The mortgage giant is focusing on brokers ‘in a way we’ve never done before’
The mortgage broker channel received a boost Tuesday with the news that lending giant Rocket Pro is unveiling a slate of new offerings for brokers, doubling down on its commitment to the space as it focuses on building and strengthening relationships within that community.
The company’s Rocket Pro Experience event in Detroit saw a flurry of announcements that general manager Dan Sogorka (pictured top) said reflected its attention on a thriving broker sector and the growth of a vital channel within the industry.
That news, which sees a top lender strengthen and expand its presence within the broker space, marks a further sign of how brokers have established themselves as a crucial avenue for the US’s mortgage heavy hitters to generate and drive business.
Prominent among that new rollout are AI initiatives to generate business and streamline brokers’ daily work, a tool allowing borrowers to connect with brokers in their area, and a host of other solutions tailored specifically for brokers.
Rocket sets out its stall
The company has also laid out a series of principles to clarify its commitment to the broker channel, addressing misperceptions that Rocket Pro and brokers are at odds, according to Sogorka.
Among the most notable of those principles: “It’s your business who you do business with, even if that’s not us,” Sogorka said. “We’ll support you. We’ll never tie you down. Your terms, your choices.
“We believe the broker’s superpower is choice. We don’t believe they should be locked into using one platform, one technology suite or one lender. So everything that we do is kind of ecosystem-based and we want to grow their business and earn their partnership.”
The prominence of AI within the mortgage industry, meanwhile, continues to grow. Rocket is launching an LLM (large language model) tool, Rocket Pro Navigate, described by Sogorka as a mortgage-specific language model built exclusively for loan officers.
Sub-tools include sales and roleplaying coaching, objection handling practice, call prep, and instant feedback with compliant conversational scripts.
With Rocket Lead Scanner, Rocket says brokers will be able to identify top opportunities from uploaded client or prospect lists, while a new document analyzer tool will allow users to drop documents such as pay stubs, tax returns, and competing loan estimates before automatically extracting key insights and generating client-ready email responses.
Another AI tool, Rocket Pro Assist, consolidates Rocket Pro’s existing Pathfinder search engine, live chat support, and Rocket Connect live agent support, while BrokerNearMe.com is a new standalone website connecting consumers directly with local mortgage experts.
A significant step for the broker community
The rollout includes a new commercial positioning brokers front and center, with Rocket now featuring brokers “in a way we’ve never done before,” according to Sogorka.
“When I started a year ago and came on to run the Pro business, Rocket as a company had decided they were doubling down in the space,” he said. “And so this is really a culmination of Phase One of the things we set out to do.”
Changing the narrative around Rocket and how it works with brokers, Sogorka said, has been a key recent priority for the company.
That’s seen the appointment this year of industry stalwart Katie Sweeney to broaden engagement within the community, while it’s also been working more closely with Vetted VA and the Broker Action Coalition (BAC) in recent times.
And Sogorka suggested brokers can expect more to come from Rocket. “I would say this is the first set of results of the path that we’re on, but it certainly won’t be the last,” he said. “Rocket Pro is all in on the broker channel.
“We believe in local relationships, and we have partners in every neighborhood around the country. Everything we do is to provide technology and support for them to run their business and grow their business. We’re excited to see what comes next.”
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