Written By Troy Williams
Last Updated Monday March 6th 2023

Real Estate and Mortgage Lending go hand-in-hand but challenges develop if you aren’t aligned with the right industry professionals.

A positive synergy should exist between the two, because this relationship shapes the customer experience more than any other service providers in the real estate transaction.

Rather than leave this important connection to the mere chance of happening upon the same customer, I think being intentional and specific about choosing the right partners ensures a higher chance of success for both parties.

This page of my website enables me to tell you about my approach to the business so please use the form on this page to tell me more about yours, to see if we’re a good fit to work together!

Purchases vs Refinances

Because the mortgage market in 2023 is expected to shift higher into purchase originations (76%) than in 2022 (70%) or 2021 (42%), it is also important that you as a mortgage lender select the right agent partners.

Repeat customers bringing you refinance business will be lower as long as interest rates remain high with respect to home values.

Building Consumer Trust Through Education

Having made the case for the increased emphasis on the agent-lender partnership on a profitable business, a strategy for obtaining and retaining buyers is the first step.

Research has shown that the biggest concern for the largest demographic of active buyers (age 18-44) is trusting the information and the industry professionals (that’s us!) who drive the transaction.

The best way to address this trust gap is through direct education. Webinars/seminars, video tutorials, articles, and direct consultation with an educational focus is an excellent starting point, and a preferable approach over “salesmanship”. Educate the consumer and you’ll earn their business!

What Buyers Expect & Deserve…

Every one of my buyers gets treated the same whether they're spending $100,000 or $1,000,000. To ensure success when working with buyers, I developed a personal accountability checklist. My Checklist...

• Emphasis on buyer education, not salesmanship or pressure tactics
• Deep dive into the buyer’s home needs and only send the homes that match their criteria and affordability.
• Keep Buyers Focused! Show only homes with the price, location & features they need!
• Be available to show homes 7 days per week, to ensure no viable home is missed.
• Understand the terms of Buyer mortgage pre-approval and program, to be sure home affordability is always kept in view, knowing that taxes, HOA/Condo fees, special assessments and possible repairs/renovations need to be factored into the total cost picture
• Understand home construction and renovation costs, to point out potential issues to buyers in the home in real-time, rather than relying solely on the home inspection to detect issues.
• Marketing for off-market properties in the buyers areas of interest (Perfect Home Finder Program), especially in low-inventory markets
• Perform comparable analysis on homes before preparing an offer, so no surprises come up at appraisal
• Negotiate the best terms possible in the contract.
• Attend the home inspection – many deals fall apart here if expectations are not managed.
• Attend Settlement to create peace-of-mind for the buyer and address any last minute issues.

Growing Business Together

Now that you have an idea of what I can do for your pre-approved borrowers, let's explore the things we can do together to generate a thriving book of business and a robust referral network.

These activities allow your existing agent-relationships to be preserved because our book of referrals is generated from the ground up by our joint marketing and outreach efforts. Marketing Activities...

• Customized landing page websites to capture leads in specific niche markets
• Social media marketing & promotion
• Co-hosting Home Buyer Seminars & Webinars
• Co-hosting Open Houses on my Listings
• Co-hosting Post-Closing Celebrations
• Co-hosting Client Appreciation Gatherings & Happy Hours
• Co-sponsored buyer Q&A in-person meetups

The Importance of Technology in Real Estate Marketing and Lead Generation

Fun fact! I designed and built this entire website and all of my other landing page and lead generation websites from scratch.

This experience enables me to quickly turn our joint-marketing ideas into real tangible online assets, create online ad-campaigns (such as Google pay-per-click, Facebook Ads, etc), and track results in real-time.

On the back-end, this includes instant email updates and CRM-integration so you and/or your team get notified of our leads as soon as they submit information.

The Bottom Line

If you're a motivated, detail-oriented loan officer who under-promises but over-delivers, fill out the form on this page. Our efforts combined could help hundreds of future clients!