If you’re serious about growing your pipeline, building strong relationships with realtors is non-negotiable. But let’s be real — every loan officer says that. The difference is how you show up, and what you bring to the table.
Most realtors don’t need more spam. What they need is a lender who helps them look good, close deals, and make their job easier. If you can consistently do that, you’ll never be short on referrals.
Here’s how we approach it:
This isn’t about sliding into inboxes with rate sheets. It’s about building actual trust. Think about it: you’re asking someone to stake their reputation on you — that takes more than a clever subject line.
We check in without pitching. We ask about listings, market shifts, buyer behaviors, and where they’re stuck. And most importantly, we follow through when we say we will. A solid partnership starts with reliability.
Over time, you’re not just a lender — you’re their go-to problem solver. When a buyer hits a financing snag or a deal needs creativity, you’re the first call. That only happens if the relationship is built on trust and consistent delivery.
Most LOs send graphs and generic market commentary that go straight to the trash.
Instead, send real value:
Your emails should feel more like tools than newsletters. Can the agent forward this to a client? Can they learn something useful in 30 seconds? If not, rethink the content.
Don’t be afraid to use video here too. A 90-second walkthrough of a complex loan scenario is easier to digest than a long paragraph. Bonus: they get to see your face and hear your voice, which builds familiarity.
We don’t just post rate updates and think that’s marketing. We interact.
Like their listings. Share their posts. Tag them when you close a deal together. Even better? Create content they can use — quick videos, carousel posts, market insights — anything that gives them exposure or helps their clients.
Here’s an idea: Post a short reel breaking down a loan product. Tag an agent and say, “This could help buyers for [Agent’s Listing Link].” Now you’re supporting their business and educating their audience.
Agents will remember who made them look good. Consistent, strategic interaction beats occasional DMs every time.
You don’t need a huge budget to get in front of agents. Just show up.
We pop into open houses with no agenda except to say hi and listen. It’s a light touch, but it keeps us top of mind.
Extra tip: If you have a real relationship, offer to co-host or sit a stale listing that might need creative financing to get traction. If you can help revive a slow listing by offering a niche loan solution — that’s real value.
If you’re newer, this is one of the easiest entry points to meet agents face-to-face. Just don’t linger too long, and don’t launch into a pitch. Focus on the agent and the listing.
Think listing flyers with payment scenarios. Short buyer tip videos. Loan comparison PDFs for their website. These are small things that make a big impact.
We create ready-to-send, agent-branded marketing they can drop right into their emails or social channels. When you make them look pro, they bring you into more deals.
And don’t wait for them to ask. Show up with options:
Marketing is a team sport when done right.
This isn’t about cold dropping by. But if you’ve worked with an agent before? A quick in-person check-in shows you’re invested — not just in the transaction, but in them.
Even a handwritten thank-you note or a coffee drop-off when a tough deal closes can go a long way. Everyone appreciates thoughtful follow-up. It sets you apart in an industry where ghosting is common.
Also — ask good questions:
Then go solve it. That’s how you become their go-to.
Agents want lenders who can explain things clearly. Video is your proof.
Record a 60-second clip on:
Even better? Invite a realtor to co-host. You get credibility with their audience, and they get yours. Win-win.
Use Zoom, Loom, Instagram Reels — whatever platform you’re comfortable with. The point is to be seen and heard, not perfect.
We’ve seen great success with joint events:
Keep it simple and high-value. We also do community events — food drives, school supply giveaways — anything that gets us in front of people together.
Want to build long-term trust? Be in the room with them. Build the kind of loyalty that goes beyond just one deal.
Realtors aren’t looking for another sales pitch. They’re looking for a partner. If you consistently show up, solve problems, and help them close more business, they won’t forget you.
Your job isn’t just to close loans — it’s to build trust that leads to more of them.
Put in the work, bring real value, and don’t just market to agents — market with them.
