How Loan Officers Can Build Realtor Relationships Through Social Media
For many loan officers, building Realtor relationships feels like one of the hardest parts of growing a mortgage business.
They think they need to attend every networking event.
They think they need to walk into every real estate office.
They think they need to constantly ask agents for coffee meetings.
Those strategies can work, but they are not the only way to build relationships.
For Denise Panza, social media became the tool that allowed her to create new Realtor connections, grow her personal brand, and stay top of mind with people long before they ever needed a mortgage.
And what makes her story even more interesting is that she did not start her mortgage career with a perfect plan.
She fell into the industry.
Thirty years later, she is still building relationships and finding new ways to grow.
A Career In Mortgage That Started By Accident
Denise never originally planned to work in mortgage.
She attended Northeastern University with the goal of becoming a private investigator. After switching directions, she earned her teaching degree and planned to pursue education.
But after moving back to Brooklyn, she struggled to find a teaching position.
She needed a job.
A post-closing position opened at a mortgage company, and because her father had been in the business, she decided to give it a chance.
That decision changed everything.
Over the next 30 years, Denise worked through different roles:
• Post-closing
• Processing
• Closing
• Loan origination
Eventually becoming a lifelong loan officer.
Like many people in mortgage, her career started unexpectedly.
But what helped her stay successful was her ability to adapt, build relationships, and continue finding ways to bring value.
Stand Out By Serving More Types Of Borrowers
One of the ways Denise separated herself in the competitive New York mortgage market was by not limiting herself to one type of loan.
Instead of focusing only on one niche, she built experience across multiple programs.
Her ability to offer different solutions allowed her to help more borrowers because every borrower has a different situation.
She works with a variety of products, including:
• Conventional loans
• Reverse mortgages
• USDA loans
• Other mortgage solutions based on borrower needs
That flexibility matters.
Not every borrower has the same goals.
Not every borrower has the same financial situation.
Not every borrower fits into the same box.
Loan officers who understand more options can create more opportunities to serve.
Moving States Does Not Mean Starting Over
One of the biggest challenges many loan officers face is moving into a new market.
When Denise moved from New York to Naples, Florida, she had to build new relationships in a completely different environment.
She still maintained her New York business, but she also wanted to create stronger connections in Florida.
For many loan officers, this would mean starting over.
But Denise found a different approach.
Social media.
She used platforms like LinkedIn and Instagram to connect with Realtors, title companies, and other professionals in the Naples and Fort Myers areas.
Her strategy was simple:
• Tag local areas
• Engage with local professionals
• Comment on other people's content
• Start conversations
• Build relationships over time
It was not complicated.
It was consistent.
Posting Is Not Enough
One of the biggest mistakes loan officers make with social media is thinking the strategy is just posting content.
They post a few times a week and wait for business to happen.
But Denise takes a more active approach.
When an agent comments on her content, she does not just respond and move on.
She uses that as an opportunity to build a relationship.
Her process looks like:
• Follow the person who engaged
• Start commenting on their content
• Watch what they are posting
• Send a direct message
• Introduce herself
• Start building a connection
The goal is not to immediately ask for business.
The goal is to create a relationship.
A Realtor does not want another salesperson reaching out asking for referrals.
They want to know someone who is helpful, genuine, and interested in building a partnership.
Video Does Not Get Easier Before You Start
One of the most relatable parts of Denise's story is her approach to video.
A lot of loan officers say:
"I'll start making videos when I feel comfortable."
But Denise's answer is simple:
You do not wait until you are comfortable.
You start anyway.
She openly admitted that she still does multiple takes before posting videos.
What people see online may look effortless, but there is usually work behind the scenes.
Her first LinkedIn video was eight years ago.
She laughs about it now because it was three minutes long and recorded in front of her refrigerator.
But she posted it.
That is the important part.
The first video does not need to be perfect.
It just needs to exist.
Consistency Builds Confidence
When Denise first started creating video content, she only posted about once a month.
And every time she knew she needed to record, she felt anxiety.
But over time, that changed.
Now she creates several videos every week.
The difference was not that she suddenly became fearless.
The difference was repetition.
The more you record:
• The more natural you become
• The easier it gets to explain ideas
• The less you worry about mistakes
• The more confident you become on camera
Confidence comes from doing.
Not waiting.
People Choose Loan Officers They Know
One of Denise's biggest points was that loan officers should stop making every social media post about transactions.
Many loan officers only post:
"Just closed another loan."
That is good to share.
But it does not always help people connect with you.
People want to know who you are.
They want to know:
• Your personality
• Your interests
• Your values
• Your communication style
• What makes you different
Denise shared that people have reached out after watching her content for years.
They were not ready when they first found her.
But when they needed a loan officer, she was the person they remembered.
That is the power of consistency.
Your content may not create immediate business.
But it keeps building familiarity.
Your Personal Brand Is Working Even When You Do Not See It
One of the biggest misconceptions about social media is that if someone does not comment, they are not paying attention.
That is not true.
Many people are watching silently.
They may never like a post.
They may never comment.
They may never send a message.
But they are still learning who you are.
They are deciding:
"Do I trust this person?"
"Would I feel comfortable working with them?"
"Would I recommend them?"
That is why personal branding matters.
The goal is not just attention.
The goal is trust.
Social Media Can Replace Traditional Networking For Some People
Denise shared something important about herself.
She is naturally shy.
She is not someone who enjoys walking into offices or working a room at networking events.
But social media fits her personality.
That is an important lesson.
Not every loan officer has to grow the exact same way.
Some people thrive at events.
Some people thrive on the phone.
Some people thrive through video.
Some people thrive through online relationships.
The key is finding a strategy that allows you to consistently show up.
The Biggest Lesson For Loan Officers
Denise's story is a great reminder that growing a mortgage business does not always require complicated strategies.
Sometimes it comes down to doing simple things consistently.
• Build relationships
• Stay visible
• Create helpful content
• Engage with people online
• Use video even when it feels uncomfortable
• Let people get to know you
• Keep showing up
The loan officers who win long term are not always the loudest or the most outgoing.
They are the ones who stay consistent.
They are the ones who continue building relationships.
They are the ones who become the first person someone thinks of when they need help.
At Hova Digital, we help loan officers build the content, CRM follow-up, database marketing, and personal branding systems that make it easier to stay visible and grow.
If you want help building a stronger marketing system around your social media, video content, and Realtor relationships, you can schedule a consultation here:
