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How Can Mortgage Brokers Present Insurance Premiums Without Scaring Clients?
It is one of the biggest fears mortgage brokers face: talking about protection premiums.
You have found the right mortgage, the client trusts you, and everything is moving smoothly. But then comes the moment you introduce the insurance. You show them the monthly cost, and suddenly you worry they will think you are upselling or, worse, take the whole mortgage elsewhere.
That fear stops many mortgage advisers from confidently presenting the level of protection clients truly need. But here is the truth: when you present premiums properly, clients do not see it as expensive; they see it as essential.
So how can you present insurance premiums without scaring clients away? This guide breaks down the proven protection sales psychology I teach in my Mortgage Business Mastery System, the same strategies used by brokers across the UK to confidently present larger premiums and achieve better client outcomes.
Why Do So Many Mortgage Brokers Struggle to Present Insurance Premiums Confidently?
Most mortgage brokers do not struggle because they lack knowledge. They struggle because they lack confidence in how to talk about protection.
The fear of rejection such as “What if they say it is too expensive?” or “What if they pull their mortgage?” creates hesitation.
But clients expect clarity, not hesitation. They rely on you to help them understand what financial security looks like. If you can explain premiums in a structured, logical, and confident way, clients will not be scared. They will be grateful.
If you are a new adviser looking to build that confidence early in your career, my FREE Guide: Top 5 Mistakes New Brokers Make breaks down the biggest errors brokers make after passing CeMAP and how to avoid them when discussing protection.
Why Should Mortgage Brokers Present Premiums as a Percentage of Income?
The first key to confident protection conversations is reframing cost.
When you lead with pounds and pence, clients see a big number. When you lead with percentages, they see proportion and perspective.
For example, instead of saying,
“Your full protection plan will cost £250 per month,”
try saying,
“Strong financial resilience typically costs around 5 percent of your monthly income.”
If your client earns £5,000 a month, that is still £250, but psychologically it feels smaller, more balanced, and more logical.
By anchoring protection to income, you shift the perception from expense to investment.
If you would like help communicating protection more effectively, the FREE 30-Day Mortgage Broker Boost includes 30 emails and videos packed with practical tips to improve sales, marketing, and client communication for mortgage brokers.
Why Should Mortgage Brokers Anchor Protection to Income Instead of the Mortgage Payment?
Many brokers use the old “10 percent of your mortgage payment” rule when calculating a protection quote. It is easy, but it is rarely accurate.
If a client’s mortgage is £1,500, 10 percent gives you £150. That might sound fine, but it does not reflect the client’s total liabilities or financial goals.
Instead, anchor to income. If the same client earns £5,000 a month, then 5 percent (£250) represents a far more realistic level of protection. It scales with their lifestyle, income, and risk, not just their property.
In short, income-based anchoring creates personalised, professional advice that feels tailored and trustworthy, not templated or transactional.
If you want to learn how to structure your advice conversations step by step, including income-based anchoring and presentation frameworks, you will find it all inside The New Broker Success Framework, a complete roadmap from passing CeMAP to becoming a confident, high-performing adviser.
How Can Mortgage Brokers Use Price Anchoring to Present Premiums Effectively?
Once you have reframed the value in percentages, the next step is mastering price anchoring, a simple psychological tool that changes how clients perceive cost.
Here is how it works. The first price a client sees becomes the anchor for every comparison that follows.
So, instead of asking, “What is your budget?” which anchors the price low, you set the anchor yourself by presenting the full, ideal solution first.
For example:
“To fully eliminate financial risk, including your income, mortgage, and family, the total cost would be £280 per month.”
When you deliver this calmly and confidently, it becomes the benchmark. Now, when you introduce tailored plans at £190 or essential plans at £140, they seem more affordable by comparison.
Price anchoring is one of the most powerful sales psychology principles I teach in my Mortgage Business Mastery System, and it is a game-changer for brokers who want to increase average protection premiums without feeling pushy.
Why Should Mortgage Brokers Avoid Asking Clients for Their Budget?
The word “budget” kills confidence.
When you ask, “What is your budget for protection?”, you give control away. Clients will always aim low because they do not yet understand the value. And once they have said that number out loud, it is almost impossible to reframe it.
Instead, you set the frame.
Say:
“My job is to show you what full financial protection looks like so we can tailor it together.”
That single sentence keeps the power of the conversation with you. You lead, they follow.
If you find client objections challenging, I cover advanced objection-handling and communication techniques in my one-to-one coaching programme. You can work with me directly to learn how to handle price resistance with confidence.
How Can Mortgage Brokers Present High Premiums Without Scaring Clients?
High premiums do not scare clients; nervous delivery does.
If you flinch, apologise, or say, “I know it is a lot,” you signal that you do not believe in your own recommendation. Clients mirror your tone, so if you act unsure, they will act unsure.
Instead, be factual and steady:
“The total cost for full protection is £280 per month. That is the amount required to remove your financial shortfall completely.”
Then stop talking.
Let silence work for you.
When you present premiums as factual, professional recommendations, clients view them as trustworthy financial guidance, not a sales pitch.
How Can Mortgage Brokers Use Three-Option Pricing to Increase Conversion Rates?
Once you have anchored high, give clients three options.
This strategy, known as choice architecture, helps clients feel in control while guiding them toward a confident decision.
Structure it like this:
Full Solution: Covers all income, family, and mortgage risks.
Tailored Plan: Adjusted for affordability but still comprehensive.
Essential Plan: The minimum viable cover.
Then simply ask,
“Which of these feels most comfortable for you?”
This removes the “yes or no” decision and replaces it with “this or that.” Clients rarely choose the cheapest option; they choose balance.
It is a technique I teach regularly in my Mortgage Sales Mastery workshops, part of the wider Mortgage Business Mastery System, which you can explore at ashborland.com.
How Should Mortgage Brokers Talk About Insurance Premiums to Build Trust?
The best mortgage brokers never apologise for the price of protection. They explain it calmly and clearly.
Use confident language that communicates leadership:
“This is what full protection looks like for your situation. It ensures your income and family are covered no matter what happens.”
Avoid filler phrases like “I know it is expensive” or “I can see why that feels high.” Those statements weaken your authority and make clients second-guess the value.
Confidence breeds confidence. Clients take your emotional lead.
If you want more help developing that authority, my one-to-one coaching sessions are designed to help mortgage advisers build systems, language, and habits that lead to consistent, confident performance. Find out more at ashborland.com.
How Can Mortgage Brokers Build Long-Term Confidence Discussing Protection?
Confidence comes from clarity.
When you have a structured system for presenting protection, you stop guessing and start leading.
That is why the brokers I mentor use frameworks from the Mortgage Business Mastery System to standardise every client interaction, from the discovery call to the submission call and protection presentation.
If you want to build those systems from the ground up, especially as a newer broker, my New Broker Success Framework will walk you through everything, from finding clients to closing protection confidently.
And if you still need to pass CeMAP before starting your mortgage career, I recommend Future in Finance. You can use the code ASH50 for £50 off your course.
What Should Mortgage Brokers Do Next to Improve Protection Conversations?
If you are ready to stop underselling and start protecting more clients, here is where to begin:
Reframe premiums in percentages, not pounds.
Anchor high with the full solution before showing alternatives.
Offer three-tier pricing to increase uptake.
Present every price calmly and confidently.
Never ask for a budget; lead the conversation.
Protection is not an optional extra. It is your duty of care as a mortgage broker. When you communicate that with confidence, you stop selling insurance and start delivering security.
Resources for Mortgage Brokers
FREE Guide: Top 5 Mistakes New Brokers Make
The most common errors advisers face after CeMAP and how to avoid them.
The FREE 30-Day Mortgage Broker Boost
30 emails and videos with quick wins to grow your mortgage business.
Get it here: ashborland.com/30day
The New Broker Success Framework (Course)
A complete roadmap from passing CeMAP to building a sustainable career as a mortgage adviser.
Enrol here: ashborland.com/playbook
Work With Me (1:1 Coaching)
Scale, streamline, and grow your mortgage business with the Mortgage Business Mastery System.
Find out more: ashborland.com
Want to Get CeMAP Qualified?
I recommend Future in Finance. Use code ASH50 for £50 off any course.
Start here: futureinfinance.co.uk/elearning
Got a Quick Question?
Message me directly on Instagram: instagram.com/ashborland
