The Intermediary – July 2025 - Flipbook - Page 67
B RO K E R B U S I N E S S
Opinion
Buzzwords to
authenticity: Close
the comms gap
F
our in every five (81%)
communications
professionals believe
they are doing a great
job communicating
with their internal and
external audiences. Even when it
comes to complex issues, 61% claim
they excel. That’s according to a piece
in Corporate Affairs Unpacked.
So far, so good. The problem is that
communication professionals have
an inflated opinion of themselves.
We know this, because only 39%
of their audience agree with these
comms professionals. In other words,
the majority of the target audiences
don’t know what these leaders are
trying to say. Their messages aren’t
breaking through.
What does this mean for leaders
in the mortgage industry? Aer all,
in an industry built on trust, where
borrowers are aempting to navigate
complex financial decisions – and
employees are seeking clear direction
– this gap is a red flag.
Bin buzzwords
First, rather than ignoring comms or
treating it like advertising’s poorer
cousin, they need to address the
disconnect. I’d suggest that they start
by ditching the marketing speak and
management consultancy jargon.
It’s time for leaders to bin the
buzzwords and speak plainly.
Mortgage borrowers and staff want
human connection, not corporate
platitudes. Leaders need to stop
‘boiling the ocean’, ‘circling back’ and
‘thinking outside the box’ – in fact,
‘going forward’ they should consign
all that to the bin. The research backs
this up: 77% of those polled say these
cliches are overused.
It sounds obvious, but when it
comes to corporate communications,
audiences just want you to speak like
real people. They’re not automatons.
Not yet, anyway.
Second, display more empathy.
Audiences want it. If leaders are
delivering news that might be difficult
to hear, they should acknowledge that
at the outset. Employees would like to
see a boss who is more human.
But there’s a balance to be struck.
Think back to lockdown. CEOs were
alive to the challenges faced by their
employees. They were empathic.
Many issued regular updates on the
business. Some shared their personal
stories. We caught glimpses of the
boss’ home (nice, wasn’t it). Employee
engagement rose. CEOs really did
lead. I remember being genuinely
proud of the mortgage industry.
We may be back in the office three
days a week, but audiences still want
that authenticity. As international
comms firm We, puts it – “your
audience wants a face, not a logo.”
Third, when appropriate, more
than half (52%) of those polled said
they like leaders to use humour, and
more than two in every five (44%) like
unscripted or off-the-cuff briefings.
I am quietly confident this is the
secret of Trump’s appeal in the US
– his off-the-cuff stand-up routines
contrast with polished, if bland,
speeches read from a prompter of
his rivals.
Fourth, ensure marketing claims
are backing up with facts. Without
proof points, a cynical audience will
simply say, ‘I’ll be the judge of that’.
Too oen, claims are backed up by
other claims. Try to use real-life case
studies to bring these messages to life.
Fih, actively seek feedback to
help close the perception gap. Leaders
within the industry could proactively
gather input through surveys, focus
groups, or informal check-ins to
JAMES STAUNTON
is director at bClear
Communications
understand what’s landing with
audiences and what’s not.
This feedback loop ensures
communications evolve to meet
audience needs, fostering trust and
clarity. Leaders might also consider
listening to communications
professionals when they try to advise
organisations not to try to pass
off marketing copy as hard news.
Ignoring feedback risks failing to
bridge the gap in an industry where
connection is paramount.
Communicate for change
Industry leaders within the UK
mortgage industry must seize this
research as a catalyst for change. The
stark disconnect between what firms
imagine they are delivering and what
audiences are taking away from their
content demands a strategic rethink.
Ditching jargon and embracing
plain, empathic language is essential.
Audiences like borrowers, brokers,
and employees deserves top hear a
human voice – not corporate noise.
The successes of lockdown comms,
where authentic leadership boosted
engagement, proves this approach can
work – sustaining it in today’s hybrid
workplace is non-negotiable.
Leaning into unscripted moments,
and not being afraid to demonstrate
a sense of humour, will help. And
backing marketing claims with solid
facts and real-life case studies will
build trust and credibility.
By embedding authenticity,
empathy, and evidence-based
communication into their
strategy, leaders can bridge
the communications gap,
strengthening relationships. ●
July 2025 | The Intermediary
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