Online Mortgage Advisor
Advisor Sales Manager
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About OMA®
Online Mortgage Advisor (OMA®) is an FCA-authorised, award-winning mortgage broker that has served customers across the UK since 2013.
We help customers from all walks of life- be it BTL investors, people with bad credit, complex income, property, and all manner of complex situations- by matching them with the most qualified and experienced advisor to suit. We use our own AI-powered tech to optimise triage and provide advisors with the best possible experience, so they can deliver the best possible customer experience and outcomes.
As a result, we now support customers for some of the UK's biggest household brands, and are helping thousands of customers every month get the right advice.
Role Purpose
We are creating the best possible broker experience in order for advisors to offer the best possible customer experience – advisor coaching and support are a fundamental pillar of our mission.
The Advisor Sales Manager (ASM) owns responsibility for performance across the sales team, ensuring that the business hits sales targets in both volume and value. They will use all available MI to identify the biggest areas of opportunity across the team and develop the appropriate interventions to drive performance. This will comprise delivering coaching through 1:1 and group work, and instilling a culture of support and accountability that doesn’t accept mediocrity. The BPM will also work closely with the leadership team to influence the distribution of enquiries and other initiatives such as promotions, systems, and sales tools that might have a macro-level impact on the performance of their team.
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Key Responsibilities
- Daily activity management - Define and implement daily activity plans; share visibility with the leadership team.
- Data analysis - Clear MI reporting, driving faster, data-led decision-making and targeted interventions.
- Performance 1:1s – Run structured sessions with brokers to review activity, agree actions, and hold them accountable.
- Coaching – Carry out regular call analysis as a core activity, and lead group coaching sessions, to drive conversion rates, cross-sales, and revenue per case.
- Distribution – Support leadership to optimise triage for the overall best customer/business outcomes.
- Incentives – Own and run the company incentive scheme to motivate and reward the sales and admin team.
- Tech, tools & promotions – Bring a broker's-eye view to leadership discussions, influencing initiatives that improve the sales environment and drive conversions.
KPIs
- Speed to contact, contact rate (%)
- Conversion rate by channel/source
- Pipeline quality (AIP → Application rate)
- Case size, with focus on solicitor referrals and protection/insurance
- Customer feedback scores
What Success Looks Like
- Global conversion rates increased to 16%, and improvement in by-channel conversions, whilst maintaining healthy AIP:App ratios and written business targets.
- All individuals hit or exceed their personal targets, and no advisor is left to underperform.
- A strong broker team culture – we have a thriving team of happy, busy advisors supporting each other, contributing to our shared central sourcing intel, and are proud to be on the mission together.
- Reduced pipeline stagnation and improved case progression metrics.
- Brokers are equipped with the right training, resources, and operational support to succeed.
- Significant hand in the development of Amo (our custom-built platform), by identifying weak points in the process and suggesting features that drive improved business outcomes.
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Who We're Looking For
- Proven track record in a sales management or sales coaching role, ideally within a regulated financial services environment.
- Experience managing performance of a self-employed or commission-based sales force.
- Confident interpreting MI/data to identify root causes and design interventions.
- Strong coaching skills: comfortable giving direct, structured feedback via 1:1s and call reviews.
- Willingness to make hard calls on hiring/performance management when the numbers don't stack up.
- CeMAP (or equivalent mortgage advice qualification) preferred, though not essential if coaching/leadership experience is strong.
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