2025 MORTGAGE MARKETING GUIDE FOR AGENT PARTNERS

The value of a loan professional in 2025 will come down to two main factors: the relationships they create with their database and the relationships they maintain with their best referral partners. This has actually been true for the past ten years. Still, the mindset is finally shifting to the importance of not inundating your database with pointless emails designed to stay “top of mind” while being boring, meaningless, or worthlessly generic.

For those opting to use their “CRM’s content” so that the same agent receives the same spam-like message from multiple LOs, have you ever thought about how you would feel receiving those emails? Think about creating business relationships similarly to how you develop and nourish your relationships. Would you contact potential partners with the exact copy-and-paste message? Do you truly need to send anything if what you are serving up is not unique to who you are and what problems you solve?

The days of “I am going to start being better about my marketing” are over. In 2025, it’s adapt or falter. Today, we’ll discuss the biggest marketing pitfalls and explain how to build a communication strategy that makes you proud.

The SINS OF MORTGAGE MARKETING IN 2025

Sin #1: THE ONE-SIZE-FITS-ALL TRAP

Problem: High-volume producers and new agents need different support and unique messaging. You need to believe you know them, where they are in their careers, and how you can create value.

Solution: Two distinct partnership tiers

Steps:

1. Analyze 12-month referrals (top 20%)

2. Create Elite/Growth programs

3. Plan a January Zoom session with each person

4. Define your growth strategy and have a collaboration plan

5. Market to them DIFFERENTLY!

Sin #2: RATE SHEET/LOAN LIMIT UPDATE SYNDROME

Problem: Generic updates lack value and are easily found on the internet

Solution: Weekly "Market Pulse" videos where you speak to the market, the news that you have found interesting, and what YOU are going to do to face challenges head-on

Steps:

1. Monday morning recordings (2-3 min)

2. Content: rates, trends, inventory, success stories

3. Use Loom/Canva

4. Share by 10:00 am Monday

5. Track monthly metrics.

Sin #3: COMMUNICATION ROLLERCOASTER

Problem: Inconsistent outreach damages relationships. How many things are your agents receiving from your company’s CRM, communications, and various tech vendors? If your agents learn your messaging isn’t of value, they won’t pay attention.

Solution: 3-2-1 Strategy

Steps:

1. Set up CRM tiers (Best agents, good agents, new agents)

2. Manage content being sent with corporate to ensure your vision is what reaches agents

3. Timeblock: Tue/Thu update calls (for good and new agents)

5. Track CRM touchpoints, open rates, and opt-outs to see what works.

Sin #4: REFERRAL BLACK HOLE

Problem: Slow follow-up damages your reputation, and a lack of reciprocity makes you seem like you only ask for business. Do you still need to send a report to your agents with the pipeline as if it were 2016?

Solution: Referral Tracker

Steps:

1. Start using your CRM to evaluate business

2. Have an excellent marketing strategy for shared leads

3. Create/give access to a shared agent portal

5. Weekly pipeline review should not be necessary; if it is, find a unique way to do this.

Sin #5: DIGITAL-ONLY DELUSION

Problem: Over-reliance on virtual communication

Solution: SEE PEOPLE! Plan a partner appreciation hour at a local business, take an exercise class with your agent, or do something together in person!

Steps:

1. Make a list of agents you have not met or seen recently

2. Weekly zone rotation makes for 1-3 meetings per day

3. Create a success presentation based on their 2025 needs to send after your meeting

4. Plan a gathering with your best agents at your home to discuss how to attack the market in the spring.

Sin #6: ONE-WAY STREET

Problem: Non-reciprocal referrals do not make for a successful relationship. While you may count on agents for referrals, they should rely upon you for pre-approved buyers.

Solution: Client Match Program

Steps:

1. Create a tracking system in your CRM for referrals given

2. Define a strategy for who receives referrals

3. Follow up with referrals given and ask for one more loan opportunity from your agent.

Sin #7: GENERIC APPROACH

Problem: Lack of specialization means you are just another loan officer they may work with. How can you differentiate your business and style from other LOs trying to gain momentum in Q1?

Solution: Define YOUR value proposition in your marketing

Steps:

1. Select three niches based on your expertise, value, and certifications

2. Define your ideal referral and what you bring to the table

3. Create training materials around the loan programs and specialties you have

4. Communicate HOW you will stand out for homebuyers.

Do you think this sounds overwhelming? It doesn’t need to be. Professionals like our team at Octo Strategies provide content, strategy, social planning, video scripting, CRM customization, and more. Focus your budget and time on coaching that yields results.

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Be sure to listen to marketing experts in mortgage for excellent guidance! Here are two of my favorite podcasts from this year!

From Dave Savage & Joe Wilson