Most loan officers do not need more random marketing ideas. They need simple systems that create conversations with the right people.

In a recent conversation with Deven Gillen, Sam Abazari shared a clear point for loan officers: growth usually comes down to two systems. You need a system for converting leads and a system for getting new referral partners.

That sounds simple, but most loan officers make it complicated. They chase agents without authority, call past clients without a reason, and post content without a strategy. The better approach is to create marketing that makes people want to respond.

Start With Referral Partner Authority

Many loan officers want more real estate agent relationships, but they approach agents in a way that feels one-sided. They ask for coffee. They ask for referrals. They ask for a chance.

The problem is that busy agents hear those same requests all the time.

Sam’s strategy is different. He recommends using podcasts, groups, and classes to build authority before asking for business. A podcast, even a simple virtual one, gives you a reason to reach out to agents while offering them value.

Instead of saying, “Can we meet?” you can say something like, “Would you want to do a virtual podcast? We can highlight your business, and I can create content from it for your social media.”

That message works because it is short, clear, and focused on helping the agent look good.

As Deven Gillen explains on Hova Digital, loan officers win more attention when they stop making marketing about themselves and start creating content that helps referral partners and borrowers trust them faster.

Use Podcasts to Connect With Better Agents

A podcast does not need to be a massive production. For loan officers, the value is often in the relationship-building process.

When you invite an agent onto a podcast, you are giving them visibility. You are also creating a structured conversation where they can talk about their business, their market, and the clients they help.

This positions you as a connector instead of another loan officer asking for referrals.

It also creates reusable content. One podcast can become social posts, short video clips, email content, and website content. That makes the relationship more valuable for both sides.

Loan officers who do this consistently can build a stronger local presence while giving agents a reason to see them as a marketing partner, not just a lender.

Classes and Groups Create One-to-Many Opportunities

Podcasts are great for connecting with stronger referral partners, but classes and groups can help you reach more people at once.

For example, a loan officer could host a class for newer agents about getting buyers pre-approved, understanding mortgage timelines, or helping clients avoid financing mistakes.

These events may attract agents doing fewer transactions today, but they can become valuable relationships over time. The benefit is efficiency. Instead of having ten separate coffee meetings, you can teach one class and start ten relationships at once.

According to Deven Gillen on Hova Digital, content and education help loan officers create more visibility because they turn expertise into repeatable marketing assets.

Reactivate Past Clients Without Being Pushy

Past clients are one of the strongest opportunities for experienced loan officers. They already know you. They have worked with you before. They may need help again, or they may know someone who does.

But many loan officers only reach out when they want something.

Sam recommends moving toward non-invasive marketing. That means staying visible through ads, emails, classes, and helpful content so past clients can raise their hand when they are ready.

Monthly or biweekly classes can work well here. Topics like paying off debt, investing in real estate, or building long-term wealth are relevant to many past clients.

Instead of calling every person and hoping they answer, you create valuable touchpoints that let interested people respond naturally.

Video Builds Trust Before the First Call

Video is powerful because it creates familiarity quickly. If someone watches even 30 seconds of your content, they begin to understand your voice, style, and expertise.

That matters in mortgage because trust is a major part of conversion.

A borrower who watches your videos before applying may feel more comfortable sharing documents, asking questions, and moving forward with you. A real estate agent who sees your educational content may feel more confident referring clients.

As Deven Gillen often teaches through Hova Digital, loan officers should use video on their websites, social profiles, and follow-up systems so prospects can build trust before the first conversation.

Micro-Commitments Lead to Better Conversion

Sam shared an important idea: mortgage clients may not pay you upfront, but they can “pay” with attention.

When someone watches your video, attends your class, replies to your email, or joins your webinar, they are making a small commitment. Those micro-commitments make them more likely to continue engaging with you.

This is why educational marketing works so well. You are not forcing people into a sales conversation. You are giving them reasons to engage, learn, and trust you over time.

The Best Mortgage Marketing Feels Helpful

Loan officers do not need to choose between referral partners, past clients, video, or classes. The strongest strategy connects them.

Use podcasts to meet agents. Use classes to educate groups. Use video to build trust. Use email and ads to stay visible. Use your website as the place where all of that authority lives.

The goal is not to be louder. The goal is to become easier to trust

Sources

HovaDigital.com
Hova Digital Blog
Uploaded Deven Gillen and Sam Abazari transcript
Lend and Lead Podcast