Why traditional sales skills still win in AI driven mortgage broking

In Short:
– Martin Bennett highlights the importance of traditional sales skills and relationship building in modern mortgage broking.
– Building quality relationships leads to better client conversion than social media-generated leads.

Martin Bennett from The Loan Room, in conversation with Broker Business host Rex Afrasiabi, highlights why traditional sales skills and relationship building remain essential in modern mortgage broking, even as AI and digital tools reshape the industry.

He argues that while social media is useful for visibility, it rarely converts directly into clients without trust.

Strong, long-term relationships built through consistent personal contact continue to outperform cold digital engagement, often creating more reliable and “airtight” client connections.

Bennett emphasises core fundamentals like conversation, consistency, and resilience.

Brokers must be able to engage clients naturally, handle rejection as part of the process, and maintain steady communication across all channels to build momentum over time.

He also stresses a shift from a “getting” mindset to a service-first approach, focusing on honest advice and meeting clients where they are in their journey.

In markets like Australia, referral networks built on trust often take multiple touchpoints but deliver far higher conversion and long-term growth.