When it comes to building a successful broker business, attracting new customers while nurturing existing ones is the name of the game. There are countless ways to market your business.

One approach, that we’re going to explore today, is the power of thought leadership. Therefore in this article I will explore:


- What is thought leadership

- Busting common myths

- Getting on the front foot

- Show, don’t just tell – use real data

- An idea - Empower customers with credit knowledge

- Build trust, grow authority

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What Is Thought Leadership?

Thought leadership is the delivery of authentic and genuine content that uses your expertise and experience, with the goal of sharing this w-how with your target audience.

People buy from people they trust, and this is one way of building that trust.

Sharing your market knowledge is crucial.

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Busting common myths

One area you can do this is with busting those common misconceptions.

An example of this is within specialist lending. Because our latest Specialist Lending Study shows that many potential customers harbour misconceptions that could prevent them from even considering talking to a mortgage broker, especially regarding adverse credit.  

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Thought leadership and reassurance from brokers could help to clear up the confusion – and increase the chances of contact being made.

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For example, did you know that 26% of people believe they need to wait five years after receiving a County Court Judgment (CCJ) before applying for a mortgage?

Get On The Front Foot

By tackling these misconceptions head-on, whether it’s about CCJs or other credit issues, you not only build trust but also prove you're the go-to expert for customers with complex credit histories (or any area that you want to demonstrate your expertise).  

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Investing in establishing this presence could be particularly rewarding for your business given 8.38 million people have experienced adverse credit in the last three years. This is the highest number since we started our studyfive years ago. This means there’s more customers who just miss out on a high street mortgage and need your help.

Show, don’t just tell – use real data

Data is a broker's best friend.

Why?

Because it backs up your expertise with hard facts and our Specialist Lending Study, based on researchfrom over 4,000 British adults, is full of insights for you to share.

For example:

·      13% of people with credit issues plan to buy a home within the next year,and 64% hope to in the future

·      30% of potential buyers with credit issues admit they struggle to managetheir money.

Educational content that offers tips on budgeting or improving creditscores could be valuable to this audience.

Idea: Empower customers with credit knowledge

Our Study shows more people now have access to their credit reports, buthow many actually know how to read them?

Why not provide simple guides on interpreting credit scores andpractical tips on how to boost them. You’ll not only attract new customers andreferrals but also strengthen your relationship with current ones.

Build trust, grow authority

In a competitive mortgage market, standing out is everything. By consistently delivering high-quality, educational content, you’ll position yourself as a trusted expert in your field. Whether you're debunking myths, sharing study insights, or offering advice tailored to your audience’s needs, you’ll build a reputation that draws in new customers and keeps your current ones coming back for more.

The Pepper Money Specialist Lending Study is available via this website:

https://www.pepper.money/broker/resources/specialist-lending-study/

Don't forget, at Pepper Money, our Broker Marketing Hub can provide you with insights and tips to help you along the way.



Paul Adams is Sales Director at Pepper Money UK

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