Just 21% of valuations were for people selling property, indicating a lack of stock changing hands.
Of that total £15.1bn was lent by high street banks, leaving £9.1bn for other mortgage lenders.
This will apply to customer applying before 12 November and customers will see a mortgage and protection adviser to help the switch.
The mortgage will be available to homebuyers and remortgagors for a limited time.
Williams, who has also worked as a sales manager for NatWest, will be charged with expanding the distributor’s introducer base.
Remortgaging by homeowners totaled £6.7bn which equated to 36,800 remortgagors.
Before working at Kent Reliance Seal was at Virgin Money, Chelsea Building Society and Barclays.
New rates include a 2-year fix at 1.65% to 85% loan-to-value with a £495 fee and £500 cashback on completion, as well as a 65% LTV 5-year fix at 1.97% with no product fee and £250 cashback on completion.
The product is available for remortgage customers only, who will receive £500 cashback upon completion.
This comes as more homeowners move away from short-term deals and variable rates.