Mortgage Advice Remains Central, Santander Survey Reveals for Homebuyers

Santander’s Broker Perception Barometer surveyed 500 mortgage holders and found 63% of borrowers said they could not have completed the homebuying process without a broker. The results underline that mortgage advice still shapes purchase decisions and point to rising digital engagement among younger buyers, with 42% using WhatsApp weekly and 13% finding brokers through social media.

Santander Mortgage Advice Findings

Santander’s survey shows sustained reliance on intermediaries: 63% of respondents said broker support was essential and 83% said they would use a broker again when buying or switching mortgages. The Broker Perception Barometer covered 500 mortgage holders and marked the second consecutive quarter with nearly two-thirds saying brokers were indispensable. The figures point to durable client loyalty, with 85% of homeowners saying brokers helped them progress through the homebuying journey with greater assurance.

WhatsApp use among 18 to 34

The data reveal a generational gap in communication: 42% of all borrowers communicate with their broker on WhatsApp at least once a week, while just 75% of borrowers aged 18 to 34 describe their broker as “responsive, ” versus 90% for those aged 35 and over. Younger borrowers also show a greater tendency to discover brokers through digital channels, with 13% of 18 to 34-year-olds finding their broker social media. The pattern suggests brokers must combine speed and digital access with reliability to meet younger clients’ expectations.

Broker Perception Barometer data

First-time buyers rely heavily on professional guidance: 24% turned to their mortgage broker most often for support, slightly ahead of the 22% who relied primarily on friends. Empathy registers with a minority overall — 11% of homeowners name it an important broker quality — rising to 14% among first-time buyers. Affordability is a core practical role for brokers, with 95% of respondents saying their broker helped them fully understand how affordability affects purchase options. The pattern suggests that the core value brokers provide is practical, affordability-focused guidance rather than solely emotional reassurance.

When homeowners were asked to imagine buying their property again in 2026, they identified budgeting for upfront costs as a leading pressure, highlighted by 26% of respondents; if that emphasis on upfront budgeting holds, the data suggests brokers will need to intensify practical affordability planning and communications to support prospective buyers in 2026.