Why Loan Officers Get Forgotten and How Personal Branding Solves It

Why Loan Officers Are Forgettable and How Personal Branding Fixes It

In today’s mortgage market, one of the biggest challenges loan officers face is not rates, programs, or competition. It is being forgotten.

Many borrowers have had a good experience with a loan officer in the past, but when it is time to buy again or refinance, they cannot remember the name. Not because the loan officer did a bad job, but because they did not stay visible.

This was a key theme discussed on the Mortgage Broker Builder Show, where Deven Gillen of Hova Digital shared why personal branding and consistent video-based marketing are no longer optional for loan officers who want long-term success.

The Real Problem: Out of Sight, Out of Mind

Loan officers are busy. Once a loan closes, the focus shifts to the next deal. Meanwhile, past clients go years without hearing from the person who helped them buy their home.

As Deven explained, many loan officers rely on templated emails, stock newsletters, and generic CRM campaigns. These messages often lead to high unsubscribe rates because they feel impersonal and repetitive.

When borrowers stop seeing you, they do not stop needing mortgage advice. They simply go with the person who is most visible when the moment arises.

Why Personal Branding Matters More Than Ever

Personal branding is not about being flashy or dancing on social media. It is about being recognizable, trustworthy, and helpful.

Borrowers do not search for mortgage companies first. They search for people. They want to know:

• Who is this loan officer?

• Do I trust them?

• Do they explain things clearly?

When loan officers build a personal brand around education and visibility, they become the default choice when questions arise. That familiarity creates trust before the first phone call ever happens.

Video Is the Shortcut to Trust

Video does something email, flyers, and ads cannot do. It puts a face and a voice to the name.

Deven emphasized that video does not need to be perfect. In fact, overly polished content often feels less authentic. A simple video recorded on a phone, explaining a market update or answering a common question, is often more effective than expensive production.

Loan officers who use video consistently:

• Stay top of mind with past clients

• Build credibility with real estate agents

• Increase response rates from leads who already feel like they know them

One example shared was a loan officer who recorded weekly market updates. A single unscripted video, recorded outside instead of behind a desk, led to a builder relationship that resulted in millions in loan volume. The difference was not production quality. It was visibility and consistency.

CRM Systems Should Support the Brand, Not Replace It

A common mistake loan officers make is assuming the CRM will do the marketing for them.

As Deven explained, most loan officers do not need more features. They need execution. A CRM should make it easy to stay in touch, track conversations, and deliver consistent messaging without overwhelming the user.

The problem with many systems is that they push generic campaigns that look identical across hundreds of loan officers. This trains clients to tune them out.

Instead, the CRM should support the loan officer’s personal brand, using tools like:

• Personalized video messages

• Targeted re-engagement campaigns

• Simple workflows that do not require constant manual input

The goal is not automation for automation’s sake. The goal is staying present in a way that feels human.

Education Beats Sales Every Time

Another key takeaway from the conversation was the power of educational content.

Most unsubscribe behavior happens when loan officers push sales messages too often. In contrast, educational content builds goodwill and authority.

Answering real questions such as:

• Should I wait for rates to drop?

• How does credit really affect approval?

• What mistakes should first-time buyers avoid?

positions the loan officer as a guide, not a salesperson. When clients are ready to act, they naturally reach out to the person who has been helping them understand the process.

Final Thoughts

The mortgage industry is changing. AI, consolidation, and automation are reshaping how business is done. But one thing remains constant.

People still choose people.

Loan officers who invest in their personal brand, show up consistently on video, and use their CRM as a relationship tool rather than a blast machine will stand out in any market.

You do not need to be perfect. You just need to be present.

Because clients cannot work with you if they do not remember you.