Stop Chasing Agents? [Voice Note]
Geoff pushes back on the social media narrative that loan officers should abandon agent referrals in favor of digital-only lead gen. He makes the case for the 'hybrid loan officer' who works both traditional referral channels and modern marketing simultaneously. LOs feeling pressured to ditch agents will find a grounded counterargument here.
The fastest path to pipeline in the next 30-90 days is still a referral from a real estate agent — digital channels have a lag that most LOs can't afford to wait out.
Takeaways you can run this week
- Audit your current business sources: list every closed loan from the past 12 months and categorize each as referral partner, past client/database, or digital/direct. If you have only one category generating deals, you are at risk — add at least one channel from another category this quarter.
- Listen to Episode #368 with Nate (Florida LO) before acting on anything else — he details how 30% of his volume (~$10M) comes from teaching agent classes, a concrete model to copy.
- If you need closings in the next 30-90 days, identify 3-5 active, producing agents from your last 6 closed transactions and initiate a value-first conversation this week (not a coffee ask — lead with something useful like market data or a buyer workshop invite).
- Stop treating referral strategy and digital marketing as mutually exclusive. Block calendar time each week for both: one block for agent/referral outreach, one block for content or digital activity — operate as a hybrid LO by design, not by accident.
- If you want to attract agents instead of chase them, explore a teaching model: visit mortgagemarketing.pro to see the agent classes system Geoff references, and compare it against your current outreach approach.
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GET FREE ACCESSWorth quoting
“The worst number in marketing is one. And when that one source becomes disrupted or goes away, so is your business.”
“If you need now business, the quickest, shortest path to a high-quality, high-converting buyer is still from a referral source.”
Best for
LOs who have been told to ditch agents for digital and are second-guessing whether their referral-focused strategy is outdated.