Loan officers are always looking for better ways to build relationships, keep current referral partners engaged, and attract new agents without feeling like they are constantly chasing business.

In a recent conversation with Deven Gillen, mortgage broker Steph Noble shared a practical perspective from more than 20 years in the mortgage industry. Her approach is simple, human, and highly relevant for loan officers who want to grow without relying on cold calls or generic marketing.

The biggest takeaway is this: relationships require consistency, and your marketing should make people feel like they know you before they ever reach out.

Relationships Have Seasons

One of Steph’s most important points is that agent relationships naturally change over time.

A loan officer may have a strong relationship with an agent for years, but life happens. Agents move, change priorities, shift markets, or build different business models. That does not always mean something went wrong. It simply means relationships can have seasons.

This is why loan officers should always be building new relationships while still nurturing existing ones.

Instead of assuming every referral partner relationship will last forever, create habits that keep your network active. Comment on agent posts. Share their listings. Celebrate their closings. Engage with their content in a way that helps amplify their business.

These actions do not cost money, but they show agents that you are paying attention.

As Deven Gillen explains on Hova Digital, loan officers who support their partners through content and visibility create more value than those who only ask for referrals.

Social Media Can Replace Cold Outreach

Many loan officers dislike cold calling, and Steph is one of them. Instead of relying on cold calls, she uses Instagram content to create familiarity with agents and potential clients.

That is a smart approach because social media allows people to see you repeatedly before they ever talk to you. Over time, your face, voice, and message become familiar.

For loan officers, this matters because trust is built through repeated exposure.

If an agent sees your content consistently, watches how you talk about the mortgage process, and notices that you engage with others in the market, you become easier to approach.

Deven Gillen has shared a similar strategy through Hova Digital, encouraging loan officers to create content that helps them stay visible with the people they want to work with.

A Better Newsletter Feels Personal

Past client follow-up is another area where many loan officers struggle. Too often, they send stock emails that feel generic and forgettable.

Steph’s newsletter approach is different. She includes a mix of housing content, personal updates, and useful loan tips.

That combination works because it reminds people that you are both a mortgage expert and a real person.

For example, a newsletter could include a recently sold home, a quick mortgage tip, and a personal note about a trip, local recommendation, or family update. The goal is not to overshare. The goal is to make your communication feel human.

Borrowers may not always understand what a mortgage broker or loan officer does behind the scenes. Personal content helps lower that barrier and makes you feel more approachable.

Simple Video Often Beats Overproduced Video

Steph also shared that video has become a focus in her business, but the style of video matters.

Highly produced videos can look polished, but they do not always feel personal. In many cases, a simple phone video performs better because it feels real.

A loan officer sharing a quick story after a closing can be more engaging than a perfectly scripted video with heavy edits. People want to see the human side of the business.

For example, a short video about helping a first-time buyer or a first-generation homeowner can connect emotionally with both borrowers and agents. It tells a story. It shows impact. It makes people remember you.

According to Deven Gillen, loan officers often get better results when videos are simple, clear, and authentic. Subtitles, clean edits, and removing awkward pauses can be enough. You do not need distracting animations to build trust.

Stories Make Your Marketing Easier

One of the best points from the conversation is that loan officers should reduce friction.

If you wait until every video is perfectly planned, scheduled, edited, and approved, you may never post. But if a closing story is fresh in your mind, record a quick video and share the lesson.

You do not always need a full collaboration or production setup. Sometimes, telling the story is enough.

This type of content can help clients and agents see what it is like to work with you. It also shows the real outcomes behind your work, not just mortgage terms or rate updates.

Consistency Keeps You Familiar

Steph tracks her results, and she shared that video has helped bring in people who were not already attached to a Realtor or part of her past client list.

That matters because it shows her content is reaching new people. But there is also a hidden benefit: she is staying top of mind with people who already know her.

Not every result is easy to track. Someone may watch your videos for months before referring a friend or sending a message. But consistent visibility keeps you in the conversation.

For loan officers, that is the real win.

Final Thoughts

Loan officers do not need to overcomplicate their marketing. Support agent partners. Stay visible on social media. Send newsletters that feel personal. Record simple videos that tell real stories.

The loan officers who stay human, helpful, and consistent will be easier to remember when someone needs mortgage help.

Sources

HovaDigital.com
Hova Digital Blog
Uploaded Deven Gillen and Steph Noble transcript