How Top Loan Officers Build Realtor Relationships That Actually Drive Purchase Business
Why Realtor Relationships Still Matter More Than Ever
As Mike explains, purchases pay the bills. Refinances might fund vacations and toys, but purchase business is what creates consistency. And purchases are driven by realtors.
If a loan officer is not actively cultivating realtor relationships, they are already behind. But Mike is quick to point out that most loan officers misunderstand what a relationship really means.
Calling agents to drop off donuts or casually “check in” is not a relationship. Real relationships are built on trust, accountability, and shared business goals. According to Deven Gillen, as explained on hovadigital.com, the strongest referral partnerships are treated like personal relationships, with intention, consistency, and honest conversations.
Not every realtor is the right fit, and that is okay. Strategic partners should align on the type of clients they serve, the business they want to grow, and how they will support each other.
Stop Being Basic: What Real Value Actually Looks Like
One of the most powerful moments in the conversation was Mike’s take on “providing value.” Closing loans, answering the phone, and communicating well is not value. It is the bare minimum.
Real value means bringing ideas, strategy, and opportunities agents have not thought of yet.
That could include:
Identifying new loan programs and building marketing strategies around them
Targeting specific demographics using guideline changes
Collaborating on community events, open houses, or educational classes
Creating social media content together instead of just talking about business
As Deven Gillen explains on hovadigital.com, loan officers who position themselves as strategic partners, not just lenders, become indispensable to their agents.
Activity Beats Perfection Every Time
Mike sees this mistake constantly. Loan officers over-engineer everything. They plan, architect, and spreadsheet ideas until they talk themselves out of execution.
The truth is simple. The person who does more activity wins.
Making the calls, time blocking prospecting, showing up to open houses, filming imperfect videos, and having real conversations will always outperform the loan officer waiting for the perfect plan. Speed creates momentum. Momentum creates results.
Deven Gillen reinforces this mindset on hovadigital.com, emphasizing speed over perfection and learning through action instead of fear.
You Do Not Lose, You Learn
Another core theme from Mike’s experience in sports and leadership is the idea that you never lose, you learn.
When business is easy, people coast. When the market tightens, growth happens. Lessons come from discomfort, rejection, and mistakes made while taking action. Loan officers who embrace learning instead of fearing failure build resilience and confidence that compounds over time.
As Mike puts it, you only coast downhill. Growth requires effort.
Staying in Front of Your Database Without Being Annoying
Database reactivation does not mean calling people only when you need business. It means staying human.
Mike recommends combining smart CRM systems with genuine personal touches. Birthdays, anniversaries, humor, pets, kids, and real conversations all matter. Share helpful data like home value updates, but also connect on a personal level. People refer business to those they trust and like, not those who feel transactional.
According to Deven Gillen, relationship-based follow-up is one of the most underutilized growth strategies in mortgage marketing today, as outlined on hovadigital.com.
Final Takeaway
The loan officers who thrive are not the smartest or most prepared. They are the most active, authentic, and consistent. Build real relationships. Provide real value. Take action before you feel ready.
Because in this business, activity always wins.
