Brokers prepared to earn back market share

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While it may not be what brokers wanted to hear, the prediction that broker market share will continue to drop has inspired players to focus on what they can do thrive in the changing industry.

“I'm not worried if our broker share goes up or down to be honest; I'm more concerned about my bottom line and strategy,” Jake Abramowicz of Mortgage Edge wrote on “I know there will always be a misconception about brokers out there, and that's the message we should try to focus on -- not anything else.”

Comments poured in following Ron Butler’s prediction that mortgage broker market share will continue to drop in 2015.

CAAMP’s annual fall mortgage industry report, released in late November, indicated that broker market share had fallen on a year-over-year basis, a large chunk of which had gone to the big banks.

“For all current mortgages on homes that were purchased during 2014 up to the time of the survey, 61 per cent were obtained from a bank,” the official report states. “Mortgage brokers had a 31 per cent share. Credit unions were the source for six per cent of these mortgages, followed by two per cent from life insurance or trust companies.”

Many broker blame the eroding market share on the discrepancies between how tightened underwriting guidelines have impacted brokers compared to bank reps.

“Branches have such incredible leeway with conventional business it is infuriating, but understandable,” Abramowicz wrote. “When they have built the moat around the client with RRSP, RESP, chequing, business, and other accounts they can make those exceptions because they know the client better than we do. It still feels powerless but that's not to say we still can't bite out a chunk of the business.”

And brokers are ready to take on the challenge.

“If brokers are going to recapture some of the market share lost to the banks last year, we are going to have to be nimble and innovative and connect with our clients in a way banks can’t,” Jackson Middleton, the Kilted Broker wrote on MBN. “Most successful brokers have been built their business on customer service and referral business.

“I don't think a departure from this model is a good idea; quite the contrary, we should be figuring out how we can provide better customer service and be more referable.”

  • Daryl French on 2015-01-09 12:14:31 PM

    Yes the banks have some advantages in the underwriting arena, but they have always had this. They also invest huge amounts of money into marketing and getting their message out and I believe this is an area the broker channels fails miserably. I keep hearing that only 10 to 15% of agents even have a CRM system and fewer actually use it. How do we expect to compete and get these messages out if we are not staying connected to our database and reaching out to others with databases to spread the message.

  • Mike on 2015-01-09 12:49:38 PM

    Have to agree with Daryl. The bulk of brokers never follow up with their clients. Mind you that is the 80% who do 205 of the business. I am always amazed at the client who come to see me that have a mortgage that was arranged through a broker and they can't even remember who that broker was. I seriously doubt the market share of full service brokers who look after their client not only during the initial period but through the life if the mortgage is dropping. Personally that is all I care about. It is never just about the single transaction, its about long term relationships. You know you are doing it right when clients you have had for 15- 20 years are now sending their kids to you.

  • @kiltedbroker on 2015-01-09 1:28:57 PM

    I couldn't agree with both Daryl and Mike more. Well said gents.

  • Dominique, CHA et Courtière on 2015-01-11 12:04:35 PM

    Daryl and Mike are so wright, I left after 28 years banks to me a Broker and really No regrets! Banks want profitability, investment, mutual funds $$$, credit card, D2D banking... this is profitability..I agree, I want them to do profit, my investment are related to their profitability, my shares, your shares!!!! But for having profit, Customer service is GONE!!! Customers are NOW numbers for them, who is giving the most profitability and If so they will follow you, model of banking change! As Mike mention, follow your customer, be there for them, increase your knowledge to help them to go above a only mortgage product, KYCN... know your customer needs and mostly be available, be there for them... banks no longer does that... so YES there is a nice really nice niche for US and I am really proud to be a AMP, licence Broker! (sorry for my english, I am french!:))

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