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How to Build Realtor Loyalty That Lasts

 

When I talk to loan officers, even top producers, I often see a glaring gap: a lack of real Realtor loyalty. Sure, there may be a lot of transactions in the books, but they are often spread thin across a wide array of agents. This presents a tremendous opportunity-because the question becomes: Why are you working with so many different realtors and getting so few deals from any one of them?

The answer lies in how you build value and trust with your realtor partners. In most cases, you are not going to have 100% loyalty overnight. Long-term loyalty is built through small, kept promises repeated consistently over time. And loyalty is not just a business relationship; it is about genuinely caring and creating meaningful friendships.

Here is how I do it-and how you can too:

 

1. Share Your Process and Build Confidence

You need to be able to show your partners the advice you give, how you make them look good, and what the client experiences. Most realtors have no idea what you are saying to their clients unless you show them. Take them through your client consultation, show them every step from lead to pre-approval, contract to close, and then how you will follow up forever.

Earlier this week, I met with one of my top Realtor partners and her team, which includes two newer agents. She introduced me to them because she trusts me to share my process, explain what makes us different, and show how we can be the most valuable partner they will ever have.

This meeting was not just about business-it was also about showing them the care and friendship I bring to the table. You cannot fake that. Realtors want to work with people who genuinely care, not just about the deal, but about them as people…and we must help them win both personally and professionally.

 

2. Build Relationships Beyond Transactions

After that meeting, my realtor took me to lunch. There was little conversation about business-we talked about family and life. That depth of relationship is what sets you apart from the transactional mindset most loan officers have. If you are only seen as a service provider, you will never build loyalty.

 

3. Elevate the Realtor Experience

Yesterday, that same Realtor came to my office to join a mastermind session with other top-producing agents. This is not something they can find in their brokerage-a space for higher-level conversations about market trends, strategies, and growth. We talked about 2024, shared each other’s WHY, and our growth plan for 2025. By providing this kind of value, I am not just their loan officer-I am their partner, collaborator, and resource for leveling up their business.

 

4. Be There When It Matters

Realtor loyalty grows when you are there for the hard stuff-when you save deals, solve problems, and turn challenges into opportunities. It is not about being perfect; it is about owning your mistakes and committing to always getting better. This transparency and accountability build trust faster than any flawless track record ever could.

 

The Key to Realtor Loyalty

Realtor loyalty does not happen overnight. It is built on a foundation of small, kept promises and genuine care. By showing up consistently, creating opportunities for growth, and investing in meaningful

relationships, you will go from being “a loan officer” to the loan officer they rely on and refer to their peers.

The results? Introductions to other agents. Opportunities to save deals. And a pipeline filled with realtors who trust you deeply and send you consistent business.

 

What You Should Do Next

Take a hard look at your realtor relationships. Are you spreading yourself thin across too many agents, or are you investing in a few key partnerships that can truly grow? Start making those small promises, show up with value, and build relationships that go beyond business. This is the difference between being a vendor and being a partner.

This week, focus on the relationships, not the transactions. Build trust, and the deals will follow. “Realtor loyalty is about one thing: Showing you care about their success-not just closing the deal.”