Brokers and LOs are poised to see their business take off – if they market themselves effectively
The number of loan originators employed across the US mortgage industry may have dipped in recent years – but that’s not to say opportunity is waning.
If anything, the opposite is true. Total mortgage originations for 2025 are expected to climb to $2.3 trillion, according to the Mortgage Bankers Association (MBA), up from $1.79 trillion last year, while Fannie Mae is forecasting a milder (but still significant) jump to $1.92 trillion.
For mortgage brokers and LOs, that points to a clear chance to grab market share with less competition from other originators as the number of individuals working in the profession reportedly thins – and ramping up marketing and social media presence will be an essential part of that process, according to a California LO who says she’s going “all in” on brand building.
Paige Hernandez (pictured top), a senior mortgage loan originator with Heritage MTG Inc., told Mortgage Professional America that exodus marked a “perfect opportunity” for brokers and LOs to grow their business in the years ahead.
Cultivating a strong online profile is crucial. “A lot of times the missing link is trust. They may know you, they may like you, but if they don’t trust you they’re not going to use you,” she said. “And so building expertise, especially online, to develop that trust factor is very, very key.”
Tapping into online potential means growing market share
Some mortgage professionals might shy away from giving advice or filming content related to their job, but Hernandez said the first step is the most important one and that those who don’t get their names and faces out there are missing out on potentially big business.
“I know a lot of people look at the mass exodus [of LOs] and think it’s negative but if you’re still here in this industry, you deserve to be,” she said. “It’s just a little challenging. If you’re still here, you’re in the prime position to really take advantage of that exodus. But it’s like surfing: if you don’t do anything, you’re going to miss the wave and being able to see that, you want to paddle out now and put yourself in a good position.
Loan originators and mortgage brokers face a volatile market with economic uncertainty and rising costs. Despite challenges, experienced brokers like Andrew Russell of RCG Mortgage see opportunities in the purchase market.https://t.co/JpkofUkRiN
— Mortgage Professional America Magazine (@MPAMagazineUS) March 5, 2025
“We’re going to do more business – and eventually, we’re going to do even more business than we’re doing this year. Are you in a position to ride that wave? You get in a position by building your brand and your authority.”
Hernandez, who’s hosting a content creation “workcation” for women in the mortgage industry in Los Cabos from May 4-7, highlighted how a focus on branding over the past year had helped boost her own income.
It’s also been a crucial way of setting herself apart, she said, in an originator space that remains competitive even if there are fewer professionals working within it.
“For me, it’s really about how you differentiate yourself from the person next to you, because we all have access to pretty much the same products, the same rates,” she said. “If you’re in the wholesale community, we’re all kind of the same from one to the next.
“So why does the client want to work specifically with you? You really get to differentiate yourself with branding. You get people to identify who you are.”
Building a winning brand – and overcoming initial fears
Brand building doesn’t have to stick to a conventional mortgage broker playbook either. Hernandez said she’s carved out a niche – and helped attract the type of clients she’s looking for – through an irreverent but effective style of marketing that’s reaped plenty of rewards.
“I’m a big fan of not boring branding. Mine is definitely not by the book,” she said. “But branding should repel people that aren’t a good fit for you and also attract the perfect, ideal client to you.”
Another essential step: overcoming any initial trepidation about taking the plunge into content creation and online marketing, especially for women in the industry who often doubt their ability to brand themselves effectively or fear how people might perceive them.
“For women, what we tend to deal with is that voice in the back of your head that says, ‘What are people going to think of me?’” Hernandez said. “I’m going to be honest – people will say, ‘Who does she think she is?’ You’re probably going to lose some people you thought were friends.
“When you really shine, that can bother some people and in business, you’ve got to make yourself the star of the show. We’re going to have to be OK with some people not liking that, and I think sometimes that’s a challenge.”
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