​Mortgage Choice Cheltenham | Top 10 Franchise Brokerages 2014

The first of five Mortgage Choice brokerages to feature in this year’s Top 10, Mortgage Choice Cheltenham has put in a solid performance. Anthony Smith talks us through his keys to success 

What would you say is your business philosophy?

Make the office a fun place to be. The team spends a large amount of their week in the office and if it is an enjoyable place to work in, then the quality of work will be good, staff turnover will be low and the clients will be happy – which should encourage them to offer us repeat and referral business, thus creating a successful and profitable business.

What is the secret to a successful brokerage?

The secret is there are no secrets. Everyone knows what is required to be successful (hard work, dedication, passion and knowledge) – it’s just a matter of being prepared to do it.

What are the advantages of being part of a franchise?

A well know brand obviously helps, but the main benefits are comradeship and sharing knowledge and skills amongst the network. The Mortgage Choice network is filled with high achieving inspirational people who we can all learn a lot from. 

Have you noticed any trends amongst your clients this year?

Investors are back in the market in a big way. At present, a large portion of my business comes from investor clients. On the flip side, we have seen a drop off in first home buyers.

How do you generate leads and referrals?

There are a couple of ways to generate leads. Firstly, you have to have an internet presence. Your clients are doing their research online these days, so if you are not online, you are not in the game.

Secondly, it is important to mine and care for your existing database. Your clients are your lifeblood and the better you treat them, the more likely you are to win repeat and referral business from them. I make it my mission to never ask for referrals and repeat business opportunities, but rather earn them.

What’s the most important thing a broker can do to grow their business?

Stop competing on price and instead improve service and knowledge of suitable long-term solutions for clients.

What are your thoughts on diversifying outside of mortgage broking?

I believe it is essential for survival. These days, your clients want more than a home loan from you. They want and need you to meet all of their financial needs. And, if you are not doing it, someone else will. 

What goals have you set yourself for the year ahead?

My goals, personal and business, are always the same. I want the business to remain healthy and I want my staff, my family and myself to remain healthy and happy.

How do you go about achieving work-life balance?

There is no denying it is hard. To be a good and successful broker, you have to be willing to put in the long hours. Of course, it is always important to take time out for yourself and for your family. Spending some time out of the business gives you the chance to re-energise and reengage with work.