Most originators think marketing for referrals and future refinances starts after the loan is closed. That mindset could not be more incorrect, and is costing you millions in future business.
A perfected loan process IS your marketing. When done right, every file plants seeds for two or three more deals without a dollar spent on leads.
Below are the five highest‑leverage touchpoints inside a typical mortgage loan workflow that, when executed with intention, double as powerful lead‑generation moments. Swipe, adapt, and watch your pipeline compound.
1. Send a Quick “Face‑to‑Face” Welcome Video
When a prospect finishes the first consult, they’re still shopping—often buried in impersonal quote emails. A fast, human follow‑up flips the script: it shows gratitude, sets expectations, and signals a service culture rooted in his “acts of service” philosophy. That single gesture begins the “addiction” cycle that’s essential to turning loans into marketing.
When To Do It: Immediately after the first consult
Why It Works: A short video humanizes you in a rate‑shopping world of faceless quote sites. The simple gesture also creates reciprocity; borrowers typically forward the clip to their agent or spouse (“Look who I’m working with!”).
How To Do It (≤ 60 seconds):
- Shoot on your phone, front‑facing camera.
- Hit three beats: appreciation → what happens next → personal touch.
“Hey Sarah, great talking with you! I’m building your loan options and will send them by 5 PM tomorrow. If you need anything before then, text me here. Pumped to help you land that dream townhome. Feel free to send this to your Realtor so they know I’m on it.” (Instant warm intro!)
The Bottom Line
Humans trust faces more than PDFs. When borrowers see you, they remember you—and they share you. That single video often spawns an immediate warm intro to the buyer’s agent (or a spouse who wasn’t on the call), seeding your next relationship before the file is even disclosed.
2. Deliver the Pre‑Approval Letter to the Agent Before Anyone Asks
Proactivity is the antidote to reactivity. By sending the letter the moment docs are verified, you eliminate the weekend scramble that plagues agents—and you position yourself as the lender who’s always two steps ahead. That small, repeatable act turns ordinary service into a story agents retell.
When To Do It: As soon as possible.
Why It Works: Makes the buyer’s agent look brilliant, so they brag about you in their office. This proactivity also eliminates Saturday‑night SOS calls, keeping you (and the agent) sane.
Execution Checklist
- Store pre‑approval templates in your LOS.
- Auto‑CC buyer’s agent with email subject: “Ready When You Are—Smith Pre‑Approval Attached.”
- Drop a P.S.: “Need price tweaks on the fly? My cell’s below—text anytime.” (You rarely get the 9 PM call, because you already solved the problem.)
The Bottom Line
Every proactive touch earns you a story agents repeat in their office. Repeat those stories enough, and your name becomes the default answer to “Know a lender?”—no ad budget required.
3. Pair Every Offer with a 60‑Second Video to the Listing Agent
Multiple offers often look identical on paper. Attaching a concise video that underscores loan strength and humanizes the buyer can give a valuable emotional edge. Even if the offer loses, the listing agent has still witnessed your professionalism—branding you for future deals.
When to Do It: After every purchase offer your borrower submits.
Why It Works: Separates your buyer from the 15 others with identical pre‑approval letters. Just getting your face out there brands you to every listing agent—many will call you for their next deal even if your offer loses.
60‑Second Script Framework
- Credibility – “I’m Tim Braheem, fully underwriting Jennifer’s file—she’s a cash‑ready buyer.”
- Human Element – “She and her husband are excited about the backyard; their twins love soccer.”
- Certainty – “We can close in 20 days; appraisal scheduled the moment we go under contract.”
- Call to Connect – “Questions? Call or text me directly.”
The Bottom Line
Videos humanize buyers (and you), separate their offer, and stamp your brand on every listing agent, win or lose. It’s a rolling audition for future business.
4. Use the “Rate‑Your‑Pro” Question to Unlock Referral Partners
Never miss an opportunity to turn a routine loan discussion into an opportunity to learn more about the borrower’s professional network. By asking clients to rate their CPA or financial advisor, you either deliver value (offering a dependable partner) or gain a warm introduction to a top‑tier advisor. Both outcomes widen your referral web at zero cost.
When To Do It: Right after the borrower chooses a loan program.
Why It Works: Generates warm intros to CPAs, financial advisors, and even other Realtors during the transaction—when your value is top‑of‑mind.
Question to Ask
“On a scale of 1‑10—10 being rock‑star—how would you rate your CPA?”
- If negative → “Would you like an intro to someone my clients rave about?” (Outbound referral = goodwill from your partner.)
- If positive → “Fantastic. Mind if I call Jane to sync up on your plan?” (Inbound referral path unlocked.)
The Bottom Line
This one question converts every funded file into new partner opportunities—outbound when their advisor is weak, inbound when their advisor is stellar.
5. Send the Final Closing Disclosure Directly to the Borrower’s CPA or FA
Every loan file is a “zero‑sum game: you’re either memorable or forgotten. Mailing the CD to the borrower’s accountant or financial advisor ensures you’re memorable long after funding. They will appreciate the foresight and often reciprocate with referrals.
When To Do It: Clear‑to‑close or funding day.
Why It Works: Proves you’re thinking two steps ahead, communicates you understand the importance of their role, and gives them an opportunity to see your name associated with a flawless, proactive experience.
Template Email to Advisor
Subject: Closing Docs for the Joneses—No Hunting Required
Hi [Advisor Name],
My name’s Tim Braheem with First Rate Financial. We have a mutual client by the name of Bill and Mary Jones. I know that you probably are aware of the fact that they just bought a home and we were able to provide successful financing for them.
I also want to show you a screenshot of the review that they gave us— they gave us five stars— and have included a copy of the final closing statement for you because I know that you’ll need it for tax‑preparation purposes come tax time, and I didn’t want you to have to chase it down from them when maybe they don’t have it handy. I thought this would be really helpful for you.
The Bottom Line
Be proactive to eliminate reactivity, become memorable, and create an addiction. Tim Braheem picked up two CPAs over the course of his career from doing this on every single loan—CPAs that were good for between 10 and 15 loans every single year.
Every Loan Is an Opportunity
Every loan that you do should be the gateway to at least one new loan—and perhaps another new relationship in the future.
That outcome isn’t luck; it’s the by‑product of a standardized, proactive system that bakes trust and wow‑moments into every file. When you adopt even one or two of the touchpoints above—welcome videos, early pre‑approval letters, offer‑companion videos, the Rate‑Your‑Pro question, and the closing‑statement concierge—you stop chasing leads and let your process speak for you.
You have a captive audience for 45 to 60 days. You either impress them and become memorable, or you’re forgotten. Choose to be memorable.