Advice‑only conversations: how one broker turned “non‑proceeding” clients into a growth engine

Brokers often grumble about time‑wasters: people who want guidance, reassurance and numbers, but who are months – even years – away from applying. For broker Thomas Boughton, founder of Artillium Real Estate Finance, those conversations have become one of the most powerful drivers of his business.

“This is a topic I’m genuinely passionate about because I believe many brokers miss out on significant opportunities by not taking it seriously,” he told Mortgage Introducer. “Since implementing a new strategy around this, it has materially changed the trajectory of my business.”

Over the past year, Boughton has seen a clear shift in behaviour: significantly more clients are seeking detailed advice long before they are ready to transact – and he believes brokers who don’t adapt risk losing them.

“We are having significantly more conversations with clients who are not yet ready to pull the trigger compared to even this time last year,” he explained. “This trend spans multiple client types, but it is particularly evident among HNW and UHNW clients, who are increasingly seeking detailed upfront advice long before making decisions.”

It’s not just the wealthiest borrowers. Around a quarter of the first‑time buyers his firm has worked with in the past six months have also taken this “advice‑first” approach.

“Rather than seeing this as hesitation, I view it as preparation,” he said. “Clients today want clarity before committing – often before they even begin viewing properties – which is something that should be celebrated.”

From affordability today to aspirations tomorrow

Boughton’s starting point in these advice‑only meetings is straightforward: understand where the client is now and where they want to be.

“For some, this journey is quick. For others, it can take months or even years – and that is perfectly acceptable,” he said.

His firm carries out a full affordability assessment and presents options based on current circumstances, while also modelling how things could change – for instance, if a client expects a pay rise, promotion or bonus before applying.

Wherever possible, they secure a Decision in Principle after the first meeting. That serves two purposes: it confirms borrowing potential today and surfaces any credit issues early, giving time to fix them before a full application.

“Addressing potential problems early reduces stress for clients and streamlines underwriting later,” Boughton noted.

No upfront fees – but clear boundaries

Despite the extra time involved, Boughton is emphatic that he will not charge for upfront advice.

“Clients are quoted a fee based on complexity and estimated time only once we fully understand their situation, and fees are only charged upon receipt of a full mortgage offer,” he said.

He acknowledges many firms operate successfully with upfront fees – and that “makes commercial sense for them”. But for his model, removing financial and psychological barriers at the outset has been more powerful.

“I have found greater success by creating an environment where prospects can have open, honest conversations without pressure, imposed timelines or fees,” he said.

Crucially, he argues, these early interactions are less resource‑intensive than many brokers fear: “These conversations typically involve straightforward questions that can be addressed quickly by an experienced adviser.”

Simple systems, WhatsApp and “light‑touch” nurturing

The engine behind all this is deliberately low‑friction.

“Our processes are intentionally simple because simple works,” Boughton says. His firm uses a CRM to track milestones and automate reminders, supplemented by internal tools to manage timelines and follow‑ups. Regular newsletters keep prospects updated on criteria changes and rate movements, so they stay engaged even when they’re not actively searching.

Communication, however, is increasingly dominated by one channel: WhatsApp.

“WhatsApp [...] has been a gamechanger,” he said. “Clients respond faster, conversations feel more natural, and it removes much of the formality that can slow down engagement – particularly with younger clients.”

A £3m search that spawned seven referrals

One case underlines the long‑term value of advice‑only nurturing.

Boughton has been working with two high‑earning lawyers searching for a very specific £3m property since October 2024. Their criteria are strict and they are unwilling to compromise, so the process has been lengthy.

Over 16 months, his firm has maintained regular contact, refreshed Decisions in Principle, shared new options and used tools such as Nationwide’s rate reservation facility to protect them where possible.

The property is yet to complete – but the relationship has already paid off.

“Simply maintaining consistent communication has resulted in seven referrals from their network – five of which have already completed, with two more due to complete imminently,” he said. “Without sustained engagement, those opportunities would likely never have materialised.”

Turning a longer pipeline into a stronger one

Since launching his firm, Artillium, in June 2024, Boughton has seen a steady pattern emerge: many clients who first made contact months before they were ready have now gone on to complete, while new early‑stage prospects continually enter the pipeline.

“When managed effectively, these longer‑term conversations do not slow down business – they strengthen it,” he argued. “Staying ahead of client needs, maintaining regular communication, and keeping processes simple can materially improve outcomes for both brokers and clients alike.”

What “good” advice‑only looks like

For Boughton, best practice starts with moving the conversation beyond today’s numbers.

“Develop a genuinely deep understanding of where the client wants to be, not just where they are today,” he says. That means going further than a basic affordability chat and digging into:

• the type of property they aspire to buy

• the lifestyle they want

• their maximum realistic budget

• the industry they work in and whether it typically offers rapid career or income growth

By building that context early, every future touchpoint becomes specific and meaningful.

“Follow‑up conversations become personal, relevant and valuable rather than generic check‑ins,” he explained. Instead of asking “Are you ready yet?”, a broker might reach out because the client has just passed professional exams likely to boost their income; a particularly suitable property has come to market via an estate‑agent contact; or rate movements mean their target monthly payment is suddenly achievable.

“This approach positions the broker as a proactive adviser rather than a reactive salesperson,” Boughton concluded. “Clients feel understood, communication becomes purposeful, and engagement remains natural throughout what can often be a long decision‑making process.”