It’s safe to say that London’s property market is convoluted. The capitals population is rising, and supply isn’t meeting demand. London needs to build 88,000 homes a year to solve the crisis, yet only 3,248 private homes were under development in 2025.
Ironically, one in every 44 homes in London was unoccupied for over 6 months in 2024. Why? Reasons include wealthy investors buying houses and leaving them empty, second homes and short-term rentals (like Airbnb), and derelict or remote council properties.
Then you have the cost of living crisis, high interest rates, and an unpredictable market at the mercy of a volatile global situation. The market is confusing, but working with an experienced mortgage broker in London can demystify the process.
What a mortgage broker does vs applying directly to a lender
Lenders are a bank or building society that directly supplies the mortgage. They will only tell you about their services and not the best offers available market wide.
Mortgage brokers like us act as middlemen between you and the lender. We can help you find a good deal by comparing various mortgage options and giving you tailored expert advice.
Essential checks: FCA registration, MAQ qualification, whole of market access
When looking for a mortgage broker in London, make sure:
● They have been registered with the Financial Conduct Authority (FCA). This is an independent financial regulatory body for UK financial services.
● They either have a Mortgage Advice Qualification or a Certificate in Mortgage Advice and Practice (CeMAP).
● The broker offers whole of market access, which means the broker can advise on any mortgage (except direct offers). Brokers who are not whole of market may only show you options from a select group of lenders.
Key questions to ask before choosing a broker: fees, lender panel, London experience
Ask your broker the following questions.
● Whether they offer whole of market access or will be selecting from a lender panel.
● If they charge fees.
● How they will get paid if they are fee-free.
● How often you can expect to hear from them and how (phone, email).
● How long they have been working in London.
Common red flags
If your broker…
● Makes the process feel complicated and stressful.
● Has poor or slow communication.
● Pressures you into making a quick decision.
● Is vague about fees.
● Seems manipulative.
● Spams you.
… then keep looking. Some brokers care more about making their commission then your financial security. Rose Financial Services Limited are independent financial advisers covering the whole of South London and we offer whole of market mortgage advice for any situation. We will ensure you get relevant and accurate advice for your specific circumstances. Get in touch to find out more!
