How Loan Officers Can Use CRM, Co-Branded Pages, and Simple Marketing Systems to Win More Realtor Business

How Loan Officers Can Use CRM, Co-Branded Pages, and Simple Marketing Systems to Win More Realtor Business

In today’s market, loan officers who grow consistently are not just great at closing loans. They are great at staying organized, visible, and valuable to their realtor partners.

This training focused on exactly that. Deven Gillen walked through practical CRM and marketing systems that help loan officers build stronger agent relationships, stay top of mind, and create leverage without adding more chaos to their day.

Rather than chasing every new lead source, the goal is simple. Make it easier for agents and clients to work with you, and use systems that support that experience at scale.

More of the strategies shared in this training are actively used with loan officers through Hova Digital. Additional resources can be found at https://hovadigital.com.

Building a Strong CRM Foundation First

The training began with CRM basics inside GoHighLevel, focusing on how loan officers should structure their database so marketing and follow up actually work.

Deven covered how to properly create and customize contacts so the CRM matches how loan officers work in real life. This includes adjusting fields, removing unused sections, and organizing information in a way that supports speed and clarity.

Tags were emphasized as one of the most important tools in the CRM. Tags like real estate agent, borrower, lead, and funded loan allow loan officers to segment lists, send the right messages to the right people, and avoid blasting the wrong audience.

The Do Not Contact feature was also reviewed to ensure compliance and protect deliverability. If a contact unsubscribes or replies stop, the CRM automatically prevents further communication unless manually re-enabled.

Using Opportunities and Pipelines to Stay Organized

Deven explained the difference between contacts, opportunities, pipelines, and stages. Contacts store information. Opportunities show where someone is in a process.

Loan officers can use different pipelines for inbound leads, refinances, realtor partners, Google reviews, or open house traffic. This gives a visual snapshot of what needs attention and where follow up is required.

Recurring tasks were highlighted as a simple way to stay consistent with agents and clients. For example, weekly agent follow ups or monthly check-ins can be automated so nothing slips through the cracks.

Notes were also encouraged for personal details like family, hobbies, or past conversations. These notes help loan officers show up as humans, not just transaction managers.

Co-Branded Pages That Agents Actually Use

One of the most valuable sections of the training focused on co-branded landing pages for real estate agents.

These pages are designed to give agents a single link they can confidently share with their buyers. Each page includes the loan officer’s information, the agent’s information, and a clear call to action like getting pre-approved.

This solves a major problem for agents. Instead of sending multiple links or introducing confusion, they can send one clean page that keeps both professionals front and center.

For CRM users, these pages can be created by cloning an existing co-branded funnel, updating the contact details, adding the correct application link, and publishing it to a connected domain.

The result is a reusable link that agents can share again and again.

Why Video Makes Co-Branded Pages Stronger

To increase engagement, Deven recommended adding a short landscape video introduction to co-branded pages.

This video can feature both the loan officer and the agent. Even a simple introduction builds trust, reinforces partnership, and makes the page feel personal instead of templated.

Recording in landscape format ensures the video displays cleanly on the page. The goal is not perfection. The goal is familiarity and connection before the first phone call.

Open House Funnels That Capture and Share Leads

Open houses remain one of the most underutilized opportunities for loan officers.

Deven demonstrated open house funnels that allow visitors to scan a QR code on their own phone and submit their information digitally. This eliminates paper sign-in sheets and shared tablets while improving accuracy and completion rates.

Each open house should have its own unique landing page and survey. This makes it easy to track performance, follow up properly, and share leads with the agent.

Once the funnel is published, a QR code can be generated and saved as an image or printed for signage at the property.

Boosting Social Media Posts Without Being Annoying

Staying visible on social media does not require complex ad campaigns or large budgets.

One simple strategy shared was boosting existing Facebook or Instagram posts for a small budget, often around $10 for one or two days. This ensures posts reach past clients and agents who may not see them organically.

This works well for market updates, educational videos, open house promotions, and event announcements.

To do this properly, loan officers need business social media accounts and a Facebook ad account. Business pages allow ads to run, while personal profiles help maintain authentic relationships. Sharing business content from a business page onto a personal page helps bridge both audiences.

Retargeting the Right People Using CRM Data

One of the most powerful features demonstrated was creating custom audiences directly from CRM contact lists.

This allows loan officers to retarget real estate agents, past clients, or specific segments with engagement-focused ads. Instead of cold outreach, the message stays in front of people who already know you.

This approach feels natural, not spammy, and reinforces familiarity over time.

Final Thoughts

The biggest takeaway from this training is simple. Loan officers win when they make it easier for agents and clients to work with them.

Strong CRM foundations, co-branded pages, open house funnels, and lightweight social promotion are not about flashy marketing. They are about support, consistency, and visibility.

When agents see you helping them win, referrals become a natural byproduct.

If you want help implementing these systems or learning how to use your CRM and marketing more effectively, Deven Gillen regularly trains loan officers on these exact strategies through Hova Digital. More information and resources are available at https://hovadigital.com.