In the following exclusive for our In Focus series, John Fraser-Tucker, Head of Mortgages at Mojo Mortgages, explores how mortgage brokers can better engage younger clients earlier in their homeownership journey, and what it will take to build trust with a generation navigating rising affordability pressures and changing expectations around advice and digital engagement in 2026 and beyond.
While mortgage brokers have always been equipped to advise clients before they find a home, the intent behind those early conversations has fundamentally changed. In generations past, there was often a comfortable assumption that the numbers would just work, leading many to seek advice only once they were ready to make an offer.
Today, as we navigate the housing market of 2026, that landscape looks very different. Younger borrowers, specifically Gen Z and late Millennials, are more acutely aware of borrowing limitations and affordability constraints than any generation before them. For these First-Time Buyers, the journey doesn’t start with a property viewing; it starts with a conscious, often years-long effort to bridge the gap between their aspirations and their financial reality.
For mortgage brokers and advisers, the challenge isn’t just about finding the right rate anymore; it’s about engaging a generation that views homeownership as a daunting mountain to climb, often while feeling the peak is moving further away. To serve this demographic effectively, we must move from being “transactional facilitators” to “journey partners.
Engaging early: the pre-search phase
At Mojo, we’ve seen that the most successful engagements start in the ‘pre-search’ phase. Younger clients are often paralysed by the “where do I even start?” phase. “Broker firms should be engaging these clients when they are still saving their first £1,000 of a deposit, not just when they have a DIP (Decision in Principle) in hand.
By providing tools like deposit calculators or ‘readiness’ assessments early on, we build a bridge of trust. We need to move away from the two-hour ‘fact-find’ phone call and toward bite-sized, value-driven interactions. We move from being a point-of-sale service to a long-term advisor. If we can help a 23-year-old navigate the nuances of affordability now, we aren’t just helping them find a house; we’re helping them build the financial foundation to afford one.
The Digital mandate: speed, simplicity, and transparency
Borrower expectations have undergone a huge shift. In an era of instant gratification, a “we’ll get back to you in 48 hours” response feels like an eternity. Younger clients expect a digital-first experience that mirrors the rest of their lives:
– Speed: Real-time updates via mobile apps or portals.
– Simplicity: No more printing, signing, and scanning. If it’s not digital, it’s a barrier.
– Transparency: They want to see what we see. At Mojo, our “Rate Check Promise” is a prime example – it proactively scans for better deals even after an application is submitted, providing the radical transparency that builds lifetime loyalty.
Social proof and the “WhatsApp-ification” of advice
New research shows that over 40% of younger clients now communicate with their broker via WhatsApp at least once a week. They aren’t looking for a formal letter; they want an expert in their pocket. Furthermore, the “research” phase happens on TikTok, Instagram, and YouTube. Brokers who ignore these channels are effectively invisible to the next generation of buyers.
Atousa Cunnell, Content Marketing Manager and resident social media expert at Mojo Mortgages, adds:
“Our role has shifted to being ‘myth-busters’. For younger borrowers, social media isn’t just for entertainment; it’s a search engine and a trust validator,” says Cunnell.
“They aren’t looking for polished corporate ads; they’re looking for authentic, educational content that demystifies the jargon and proves you understand their specific financial hurdles. If you aren’t visible where they scroll, you don’t exist in their homebuying journey.
The job is to meet them where they are, using social media to break things down clearly and challenge the ‘priced out’ mindset with data and practical context.”
Building trust in a high-hurdle market
Many younger borrowers feel the market is rigged against them. Building trust requires empathy backed by action. Brokers need to rethink communication:
– Acknowledge the Struggle: Validate their concerns about house prices and interest rates.
– Simplify the Complex: Use plain English. Terms like “LTV” or “Conveyancing” shouldn’t be barrier-entry tests.
– Proactive Nurturing: Use automation to send “light-touch” updates, perhaps a message when a new government scheme launches or when a slight rate dip makes their target budget achievable.
The future: the augmented broker
The future of mortgage advice isn’t ‘Man vs. Machine’; it’s the Augmented Broker. At Mojo, we’ve leveraged AI and automation to handle the heavy lifting of administrative tasks, like populating lender portals or analysing call compliance.
By slashing manual data entry by over 50%, we free up our advisers to do what they do best: provide human, empathetic advice. AI allows us to offer 24/7 support for basic queries, while ensuring that when a client needs a nuanced conversation about a complex income structure or a ‘bank of mum and dad’ gift, they have a human expert ready to listen.
A new blueprint for 2026 and beyond
To better serve younger clients, we must stop acting like a gatekeeper to mortgages and start acting like a coach for homeownership. By combining cutting-edge technology with a perfected human touch, we don’t just help people get a mortgage, we give them the confidence to own their future.
The brokers who will thrive in the coming years are those who realise that while the technology changes, the need for a trusted, responsive, and transparent partner remains constant. It’s time to trade the briefcase for a smartphone and the jargon for a conversation.
Disclaimer note: Your property may be repossessed if you do not keep up repayments on a mortgage or any debt secured on it.
