The Old Playbook is Dead – Here’s How Lenders Are Actually Growing

Lenders picking up market share right now aren’t waiting for rates to drop. They’re adapting, innovating, and playing  offense while everyone else plays defense. 

Marketing Services Agreements (MSAs) That Generate Business 

MSAs with real estate brokerages, builders, and financial planners are back. The lenders structuring partnerships that  drive referrals, build relationships, and create steady business flow are winning. The key is providing real value  through marketing support, education, and co-branded initiatives that benefit both sides. 

Partnering with Influencers to Engage Buyers 

First-time buyers trust TikTok, YouTube, and Instagram creators more than mortgage companies. Smart lenders are  teaming up with housing and finance influencers to build credibility and drive inbound leads. But it’s not just about  borrowing an audience. The best are also training LOs to brand themselves on these platforms, turning their teams  into trusted industry voices. 

Using LinkedIn Influencers to Recruit LOs 

The best recruiters aren’t just posting job ads. They’re leveraging industry influencers and LinkedIn creators to  position their company as the place to be while also coaching their LOs on how to brand themselves and attract  talent. 

Owning Their Local Markets 

Big-box lenders are losing ground to local brands that actually understand their communities. Buyers want trust, relationships, and expertise - not just a transaction. Lenders doubling down on local content, agent partnerships,  and community engagement are pulling ahead. 

Offering Buyer’s Agent Services 

The commission lawsuits are reshaping real estate. Smart lenders aren’t waiting to see how it plays out - they’re  offering in-house or preferred agent services to get in front of buyers earlier and create more transaction stickiness. 

Leveraging AI to Convert More Borrowers 

AI isn’t replacing LOs, it’s supercharging them. The best lenders are using AI to nurture leads, predict borrower  intent, and automate first-touch conversations so LOs can focus on closing deals. 

Expanding into Niche and Alternative Loan Products 

Traditional mortgage volume is down, but non-QM, construction-to-perm, and down payment assistance programs  are growing. The lenders gaining market share here are educating borrowers and diversifying their product  offerings. 

The old playbook isn’t working anymore. The lenders winning are thinking bigger, faster, and smarter.