Even with affordability challenges, buyers are out there for brokers
Mortgage brokers could be excused if they looked at the current headlines and felt discouraged about the housing market.
Geopolitical uncertainty will likely keep bond yields high, which means it will be a while before mortgage rates move back toward 6%.
At the same time, increasing costs have not only made mortgages more expensive but have also increased the cost of everyday life.
Add all of that to the news today that existing home sales slumped to their lowest level in nine months, and the White House’s statement that the market is short by 10 million homes, and it can be a bit tough to find a silver lining.
But for the top brokers, there is a silver lining. Buyers still need homes, and many of them are taking advantage of the current market to get what they want. One mortgage executive said now is the time for brokers to push, regardless of the headlines.
Katie Fisher (pictured top), EVP of broker strategy & advocacy with Rocket Pro, said that even with market headwinds, brokers who have a plan for their buyers will be rewarded.
“Affordability is the pressure point — but it hasn't killed demand,” Fisher told Mortgage Professional America. “It's revealed which lenders and brokers actually know how to operate. Buyers are still in the market. They're more disciplined and far less tolerant of confusion or wasted time. What they're looking for isn't just a lower rate. It's someone they trust to help guide them as they make one of the biggest decisions of their life.”
Bridging the confidence gap
Buyers are reading all the same headlines brokers are reading. Worse, many of them are probably consulting with AI chatbots who are aggregating content, telling them to wait for a better time to move. Fisher said that’s why it’s critical to get buyers beyond the rate and on to the complete homebuying experience.
“The professionals taking share right now don't just quote numbers, they deliver clarity,” Fisher said. “They walk buyers through the full picture: the real payment, the real path, the real opportunity. They make homebuying feel possible when everything else is telling people to wait. This isn't a demand problem. It's a confidence gap.”
Fisher said brokers who adjust their mindset as to what the end goal is for the new homeowner, rather than focusing on a shifting mortgage rate, will find an abundance of deals even in a tight market.
“The professionals winning in this market aren't just selling mortgages,” she said. “They're guiding people home. That's always been the job. In this market, however, it's more visible who's actually doing it. Rates will move with the market. They always do. But the bigger issue is mindset. Too many brokers and lenders are still waiting for a better market instead of learning how to win in this one.”
She’s seen too many in the industry planning for what they hope happens down the road instead of what is happening now. The ones who play the hand they are dealt will be the trusted advisors that clients need.
“The professionals who are growing right now made a decision to operate in the market we have, not the one they’re hoping for,” Fisher said. “If rates improve, that’s upside. But building your business around waiting is not a strategy. Now is the time for brokers to invest in themselves—strengthen operations, train their staff, and master the tech that increases efficiency and delivers a better client experience.
“The brokers who use this period to sharpen their processes and deepen relationships will be best positioned to serve clients—and to scale quickly—when the market shifts. Momentum is built today, not tomorrow. When opportunity knocks, the most prepared win.”
Meeting the challenge
Fisher is optimistic even in a challenging market. She sees brokers meeting the moment of the current conditions and helping customers with the most important purchase they will ever make.
“As I look ahead to spring, I’m inspired by the resilience and dedication I see across our industry,” she said. “I’m optimistic for the brokers and teams who have been strengthening their skills, supporting clients, and preparing for this moment. This market rewards those who meet every challenge with discipline and heart. I can’t wait to see those efforts pay off as activity picks up, in business growth, and in the number of dreams made possible.”
Rocket Pro, like other companies in the market, is offering pricing deals to try to also help with the increasing mortgage rates. Their recent deal stacked a purchase credit and Compass-related credits to provide 100 basis points of credit. While that will certainly help, Fisher said that while pricing may help get a customer, what brokers provide in service is what makes a customer for life.
“We’re focused on helping brokers stand out in today’s purchase market and truly convert opportunities into closed loans,” she said. “That means giving them real advantages and showing them how to turn those into results. The best brokers right now are not selling rate, they’re guiding the conversation. They’re setting expectations early, educating with confidence, and positioning value beyond a single number.
“Pricing might get you in the door, but execution is what wins the deal.”
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