But this time, it’s not just another cycle. It’s not just rate volatility. It’s not just inflation or recession.

We are entering an entirely new economic reality, unlike anything we have ever experienced before in our lifetime. I believe we are going through a transitional period in our Global Economy that could only be likened to the Industrial Revolution.

However, most of our industry is treating this like just another market shift, and that’s a problem.

Because what worked post-Financial Meltdown, post-COVID, won’t work now. And the new economy that is being built will reward a completely different type of operator.

You must start adapting your business model now, unless you want to struggle as the market dictates your results.

The Question You Should Be Asking

Like clockwork, everyone is focused on predictions:

• What will interest rates do?

• When will affordability improve?

• Is the market coming back?

But those are the wrong questions.

The real question is:

If post-COVID conditions happened again today, would your business survive, thrive, or fail?

And my follow-up to that is:

What if the next disruption is 5x–10x more intense?

Because I believe that’s exactly what’s coming.

Why This Shift Is Different

We’ve seen disruption before:

• The 2008 financial crisis

• The COVID housing boom

• The post-stimulus inflation surge

But each of those had something in common:

A backstop

There was always some form of external support:

• Government intervention

• Artificially low interest rates

• Stimulus-driven demand

That safety net allowed many businesses to survive, even thrive, without strong fundamentals.

Or to put it more bluntly: It allowed shitty companies and loan officers to look amazing.

This time?

That backstop is weaker to, well…nonexistent.

And at the same time, we’re introducing something new into the system:

Artificial Intelligence being integrated into every element of daily life.

AI Isn’t Just Another Tool. It’s a Reshuffle of the Entire Economy

AI is not a trend or some flashy new tech. The top five AI-related technology companies, just the top five, have a combined market value exceeding $16 trillion, accounting for almost 28% of the entire S&P 500.

Here’s what’s happening in real time:

• White-collar jobs ($75K–$175K range) are being compressed or eliminated

• Companies are optimizing faster than ever before

• Workers moving into entrepreneurship and gig-based income

What does that mean?

Your customer base is changing and changing fast.

This “new economy” shift will be massive.

We could be moving from:

Traditional Qualified Mortgage borrowers to Self-employed, non-traditional income earners

Which means:

Non-QM and alternative solutions will grow significantly

But most businesses aren’t built for that shift.

The Classic Mistake: Building for Hope Instead of Reality

One of the biggest patterns we’re seeing right now:

Businesses are building based on what they hope will happen (based on past market shifts), not on what’s happening now.

We double down on human capital.

• Hiring teams expecting rates to drop

• Expanding operations based on “future volume”

• Scaling based on projections, not current reality

And then?

• Rates spike

• Demand stalls

• Teams get laid off

We’ve already seen it happen. And it will continue happening.

When your only solution is to throw more people into the fold (aka Human Capital), you can’t scale up or down at the speed of the market, especially when it based on what ‘You hoped would happen.”

The Only Strategy That Works: Outsell the Shift

If you take one thing from this entire article, it’s this:

You cannot predict your way through this market. You must outsell it.

That’s the difference between:

• Businesses that survive

• Businesses that dominate

What “Outselling the Shift” Actually Means

It’s not just “work harder,” even though we know that during a shift, you will work harder on the same deals.

It means building a business rooted in:

1. Relentless Value Creation

• Solving real problems for real clients

• Adapting to new borrower profiles

• Staying relevant as conditions change

2. Communication Dominance

• Being more visible than competitors

• Educating instead of reacting

• Owning your audience’s attention

3. Consistent Sales Execution

• Daily prospecting

• Relationship building

• Follow-up systems that actually convert

4. Time Discipline

Most people waste time trying to:

• Automate everything

• Build perfect systems

• Optimize minor efficiencies

But here’s the truth:

If it takes you out of sales, it’s costing you money.

Where Most People Go Wrong

There are two common reactions in uncertain markets:

Reaction 1: Cut Everything

• Slash expenses

• Reduce team

• Go into survival mode

Problem?

You can’t cut your way to growth.

Reaction 2: Spend Aggressively

• Buy leads

• Increase ad spend

• “Spend $1 to make $2” mindset

Problem?

That model becomes fragile fast when margins tighten, and THEY WILL tighten.

The Real Strategy: Balance

• Stay lean, stay mean

• But prioritize sales above everything

Because at the end of the day:

Revenue solves more problems than cost-cutting ever has or will

The Mindset Shift That Creates Separation

Most people are reacting like this:

• Complaining about rates

• Blaming the market

• Waiting for conditions to improve

But the reality is:

The market doesn’t care about your feelings, readiness, or plans.

And it never will.

“You can’t control the market, rates, or consumer sentiment, but you can control how you show up, how you sell, and how you build.”

That’s the difference.

The New Economy Rewards a Different Player

The winners in this next cycle will not be:

• The most experienced

• The most connected

• The most “established”

They will be:

• The most adaptable

• The most disciplined

• The most consistent in all areas of business execution (especially sales)

The Wrap: This Is a Filter, Not a Fluke

What’s coming is not temporary.

It’s a filtering event.

• Weak models will break

• Reactive operators will disappear

• Complainers will get louder—and then quieter

But those who:

• Focus on fundamentals

• Stay disciplined

• Commit to consistent execution

Will rise fast.

Because when the market shifts…

You don’t wait.
You don’t predict.
You outsell it.

And if I am wrong? You will have built a business that outperforms 90% of your competition. Bet on it.

You are lost in space.

That’s just the truth, and most people in the mortgage industry don’t want to hear it. But it’s exactly what separates the professionals who are thriving right now from the ones who are falling off.

Because in today’s “new economy”, marked by rising uncertainty, AI disruption, inflation pressure, and constant noise, there is one principle that matters more than anything else:

You don’t win because of the market. You win because of your execution.

This week, I sat down with “El Pres”, Phil Mancuso of EPM, where we did a special Losers Lunch reunion show, where we lifted the veil of ignorance on the mortgage industry.

The Biggest Headfakes in Mortgage Right Now

Let’s not B.S. each other:

Most originators are obsessed with things they cannot control.

Rates. Builder incentives. Inflation. The Fed. Geopolitics. AI. Credit costs. Market timing.

And while all of those things matter at a macro level…

None of them will close loans.

This is where most people are losing the game.

They spend hours consuming content, analyzing predictions, and waiting for “the right time,” instead of doing the one thing that has always worked:

Talking to more people.

The “Wartime General” Mindset

In today’s environment, average thinking doesn’t survive.

You need to operate like a wartime general.

That means:

• No wasted motion

• No emotional decision-making

• No dependency on market conditions

• No excuses

Because here’s the reality:

The market rewards discipline in hard times and exposes weakness instantly.

Some professionals were successful during the boom years in spite of themselves.

Loose processes. Poor follow-up. Bad financial discipline. Weak sales skills.

The market covered it up, and now we see who was swimming naked (Warren Buffett).

Why So Many Mortgage Companies Failed (And Will Continue To)

Let’s do the reverse pinch here and zoom out.

Some major players in the mortgage industry have collapsed in recent years.

That doesn’t happen in most industries. Coca-Cola, Nike, and Walmart just don’t collapse due to a bad year.

So, why does this seem to happen in our industry?

Because many never built a real business.

They were:

• Riding refi waves

• Outrunning expenses

• Not operating profitably

• Ignoring execution discipline

And when the environment shifted…

There was nothing underneath to support them.

Execution Is the Only Advantage You Control

There’s a simple truth that should guide everything you do:

The market sets the price. You make money on execution.

Execution means:

• Making your calls daily

• Following up relentlessly

• Moving deals forward quickly

• Setting expectations clearly

• Eliminating indecision

Though unspectacular in nature, the simple truth that most gloss over:

Execution works in every market.

• Good market? You win faster

• Bad market? You survive and gain market share

The Hidden Killer: Indecision

If there’s one thing that is a “destroyer of deals” right now, it’s this:

Indecision costs more than the wrong decision.

Especially when it comes to rate strategy.

We’ve all seen it:

• Rates dip → people hesitate

• Rates spike → regret sets in

• Deals fall apart → pipeline shrinks

Meanwhile, effective producers operate differently.

They understand:

• You don’t have perfect information

• You never will

• You act based on probability, not certainty

Lock vs Float: Stop Playing the Guessing Game

Here’s the reality:

Trying to perfectly time the market is a losing strategy.

Instead, professionals focus on:

• Probability-based decisions

• Clear communication with borrowers

• Strong expectations upfront

And most importantly:

They create urgency and action. They do not hesitate.

Because hesitation kills momentum, and the “big mo” is everything in sales.

Sales Mastery: Why Psychology Beats Pricing

Let’s be “really real” for a quick sec, shall we?

Most originators believe they’re losing deals because of pricing, when the data shows the opposite.

They’re losing because:

• They sound uncertain

• They follow instead of lead

• They overwhelm instead of guide

• They react instead of control

Effective producers do the opposite.

They:

• Lead the conversation

• Set the tone immediately

• Frame decisions around outcomes

• Speak with clarity and conviction

This Simple Sales Shift Makes All The Difference

Stop saying:

“How can I help you?”

Effective producers reposition instantly.

They bring market awareness + authority into the conversation.

They guide the borrower.

They control the narrative.

They make the process feel structured and predictable.

And that does one powerful thing:

It builds trust instantly.

Information = Power (If You Actually Use It)

Here’s where most people go wrong again.

They either:

1. Ignore the market completely

2. Or obsess over it endlessly

The winning approach is in the middle:

Be informed but do not get distracted.

Use tools like:

• Economic calendars

• Market summaries

• Weekly outlooks

Not to predict, but to:

• Understand trends

• Guide conversations

• Build credibility

The AI Shift: Adapt or Get Left Behind

AI is here in force, my friends, so this is something you need to pay attention to.

And it will:

• Increase productivity

• Reduce inefficiencies

• Replace average performers

But here’s YOUR opportunity:

The people who learn to leverage AI will outperform the field, and fast.

Just like early adopters of digital tools in the past…

This is another multiplier.

The Real Opportunity (That Most People Miss)

Every disruptive market creates two groups:

1. Those who retreat

2. Those who lean in

And history is very clear:

The biggest gains are made during the hardest markets. Period, end of story.

Because:

• Competition shrinks

• Standards drop

• Opportunities increase

If you’re willing to:

• Stay disciplined

• Execute daily

• Ignore distractions

• Improve your skills

You will dominate the space while everyone else tries to survive.

The Truth Of This Market

Let’s end this simply.

There is no shortcut.

There is no perfect timing.

There is no magic strategy.

No one is coming to prop up your business and save you.

There is only:

• Work

• Discipline

• Execution

• Leadership

And a definite purpose to achieve the outcomes you set out to achieve.

And right now?

This is a market that rewards relentlessness and exposes everyone else.

The Wrap: Stop Waiting. Start Executing.

My friends, if you take one thing from this article, I hope it is this:

Stop waiting for the market to change and start changing how you operate.

The true operators aren’t smarter, luckier, or better positioned. They are simply just more consistent, more decisive, and more disciplined.

Most importantly…

They’re willing to do the work that others aren’t.

Connect with Phil on Facebook

Join Phil’s Market Huddle

Get Your Tickets to EPM’s TAG 2026

THE MORTGAGE SCOOP POOP Satire for the Broker Nation | The Broker Journey

Thousands of mortgage professionals descended on Las Vegas last week for Cube Y 26, the annual conference hosted by the maker of the loan origination software that industry insiders have described, in private, as “a clunky dinosaur we’ve all been stuck with for twenty years.”

In public, they gave it a standing ovation.

“This is honestly the best conference in the industry,” said one attendee, posting a photo of himself in a lanyard at a cocktail reception. “The energy in this room is just different.” He did not elaborate on what made the energy different, and no one asked.

Cube Y-26, which takes place annually in Las Vegas for reasons that have nothing to do with the gambling, expense accounts, or the open bars, drew lenders, originators, vendors, consultants, and a category of mortgage professionals best described as “people who are extremely active on LinkedIn.” All of them reported having an incredible time. None of them could explain why.

The conference featured three days of keynote sessions, breakout panels, and product announcements from a software company whose flagship product has been the subject of more private internal chat complaints than any other platform in the industry. Attendees sat in darkened ballrooms and applauded announcements about features that users have been requesting since the Bush administration.

“They announced something really exciting,” said one attendee, scrolling through her phone. “I can’t remember exactly what it was, but the slide looked great and everyone clapped, so.”

LinkedIn, which functions as the official media partner of events no one learned anything at, was flooded within hours of the first session. Posts described Cube Y-26 as “transformative,” “electric,” “a must-attend,” and “exactly what this industry needed right now.” When pressed on what specifically was transformative, electric, or needed, several attendees said the word “networking” and then changed the subject.

The networking, to be fair, was universally described as incredible. Who was networked with and toward what business purpose remains unclear, though sources confirm that several important conversations happened near the shrimp cocktail station on night two.

Cube Y-26’s official agenda included sessions titled things like “The Future of Digital Mortgage Innovation” and “Transforming the Borrower Experience Through Integrated AI Solutions,” which sound like they contain information but technically do not have to. Attendance at the sessions was described as strong, particularly for the ones held before noon, before the pool opened, and before anyone had checked the weather app and made alternate plans.

“I went to two sessions,” said one mortgage professional, speaking on condition of anonymity. “One of them was sponsored by a vendor trying to sell me something. The other one was a panel where everyone agreed that technology is important.”

Industry observers note that Cube Y-26’s staying power is a remarkable feat for a conference built around software that its own users routinely describe in terms typically reserved for a DMV visit. The secret, insiders say, is a combination of market dominance, vendor lock-in, and the fact that Las Vegas is a more compelling destination than the alternative, which is staying home and actually using the software.

“We don’t go because we love the platform,” said one lender who has attended six consecutive years. “We go because everyone goes. And if you’re not there, people wonder why you’re not there. And then you’re not in the photo.”

The photo, a sprawling group shot at a bar posted annually to LinkedIn with the caption “the Y-26 family,” is believed to be the single most important deliverable of the entire conference.

At press time, seventeen mortgage professionals had posted variations of “Already can’t wait for Cube Y-27” despite being unable to name one thing they were looking forward to. The posts received hundreds of likes from people who were also there and also cannot remember what happened.

The software remains clunky.

The shrimp cocktail, sources confirm, was excellent.

The Mortgage Poop is satire. The DM channels are private. The LinkedIn posts, like Wu-Tang, are forever.

It can write emails, analyze borrower scenarios, automate workflows, and even assist with underwriting decisions. For many loan officers and broker owners, it feels like a massive competitive advantage.

But here’s the reality that not too many people are talking about:

AI is also one of the fastest ways to create compliance violations, data breaches, and lawsuits…if you’re not careful.

Right now, we’re in what can only be described as the “wild west” of AI compliance in mortgage lending. And if history tells us anything, that window doesn’t stay open for long.

I recently sat down with compliance expert Jim Bell of MSource, and we broke down what’s happening, where the real risks are, and what you need to do right now to stay on the right side of regulators and avoid becoming the example everyone learns from.

The Biggest Misconception: “AI Did It” Is Not a Defense

Let’s get this out of the way immediately:

You are 100% responsible for anything AI produces or touches in your business.

It doesn’t matter if:

• A vendor built the tool

• Your loan officer found it online

• A chatbot generated the response

• Or AI made the underwriting recommendation

From a compliance standpoint, there is no difference between you and the technology.

Expert Insight:
“AI did it is not a defense. Regulators will apply the same laws we’ve always had, you’re responsible for the outputs, period.”

That means:

• Fair lending laws still apply

• Privacy laws still apply

• Data security requirements still apply

• Marketing compliance rules still apply

AI inherits all of it.

The Real Risk: Non-Public Personal Information (NPI)

If there’s one area that should immediately concern you, it’s this:

Loan officers uploading borrower data into AI tools.

We’re talking about:

• Tax returns

• Bank statements

• Social Security numbers

• Loan applications

• Email conversations

This is Non-Public Personal Information (NPI) and mishandling it is one of the fastest ways to trigger:

• Regulatory action

• Lawsuits

• Data breach notifications

• Loss of consumer trust

Why This Is So Dangerous

Most AI tools:

• Store data externally

• May use inputs to train models

• Are not designed for mortgage compliance

• Lack proper security certifications

If you don’t know:

• Where the data is going

• How it’s stored

• Who has access

• Whether it’s being reused

Then you’re operating in a high-risk environment.

Regulators Are Already Moving (Whether You Realize It or Not)

Even though formal AI regulation is still evolving, guidance is already coming from:

• Federal housing entities

• State regulators

• Investors and secondary market players

And the message is consistent:

1. You Must Have Policies and Procedures for AI

This is no longer optional.

You need documented:

• Acceptable use policies

• Data handling standards

• Tool approval processes

• Risk classification frameworks

2. You Must Inventory Your AI Tools

Yes, even the ones you’re not actively using.

That includes:

• Chatbots

• Email assistants

• CRM automations

• Marketing generators

• Underwriting support tools

Each tool should be:

• Identified

• Categorized

• Risk-rated (high, medium, low)

3. You Must Document Oversight

Doing the work is not enough.

You must be able to prove:

• You reviewed outputs

• You tested tools

• You evaluated risk

• You monitored usage

If it’s not documented, it didn’t happen.

The Overlooked Threat: Lawsuits (Not Just Regulators)

Most people assume regulators are the biggest threat.

They’re not.

Plaintiff attorneys are.

We’re already seeing:

• TCPA lawsuits

• Website compliance lawsuits

• Data privacy claims

AI is the next wave.

Here’s How It Plays Out

1. A loan officer uploads borrower data into AI

2. That data is exposed, reused, or breached

3. A law firm finds evidence (social posts, screenshots, etc.)

4. Lawsuit filed

And here’s the scary part:

There are already attorneys actively looking for this.

What feels like “harmless experimentation” today could become:

• Exhibit A in a lawsuit

• A class action trigger

• A reputational nightmare

Vendor Risk: Just Because It Exists Doesn’t Mean It’s Safe

One of the most dangerous trends right now:

Loan officers or small teams building or adopting AI tools and sharing them internally.

Sounds innovative.

But here’s the problem:

Most of these tools were not built with compliance in mind.

Questions You MUST Ask Any AI Vendor

Before using any tool, you need answers to:

1. Where is the data stored? (U.S. vs. international)

2. Is the platform SOC 2 compliant?

3. Does it meet GLBA (Gramm-Leach-Bliley Act) requirements?

4. How is data encrypted (in transit and at rest)?

5. Is data used to train models?

6. What happens in the event of a breach?

7. Do they have breach notification protocols?

If you can’t answer these questions confidently:

Do not use the tool with borrower data.

AI in Underwriting: Efficiency vs. Liability

AI-assisted underwriting is gaining traction fast.

But it introduces a critical issue:

Algorithmic Bias & Disparate Impact

Regulators are increasingly focused on:

• How decisions are made

• Whether outcomes are fair

• Whether certain groups are negatively impacted

If AI contributes to a decision, you must be able to explain:

• Why the decision was made

• What data was used

• How the outcome was determined

If you can’t?

You’re exposed to:

• Fair lending violations

• Discrimination claims

• Investor buyback demand (unsellable loans)

The Illusion of Speed: Why “Faster” Can Cost You Everything

Yes, AI can:

• Speed up processes

• Reduce manual work

• Increase output

But here’s the tradeoff:

Speed without oversight equals risk.

We’re already seeing cases where:

• AI-driven processes created errors

• Loans became unsellable

• Institutions had to hold bad paper

That’s not innovation, that’s liability.

What Smart Mortgage Professionals Are Doing Right Now

The best operators aren’t avoiding AI.

They’re using it strategically and responsibly.

Here’s what that looks like:

1. Creating AI Policies Immediately

Even simple policies are better than none:

• What tools are allowed

• What data can be used

• What’s strictly prohibited

2. Training Their Teams

Just like:

• AML

• RESPA

• Fair lending

AI compliance training is becoming essential.

3. Vetting Every Tool

No exceptions.

Every tool goes through:

• Security review

• Compliance review

• Risk assessment

4. Avoiding NPI in Public AI Tools

This is non-negotiable.

If the tool is not approved and secured: Do not input borrower data.

5. Documenting Everything

Policies
Reviews
Approvals
Monitoring

Because when something goes wrong, documentation is your defense.

The Bigger Picture: Regulate Yourself or Be Regulated

The mortgage industry has seen this before.

• Licensing requirements

• Dodd-Frank

• MLO compensation rules

All came from one place:

Failure to self-regulate.

AI will follow the same path.

“If the industry doesn’t get ahead of this, regulators will step in and the result won’t be flexible or forgiving.”

The Wrap: Protect the Borrower First

Before compliance…

Before regulators…

Before lawsuits…

There’s one principle that should guide everything:

Protect your client’s data like it’s your own.

Because at the end of the day:

• Trust is your business

• Data is your responsibility

• And AI is just a tool

How you use it determines whether it becomes your biggest advantage or your biggest liability.

You can connect with Jim Bell at MSource24.com

And if you have a story, system, or strategy that could help other brokers grow, you may even be a future guest on The Broker Journey.

Because the best lessons in this industry come from the people in the trenches doing the work every day. If that’s you, send me a message!

Author: Jason Frazier

THE MORTGAGE SCOOP POOP Satire for the Broker Nation | The Broker Journey

The Association of Mortgage Vendors (AMV) released a statement this week asking loan officers across the country to “please, for the love of God, stop submitting feature requests in Facebook Groups and saying ‘it should be pretty easy to do,’ ever again.”

The statement, which runs fourteen pages and was clearly written by someone who has not slept properly since 2021, outlines a pattern of behavior that vendors describe as “a full workplace mental health event.”

It begins the same way every time.

A loan officer attends a demo webinar, watches a feature that took eight months and four engineers to build, and says, unprompted, “That’s great, but can it also do this?” The “this” is then described in one sentence, occasionally accompanied by a hand gesture, and followed immediately by “I think it should be pretty easy to do.”

“I’m not a tech guy,” said one loan officer who requested anonymity, “but I just feel like it should connect to my CRM, automatically pull the borrower’s data, understand their goals, reformat it, send a personalized text, update the file, price the loan, notify my realtor partner, send a closing gift and maybe do a little birthday type thingy on their closing anniversary. I don’t know, like a button, link, dropdown, or maybe even a personalized app or something. How long could it take?”

The development team assigned to evaluate the request has been on leave since Tuesday.

According to the AMV, the phrase “it should be pretty easy to do” has now surpassed “How can I get my old view back” and “our last vendor was able to do it” as the leading cause of engineer resignation in the mortgage tech sector. A single utterance in a product meeting can set a roadmap back three months. Two utterances in the same meeting have been known to cause spontaneous Slack channel deletions.

“We once had a loan officer describe a feature as ‘basically just a button,’” said one senior developer who asked not to be named and also asked if there were any job openings in an unrelated field. “That button required API integrations with four separate systems, a complete rebuild of our authentication layer, and six weeks of compliance review. He asked for an update two days later and said we seemed slow.”

The AMV’s statement includes a brief glossary of phrases loan officers should retire immediately, among them: “it’s probably just a quick fix,” “my buddy’s nephew could build this in a weekend,” and “I saw something like this on TikTok.”

Vendors stress that loan officer feedback is genuinely valuable and that they want to build products that make their lives easier. They ask only that feedback come with the understanding that software development cannot be accurately estimated by someone whose primary technical achievement this year was updating their iPhone without losing their contacts.

“We love our users,” the statement concluded. “We want to serve them well. We are simply asking…begging really, that they stop telling us how long it should take. It will always take longer than they want. This is the nature of software. This is the nature of existence. Please, for the love of all things holy, stop saying it should be pretty easy to do.”

At press time, a loan officer posted in a Facebook Group about redesigning the entire User Interface said, “It should be pretty easy to do.” The lead developer closed his laptop, walked outside, and stood in the parking lot for an undisclosed period.

He has not yet returned.

The Mortgage Poop is satire. The parking lot is real.

Every mortgage broker has experienced it at some point: a deal is moving forward, everything seems smooth, and suddenly something unexpected pops up. Maybe it’s an underwriting issue. Maybe a documentation challenge. Maybe the timeline gets tight.

That’s the moment when the quality of your relationship with your Account Executive (AE) becomes the difference between chaos and clarity.

On a recent episode of The Broker Journey, I sat down with someone I consider one of the best AEs in the industry, Kerry Cole, to talk about the role AEs play in helping brokers grow their businesses, close more loans, and build stronger partnerships with lenders.

The conversation uncovered something many brokers overlook:

A great AE isn’t just a vendor contact. They’re a growth partner.

Let’s break down why that matters and how brokers can leverage that relationship to win more often.

Why the AE–Broker Relationship Is So Powerful in Wholesale

Loan officers are the face of the transaction to borrowers and real estate agents, and in the wholesale channel, that is even more true.

But behind the scenes, there’s another critical role: the Account Executive representing the lender.

That AE becomes the bridge between:

• The broker

• The lender’s internal teams

• Underwriting

• Operations

• Product and pricing support

When that partnership works well, deals move smoother, communication improves, and brokers gain an advantage.

But when the relationship breaks down, even strong deals can become unnecessarily difficult.

Kerry puts it simply:

“When a loan officer brings in a loan, that’s a vote of confidence. They trust that you’re going to deliver and help get that family to the closing table.”

That vote of confidence is something great AEs take seriously.

What Makes a Great Account Executive?

Most brokers assume the basics are what matter most.

Things like:

• Fast responses

• Competitive pricing

• Product knowledge

• Turn times

Those are important, but I would argue that they’re also the minimum expectations.

According to Kerry, the best AEs go far beyond those basics.

Here’s what truly separates great AEs from average ones.

1. Responsiveness and Real Communication

One of the biggest complaints in broker communities is simple:

“My AE never calls me back.”

Responsiveness matters because the mortgage business moves fast.

Questions pop up constantly:

• Scenario clarification

• Product fit

• Documentation requirements

• Structuring deals

If communication breaks down, everything slows down.

Kerry emphasizes that real conversations, not just emails, are where deals get solved.

Phone calls. Collaboration. Problem solving.

That’s how business gets done.

2. Being a True Advocate for the Broker

A great AE doesn’t just pass files along to underwriting.

They protect the broker’s reputation internally.

That means:

• Reviewing scenarios before submission

• Helping structure files correctly

• Communicating urgency to operations teams

• Fighting for deals when challenges arise

When a broker hands off a loan, the AE becomes the internal champion for that file.

The best AEs take that responsibility personally.

3. Showing Up When Things Get Difficult

Trust isn’t built when deals go perfectly.

Trust is built when problems appear.

Kerry shared a perfect example: a broker calling her on a Sunday morning because they encountered a scenario they’d never handled before.

Instead of ignoring the call, she jumped on with the broker and the Realtor to solve the issue.

That’s the difference between:

• A transactional AE

• A true business partner

The Broker’s Side of the Relationship (Where Many Go Wrong)

The AE–broker relationship is a partnership.

That means it’s a two-way street.

And while great AEs show up for brokers, brokers also need to show up for their lender partners.

One of the biggest mistakes brokers make is forgetting that.

Here are three of the most common issues that damage lender relationships.

1. Poor Communication

Many problems start with missing context.

For example:

• A deal that must close in 15 days

• A first-time Realtor relationship

• A borrower with a complex financial story

If the AE doesn’t know the backstory, they can’t properly position the file internally.

Great partnerships involve sharing the full picture, not just submitting a file and hoping for the best.

2. Last-Minute Deal Submissions

Another common issue:

Submitting a deal Tuesday that must close…well, Wednesday (You get the point).

While lenders will always try to help, these situations create unnecessary pressure on underwriting and operations.

The earlier an AE can prepare for a file, the better they can prioritize it internally.

Planning ahead benefits everyone.

3. The “Throw It Into Underwriting” Strategy

This might be the biggest mistake of all.

Some brokers submit files hoping underwriting will figure it out.

Kerry calls this out directly.

Instead of submitting questionable files, brokers should collaborate with their AE beforehand.

Ask questions like:

• Does this scenario fit guidelines?

• Should this be structured differently?

• Are there documentation issues upfront?

This improves submission quality, which helps everyone.

How Bad Submissions Hurt the Entire System

Something many brokers don’t realize is that poor submissions don’t just hurt their own files.

They impact everyone’s turn times.

Every time a lender receives a file that has no chance of approval:

• Underwriters spend time reviewing it

• That slows down review queues

• Other deals wait longer

As Kerry explains:

“A ‘no’ upfront is better than a maybe.”

If a deal won’t work today, it’s better to know early.

Sometimes the right answer is:

• Not now

• Fix this issue

• Revisit in six months

That’s a better strategy than submitting a deal that will never close.

How Brokers Can Leverage AEs as Growth Partners

When brokers use their AE relationships correctly, something powerful happens.

The AE becomes a strategic partner in business growth.

Here’s how brokers can leverage that relationship more effectively.

Share the Story Behind the Borrower

When AEs understand the borrower’s journey, they become more invested.

Maybe the borrower:

• Spent years fixing credit

• Is a first-time buyer

• Is trying to close before a major life event

Those details matter.

They give internal teams motivation to help solve problems.

Ask for Scenario Guidance Early

Instead of submitting uncertain deals, brokers should run scenarios with their AE first.

This helps:

• Prevent avoidable denials

• Improve submission quality

• Speed up approvals

The best deals are structured before underwriting ever sees them.

Treat AEs Like Business Partners

Many brokers treat lenders like interchangeable vendors.

But great brokers understand something different.

They build long-term partnerships.

Because the right AE relationship creates:

• Better support

• Faster solutions

• More confidence in difficult deals

And over time, that leads to more closings.

The Future of Wholesale: Relationships Matter More Than Ever

As the mortgage industry evolves, one thing is becoming clear.

Relationships matter more than ever.

Technology, automation, and AI will continue improving systems and processes.

But the human side of lending, the collaboration between brokers and AEs, will remain critical.

Because at the end of the day, the goal is simple.

Helping families get to the closing table.

As Kerry puts it:

“Nobody cares what you know until they know how much you care.”

That mindset is what separates average partnerships from great ones.

The Wrap

The best takeaway from this conversation might be this simple idea:

We should expect more from each other.

Brokers should expect responsiveness, advocacy, and expertise from their AEs.

AEs should expect preparation, communication, and professionalism from brokers.

When both sides deliver, the result is powerful.

More efficient deals.

Stronger partnerships.

And ultimately, more homeowners getting the keys to their new homes.

If you want to learn more about working with Kerry Cole and MLB Wholesale, you can connect with her directly here: kcole@mlbmortgage.com

And if you have a story, system, or strategy that could help other brokers grow, you may even be a future guest on The Broker Journey.

Because the best lessons in this industry come from the people in the trenches doing the work every day. If that’s you, send me a message!

THE MORTGAGE SCOOP POOP Satire for the Broker Nation | The Broker Journey

Several prominent mortgage industry publications announced this week that nominations are now open for their annual vendor awards, which recognize the most innovative, most impactful, and most “punctual-with-their-payment” companies in the mortgage space.

“We are committed to celebrating excellence,” said a spokesperson for one publication, which will be referred to here as Mortgage News One, because there are several of them and they are all doing this. “Our rigorous selection process ensures that only the most deserving vendors receive recognition.”

The rigorous selection process begins with a generic nomination form and ends with an invoice.

Mortgage News One’s awards program, now in its eleventh year, has grown significantly since its launch, which industry observers attribute to either a dramatic increase in vendor excellence or the fact that the nomination fee has been broken into three easy installments.

This year’s award categories include Best Technology Vendor, Best Service Provider, Most Innovative Solution, and Best Vendor Who Renewed Their Media Package Before March 31st. The last category is new this year and is proving extremely competitive.

“We had a record number of nominees,” said Mortgage News One’s Director of Awards and Sustainable Revenue Streams. “The caliber of this year’s class is truly extraordinary.”

When asked how nominees were evaluated, the director explained that a panel of independent judges reviews each submission based on innovation, client satisfaction, and whether it will help generate more website traffic. The judges, who are employees of Mortgage News One, evaluated 200 vendors over lunch, which was sponsored by one of the award winners.

Winners will be announced on Mortgage News One’s social media channel, and they will receive a glass trophy, a digital badge for their website, and a framed certificate suitable for the lobby. And finally, they will be featured in the special edition of their magazine, which is read primarily by other vendors who also won awards.

Loan officers, who are the actual end users of most of these vendor products, were not consulted in the judging process. They were, however, sent an email about subscribing to the magazine.

Past winners report that the award has been enormously valuable for their sales and marketing efforts, particularly the digital badge, which generates significant trust among mortgage professionals who assume it was based on merit alone.

“When prospects see that we’ve been named a top vendor four years running, it really opens doors,” said one award winner who has paid the nomination fee four years running. “It validates everything we’ve paid…I mean built.”

Nominations close April 15th. The magazine discount expires March 31st. Mortgage News One wishes all nominees the very best and looks forward to celebrating their excellence (pending payment confirmation).

At press time, a vendor who had won the award every year since its inception had just been named to the awards selection committee. He called it an honor. Mortgage News One called it a platinum sponsorship.

The Mortgage Poop is satire. The nomination fees are non-refundable.

When Compass aligned with Redfin and Rocket, the immediate reaction across the industry was predictable: speculation about listing access, MLS disputes, and portal competition with Zillow.

But that’s only the surface.

What’s actually happening is far more significant and it signals a massive shift in how attention, traffic, and consumer data will shape the next era of real estate and mortgage lending.

If you’re a mortgage pro or real estate agent, this isn’t just industry gossip.

It’s a preview of the NEW battlefield.

Play Episode

The War Against the MLS and Zillow

For years, Compass has been quietly challenging the traditional structure of what Compass CEO Robert Refkin calls “Organized Real Estate.”

That includes:

• The MLS system

• The National Association of Realtors (NAR)

• Real estate portals like Zillow

Reffkin has been pushing a philosophy centered around agent control of listings.

In practice, that means expanding the use of:

• Private listings

• Pre-MLS marketing strategies

Instead of automatically listing properties on the MLS and syndicating them to portals, the Compass strategy gives agents the ability to market listings privately first.

Why does that matter?

Because the MLS and by extension Zillow only holds power if listings are fed into the system.

Take that away, and the entire ecosystem shifts.

Zillow’s Response And Why It Triggered the Fight

Zillow responded with a strong stance.

The company announced that if a listing was marketed publicly but not submitted to Zillow within 24 hours, it would not be allowed on the Zillow platform.

That’s a big deal.

Zillow commands enormous consumer attention, tens of millions of monthly users (A little shy of 80m) searching for homes.

So being excluded from the platform could mean losing exposure to a massive buyer audience.

But Compass didn’t back down.

Instead, they made a strategic pivot.

The Strategic Alliance: Compass + Redfin + Rocket

Compass made a bold move by aligning with Redfin.

Instead of relying on Zillow for listing exposure, Compass listings are now positioned to appear prominently within Redfin’s ecosystem.

And that changes the competitive landscape overnight.

Why?

Because Compass is no small brokerage.

After acquiring Anywhere Real Estate brands, Compass became the largest brokerage by transaction sides in the United States.

That means roughly 500,000 “sides” tied to Compass and its affiliated brands.

Now imagine those listings shifting their attention away from Zillow.

That’s a massive amount of inventory and traffic moving elsewhere.

And that’s where the real strategy emerges.

The Real Winner?

Many people are analyzing this move as a battle between real estate portals.

But the real strategic winner may actually be Rocket.

Rocket’s acquisition of Redfin created a powerful vertical ecosystem that connects:

• Home search

• Real estate brokerage

• Mortgage origination

• Loan servicing

If Redfin becomes the destination for a large portion of Compass listings, Rocket gains access to:

• Consumer attention

• Home search data

• Purchase intent signals

Those signals are incredibly valuable.

Because unlike Zillow, Rocket doesn’t need Redfin itself to generate massive profit.

Rocket monetizes the consumer through the mortgage lifecycle.

Why Redfin Doesn’t Need to Make Money (Right Now)

One of the biggest questions people ask is:

“How does Redfin make money if it isn’t charging agents Zillow-style lead fees?”

The answer is simple.

It doesn’t necessarily have to.

Rocket can afford to prioritize consumer acquisition over immediate portal revenue.

Consider what Rocket gains:

• Hundreds of thousands of transactions flowing through the ecosystem

• Direct access to buyers at the moment they search for homes

• Mortgage opportunities tied to those transactions

• Long-term servicing relationships

Mortgage servicing alone can generate value for decades and with the new Trigger Lead Law, it gives them even more leverage.

This makes the portal itself less about profit and more about owning the customer relationship.

The Real Game: Attention, Traffic, and Data

Remember these three words because this is the part many industry professionals miss.

The modern real estate battlefield revolves around three assets:

1. Attention

2. Traffic

3. Data

Control those three, and you control the consumer.

Companies like Rocket, Zillow, and Redfin are competing for exactly that.

Every search query.

Every home view.

Every mortgage inquiry.

Every transaction.

The companies that capture the consumer earliest in the process have the greatest advantage. And that’s exactly what this alliance is designed to accomplish.

Why This Matters for Loan Officers

Many local loan officers assume industry consolidation won’t affect them.

That assumption is dangerous.

When large platforms combine:

• Real estate listings

• Mortgage origination

• Consumer data

• Marketing infrastructure

They create closed ecosystems.

That means buyers may never leave the platform.

Instead of searching for a loan officer, they simply follow the platform’s built-in mortgage option.

Over time, that shrinks the number of opportunities flowing through traditional referral pipelines.

Not overnight but steadily. It has happened in every industry since the turn of the century, when consolidation via disruption happens.

The Shrinking Opportunity Pool

Another factor amplifying this shift is economic reality.

The next five years are likely to bring significant disruption to the labor market.

Automation and AI are already impacting middle-income jobs across multiple sectors.

Fewer stable incomes means fewer qualified homebuyers.

At the same time, housing affordability remains strained.

When you combine:

• Reduced purchasing power

• Higher housing costs

• Platform consolidation

The pool of mortgage opportunities may shrink.

Which means competition for those opportunities increases.

The Loan Officers Who Will Win

Here’s the good news.

This transformation does not eliminate opportunity.

But it will reward a different kind of professional.

The loan officers who thrive in the coming era will focus on:

1. Relationship ownership

Your past clients must remain connected to you, not to the platform that serviced their loan.

2. Consistent communication

Staying visible through meaningful conversations, not automated AI crap.

3. Personal brand authority

Consumers should recognize your name before they ever search a portal.

4. Database discipline

Your database is your most valuable asset. Treat it that way.

5. Local expertise

Platforms scale nationally. Your advantage is local trust and knowledge.

The Real Opportunity Moving Forward

Even if none of these industry shifts unfold exactly as predicted, one reality remains true.

Building a business based on:

• Relationships

• Trust

• Consistent communication

• Consumer value

has no downside.

As one industry expert put it:

“The game is attention, traffic, and data. If you’re not actively building relationships with your clients, someone else will own that relationship.”

And once someone else owns the customer relationship, they control the transaction.

The Wrap

Don’t mistake the Compass, Redfin, and Rocket alignment as another industry merger/partnership.

It’s a signal.

The real estate and mortgage industries are entering a new phase where platform ecosystems compete for the entire consumer lifecycle.

Search.

Listings.

Mortgage.

Servicing.

Retention.

For independent mortgage pros, the path forward is about FOCUS.

Focus on the one advantage big platforms can’t replicate easily: genuine human relationships.

Because in a world dominated by algorithms, automation, and platforms…

Trust is still the most valuable currency in real estate.

THE MORTGAGE SCOOP POOP Satire for the Broker Nation | The Broker Journey

“The talent is just drawn to us,” says the company that just wrote a $500,000 check

A major retail mortgage lender, known here as The Mega Lender, announced this week that it is experiencing an unprecedented wave of top producer arrivals, which the company described as “proof of our incredible culture, our unmatched platform, and our deep commitment to replicate the NIL environment of college football.”

“We are thrilled to welcome these incredible professionals to our family,” said The Mega Lender’s Head of Talent Acquisition during a call with us. “When top producers choose us, it sends a message to the entire industry. You cannot put a price tag on relationships…I mean, you can. What I meant to say was…wait, that is my kids’ school calling, I will be right back.”

They ended the call without rescheduling.

The loan officers in question, several of whom accepted signing bonuses ranging from $250,000 to well over $1,000,000, took to social media within hours of signing to explain that their decision was driven entirely by alignment. Specifically, they had become aligned with The Mega Lender’s vision, aligned with their technology platform, aligned with their operations team, and, in several cases, aligned with a number that had more commas in it than their previous compensation package.

“I’ve spent a lot of time thinking about what truly serves my clients,” wrote one top producer in a post that generated 847 likes and zero mentions of the check. “And I believe, after careful reflection, that this is where I’m meant to be.”

He had been somewhere else for eleven years.

The Mega Lender’s communications team, which monitors these announcements with the enthusiasm of a TikTok influencer, responded to each post with a carefully crafted comment: “Welcome home.” This is significant because the loan officer had never worked there before.

The Mega Lender has decided to run a full recruiting campaign featuring the new arrivals as evidence that the company is “where top producers want to be.” The campaign did not include a line-item breakdown of why they wanted to be there. Legal confirmed this was fine.

The loan officers, for their part, are fulfilling their contractual obligations with the same enthusiasm you’d expect from someone who has to stay for two to three years before the bonus can be clawed back.

“I’m so aligned…so aligned,” said one, staring at a countdown calendar.

At press time, a loan officer who had left The Mega Lender two years ago for a competitor, after receiving a signing bonus from that competitor, had just returned to The Mega Lender after receiving a new signing bonus from The Mega Lender. The company’s social media team posted “Welcome back and welcome home,” because apparently, home is wherever you left from last and are now being paid to return to.

The loan officer called it “coming full circle.”

His accountant called it “a very good year.”

The Mortgage Poop is satire. The signing bonuses are very, very real.

A lot of people are looking around and thinking:

• “The stuff I did before isn’t working.”

• “Everyone’s doing better than me.”

• “Maybe I need a new CRM.”

• “Maybe I need new leads.”

• “Maybe I need AI.”

• “Maybe I need to switch companies.”

To be blunt: you’re probably not missing a tool. You’re missing structure.

In an episode of the Broker Journey Podcast, Jimmy Hobson from UMortgage laid it out in the simplest way possible: this business still runs on blocking and tackling, which are simply the basics done consistently.

Not glamorous. Not trendy. Not sexy. But it works.

And if you want success in a market that isn’t handing out easy wins anymore, you’re going to have to stop chasing shiny objects and start stacking disciplined days.

The Market Didn’t Kill Your Business (Your Lack of Routine Did)

Every time the market tightens up, the same phrase starts floating around again:

“We just need to get back to the basics.”

Cool. But most people say that and never define what “basics” actually means.

Jimmy did.

The basics are:

• Pick up the phone

• Talk to people

• Follow up

• Stay in front of your database

• Post content consistently

• Teach what you know

• Serve people well enough that they come back and refer others

That’s it. Not easy. But not complicated.

The reason so many loan officers feel like the market is crushing them is that they entered on “easy mode,” where business was flowing even when their habits weren’t.

Now with this shift, structure, consistency, and daily execution are the game.

Distraction Is the Real Enemy

One of the most underrated points in this conversation was about attention.

Jimmy talked about how he intentionally pulled back from political content and general noise, not because he doesn’t have opinions, but because it distracts from the mission.

When you’re building a business, distraction doesn’t just waste time.

It fractures focus.

It creates mental fatigue that makes simple tasks feel heavy.

That’s why the loan officer who scrolls for an hour in the morning feels “behind” before they’ve even made their first call.

And it’s why the originator who gets up, trains, and executes a plan feels like they’re moving forward even in the same market.

Success in 2026 and beyond won’t be your rate sheets.

It’ll be your ability to control your attention and your habits in an economy built to distract you.

If You’re “Starting Over,” Good. Start Right.

Jimmy drove this point home:

Even with strong numbers, 60 million in volume in a down market, he still holds up a mirror and sees holes.

Because the best producers aren’t obsessed with being “good.”

They’re obsessed with being better.

And the loan officers who will win going forward are the ones willing to do what most won’t:

• admit what they’re not doing

• stop making excuses

• rebuild their fundamentals like it’s Day 1

If you feel like you’re back at zero, don’t panic because starting over with clarity is a gift.

The Real “Lead Gen” Is Follow-Up (And Almost Nobody Does It)

A lot of people want the newest lead source.

The newest funnel.

The newest paid ads trick.

Jimmy’s perspective is simple: the leads aren’t the problem. Your follow-up is.

He talked about the Facebook lead era, 50-cent leads back in 2016–2018, and said something that’s still true today:

Even “bad leads” work when you follow up like a professional.

Most loan officers don’t lose deals because they didn’t have enough leads.

They lose deals because:

• they didn’t respond fast enough

• they didn’t stay consistent

• they didn’t build the relationship

• they didn’t ask for the referral

• they disappeared after closing

You don’t need a magic lead source.

You need a system that guarantees you stay in front of people, even when you’re busy.

“The basics are simple. Pick your phone up, film yourself, and post it. It’s not rocket science.”
— Jimmy Hobson

That quote is the heart of this entire conversation.

Most originators are stuck because they aren’t executing the obvious. It’s just that simple.

You’re Overcomplicating Your Social Media Game

Jimmy’s approach to social is exactly what the industry needs right now:

Stop trying to be perfect.

Stop trying to look like a studio production.

Stop waiting until you have the “right” branding.

Your audience doesn’t care if you have perfect lighting.

They care if:

• you’re real

• you’re consistent

• you explain things clearly

• you sound like someone they can trust

He even offered a simple habit hack:

Schedule it.

Make it automatic.

If you can use Siri to schedule reminders, you can use that same habit to build consistency:

• “Post at 8am”

• “Post at 5pm”

This isn’t about becoming an influencer.

It’s about staying relevant and staying visible in a relationship business.

The 14-Day Fix: Build Structure Before You Build Anything Else

When asked what the single biggest obstacle holding most loan officers back is, Jimmy didn’t hesitate:

They don’t map out their day.

They wake up and “trip” into the day:

• email first

• social media second

• reaction mode all morning

• no plan

• no priorities

• no momentum

And then they wonder why they feel behind, stressed, and inconsistent.

If you want a breakthrough in 14 days, start here:

At night, plan tomorrow.

Not a vague list.

A real structure.

A few non-negotiables.

Then execute.

This is why frameworks like “Power List” work.

Not because they’re fancy.

Because they force daily accountability.

And once daily accountability becomes your identity, everything else becomes easier:

• content becomes easier

• follow-up becomes easier

• referrals become easier

• confidence becomes easier

Health, Mindset, and Performance Are Not Separate

One of the most important pieces of Jimmy’s success story wasn’t about mortgages at all.

It was about personal leadership.

He shared that he lost 50 pounds and focused on himself because he recognized something most originators ignore:

You cannot show up for everyone else if you’re not showing up for you.

This is the hidden reason so many loan officers burn out.

They try to stack production on top of chaos.

They try to lead while they’re depleted.

They try to build consistency while they’re mentally fried.

The fix isn’t another tactic.

It’s a stronger baseline:

• better sleep

• movement

• clear routines

• less distraction

• higher standards

Mortgage broker success is a personal performance game long before it’s a sales game.

Broker Optionality: Why Control Matters

The conversation wrapped with a broker-channel reality that more originators need to understand:

On the broker side, you have optionality.

If a lender or underwriter experience isn’t working, you can pivot.

You’re not stuck.

And for the right entrepreneur, the loan officer who wants control, flexibility, and leverage brokering provides something retail can’t:

Influence as the solo producer.

That doesn’t mean every loan officer is built for it.

Some people need a retail environment, support structure, or tighter guardrails.

But for the person ready to build a real business, the broker model, especially models that incorporate a cap, can dramatically increase long-term earning power.

The Bottom Line

Mortgage broker success isn’t hidden behind a secret strategy.

It’s the compound result of:

• daily structure

• consistent activity

• relentless follow-up

• simple content execution

• personal discipline

• strong relationships

• serving people well

Stop trying to hack the business.

Start building it like a professional.

Because this market doesn’t reward motivation.

It rewards people who do the basics every day, especially when they don’t feel like it.

You can connect with Jimmy Hobson here.

In what industry insiders are calling “a masterclass in relationship building,” a wholesale lender, who is actually called “The Lender,” has announced a bold new broker acquisition strategy: simply never, ever stop calling. Ever.

“We believe in the power of persistence,” said a spokesperson for The Lender who called me fourteen times while I was writing this article. “Our data shows that somewhere between the 40th and 57th unanswered call, brokers really start to come around.”

The strategy, which some compliance officers are quietly calling “a gray area,” has reportedly been so effective at generating name recognition that mortgage brokers across the country can now identify a 949 area code faster than they can identify their own children in a school play.

One broker, who asked to remain anonymous because he was afraid The Lender would find out where he lives (which they probably already do), described the experience.

“I told them I wasn’t interested,” he said, staring blankly into the distance. “That was eighteen months ago. I’ve since changed my number, moved to a new state, and adopted a different dog. They called the dog.”

In a particularly innovative move, one sales representative reportedly offered a struggling broker a compelling value proposition: sign up with The Lender, and the calls from other reps at The Lender would stop. The broker is said to have laughed and then cried when he saw the 949 area code show up on his phone.

Sources confirm that when one broker finally told a rep directly to stop calling, the rep responded by hanging up, presumably to free up the line for the follow-up call.

When reached for comment, The Lender’s VP of Broker Phone Operations said the company remains committed to its core mission: “We put people first. Specifically, we put them first in our dialer queue, every morning, every afternoon, every evening, seven days a week.”

Critics of the strategy point out that if The Lender put even half the energy into their operations team that they put into their outbound calling campaign, they might actually close a loan on time. The Lender disputes this characterization, though their ops team was unavailable for comment because they were still working on a file from November.

The Lender’s new expanded outreach program, “We’ll Get To Someone Who Knows You Eventually,” is expected to launch in Q2, pending regulatory review and the hiring of twelve additional dialers.

The Lender could not be reached for additional comment, which, for the record, is a feeling they have never once allowed anyone else to experience.

Editor’s Note: Thank you for reading the very first article of this new satirical series. I hope everyone has fun and stops taking themselves so seriously.

If you went to MortgageCon and didn’t walk away with something you could implement immediately, that’s on you.

This, my friends, wasn’t just another boring mortgage industry conference.

This was different.

This was 400+ mortgage professionals inside Universal Studios with the Harry Potter experience shut down for private access, debates on stage, real practitioners delivering actual value, and an experience you will not soon forget.

And if you’ve ever attended a mortgage event that felt like one long sales pitch with mediocre coffee, you already understand why that matters.

Both Michael and I had the pleasure of attending MortgageCon, and on our latest episode of The MLO Project, we discussed our thoughts and key takeaways from the event.

Listen To The Episode Here

The Experience: When a Mortgage Conference Doesn’t Feel Like a Mortgage Conference

Content matters.
But the environment amplifies it.

MortgageCon didn’t just rent ballroom space and throw up a stage. They hosted it inside Universal Studios, on a Production Set. After-hours access to private park time. Silent disco entry. No three-hour ride lines.

That alone changes the energy.

Instead of people sprinting from breakout room to breakout room with badge fatigue and half attention spans, you had:

• A captive audience

• Focused sessions

• High-level networking

• Real conversations

And when you combine professional development with experience-driven engagement, something different happens.

People stay.

In fact, the room didn’t clear out on Day 2. No mass exodus after lunch. No empty chairs by 3 PM.

That says everything.

The Real Shift: Humanity > Hype

There was a clear theme that echoed through speaker after speaker:

Don’t lose your humanity.

In a market drowning in automation, rate sheets, product pushes, and AI everything, the message was simple:

Be the advisor.
Be the communicator.
Be the human.

As one speaker put it:

“Don’t use AI to replace connection. Use it to enhance it.”

That theme hit home.

Because this industry doesn’t reward the loudest product pusher long-term.

It rewards:

• The best communicators

• The strongest relationship builders

• The professionals who anticipate objections before they happen

And that’s where things got interesting.

AI in the Mortgage Industry: Finally Being Used Correctly

If you think AI is just for writing Instagram captions, you’re already on the wrong path.

One of the most practical sessions broke down exactly how loan officers are feeding anonymized client data into GPT tools to:

• Anticipate objections

• Create borrower personality profiles

• Personalize communication throughout the loan process

• Adjust tone based on emotional patterns

That’s next-level.

This isn’t “AI replaces loan officers.”

This is:

AI makes loan officers sharper.

Smarter.

More prepared.

And faster.

That’s the competitive edge.

And the transparency from speakers about how they’re actively using these tools in their mortgage business? That’s new.

The stigma is gone. The experimentation phase is over.

The practitioners are building.

The Communication Masterclass (That Nobody Expected)

There are speakers you listen to.

And then there are speakers you feel.

Kyle Draper delivered one of those talks.

And it wasn’t tactical in the traditional sense.

It was deeper.

He challenged something almost nobody talks about in sales:

Not imposter syndrome.

But inflated self-importance.

The idea that loan officers avoid creating simple, helpful content because they think it’s “too basic.”

Meanwhile, they answer the same 40–50 borrower questions every single month.

Questions like:

• What are discount points?

• Why did my rate change?

• What’s escrow?

• How do appraisals actually work?

And yet most professionals never create content addressing those questions because it doesn’t match the “image” they think they should project.

That’s ego.

And that realization hit a lot of people.

Because if you’re answering it repeatedly… it’s content.

And if you’re not creating it… You’re missing leverage.

Authenticity Wins (And Mylo Proved It)

One of the standout moments wasn’t polished.

It wasn’t corporate.

It wasn’t overly strategic.

It was raw.

Mylo Draven delivered a reminder that a lot of professionals needed to hear:

Stop apologizing for who you are.

In a world where mortgage marketing often feels templated and filtered, authenticity cuts through.

You will:

• Attract the right clients

• Repel the wrong ones

• Build faster trust

• Shorten sales cycles

Trying to be a watered-down version of “what works” in this industry is exhausting.

And increasingly ineffective.

Authenticity is scalable now.

Especially when paired with smart AI usage.

Sales Isn’t a Dirty Word (And It Never Was)

Another powerful reminder:

This is a sales business, as Jonathon Haddad reminded everyone.

That’s not something to hide from.

The best loan officers in the room wore that truth as a badge of honor.

But here’s the nuance:

Modern mortgage sales doesn’t look like old-school pressure tactics.

It looks like:

• Objection anticipation

• Storytelling

• Educational positioning

• Confident communication

If you’re uncomfortable with sales, you’re probably uncomfortable with influence.

And influence is the entire game.

The Size Was Strategic (And That Matters)

MortgageCon hovered around 400 attendees.

That’s intentional.

At 1,000+ attendees, things change.

Access is more difficult.
Connection tends to dilute.
The experience can become transactional.

Smaller events create:

• Higher intimacy

• Greater accessibility to speakers

• Deeper networking

• Stronger community retention

And based on feedback, that’s exactly what keeps people coming back.

What Actually Makes a Mortgage Conference Worth It?

Let’s cut the B.S.

Attending a mortgage conference isn’t cheap.

Flights. Hotel. Tickets. Meals. Drinks.

If you’re investing that kind of money and not implementing at least one takeaway, you wasted it.

The ROI doesn’t come from:

• Notes in your phone

• A few selfies with speakers

• A LinkedIn post recap

It comes from execution.

One improved communication system.
One AI workflow implemented.
One sales objection reframed.
One content strategy launched.

That’s the difference.

What’s Coming Next?

The buzz around next year’s theme is already building.

Rumors of a murder mystery-style event.

Possibly a new location.

And if they combine immersive experience with high-level content again?

It won’t just be a mortgage industry conference.

It’ll be the benchmark.

Final Takeaway

If you’re serious about growth in this market, you need two things:

1️⃣ Sharper communication
2️⃣ Smarter implementation

MortgageCon delivered both.

The experience was memorable and may have just set the standard for event experience.

For me? I wanted to talk to one of my favorite dudes in mortgage to hear directly why he decided to make the move to NEXA and what they are setting the stage for next in the mortgage space.

Check out the full interview on YouTube and read our recap article below.

Who Is This Todd Bitter Guy?

For those unfamiliar, Todd Bitter isn’t your typical top producer. Sure, he has the numbers to back up his career (30 loans a month without processors or LOAs at one point), but that’s not what defines him.

What really separates Todd is how freely he shares. He’s that guy in a Facebook group or at a conference who will tell you exactly what he’s doing, how he’s doing it, what works, what doesn’t, and why. No scarcity mindset. No ego. Just straight value, every time.

“Todd’s always been that open book. You could be brand new or a vet, he’d give you the same time and respect.” – Jason Frazier, The Broker Journey Podcast

So when someone like Todd makes a move, especially to the largest brokerage in the country, people take notice. And it’s not because of the volume he did, but because of the legacy he’s actively building.

Why Todd Chose NEXA

This isn’t Todd’s first time stepping into leadership. After years as a high-producing LO, he stepped out of production to focus on coaching, leadership, and broader impact at a national level.

So why NEXA? A few key reasons:

1. Leadership Alignment

Todd has known NEXA’s co-founder Mike Kortas, and other leaders at NEXA for years. After never entertaining the thought of going to a large brokerage, this time it was a different conversation. It was a vision match.

“Mike offered me a couple things that heavily aligned with what I wanted to do... not that anyone was holding me back, NEXA was just further along.” – Todd Bitter

The decision wasn’t made in reaction to anything negative. In fact, Todd was quick to point out that he left UMortgage on excellent terms, and he still roots for their success. This was about what’s next for him, not what went wrong.

2. Legacy Over Loans

Todd made it clear: his goal isn’t to be remembered for loan volume. His purpose is to make an impact, helping others grow, scale, and build real businesses inside of this industry.

NEXA offers that opportunity in spades, with a nationwide footprint and over 3,400+ loan officers. That scale means a bigger opportunity to leave a mark and to serve the broker community from the inside out.

3. The NEXA 100 Model

When Todd first saw NEXA’s 100% commission model, his initial reaction was skepticism.

“I told Mike, come on man…this looks like margin padding. But he walked me through it, showed me the purchase advice, and it checked out.”

The NEXA 100 program allows qualifying loan officers to earn 100% of the commission from the purchase advice, with no hidden rate padding or holdbacks.

In Todd’s words: “It’s legit. It’s not smoke and mirrors. And with the scale NEXA has, they can make it work.”

What Todd’s New Role Looks Like

Todd Bitter now serves as National Director of Sales at NEXA, but it’s not a corporate, behind-the-scenes role. It’s boots-on-the-ground.

His main focus?

1. Internal Coaching + Mentorship

Todd is building a mentor-driven coaching model that targets mid-tier producers; the folks doing 2–5 loans a month who are ready to level up. It’s not designed for beginners, and it’s not cookie-cutter crap.

It’s about:

• Accountability

• Daily structure

• Strategic growth tactics

• Peer-level leadership from someone who’s been there

Todd explained how many loan officers are isolated, working from home without real accountability. This program aims to change that from within.

2. Company Growth + Recruitment

Of course, growth is always part of the NEXA mission. But Todd’s angle is different: he’s not chasing headcount. He’s building alignment.

He’s focused on attracting originators who want more than a nice rate sheet. LOs today want a culture of growth, leadership, opportunity, and a place where they can build something that outlasts them.

Retirement + Revenue: The NEXA Model

One of the most interesting elements Todd brought up is how NEXA treats downline revenue.

NEXA allows loan officers to build a revenue-generating downline, and the really cool thing about it is this:

If you retire or leave the business, NEXA will continue to pay your downline earnings for life and even pass them to your spouse if you pass away.

As long as you aren’t working for another mortgage company, that revenue is yours. And while people throw around MLM comparisons, Todd was clear:

“This isn’t a pyramid. Nobody’s taking money from the bottom to give to the top. It’s a volume-driven business model. Like Costco.”

In an industry with no real pension plan or retirement path, this is one of the few ways loan officers can build long-term financial stability after they stop originating.

What’s Coming in 2026

When you have someone with Todd’s experience and expertise on the other end of that mic, you would be wise to get their opinion on the state of affairs. What’s the biggest threat and biggest opportunity for LOs in 2026?

Here’s Todd’s breakdown:

Threat: Uncertainty

Political and economic uncertainty are the biggest concerns, especially with upcoming elections and regulatory shifts. As Todd put it:

“Markets hate uncertainty, and when you start introducing well-meaning policies like credit card caps without thinking through the impact on credit scores, it gets messy fast.”

There’s also the risk of margin compression reversing, which brings us to…

Opportunity: Margin Rebound + Broker Leverage

Todd sees a coming shift in margin compression. For years, margin compression allowed retail lenders to compete with brokers on rate. But when that loosens up?

The broker channel becomes significantly more competitive again.

Retail lenders will start leaning back into high-margin loan types (like VA), and brokers will regain their pricing advantage. That pendulum swing suggests a possible wave of originators returning to wholesale.

Final Thoughts: Bigger Than One Move

Todd Bitter’s shift to NEXA isn’t just about one LO finding a new home. It’s symbolic of a deeper trend:

• Leaders who want impact over ego

• Brokers building businesses, not just pipelines

• Companies like NEXA positioning themselves as platforms for legacy, not just volume

If you’re a loan officer wondering where the industry is headed or what your next chapter might look like, this is one of those moments worth paying attention to.

“The next 10 years of my career aren’t about closing loans. They’re about giving back.” – Todd Bitter

And if that’s your mindset too, it might be time to start asking some different questions about where you’re at and where you’re going.

Want to connect with Todd Bitter?

Reach out via toddbitter@nexamortgage.com. He’s always open to helping originators grow, whether you’re at NEXA or not.

I had the pleasure of sitting down with John and Joe on The Broker Journey podcast, and let me tell you, this wasn’t your typical “how we started a company” story. We covered building in a down market, Disney magic, proprietary tech, and yes… turning a mortgage conference into a full-blown immersive theme park experience.

Here’s what I learned and why MortgageCon 2026 might just be one of the best mortgage events of the year.

From Processing FHA Streamlines to Building a Mortgage “Mpire”

Let’s rewind. Before the billion-dollar production, custom back-end systems, and virtual HQs in the metaverse, John was processing loans during the chaos of the housing crash of 2007 and 2008.

His cousin got him a job at Bank of America, and from there, John bounced around a few lenders before deciding to take a different route. A smarter route. One that focused on the lifestyle of the broker, not just the numbers.

“We wanted to build something where people could run their own company inside of ours. Work smart. Use the right tools. Still have a life.” – John M.

He looped in Joe early, who brought 15+ years of Disney operational excellence to the mortgage space. Joe had no industry background, but what he did have was a deep understanding of customer experience, brand storytelling, and culture building.

Together, they launched Mpire Financial in May 2021 with three people. Today, they have:

• 225+ brokers

• Licensed in 36 licensed states (with 10 more pending)

• Projected $1B+ in funded volume this year

Culture-First: How Disney Customer Experience Transformed a Mortgage Company

It’s one thing to build a mortgage brokerage. It’s another to inject actual culture into it.

Joe, coming from Disney, knew firsthand what it meant to prioritize the guest experience down to the smallest detail. That’s something he and John infused deep into Mpire’s DNA.

“At Disney, every role mattered. And when I got into mortgage, I realized how often ops felt overlooked. So we decided our loan officers would be our guests. We’d serve them with the same energy we used to serve families on vacation.” – Joe M.

They didn’t just talk culture, they built it. From team structure to communication norms to technology choices, Mpire prioritized experience over ego. That philosophy is what led to the creation of something truly unique in the broker world: MortgageCon.

Mortgage Con: A Mortgage Event That’s Anything But Boring

Let’s face it. Mortgage conferences can get… predictable. Or as I like to say, “Boring AF!”

Same speakers. Same hotel ballrooms. Same networking mixers. Mpire decided to flip the script and do something that hadn’t really been done before:

🎢 Host a mortgage event inside Universal Studios

🎬 Create a full cinematic storyline (think: Indiana Jones meets mortgage)

🧪 Blend personal development, entertainment, and tangible tactics

The first year? Just over 100 people. Small, but a hit. The second year? A full theme with custom videos, immersive design, and a guest experience that had people buzzing across the channel.

The third installment, MortgageCon 2026, is shaping up to be the biggest and boldest yet.

Why MortgageCon Might Be the Best Event of 2026

Let’s break down what sets MortgageCon apart and why brokers across the country are making it a must-attend in 2026.

1. It’s Built for Originators, Not Just Speakers

Most events are headliner-first. MortgageCon is LO-first.

Every speaker is an operator. They’re not there just to inspire. They’re there to share playbooks you can use the minute you get back to your office (or your virtual office in Roam, more on that below).

2. It’s Family-Friendly

Bring your spouse. Bring your kids. Bring your “why.”

MortgageCon blends learning and lifestyle by offering full park access for families, private Universal Studios experiences at Hogsmeade and Diagon Alley (with no lines!), and flexible schedules so you can balance both networking and fun.

3. It’s a Pattern Interrupt

You’re not sitting in hotel chairs all day drinking stale coffee. You’re:

• Moving between immersive themed environments

• Meeting LOs from around the country (not just your region)

• Recharging your mindset while learning tactical business strategies

In other words, it’s an experience you’ll remember, not just attend.

Tech-Forward: How Mpire Uses AI to Improve the Broker Lifestyle

You’ve heard all the hype about AI in the mortgage industry. Mpire’s not chasing the flashy use cases; they’re building tech that actually helps LOs run their business smarter.

John explained how they’re integrating AI not just in the borrower journey but in commission forecasting, scenario desk automation, and real-time KPI coaching.

“AI isn’t just about client-facing scripts. It’s about giving originators better data and helping them act on it faster.” – John M

They’ve even built their own proprietary systems in-house with a team of developers, so they don’t have to Frankenstein a dozen third-party tools.

• Integrated scenario desk learning

• AI-driven business metrics + commission projections

• Smart suggestions for improving daily LO performance

Combine that with Roam, their virtual headquarters, and you’ve got a company that’s not just future-ready, they’re shaping what the future looks like.

Building During the Downturn (While Others Were Cutting Back)

Let’s not forget: Mpire launched into the tail end of a boom and the start of a market correction.

Instead of shrinking, they doubled down.

• Doubled in size every year since launch

• Grew attention + brand recognition during one of the toughest markets

• Expanded nationally while maintaining a boutique, culture-first feel

And MortgageCon? That wasn’t a side hustle. That was a deliberate bet to create an event that reflects their values.

Mortgage Events Don’t Have to Suck

For years, mortgage events have had a reputation: too long, too boring, too salesy.

MortgageCon is none of those things.

In fact, when you look at the way it’s structured from storytelling to speaker curation to sponsor selection, it’s clear that John and Joe are borrowing playbooks from the hospitality and entertainment industry, not just financial services.

“The mortgage industry doesn’t need more rinse-and-repeat events. It needs experiences that actually inspire action. That’s what we’re trying to build.” – Joe M.

And the best part? It’s open to everyone. Not just Mpire LOs. Not just partners. If you’re in the mortgage world and want to grow, you’re welcome and encouraged to attend.

Mortgage Con 2026 Details

• Dates: February 1–4, 2026

• Location: Universal Studios Orlando

• Attendees: Capped at 400 brokers

• Room block: Available now and selling out fast

• Tickets + Info: mortgagecon2026.com

👉 If you’re serious about investing in your business and want to do it while having fun, don’t wait. This will sell out.

Final Word: It’s More Than a Conference, It’s a Culture Shift

Mpire didn’t just build a brokerage. They built a movement around lifestyle, innovation, and fun.

MortgageCon 2026 isn’t just a place to collect swag bags or snap selfies with speakers. It’s a place where the best minds in the channel connect, create, and grow.

So if you’re tired of the same old events and want to see what the next era of mortgage leadership looks like, you know where to be this February.

🎟️ Learn more or grab your spot: mortgagecon2026.com

That’s why I pulled in Joy Huska, a true expert in the credit space, join me for a special webinar last week to cut through the noise and break down what’s really happening. Whether you’re a broker, LO, or ops lead, this article is your field guide to the credit wars, FICO vs VantageScore, exploding credit report costs, and what’s headed our way in 2026.

Let’s get into it.

The Credit Wars: What’s Really Happening

Let’s start with the basics. We’re in the middle of what Joy called the “credit wars.” It’s not hyperbole, it’s the reality.

On one side, we’ve got FICO, the 75-year-old stalwart we’ve all been relying on for underwriting decisions via DU and LP since 1995.

On the other, we’ve got VantageScore, created by the three major credit bureaus (Equifax, TransUnion, and Experian) in the early 2000s. They’ve been slowly gaining traction, and the newest model, VantageScore 4.0, is creating waves.

Here’s what you need to know:

• FICO and VantageScore use different algorithms and score different behaviors differently

• At least 40 million consumers could benefit from the VantageScore 4.0 model

• VantageScore 4.0 is already approved by the GSEs (Fannie/Freddie) but isn’t yet in use for underwriting

So yes…the war is real. And it’s going to shape how you pull credit, price loans, and talk to clients moving forward.

FICO’s Bold Move: Going Direct?

If your eyebrows raised over the recent announcement that FICO might go direct and cut out the credit bureaus, you’re not alone. It came out of left field… but what does it actually mean?

Short version: it’s unclear. Even Joy, who’s neck-deep backstage in credit discussions, said there’s “no clear picture” yet.

Here’s what we do know:

• FICO is increasing pricing to the bureaus

• That cost will inevitably get passed down to brokers, lenders, and ultimately borrowers

• FICO still doesn’t have the infrastructure to replace the full CRA function

Translation: even if FICO wants to go direct, they’ll still have to rely on CRAs to bundle and deliver data in a usable, compliant way.

Bottom line for LOs? Keep an eye on the headlines, but don’t stress it day-to-day. These changes won’t truly impact your workflow until mid to late 2026 at the earliest.

VantageScore 4.0: Hype vs Reality

VantageScore 4.0 made a splash when Experian announced they’ll offer it “indefinitely,” and yes, it’s approved. But no, that doesn’t mean it’s in use yet.

Let’s clear it up:

Status: Approved, but not integrated with DU/LP/pricing engines yet

Timeline: Earliest rollout is estimated to be mid-2026

Impact: Could help ~40 million consumers with thin credit files

There’s potential here…huge potential, especially for younger or credit-thin borrowers. But just like with FICO’s shift, it’s not something you can use today for loan decisions. Until it’s integrated with AUS systems, MI pricing, and investor guidelines, it’s a data-only tool.

Keep it on your radar. That’s all, for now.

Why Credit Reports Are So Damn Expensive Now

Let’s talk about what EVERYONE has been talking about. Credit report costs. If you’ve been wondering why your credit report costs have skyrocketed, the next line will give you an idea.

Since 2019, the cost of a credit report has gone up 3,200%. Yeah. That’s not a typo.

Here’s why:

The Triple Threat:

1. Model Competition
   - FICO Classic, FICO 10T, VantageScore 4.0… all jockeying for relevance

2. Infrastructure Complexity
   - Each model must integrate with DU, LP, MI, LOS platforms, and investor guidelines

3. Regulatory Requirements
   - New compliance rules = more technical lift, more cost

Add to that the rise in fraud detection tools, data layers, and middleware platforms, and you’ve got a situation where even a “simple” credit pull involves serious backend complexity.

And guess what? That cost rolls downhill. From FICO to the bureaus, to the CRAs, and finally to you and your borrower.

How the Credit Report Flow Actually Works

You press a button. A credit report pops up. Simple, right?

Not even close.

Here’s a very simplified version of the data flow:

So when you hit that “order credit” button, your CRA is doing the heavy lifting, merging the data, applying the scoring model, checking for fraud indicators, and delivering it back in a way that DU, LP, and your pricing engine can read.

What CRAs Actually Do (And Why It Matters)

CRAs aren’t just middlemen. They’re your silent partner in credit reporting, compliance, and strategy.

Here’s what the good ones (like Joy’s team) actually handle:

• Quality control and error resolution

• Compliance tracking (e.g., written consent, permissible purpose)

• Fraud detection and UDM alerts

• LOS and pricing engine integrations

• Strategy tools like hybrid reports and soft pulls

Not all CRAs are created equal. If yours treats you like a number, you may want to explore alternatives.

Smarter Credit Strategies for 2025–2026

One of the smartest plays right now is running hybrid credit reports instead of defaulting to hard pulls.

Hybrid Credit Report Benefits:

• No trigger leads

• No impact on score

• Fully underwriteable

• Doesn’t show up on UDM monitoring

• Inexpensive (as low as $5)

• Optional “no score” or “with score” versions

For purchase prequals, refis, and low-intent leads, this approach gives you insight without creating friction. Then, when the client is serious? Upgrade to a full report.

The Wrap: How to Stay Ahead

There’s a lot of noise out there…FICO announcements, VantageScore rollouts, pricing changes. But here’s what really matters:

What You Should Focus On

1. Understand the changes coming with credit scoring models in 2026

2. Watch for rollout timelines on VantageScore 4.0 and FICO 10T

3. Track how your credit report costs are affecting margins

4. Explore smarter tools like hybrid reports to lower costs and increase control

5. Partner with a CRA that treats you like a client, not a user ID

If you’re working hard to close loans in today’s environment, the last thing you need is more uncertainty. The good news is now you know what’s coming, and you’ve got options.

Want to dig deeper into strategies like hybrid reports, non-traditional credit, and CRA customization? Joy and her team are happy to walk you through it. You’ll find her at upcoming events like FUSE or just visit mycreditinfo.com to learn more.

It absolutely matters, but there is no reason to panic IF you are playing for relevance in 2025 and not 2012.

Before we get into the meat of this article, let me hit you with an image from my ChatGPT home search from inside Zillow.

Notice anything? We will get back to that later.

While most of the mortgage industry runs the same tired marketing playbook from 2016, others are playing the REAL game by building a relevance engine for the consumer of today.

Zillow’s direct search integration inside ChatGPT is just the start.

And if you don’t understand why that should make you at least a little uncomfortable, stick with me because I’m about to break it down.

Here’s What Just Happened

First, I want to make sure you understand that this isn’t a tech gimmick. This lays the foundation for a fundamental shift in how consumers search for homes.

Zillow now exists as a native app inside ChatGPT. You know, the platform that has over 3 billion monthly users with over 6 billion tokens processed per minute? Yeah, that one.

This is how the flow works as of yesterday:

A consumer can type, “I am moving to Atlanta and I need a list of 4-bedroom homes under $450k with good schools.”

And boom. Within seconds, ChatGPT serves up photos, listings, price data, estimated payments, and even tour scheduling options. All powered by Zillow.

No agents. No loan officers. No Google search. No browsing through Zillow’s website. The entire search and discovery phase is happening inside a chat conversation.

Let that marinate for a few.

Just Another Wake-Up Call To Ignore?

In the last 24 months, we have seen articles, webinars, podcasts, and events talking about the proverbial “wake-up call,” but nothing ever seems to change. You can ignore this one as well, to your own detriment, but here is the part that really should give you a nice morning jolt.

In one move, the front half of the buying process just got streamlined. You know, the part where buyers used to explore, search, and compare? That’s happening without you now.

Who this affects:

Agents: Buyers are filtering listings and comparing properties before they ever reach out to you. You’re no longer part of the exploration phase. We also know Zillow favors THEIR flex partners.

Loan officers: Buyers are seeing estimated payments, affordability guidance, and lender information before they ever think about getting pre-approved.

And here’s the kicker! Lol….jk. Let me rephrase.

And here’s WHAT MATTERS: guess what lender gets mentioned by default in those conversations?

Zillow Home Loans.
(Refer to my screenshot above for the list)

This is how you lose out on the opportunity to compete before you even know someone was looking.

OpenAI Just Opened the Floodgates

Zillow is just the first one through the door because they know what the rest of the industry fails to understand over and over again.

Being a first mover F#$%ing matters! But I digress…

Now that OpenAI has opened up these integrations, any platform can build tools directly into ChatGPT. Redfin. Realtor.com. Rocket. Even your competitors.

It’s not “if.” It’s WHEN.

And if you’re sitting there thinking, “Yeah, but people still use Google,” let me share something with you:

In 2020, Google captured 98% of all online search traffic.

By late 2024? That dropped to 61%.

At the same time, AI tools accounted for 30% of search traffic.

Some may think it is a bubble, but I call it a massive shift in consumer behavior.

The buyer journey is moving to AI platforms. And most mortgage pros haven’t even noticed yet.

Now, before you @ me, the Google Search Vs. AI search is a movable metric, and I believe that Google will win that war, but the landscape has changed nonetheless.

Newsflash: The Old Playbook Is Broken

Here’s what most loan officers are still doing:

• Buying recycled leads from the same four aggregators

• They are actually paying Zillow to compete with them

• Running Facebook ads with generic copy

• Posting “CTC” with a stock photo (that usually isn’t even branded to them!)

• Sending rate blasts to cold lists

• Using templated websites with no real value

The problem?

AI doesn’t see any of that.

When someone asks ChatGPT, “Who are the best loan officers in Tampa?” it’s not searching Facebook. It’s not scraping your Google Ads. It’s not impressed by your Canva loan limits flyer.

It’s looking for real, published, trusted content that proves you’re an authority.

AI Thinks Differently Than Google

Here’s what a lot of people miss:

Google is a traffic engine. It wants to show you 10 clickable results.

ChatGPT is an answer engine. It wants to give you one smart answer.

So it pulls from:

• Long-form blog posts

• YouTube Q&A videos

• Local guides

• Client reviews

• News articles

• Reddit threads

• Industry directories

It cross-references. It checks for consistency. It focuses on recent, helpful, well-structured content.

If you’ve never created anything AI can quote, you don’t exist in its world.

Let me repeat that in case you just glossed over. YOU DON’T EXIST IN ITS WORLD.

And that’s a problem.

What You Need to Do Right Now

I am not here to talk about problems; I am here to help mortgage brokers start building a solution.

If the basics are now being handled by AI, like payment estimates and rate comparisons, then your job is to become the trusted voice that AI references. We will be covering this at fuse, btw.

Here’s how you do that:

1. Stop Creating Content for Your Peers. Start Creating for the Buyer

Nobody needs another “Congrats to the Smith family!” post.

Start publishing content that speaks directly to buyers and solves real problems.

Like:

• “What $500K Buys You in Denver in 2025”

• “How to Buy a Home in Miami with Less Than 10% Down”

• “The Difference Between Pre-Qualification and Pre-Approval in Texas”

Make it educational. Make it local. Make it readable.

2. Use YouTube, But Don’t Stress About Going Viral

AI heavily scrapes YouTube content. Not for views. For answers.

You don’t need fancy editing. Just speak clearly, answer real questions, and title your videos like someone would actually type them.

For example:

• “Should I choose FHA or Conventional?”

• “Can I buy a house with bad credit?”

• “What credit score do I need for a VA loan?”

• “What’s the real cost of buying in Charlotte right now?”

Simple. Direct. Helpful.

Mortgage Broker Carlos Scarpero has been crushing it in this area, and he will be speaking to it at fuse.

3. Go Hyper-Local

AI wants to recommend the best expert in a specific area, not the loudest voice online.

You win by going hyper-local:

• Neighborhood breakdowns

• School district financing tips

• Local economic insights

• Seasonal buying guides for your city

The more specific you are, the more AI sees you as the authority.

4. Your Google Business Profile Is Your Trust Badge

It’s not sexy, but it’s powerful.

Let me just get this out of the way. GET REVIEWS!!!!!

Make sure:

• Your business name, address, and phone number are consistent everywhere

• Your categories are accurate

• You’re posting monthly updates

• You have recent, specific reviews

AI reads these reviews, by the way. If someone mentions, “James helped us finance a home in downtown Charleston with an FHA loan,” that’s gold.

5. Get Quoted Anywhere You Can

Local media. Podcasts. Industry blogs. Community newsletters.

AI treats third-party mentions as validation.

Reach out to:

• Real estate magazines

• Local lifestyle blogs

• Chamber of commerce newsletters

• News stations with real estate segments

You don’t need to go viral. You just need to get indexed.

6. Freshness Wins

AI wants up-to-date information. It favors recency.

That means:

• Update your blog regularly

• Add monthly videos to your channel

• Refresh old content with current stats

• Comment on market shifts in real time

One blog post every six months won’t cut it anymore.

You’re Not Competing With Zillow

Real Talk: You’re not going to outspend Zillow.

But you can out-teach them. You can out-localize them. You can out-human them.

Zillow has tech. You have trust, nuance, and boots-on-the-ground knowledge.

That only matters, though, if you show up where people are searching. And that’s increasingly inside AI tools.

You’ve Got A Small Window Of Time

Right now, this is an edge. Soon, it’ll just be the way things are.

There will be two types of mortgage pros in 18 months:

1. Those who show up when AI gets asked, “Who should I talk to about a mortgage?”

2. Those who don’t even realize they’ve already been left behind

Your marketing can’t just be about getting seen by people anymore. It has to be about getting cited by machines.

That’s the shift.

Final Thought

The marketing playbook has officially changed.

I want to make it clear that I am not asking you to abandon what works (especially if it is working). I want you to think about evolving with how consumers make decisions.

You don’t need a million followers. You don’t need to be famous.

But you do need to be findable. Verifiable. Someone AI can reference.

Start now. Publish something real. Be the expert AI trusts.

Because in a world where chatbots decide who gets recommended, being good isn’t enough.

Being findable is everything.

Your future self is going to thank you for taking action today.

Now go get it done.

P.S. If you want a first-hand expert look at how to do this, join us at fuse.

We recently had Darren “DC” Copeland, founder of Summit Lending and one of the most respected voices in the mortgage space, join us on The MLO Project. The insights that came out of that episode were great, real, and essential for growth.

If you’re serious about building a SUCCESSFUL mortgage business strategy for 2026, this article is your guide.

Now, before I get into the spice, I know very well that loan officers are very careful who they listen to, so I have saved you all the trouble of doing the production search and put DC’s RETR stats below.

The Middle Class of Mortgage is Disappearing

Let’s get something straight right now: the middle class of mortgage is evaporating.

You’re either:

• Building brand,

• Scaling visibility,

• Leveraging tech,

• And deepening relationships

Or you’re stuck chasing rate shoppers, doing two deals a month, and hoping this market turns around.

It won’t, at least not in the way you’re used to.

“It’s time to get real with yourself,” says DC. “You’re either serious about building a modern, scalable mortgage business or you’re playing house with your career.”

Coachability is the #1 Differentiator

One of the “real talk” moments in the episode came when DC said this:

“Only 10% of LOs are actually coachable. The other 90% just wander aimlessly without a plan.”

That’s not shade, that’s experience talking.

The takeaway? The most successful loan officers aren’t necessarily the smartest, most technical, or best on camera. They’re the ones who:

• Have a plan

• Stay consistent

• Execute over and over again

If you want to elevate your business strategy in 2026, step one is being willing to listen, learn, and implement.

It’s Time to Get Serious About Time

Let’s talk about your calendar. Or lack thereof.

Real talk time! Time management IS the foundation of your revenue. DC broke this down clearly:

• Stop confusing busy work (reading guidelines, 4-hour webinars) with green zone work (calls, videos, follow-ups, referrals).

• Track your actual marketing hours per week.

• Live in the green zone at least 2 hours a day.

“If you don’t control your calendar, your business controls you, and that’s not a long-term play,” DC added.

Your CRM Isn’t Optional Anymore

We’ll say it louder for the people in the back:

Your CRM is now your #1 asset.

It’s not a “nice to have.” It’s not an “I’ll get to it later.”

The recent Trigger Lead legislation only underscores this truth: data wins.

What should your CRM do for you?

• Track every client and referral partner touchpoint

• Automate follow-ups

• House reviews, testimonials, and video content

• Drive your marketing workflows

• Integrate with AI tools

If you don’t have a CRM that works (Empower, anyone?), you’re giving business away. Daily.

Visibility = Credibility = Opportunity

DC told a story that should wake you up about AI:

“A 27-year-old couple came to us last week. We asked how they found us. They said they typed ‘best mortgage broker Kansas City’ into ChatGPT. And we showed up. Because of our content, videos, and 400+ Google reviews.”

That’s the future! Well…no. It is actually that’s the present.

If you think borrowers are calling Aunt Linda the Realtor first, you’re already behind.

Here’s how consumers are choosing loan officers in 2025:

1. Ask AI

2. Watch your YouTube or IG content

3. Check your reviews

4. Book a call

You don’t need to be a TikTok star, but you do need to show up.

Choose Your Content Weapons

You can’t dominate every platform, but you can go all-in on one or two.

Top-performing LOs in 2025 are doing things like:

• Sending weekly gratitude videos to partners and past clients

• Publishing 2–4 YouTube videos per month

• Creating monthly newsletters (That Matter)

• Running educational webinars or podcast guest spots

• Posting market insight content on LinkedIn or Instagram

Want the real flex? Pair this with AI for outlines, captions, scripts, and edits.

Consistency + leverage = visibility.

Agent Relationships Are Shifting (And That’s a Good Thing)

Let’s address the elephant in the room: agents are not the only source of leads anymore.

Consumers are going direct. They’re:

• Running their own numbers

• Searching content

• Using AI

• Making decisions before they ever talk to a human

That said, great agents are still powerful allies, especially when you shift the conversation.

Talk about:

• Your marketing systems

• How you generate buyer leads

• What AI tools you’re using

• How you’re improving pre-approvals and conversion rates

“Position yourself as a business partner, not a vendor,” DC emphasized.

The Next 12–18 Months Are Everything

Here’s the deal: you’ve got a 12–18 month window to decide who you’re going to be in this industry.

You can either:

• Build systems & processes

• Automate follow-ups

• Refine your messaging

• Use AI to scale

• Grow your local and digital footprint

Or…

You’ll be playing catch-up in 2026 when everyone else is already winning.

“You’ve got to be disciplined and relentless,” DC said. “Don’t wait for the market. Make your move now.”

The Wrap: The Formula Is Simple (But Not Easy)

We’ll leave you with the 3-part playbook for any loan officer looking to stay relevant and win in 2025:

1. Plan: Build a real 90-day strategy around visibility, relationships, and content

2. Protect your time: Block off your green zone hours like your business depends on it (because it does)

3. Execute: Don’t overthink. Post the video. Make the call. Launch the campaign.

“We’re not talking about a knowing problem, we’re talking about a doing problem. You know what to do, now go #$%&ing do it.”

Want to Go Deeper?

Grab a copy of The Green Zone Project, a practical, no-fluff guide to getting real results in your mortgage business (written by Darren Copeland and yours truly).

👉 Available now on Amazon

Listen to The MLO Project

Connect with DC

This wasn’t just a broker bragging about their volume. It was the play-by-play of a guy who opened a mortgage brokerage with zero lending experience... and made it work.

Here’s what stuck with me.

The Unexpected Mortgage Broker Journey

Bryan Atwood didn’t “pivot” into lending, he came in as cold as can be.

He and his brothers were sixth-generation real estate pros in Minnesota. Literally born into the industry. But it wasn’t until they started managing transactions themselves that they realized something: most of the problems in real estate came from lenders.

Late closings. Miscommunications. Disconnected timelines.

So, they asked a bold question:

“What if we fixed the lending side ourselves?”

And like most success stories in business, the launch of Atwood Mortgage in 2021 (with zero lending experience) was born from trying to solve a problem.

Starting From Scratch… With Strategy

Bryan makes it clear that starting the brokerage wasn’t the hard part, it was knowing what to do after it was live.

Application comes in. Now what?

He credits AIME (Association of Independent Mortgage Experts), UWM, and resources like AIME Academy with getting him through those early growing pains. But what set him apart was his obsession with learning the why behind everything.

“I despise not knowing things,” Bryan said, and it showed. He didn’t just take guidelines at face value. He read them, challenged them, and called reps to make sure things made sense.

If you’re a broker or thinking of becoming one, don’t mistake “start-up” for “guesswork.” Atwood built a process fast, and that made the difference.

Realtor-Lender Disconnect: The Silent Killer of Deals

This part made me think: on the lending side, how well do we really understand the day-to-day of real estate agents?

Bryan grew up watching his dad nurture and coach agents. But even with that legacy, he admitted:

“Realtors don’t know squat about lenders and vice versa.”

He’s not wrong.

In my experience, Realtors often hand off a file and cross their fingers. Loan officers rarely attend listing appointments or read representation agreements. And when something goes wrong, each side blames the other.

Bryan’s brokerage tackled this head-on by not asking for coffee meetings or begging for deals. Instead, he built trust by:

• Posting educational content on social

• Sharing behind-the-scenes of what great lending looks like

• Offering real value before asking for anything in return

This reframed the relationship. And realtors started coming to him.

Want Realtor Referrals? Do This Instead.

You’ve heard the line:

“I already have a lender.”

Bryan doesn’t argue. In fact, he agrees.

“All lenders are good. If they weren’t, they’d be gone.”

But then he drops the hammer:

“No lender is good at everything.”

He challenges realtors (respectfully) to consider this: If one lender saves your client $5,000... how do you choose who gets that deal?

Do you rotate based on friendships or choose the best fit every time?

It’s this kind of logic-driven, non-salesy positioning that flips the power dynamic. And it’s a big reason Bryan’s brokerage keeps growing without cold calls or cheesy sales scripts.

VA Loan Misconceptions Are Still Everywhere, And It’s Hurting Veterans

Bryan is a veteran himself. So it hit home when he talked about how many real estate agents still actively avoid VA loans, usually based on outdated, second-hand “rules” from years ago.

Here are a few VA myths Bryan tackled:

• “VA appraisals always come in low”
  Not true. And even if there’s a shortfall, you’ve got options: Tidewater, ROVs, local RLC support.

• “VA loans are slow and complicated”
  Only if the loan officer doesn’t know what they’re doing.

• “You can’t get a VA COE quickly”
  Bryan got one in under an hour for a client that another lender was chasing for a month.

His advice?
Educate yourself. Then educate your referral partners.

If you’re not learning from VA-specific groups, teaching myth-busting classes, or sharing VA content on social, you’re missing out on both business and impact.

Challenge Everything! Especially When It Doesn’t Make Sense

If there’s one theme that ran through the entire interview, it was this:

Challenge the process. Challenge the rules. Challenge the expectations.

Whether it’s an underwriter, an agent, or a guideline, Bryan doesn’t accept “that’s just the way it is.” I absolutely love that because our industry is entrenched in keeping the status quo.

He asks for the reasoning, pushes for clarity, and escalates when needed. And more often than not? He finds that things can be done differently. Deals get saved. Clients win.

To me, the question everyone should be asking is “Are we challenging the process, or just coasting through it?”

AIME Was the Difference Maker

Bryan was crystal clear: AIME changed everything.

From getting licensed and learning the ropes to saving real deals through escalation support, Bryan credits AIME with helping him punch way above his weight as a one-man shop.

He showed up to FUSE before his shop was even licensed just to learn. He leaned on the Brokers Are Best Facebook group to crowdsource real answers. And when an early deal almost died, he tapped AIME’s escalation team and got it closed.

“That saved a deal and made me money. Why wouldn’t I be a VIP member?”

Whether you’re new to the channel or scaling up, community and resources make the difference.

The Wrap: What Brokers Can Implement After This Episode

This wasn’t just a standard podcast episode interview; it was a blueprint. Here’s what you all should be stealing from Bryan Atwood’s playbook:

1. Stop trying to “sell” realtors. Educate. Challenge. Deliver results before asking for business.

2. Own the VA lane. Study it. Teach it. Advocate for it.

3. Escalate with logic. Don’t accept vague “no’s.” Push for clarity.

4. Post publicly. Be the broker who shows their process, not just their volume.

5. Lean into community. No one wins in this business alone. Join, ask, share, repeat.

One thing that I have learned since my move from retail to wholesale is that the broker channel doesn’t just offer more options to loan officers, it forces you to become the kind of problem-solver today’s consumer actually needs. Loans are a lot “hairier” than in years past, and with the rise of out-of-the-box buyers, you need someone who can provide out-of-the-box solutions. And that’s what sets top producers like Bryan apart.

Connect with Bryan Atwood

Connect with Marc Summers

Join us at AIME Fuse in Nashville on October 23rd - October 25th.

In a shifting mortgage landscape, where technology, pricing, and products are increasingly commoditized, the difference-maker isn’t the lender you choose or how fast you close; it’s how you show up every single day.

In a refreshing conversation with Kenny Phillips, Chief Sales Officer of EPM, several truths were laid bare: if your business isn’t where you want it to be, it’s not the market, it’s your mindset, your habits, and your execution.

Let’s break down the high-performance blueprint that emerged from this conversation and how it applies to mortgage brokers and loan officers across the U.S.

Stop Waiting for the Market to Change. Shock Your Own System First

If your weekly habits haven’t changed, why would your results?

“You can’t be doing the same shit every week and expect a breakthrough.” – Kenny Phillips

The idea of "shocking your system" isn't motivational B.S. It’s about intentionally disrupting your routine before the market does it for you. Many loan officers are reactive, waiting for rates to drop, for volume to pick up, or for leads to magically appear.

The pros? They proactively change course before things slow down.

Action Step: Audit your daily routine. If your outreach, prospecting, and value delivery looks identical to six months ago, it’s time to flip the script. Try a new script, video strategy, or in-person play. Just do something different. And do it on purpose!

Features Are Commodities. Conversations Are Currency.

In today’s environment, nearly every lender offers the same menu: FHA, VA, conventional, fast turn times. None of that makes you stand out anymore.

What does set you apart? The conversation.

“Everyone has the same table stakes. What makes you different?” – Kenny Phillips

Kenny emphasized that sales success is less about having the best rate or program, and more about having the right conversation. That means understanding your referral partner or client on a personal level and speaking directly to their goals, pain points, or blind spots.

Action Step: Research your agent partners. Look at their social media. Find out how they present themselves, who their clients are, and what kind of content resonates with them. Then, customize your outreach. Ditch the generic scripts and lead with something insightful, educational, or even shocking.

Accountability > Motivation

Motivation fades. Life gets in the way. Kids, workouts, contracts, EMD deadlines—it’s a lot.

What keeps elite performers consistent? Accountability.

“It takes a special person to hold themselves accountable. Most people need someone to report to—someone to not let down.” – Kenny Phillips

Whether it’s a coach, a business partner, or a tight-knit accountability pod, having someone expecting results from you creates urgency and intention. If you’ve ever worked out harder because someone was waiting for you at 5:30 a.m., you already understand the principle.

Action Step: Join or create a weekly accountability group. It doesn’t need to be complicated. Set a 15-minute call with a fellow originator every Friday. Share your top goals. Report back. Repeat. And yes, this works best when your accountability partner has high standards too.

Set Boundaries…But Always Show Up

The #1 excuse we hear in the mortgage world?

“I’m just too busy.”

Busy is a lie we tell ourselves to justify procrastination or low-impact activities. The truth? Everyone’s busy. But high performers still make time for what moves them forward.

Kenny shared the importance of creating boundaries with clients and partners, not as a wall, but as a sign of professionalism and reliability.

Action Step: If you're unavailable at 7 p.m. for a phone call, set that expectation early but also provide a channel for support (e.g., “Text me any urgent questions and I’ll respond first thing.”) Showing up with clarity is better than being occasionally responsive with no structure.

Tell the Truth, Even When It’s Hard

Loan officers love to say they value “real talk”… until someone actually gives it to them.

“Did you have a problem with the truth or just the way it was said?” – Kenny Phillips

The takeaway here: the truth is uncomfortable, but growth depends on it. Whether it’s being told your pitch is flat, your follow-up is weak, or your pipeline isn’t enough, you’ve got to be willing to hear it. And more importantly, act on it.

Action Step: Ask someone you trust to give you blunt feedback. What’s one thing that’s holding you back? What’s one way you can immediately level up? Don’t defend. Just listen. Then execute.

Don’t Chase Rates! Build Real Relationships

Want to play the mortgage game at a high level? Then you need to realize it is about relationships, not transactions.

“If you’re just going with whoever is top of the pricing engine that day, you’re doing yourself a disservice.” – Kenny Phillips

Clients and referral partners are more likely to stick with you when they trust you, not when you’re .125% lower on rate. Similarly, lenders are more likely to go the extra mile, push files, escalate scenarios, or support you in a crunch when there’s a relationship behind the scenes.

Action Step: Deepen your lender relationships. Reach out to your AEs. Check in even when you don’t have a file in their system. Offer feedback. Share success stories. That rapport pays dividends when the pressure's on.

Deliver Value Before You Ask for Anything

Every LO wants more business. But fewer are willing to give value first.

Kenny gave the example of training sessions he runs for brokers to help them price smarter, structure cleaner, and win deals. The byproduct? Relationship equity and yes, loans follow.

Action Step: Host a short Zoom or coffee chat where you teach your agents something they didn’t know (e.g., how to quote borrower-paid scenarios, prep buyers in a high-rate market, etc.). The value you give in that moment will be remembered far more than a rate sheet.

The Wrap: High Performance Is a Decision, Not a Trait

You don’t need a new CRM. You don’t need a magic rate drop. You need a higher standard for yourself.

High performers don’t wait for better conditions. They create them.

Whether it’s shaking up your routine, finding an accountability partner, or simply choosing to show up with more intention—this is the blueprint to finish 2025 strong and enter 2026 with momentum.

And to quote Kenny one more time:

“You never reach the top of the mountain in our industry. You just keep climbing. And the ones who climb consistently? They win.”

Connect with Kenny on LinkedIn.

Connect with EPM.

Join “The Call” every Tuesday at 11:30am EST. Hosted by 20/20 Vision For Success Coaching.

Today, it’s real.

When we first sat down to talk about the Credit Trigger Bill, it was still just a headline and a “third rail” topic sparking controversy and hope across the mortgage industry.

There are certain conversations that just can’t happen in a Facebook group (Read Lord of the Files to understand why).

They’re too nuanced. Too personal. Too critical.

That’s exactly why the “Tough Conversations” interview series was created: to have real, unfiltered conversations that challenge surface-level thinking in the mortgage industry.

Fast Forward to Today: The Homebuyers Privacy Protection Act (H.R. 2808) has passed both chambers of Congress and is headed to the President’s desk for signature.

In this article, we will discuss exactly what Mortgage Brokers need to know.

What Are Trigger Leads?

If you’re a broker, you’ve seen the fallout firsthand:

A client applies for a loan

You pull their credit report

Suddenly, they’re inundated with calls, texts, emails from other lenders

This happens because credit bureaus, TransUnion, Equifax, and Experian sell borrower information to other lenders immediately after a “hard” inquiry. These are known as trigger leads, and they’ve become a source of frustration, confusion, and in some cases, outright fraud.

As I put it bluntly, “Consumers don’t differentiate between good and bad actors. They just get bombarded and blame the broker.”

What the Homebuyers Privacy Protection Act Does

The new law doesn’t eliminate credit triggers entirely, but it introduces powerful restrictions.

Under H.R. 2808, credit bureaus can only sell a mortgage applicant’s data if the requesting lender meets at least one of the following conditions:

The borrower gave explicit permission
The lender is the original lender or servicer of the existing mortgage
The lender is the borrower’s existing financial institution (i.e., bank or credit union)

In all cases, it is required that the baseline offer is a genuine “firm offer of credit or insurance.”

Timeline:

Passed by the House Financial Services Committee 46–0

Now awaiting Presidential signature

Takes effect 180 days after signing

Pros for Mortgage Brokers and Consumers

Is this reform a massive win or a massive meh?

For Consumers:

Stops spam and harassment during a stressful financial moment

Reduces confusion about who their real lender is

Prevents fraud from predatory lead buyers

Protects sensitive personal data from being sold without consent

For Brokers:

Preserves relationships you’ve worked hard to build

Limits poaching from big-budget lead buyers

Builds trust when you tell clients: “We won’t sell your data and no one else should.”

As Jonathon said in the original interview:

“This isn’t a ban. It’s reform. It’s about protecting the consumer and forcing the industry to raise its standards.”\

But It’s Not All Smooth Sailing

The Fine Print You Need to Know:

Exceptions favor big players
Servicers and depository institutions (i.e., large banks) will still benefit from the bill’s exceptions. If you don’t service your loans, you may still lose touch with past clients.

Enforcement will be slow
Jonathon warned a month ago: “This is going to take time. People will get frustrated because the change won’t happen as fast as they want.”

Credit bureaus aren’t going quietly
While remaining silent publicly, credit bureaus are almost certainly preparing legal challenges, lobbying efforts, and workarounds to protect their $9 billion+ in data revenue.

The Credit Bureau Playbook: What to Expect Next

Don't let their silence fool you. Here's how TransUnion, Experian, and Equifax are likely to respond behind the scenes:

Legal challenges – Claiming the bill violates commerce or free speech rights

Aggressive lobbying – Pushing for watered-down implementation rules

Loophole creation – Pivoting to “compliant” marketing tactics (e.g., soft offers, pre-approved mailers)

Shifting business models – Monetizing existing customer data instead of new leads

This isn’t their first rodeo. The credit bureaus will adapt and fast.

Why This Matters More Than Ever for Brokers

Here’s the reality: You can’t service your loans, so you need to double down on retention and relationship-building.

“Every single time you concede that conversation to the mailers, the servicer, or the call center… you’re conceding the opportunity. And you’ll never know what you lost.” - Frazier

You don’t need to beat the system. But you must beat silence and inaction.

5 Moves Mortgage Brokers Should Make Now

Strengthen post-close outreach
Don’t wait for your clients to come back. Build a follow-up cadence immediately after closing.

Communicate the value of privacy
Let clients know: “We don’t sell your data, and now, neither can anyone else.”

Train your team on credit education
Make sure they understand the impact of pulling credit, timing, and the new regulations.

Audit your lead vendors
If you rely on credit-based leads, ensure they comply with new guidelines or risk regulatory heat.

Build a value-first retention strategy
Don’t chase the deal. Nurture the relationship. Educate. Engage. Become unpoachable.

Final Thought: Adapt Now, Not Later

The passage of H.R. 2808 is a watershed moment, but it’s not the endgame.

The brokers who will thrive aren’t the ones waiting to see what happens next. They’re the ones who are already:

Training their teams

Calling clients

Positioning themselves as ethical, transparent, and proactive

Because no matter what the bill says, the business still goes to the broker who shows up first, and stays top of mind.

“Make sure your business adapts accordingly. Just focus on putting food on your table and making an impact.”
— Jonathon Haddad

Connect with Jonathon on LinkedIn

Connect with Frazier on LinkedIn