Too many loan officers get stuck in planning mode, obsessing over every little detail instead of just taking action.  

It’s easy to believe that if we just perfect our plan, then success will follow. But in reality, we learn far more by doing than by overthinking. 

Stop Overcomplicating Referral Partnerships 

A common example? Loan officers overcomplicate the process of building relationships with referral partners.  

Instead of waiting until you have the “perfect” pitch, just reach out and make a connection. 

Try this: 

“Hey [Agent’s Name], I think you’re awesome, and I’d love to treat you to a cup of coffee so you can tell me more about how awesome you are.” 

That’s it. No elaborate scripts, no fancy presentations. Just a simple, genuine invitation.  

The real magic happens during that meeting. When you’re wrapping up,  make it clear what they can expect: 

• I’ll close you on time. 

• I’ll keep you updated on the loan process. 

• I’ll follow up on your leads like green on a pickle. 

Those are the 3 biggest pain points of high-producing agents according to a survey that they answered. 

Action Teaches You More Than Planning Ever Will 

We all want to know everything upfront—the exact right way to approach a referral partner, the best way to handle objections, the perfect follow-up strategy.  

But the truth is, you only get better by doing. 

When you start taking action, you’ll get real-world feedback that no book, course, or brainstorming session can give you. You’ll hear objections like: 

• “I already have a loan officer.” 

• “I’ll send you leads if you pay me first.” 

And because you’re in the game, you’ll learn how to handle them. You’ll adjust, improve, and keep moving forward—something that never happens when you’re just sitting there, thinking about your next move. 

Risk Looking Stupid (It’s Worth It) 

Taking fast action means embracing imperfection.  

You won’t always say the right thing. You might stumble over your words. You might even feel a little embarrassed. But guess what? The more you do it, the better you’ll get. 

So be willing to risk looking stupid. The people who win in this business aren’t the ones who have the most polished presentations—they’re the ones who take action, build relationships, and keep learning. 

Bottom Line 

Get out there and do the thing. Have the conversations. Make the calls. Book the meetings. You’ll learn far more from experience than you ever will from a perfect plan. 

Action beats perfection every single time.

So, I was thinking… What’s one thing I could do to help you close more loans without breaking a sweat? 

Then it hit me. Give you Kevin’s book, Loan Officer Success. For free. 
 
 

He interviewed 12 loan officers that were each closing over $100 Million in personal production for the year and then wrote down the things these top producers said moved the needle the most for them. 
 
It’s packed with 12 strategies loan officers use RIGHT NOW to generate leads, build referral networks, and free up time. 

The book’s digital version was too big to attach (trust me, I tried), so… 
Tell me where to send it here. 

Instant access. No waiting. 

Some would tell you that “I’m only giving this to the first 400 people” or something silly like that which we all know is always BS.  
 
But I will say Get it now as it will be a very good use of your time. 

We know that referred leads close at a rate of around 25%, while social media leads close at just 1%. That’s 1 in 4 versus 1 in 100—no contest. Referred leads win every time. 

So why don’t all LOs focus on the higher-converting, easier-to-close “referred leads”? 

Because most haven’t learned the “never milk a squirrel” lesson. 
(There’s a mental image that’s hard to forget, right?) 

If you need milk for breakfast, you’re not chasing squirrels. You go for the cow with plenty to give. The same goes for referrals—you want to target real estate agents with enough buyer-side deals to make a difference. 

Let’s break it down: 

The average real estate agent closes just 4 buyer-side transactions per year. Of those, 1 buyer is paying cash, and 1 is using their bank’s loan officer or a family connection. That leaves only 2 potential buyers per year for you to work with. 

Since referred leads close at around 25%, it would take 2 full years with that agent to close 1 loan. 

Bottom line: You can’t afford to spend time prospecting agents who aren’t producing enough deals. 

Instead, focus on agents closing 12 to 24 per year—that’s always been my personal sweet spot. 

Agents at this level will help you close deals consistently, ideally 1 every month. But here’s the key: Only 4% to 5% of agents fall into this category—about 1 in 20. 

The reason most LOs give up on prospecting isn’t because they’re doing something wrong—it’s because they aren’t qualifying agents before meeting them… or they are trying to milk squirrels… 

Showing up at random open houses or cold-calling agents without qualifying them is like walking up to a palm tree and expecting apples. Or, worse yet, trying to milk a squirrel. 

Sure, it might work, but not enough to matter. 

Let’s focus on closing more loans, not chasing squirrels. 

 When you’re ready to stop wasting time on low-producing agents, let’s talk on how you can get a list of over 1,000 qualified agents in your area with just a click, along with other epic ways to build these solid relationships.

I had just come off stage at one of the state mortgage association conferences when a loan officer asked me a great question: 

“Carl, should I market to renters of apartment complexes?” 

Here’s what I shared with her… 

The biggest challenge when targeting renters is this: You have no idea when they’re ready to buy. 

It’s a 2-step uphill battle: 

1. Convince them that buying a home is the right move. 

2. Convince them that you’re the lender to help them do it. 

I’m not a fan of that approach. 

Here’s why: 

I’d rather spend my time finding people who are already looking for me—prospects who’ve already made the decision to buy. 

Look for people who are looking for you. 

And the best way to find those buyers? Through referral sources who are already talking to them: real estate agents, financial planners, property managers, insurance agents, and more. 

Otherwise, while I’m busy convincing a renter that buying is the right move, I’m missing out on the prospects who’ve already made that decision and are just waiting to be connected to me. 

Now, I’m not saying renters should be ignored entirely. The idea of befriending property managers who can alert you when someone is ready to buy—that’s a great strategy. 

But doing general marketing to renters without knowing their intentions is like digging dry wells: labor-intensive and unpredictable. 

I prefer to dig wells that produce an ongoing stream of business. 

Real estate agents, financial planners, and others already have access to motivated buyers and can keep sending deals your way consistently. 

Why chase when you can attract? 

Ready to dig wells that actually flow with business?
Set up a quick chat here, and I’ll show you how.

As loan officers, we build our businesses on the foundation of strong relationships.  
 
These connections—with team members, partners, vendors, and clients—are vital to our success.  
 
But what happens when we hold on to a relationship past its natural course? What once served as a pillar of growth can start to weigh us down. 

Think of it like keeping milk in the fridge for too long. When it’s fresh, it’s nourishing and valuable. But try to stretch its life beyond what’s natural, and it turns rancid and lumpy.  
 
Relationships are no different. 

Here’s what I’ve noticed in my own journey: 

1. Stalled Progress: I’ve worked with team members and vendors who were incredible assets during a particular phase of my business.  
 
But as my goals evolved, their contributions no longer aligned with what was needed. Holding on out of loyalty only stalled progress for both of us. 

2. Emotional Decision-Making: Let’s be honest, letting go is hard. We’re often driven by a sense of obligation, guilt, or even nostalgia.  
 
But leadership requires us to put emotions aside and make decisions that align with our vision and goals. 

3. The Cost of Bottlenecks: When relationships become bottlenecks, they don’t just slow you down—they can also frustrate your team, delay projects, and create unnecessary stress.  
 
Recognizing this early is key to avoiding long-term setbacks. 

Letting go of a relationship, whether it’s with a team member, partner, or process, doesn’t have to be harsh. In fact, some of the most impactful transitions I’ve made have been handled with kindness and respect.  
 
Here’s what’s worked for me: 

A. Put on the Right Hat: I once heard a great analogy: “We need to have a conversation, and I’m taking off the brother-in-law hat and putting on the CEO hat.”  
 
Approach the situation with the appropriate mindset. Be clear about your role in the conversation. 

B. Be Honest and Transparent: Explain how the relationship has evolved and why changes are necessary. When handled respectfully, these conversations often lead to mutual understanding. 

C. Offer Support for the Transition: If someone has been loyal to you, honor their contributions.  
 
Help them explore new opportunities, provide recommendations, or ensure they feel appreciated as they move on. 

D. Stay Focused on Your Vision: Remember, these decisions are about growth.  
 
By staying aligned with your vision, you create room for fresh energy and opportunities that will propel your business forward. 

Reflect on Your Own Journey 

Take a moment to reflect on your current relationships. Are there any that might be holding you back from reaching your full potential?  
 
It could be a team member who hasn’t grown with your business, a vendor whose services no longer fit your needs, or even a process that’s outdated. 

Ask yourself: Am I holding on out of loyalty, or is this relationship still valuable to my goals? 

The truth is, growth often requires change. By recognizing when it’s time to let go, you’re not just serving yourself—you’re also creating opportunities for others to thrive in new environments. 
 
Leadership isn’t always easy, but it’s about making the right decisions, even when they’re tough. Letting go with kindness and respect isn’t just good leadership—it’s the key to unlocking your next level of success. 

If this resonates with you, I encourage you to take action today. Look at your relationships, processes, and systems with fresh eyes. Where can you create space for growth?