How Mortgage Brokers Can Sell More Insurance Without the Stress

Let’s face it—selling insurance isn’t easy. Whether it’s life insurance, critical illness cover, or income protection, getting clients to see the value can feel like an uphill battle. But here’s the good news: it doesn’t have to be.

Over the years, I’ve worked with brokers at every stage of their careers, helping them integrate insurance into their mortgage process. With the right approach, selling insurance becomes less about “convincing” clients and more about helping them protect what matters most.

If you want to dive deeper into strategies for growing your business, grab my FREE Mortgage Marketing Blueprint here and take your business to the next level.

For now, let’s dive into my go-to tips for selling more insurance as a mortgage broker.

Start the Insurance Conversation Early

One of the most common mistakes brokers make is waiting too long to mention insurance. They deal with the mortgage first, then casually bring up protection at the end. Sound familiar?

The problem is, by the time you bring it up, the client already feels “done” with the process. Instead, talk about insurance from the very first discovery call.

Here’s how I frame it: I tell clients that their mortgage package is made up of three parts—monthly mortgage payment, buildings and contents insurance, and personal protection (like life insurance or income protection). By presenting it as a single package, clients see insurance as a standard part of the process, not an optional extra.

When you start this way, it makes the conversation later so much easier. No awkward selling, just guiding your client through what they need.

Want more actionable tips? Check out my Mortgage Business Mastery Podcast, available on Apple Podcasts, Spotify, or YouTube.

Keep It Simple

Another big trap brokers fall into is overcomplicating the pitch. We love to explain everything—features, benefits, every last detail. But honestly? Most clients just want to know the basics.

Break it down like this:

• Life insurance pays out if you pass away.
• Critical illness cover pays if you’re diagnosed with a serious illness.
• Income protection replaces your income if you can’t work.

That’s it. No bells and whistles, no overwhelming jargon. Just keep it simple and clear. Once the client understands the basics, you can layer on any extra benefits later if needed.

And here’s a pro tip: don’t rely on gimmicks like free gifts or discounts. They’re nice, but they’re not the reason someone buys insurance. What matters is the value it brings to their life.

Don’t Ask About Budgets

I’ve said it before, and I’ll say it again—stop asking clients about their budget.

When you ask, “What’s your budget?”, you’re inviting them to tell you what they want to pay, not what they actually should pay. And let’s be real, most people want full coverage for as little as possible.

Instead, focus on the value of the protection you’re recommending. Help them see why it’s worth investing in the right level of cover for their situation. When clients understand the value, price becomes less of a sticking point.

If you’re looking to refine your process and learn how to position insurance more effectively, feel free to work with me. Together, we can optimise your strategies and grow your business.

Use Price Anchoring

Speaking of price, let’s talk about anchoring. This is a simple but powerful sales technique that sets expectations around cost.

Here’s how you do it: Tie the cost of insurance to a percentage of the client’s income. For example, if your client earns ￡3,000 a month, you might suggest allocating 5% (￡150) to their protection.

Why does this work? Because it ties the cost to something tangible—their income and lifestyle. It reframes the premium as an affordable investment rather than an arbitrary expense.

Lead With Income Protection

If there’s one policy you should always start with, it’s income protection. Why? Because it’s the most relatable.

Without income, your client can’t pay their mortgage or cover their bills. Income protection ensures that even if they can’t work, they’ll still have money coming in.

Once the client understands the importance of protecting their income, you can build out from there—adding critical illness cover or life insurance as needed.

Submit Everything Together

Here’s a game-changer: always submit the mortgage and insurance applications at the same time.

When you handle both together, clients see insurance as part of the overall process. But if you finish the mortgage first, they might deprioritise the insurance, and you could lose the sale.

Submitting everything together ensures your clients get the protection they need without delays. Plus, it makes you look professional and organised—a win-win.

Let’s Connect

If you’re ready to take your mortgage business to the next level, I’d love to connect with you:

• Instagram: Follow me for daily tips and insights.
• LinkedIn: Connect here for professional advice and updates.
• Facebook: Join the conversation on all things mortgages and marketing.

For even more resources, grab your FREE Mortgage Marketing Blueprint here, and don’t forget to tune into the Mortgage Business Mastery Podcast on Apple, Spotify, or YouTube.

These strategies have helped brokers not only sell more insurance but also build stronger, more trusting relationships with their clients. Give them a try, and let me know how they work for you!