Ash Borland Mortgage Business Coach teaching mortgage brokers how to handle cheaper rate objections from clients and build trust in the mortgage sales process.

How Should Mortgage Brokers Handle the “Cheaper Rate Online” Objection?

Ash Borland blog
September 24, 2025•7 min read

Every mortgage broker has faced it.
A client says: “I’ve seen a cheaper mortgage rate online.”

It’s one of the most common objections in mortgage sales, and if you handle it badly, you risk sounding defensive and losing the deal. But if you handle it well, you don’t just save the case, you win long-term loyalty and position yourself as the trusted expert.

So how can mortgage brokers confidently handle this objection and keep clients focused on value instead of just numbers? Let’s break it down.

Why Do Mortgage Clients Compare Rates Online?

Clients today are conditioned by comparison culture. Whether it’s car insurance, flights, or broadband, they’re used to searching for the “cheapest” option.

The problem is that mortgage rates shown online are generic headline rates. They rarely account for:

  • Employment type (PAYE, self-employed, contractor, limited company director)

  • Credit history or missed payments

  • Loan-to-value ratios and affordability checks

  • Lender-specific criteria and underwriting

  • Property complexities such as new builds or non-standard construction

That’s why every mortgage broker needs to learn how to reframe these conversations. Helping clients understand that a mortgage isn’t a shelf product but a tailored financial agreement is what sets professional advice apart.

Got a quick question about handling tricky client objections? I’m always happy to help. Send me a message on Instagram here: instagram.com/ashborland.

Should Mortgage Brokers Argue About Mortgage Rates?

The instinct for many brokers is to quickly argue that the online rate isn’t realistic. But if you argue about numbers, you’ll lose the trust battle before you’ve even begun.

Instead, respect their concern. You might say:

“Of course you’ll see rates online, it’s natural to check. Let’s explore what’s actually available for your circumstances.”

This shows empathy while positioning you as a guide. Remember what my dad always told me: “Nobody ever says thank you for proving me wrong.”

If you’re a new mortgage adviser still learning how to structure conversations, my New Broker Success Framework can help. It’s a complete roadmap from passing CeMAP to building a sustainable career: ashborland.com/playbook.

How Can Mortgage Brokers Reframe the Rate Conversation With Context?

Once you’ve validated the concern, the next step is to reframe with context.

You might say:

“Those online deals don’t consider your income, credit, or the lender’s underwriting rules. My role as your broker is to secure the mortgage you’ll actually get approved for, not just one that looks good in theory.”

This makes it clear that mortgage rates aren’t one-size-fits-all. They’re the outcome of a complex approval process.

If you’re just starting out as a broker and want to strengthen your knowledge before advising clients, I recommend Future in Finance for CeMAP training. You can even get £50 off with my code ASH50: futureinfinance.co.uk/elearning.

Why Should Mortgage Brokers Anchor Clients to Risk Instead of Price?

When clients focus only on the cheapest rate, they’re only seeing part of the picture. Mortgage brokers should anchor conversations to risk, not price.

For example, say:

“The cheapest mortgage isn’t always the safest. It could involve stricter criteria, hidden fees, or delays that might put your move at risk.”

Anchoring to risk taps into loss aversion, a powerful psychological principle. Clients will often work harder to avoid losing their home or deposit than they will to save £20 a month.

If you’d like to go deeper into applying psychology in your mortgage sales process, my free 30-Day Mortgage Broker Boost shares daily quick wins to help you improve: ashborland.com/30day.

What Real-Life Examples Can Mortgage Brokers Use to Demonstrate Risk?

Real examples bring the message home more powerfully than theory.

Take my own experience when moving house. I had options with cheaper mortgage rates, about 1% lower than the deal I chose. But my income was complex, and only one lender would manually underwrite my case.

That lender wasn’t the cheapest, but they guaranteed approval and avoided delays. For me, certainty was worth far more than a slightly lower payment.

Mortgage brokers should collect and share similar client stories. When buyers see that “cheap” deals often collapse, they quickly understand the value of professional advice.

How Can Mortgage Brokers Sell the Outcome Instead of the Rate?

The key is to always bring the client back to the bigger outcome.

Instead of focusing on numbers, say:

“Our job isn’t just to get you a mortgage, it’s to get you into your home on time, with no nasty surprises.”

This reframes the client’s goal. They’re not buying a mortgage, they’re buying peace of mind, security, and their dream home.

If you want more structured training on conversations like this, my Mortgage Business Mastery coaching programme covers sales, marketing, and retention systems for brokers: ashborland.com.

What If Clients Still Push Back on Cheaper Mortgage Rates?

Even after validation, reframing, and risk anchoring, some clients will still press the issue. This is where calling out loyalty can reset the relationship.

Try:

“Do you trust me to do what’s best for you?”

If they answer yes (which most will), follow with:

“Then let me do my job. My role is to protect you from deals that look good upfront but could cost you more later.”

This conversation isn’t about manipulation. It’s about reminding clients why they hired a mortgage broker in the first place, to safeguard their interests.

What Step-by-Step Framework Can Mortgage Brokers Use for Rate Objections?

Here’s a simple 5-step framework mortgage brokers can use whenever a client says they’ve seen a cheaper mortgage rate online:

  1. Validate – Respect the client’s concern without dismissing it.

  2. Reframe – Explain why online rates are generic, not personalised.

  3. Anchor to Risk – Highlight the dangers of chasing the cheapest option.

  4. Sell the Outcome – Keep the focus on securing the property, not saving pennies.

  5. Call Out Loyalty – Ask for trust and reset the advisory relationship.

This process works whether you’re helping a first-time buyer, a remortgage client, or a buy-to-let investor.

Why Is Mastering This Objection Critical for Mortgage Brokers?

Comparison websites are not going away. In fact, they’re becoming louder and more aggressive in promoting headline mortgage rates.

If brokers can’t confidently handle this objection, they risk losing authority and cases. But by mastering it, you achieve three key outcomes:

  • Pipeline protection – Clients stick with you instead of chasing “deals.”

  • Authority positioning – You’re seen as the trusted adviser, not a rate chaser.

  • Client loyalty – Clients return for remortgages and send referrals.

Handled well, the “cheaper rate” objection becomes an opportunity to prove your value.

How Can Mortgage Brokers Build Confidence in Objection Handling?

Like any sales skill, handling objections improves with practice. Brokers can:

  • Role-play scenarios with colleagues or mentors.

  • Use real client case studies to make risks tangible.

  • Learn psychological tactics like loss aversion and anchoring.

  • Stay calm, measured, and confident, as clients will mirror your tone.

If you’d like structured guidance on objection handling and sales systems, check out my Mortgage Business Mastery coaching: ashborland.com.

Final Thoughts: How Do Mortgage Brokers Win When Clients See Cheaper Rates?

Cheaper online mortgage rates aren’t going away. But when you know how to handle the conversation, you don’t just save the deal, you position yourself as the trusted adviser clients rely on.

The next time you hear “I’ve seen a cheaper rate online,” use the five-step framework. Validate, reframe, anchor to risk, sell the outcome, and call out loyalty.

Do this consistently, and you’ll:

  • Strengthen your authority

  • Protect your pipeline

  • Build long-term client trust

That’s how mortgage brokers turn objections into opportunities.

Useful Resources for Mortgage Brokers

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