An incredible 63% of consumers are more likely to buy from a person who has built a personal brand. Personal branding is about showcasing what makes you unique - your values, skills, and expertise. A clear, consistent brand builds trust and credibility, helping clients know what to expect from you.

Why is personal branding important for mortgage brokers?

It helps position you as a thought leader
By consistently sharing your expertise, insights, and unique approach, you demonstrate your in-depth understanding of the market and commitment to clients’ financial well-being.

It helps you to build credibility
74% of consumers are more likely to trust someone who has a respected personal brand. A well-crafted personal brand highlights your expertise, experience, and dedication to your clients, helping to build trust and instil confidence in your ability to guide clients through the complex mortgage process.

It helps you to differentiate yourself from the competition
In the highly regulated UK mortgage market, and with so many brokers available, a well-defined personal brand helps attract clients who are looking for a particular expertise or approach, making it easier to stand out in a crowded field.

It helps you to connect with your target audience
By consistently communicating who you are and the value you offer, brokers create emotional connections that encourage loyalty, engagement, and word-of-mouth referrals, ultimately attracting and retaining the right clients.

It helps you to improve lead generation
92% of people trust the recommendations of individuals over companies. By actively promoting your personal brand through online platforms and networking, you can reach a wider audience and generate more qualified leads.

How to build a stronger personal brand: Mortgage broker edition

1. Defining your USPs
Your unique selling points (USPs) are what set you apart from the competition. Whether it’s your expertise in helping first-time buyers, your niche knowledge of buy-to-let mortgages, or your exceptional customer service, clearly defining your USPs helps potential clients understand why they should choose you over other brokers. Make sure your USPs reflect your strengths and resonate with the needs of your target audience.

2. Being strategic and willing to adjust
Building a personal brand isn’t a one-size-fits-all approach. It’s important to be strategic about your marketing efforts and tailor them to your ideal client. But it’s equally essential to stay flexible - if something’s not working, don’t be afraid to adjust. Monitor what resonates with your audience and refine your approach over time to stay relevant and effective.

3. Evoking emotions
Mortgage decisions are emotional for many people - whether it’s buying their first home or remortgaging to secure a better deal. 79% of adults in the UK say that telling stories is good for branding, so by sharing stories, testimonials, or personal experiences, you can connect on a deeper level with clients. When people feel emotionally connected to your brand, they’re more likely to trust you with one of the biggest financial decisions of their life.

4. Being consistent and being patient
Consistency is key in any business, especially in the mortgage industry. Clients want to know that they can rely on you for advice and support throughout their journey. By consistently showing up - whether it's through regular communication, timely responses, or consistent marketing - you build trust over time. But remember, patience is just as important. Relationships with clients don’t always turn into sales overnight. Keep nurturing connections and stay top-of-mind for when they are ready to make a decision.

5. Taking advantage of reviews and testimonials
In today’s digital world, word-of-mouth is more powerful than ever - and reviews and testimonials are your best friend in building credibility. Encourage satisfied clients to leave positive feedback, whether on Google, Trustpilot, or social media. Positive reviews not only boost your online reputation but also reassure potential clients that you’re trustworthy and reliable. Make it easy for clients to leave reviews by sending them a quick link, and don’t forget to thank them for their time. Social proof is a great way to show that you deliver on your promises!

6. Tips on building a personal brand on social media
Social media is a fantastic platform to showcase your expertise and personality. To build a strong personal brand, start by defining what makes you unique in the mortgage space. Share insights, tips, and industry news that resonate with your audience. Don’t be afraid to let your personality shine - people are more likely to trust someone they feel they know and relate to. Be consistent with your posts, engage with followers, and respond to comments to build a community around your brand. Most importantly, be authentic.

Here at WEBPRO Mortgage, we’ll help you find your YOUSPs. Contact us today.

FAQs

What is personal branding?
Personal branding is the process of cultivating a public image with the aim of managing people’s impression of you. You’ll need to reflect your values and professional identity, conveying your story. Continual development of your personal brand should establish you as a respected authority in your industry – as a mortgage broker.  

How to build a personal brand?
To build your personal brand, you first need to assess your current one, identify your unique value proposition (UVP) and shape your online presence. Devise and share significant insights and information and do this in different ways to tap into different markets. Networking can play an instrumental part, as can reviews and testimonials. Regularly evaluate and tweak your strategy as necessary.

How to build a personal brand on social media?
Social media is one of many ways you can share information. It provides the perfect opportunity to consistently prove yourself to be a thought leader, building credibility and differentiating yourself from your competition.  

Recap: Personal branding is an incredibly powerful marketing tool for a mortgage adviser. It’s about carving out a persona that shows your expertise and credibility – vital for attracting and retaining clients, as they need to have confidence in you and your advice. By being consistent, in your values, service levels and the information you share, you will organically achieve your desired personal brand. Think strategically about your USPs, and how you can encourage an emotional connection with potential clients. Use resources such as reviews and testimonials to strengthen your story; and turn to social media to get your messages across.

WEBPRO knows

An incredible (if perhaps unsurprising) 81% of consumers need to trust a brand before they’ll think about buying from it.