allow everyone to feel confident that the right steps have been taken to obtain the best possible results for the clients,” he said.
Trust can start forming even before you've spoken to a client, often through the reviews they read online, notes Neil Renwick (pictured second from right), a senior mortgage adviser at CARA Mortgage Services. “That’s why it’s so important to encourage clients to leave feedback,” he said. “First impressions in a meeting matter too; presenting yourself as professional, approachable, and knowledgeable helps build confidence right away. I always make it clear to my clients that no question is too small, and I make myself available throughout the process to ensure they feel supported.” He added: “As a broker, it’s easy to focus solely on the transaction, but I remind myself that for my clients, this is a deeply personal journey. I could be helping them buy the home where they’ll raise a family, retire, or create lifelong memories. It’s not just a deal, it’s a significant moment in their lives, and it’s important not to lose sight of that. Building genuine trust ensures not only a successful experience the first time, but also encourages clients to return to us time and time again. Without that trust, repeat business simply won’t happen.”
READ MORE: 'African medical staff cared for my father fantastically – we should support them'
A personal, values-led approach
For Kim Balasubramaniam (pictured right) co-founder and director at brokerage Versed confidence and trust is built by combining technical expertise with what she considers a personal, values-led approach to financial advice. “From the very first conversation, we focus on truly listening to and understanding our clients’ goals, circumstances and concerns so we can offer tailored guidance that’s relevant, realistic and always in their best interest,” she explained. “We’re committed to clarity and transparency at every stage, cutting through jargon and ensuring clients feel informed, supported, and in control of their decisions.”
Much of the brokerage’s new business comes through referrals from existing clients and professional partners, which naturally brings a strong foundation of trust into each new relationship. “People tend to recommend us because they’ve experienced our consistent, dependable service first-hand with a service that’s rooted in integrity, not sales targets,” Balasubramaniam said. “We take that responsibility seriously and work hard to honour it by following through on our promises, offering proactive advice and remaining a steady point of contact throughout every stage of the financial journey. Trust, for us, isn’t just a value, it’s something we earn, keep, and never take for granted.”
Claire Towe (pictured inset, above) co-founder, of the brokerage Meet Margo concurs that trust is integral to a broker’s work. “We build it through transparency, education, and by showing up as real people behind our tech,” she said. “Many of our clients, especially women, come to us feeling left out or intimidated by the financial world. So we take the time to explain things in plain English, use real-life examples, and create space for open, pressure-free conversations. Whether we’re guiding someone through the mortgage process or helping them understand how protection actually protects, our goal is always to empower, not just advise.” Trust isn’t built in a moment, Towe believes. “People don’t see a brand once and decide to work with you, it takes time,” she said. “Whether it’s hearing about us from a friend, seeing us on social, or noticing we’ve won an award, every interaction matters. They say it takes at least five touchpoints to build trust and drive conversion. We make every one count.”
Since a lot of her clients come from referrals, mortgage and protection adviser India Mustafa (pictured inset, above), believes they already come with expectations. “The trust is already there,” said Mustafa, who works with JMS Financial Services Group. “I also get a lot from social media and I find that these people can relate to me already because they have watched my videos, and connect with my vibe and work ethics. Once we get to the initial phone call or face-to-face meeting, I am able to introduce myself properly and find out all about them and their mortgage needs, making them feel as comfortable as possible in a friendly, casual environment. In the meeting I will break down and clearly explain the whole process, assuring them that I will be their main point of contact throughout their whole journey. This is what my clients value most, the fact that I am involved after the mortgage has offered all the way to exchange/completion. My clients feel confident after the initial meeting, knowing that I am able to handle their mortgage quickly and efficiently.”
Mortgage broker Sheena Campbell (pictured inset, above), founder of Campbell Financial, meanwhile commented: “I don’t have any tactics or gimmicks to ‘build trust’ with clients - my expertise speaks for itself. I approach every client with the mindset of you have a problem that I’m dying to solve for you, let me take the weight off your shoulders and handle it. Let me show you how easy it can be. Trust, in my experience, comes from being genuine, clear and confident in what you do. I tailor my process to suit each client and meet them where they are. People can tell when you’re being authentic, and they can definitely tell when you’re not.”
She added: “Confidence really starts to build when clients realise I know the answers to their questions, even the complicated ones, without hesitation. That real-time clarity shows them they’re in capable hands and reinforces that they can rely on me to handle their case with the diligence it deserves. Every client has a problem that can be solved and I’ve built a business out of doing exactly that. I enjoy it, and I think when clients can feel that - it plays a big part in building trust.”
Serena Smith (pictured inset, above), an adviser at Mortgages with Serena, agrees an online presence is key. “I build trust through my social media,” she said. “I am very open & honest about my own life, finances etc & people can clearly see that. They know I won’t judge.”
Finally, Connor Ross (pictured inset, above), a specialist property finance broker, from Bridgecross Finance, remembers a business lesson about trust. “I learned a saying from a previous boss of mine - 'demonstrate knowledge, establish credibility' and that’s how I work,” Ross said. “If you can answer a lot of the clients’ questions for free and you can give them good and knowledgeable answers, they generally put faith in you to get the job done for them.”
