Housing and mortgage activity is still sluggish, but the phone is still ringing for these seasoned originators
The US housing and mortgage markets aren’t exactly roaring right now, with elevated mortgage rates and an affordability crunch continuing to weigh down on many hopeful buyers.
But while some mortgage brokers are feeling the pinch, others are keeping a steady stream of business coming in – the product of years spent honing their marketing strategies and building a robust network.
That may seem a daunting task, especially for newer originators taking their first steps in the profession. But elite brokers on a panel at the recent Rocket Pro Experience in Detroit had a common message for every mortgage professional in attendance: consistency and resolve are key ingredients that can help any broker eke out success, even in a tough market.
Shane Kidwell (pictured, top left) of Dwell Mortgage was a firefighter before entering the mortgage industry, taking the leap into a world he had little expertise in and no existing book of business.
But a consistent approach proved a crucial part of his successful switch. “The consistent people are going to win,” he said. “If I show up and do the same thing every day, I’m going to win more often than not. And that consistency piece was huge for me.”
The key to establishing a strong social media presence
Rebecca Richardson (pictured, top right), meanwhile, is a Charlotte-based loan originator who’s amassed hundreds of thousands of social media followers as the self-styled Mortgage Mentor, known for informative TikTok videos on every aspect of the mortgage process.
That endeavor started, according to Richardson, with the realization that she didn’t have a lot of spare time to build her business, balancing professional responsibilities with those of a parent. “Video looked like a good way for me to be able to do a one-to-many approach,” she said.
“People started asking questions. I was very surprised people had as many questions as they did, and that allowed me to grow that content based off the questions that I was getting and really have that real-time info from people as far as what they wanted to know, what mattered to them, versus what I thought they wanted to know.”
Homefront Lending LLC’s Ross Sykes says fear often holds first-time buyers back, but transparency and connection can change that. He stresses guiding clients through every step and offering a clear path from “not yet” to “ready.”https://t.co/vEqmmXGzAv
— Mortgage Professional America Magazine (@MPAMagazineUS) October 9, 2025
And simplicity is best when it comes to a social media strategy, Richardson said, rather than getting caught up in wondering too much about every specific of a video.
“I think it’s very easy for us to get wrapped up in what the algorithm is doing and whether it should be a seven-second video, should it be 10 seconds, should it be pictures, should I do this as a video… and we need to not focus so much on what the algorithm is doing, but really who our audience is,” she said.
“When you’re very specific about who you’re talking to and letting them know who you are, how you can help, what solutions you can offer, that creates a connection and that opens the door to then create a conversation, build trust, and earn that client’s business.”
Focusing on the community – and doing the best job possible
Tapping into a local community is another strong way of building a sturdy network, according to Natalie Jurkovich of Brick Financial Group, who highlighted how beneficial that can be when the national market takes a downturn.
“I think building in your local area and focusing [within] a certain radius of where you’re [located] allows you to be truly independent,” she said. “You cannot be independent if you’re dependent on leads, if you’re dependent on your employer to provide an income for your family.
“I feel like with an ever-changing market when rates go up or whatever happens, if you don’t have that self-generated base it’s going to be extremely difficult to continue to perform at the same level.”
Pure Rate Mortgage founder Drew Fisher emphasized the importance of brokers setting themselves up for repeat business from a customer so the initial deal isn’t the only one.
“The way I look at it is, ‘Let’s do it as affordably as possible.’ But when I’m selling myself on the front end, I’m going to do a great job for you,” he said. “The only way that my model works is if you come back to me.
“I want you to come back the second sale, the third. When you’re working with somebody, [you want them to] just call you, they trust you. But the only way they can do that is if you do a great job and deliver on everything that you say you’re going to do.”
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