When 'we handle complex cases' isn't enough – Harvey

But complex to whom? The adviser reading a lender’s criteria, or the person wondering whether they can even start a conversation?

I often speak to hairdressers and beauticians who still think they need three years’ accounts before they can even speak to a mortgage adviser. The women I speak to are typically aged 21-35, looking to buy their first home. They use social media daily, and most run their businesses online. They’re already there. What they need is information that speaks to their situation.

I also have met people with poor credit who assume a mortgage is impossible. It’s only when they speak to someone that they realise there might be options.

As an ex-mortgage adviser and business development manager (BDM), I think that is where niche educational content earns its place. Some lenders can consider one year’s trading history. If someone believes they must wait for three, explaining that possibility could bring the conversation forward by two years. That is a potential change in when they seek advice, not a promise of getting a mortgage two years sooner. Evidence requirements and eligibility depend on the lender and the circumstances.

If they are not ready, or their income does not yet support the borrowing they need, that conversation still has value. With their permission, keep in touch while they prepare. Helping someone understand what comes next is more useful than them thinking ‘computer said no’.

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The recent research gives brokers reason to take that distinction seriously. Royal London’s Financial Resilience Report 2026, based on a YouGov survey of 4,043 UK adults in March, classified 30% as financially fragile. Its measure looks at savings, disposable income and the ability to absorb shocks. It also found that 19% had less than £100 in cash savings. These are UK adult findings, not a count of people needing specialist mortgages.

Separately, YouGov’s June 2026 survey found that 31% of adults in Great Britain were not confident about covering unexpected expenses. That is not the same as mortgage affordability, but it is a reminder that the person reading our content may have little room for uncertainty. For me, these findings strengthen the case for explaining rather than impressing.

Putting complexity into practice

So what could that look like?

Start with the situation, not the label. ‘Adverse credit solutions’ means something to us. ‘Worried about a missed payment on your credit record?’ gives someone a starting point. Explaining which income records you’d discuss also gives a self-employed reader something useful to do.

Be specific about circumstances you are equipped to assess. Don’t list them just because they sound specialist. Use language a potential client would use themselves.

Then explain the process without selling the outcome. There is a big difference between: “We can get you a mortgage despite bad credit” and: “We can review your circumstances and explain whether there may be suitable options”. I know, the second version isn’t scroll-stopping, but it’s honest. So, if you are looking for something to stop the scroll, try the question your reader is already asking themselves. “Think your credit history rules you out?” or, “Looking for a mortgage with one year’s accounts?” will stop the right person faster than any promise, because it’s their thought, not your sales technique. The honest answer that follows – “maybe, maybe not, but a conversation costs you nothing” – is what earns the enquiry.

That isn’t weak marketing. It puts the value where it belongs: in the assessment, the explanation and the advice, rather than a promise of approval.

Finally, test the message with someone outside the industry. Ask what they think you are offering, who they think it is for, and whether they believe approval is guaranteed. If their answer surprises you, change the words.

I believe giving first-time buyers like these a helping hand benefits brokers in the long run. I’d rather they arrive expecting a careful assessment than a miracle. ‘Complex cases’ describes our workload. Clear explanations describe what people can expect from us. That’s the difference worth putting into our marketing.